Website Content for Lawyers- Update to Why Content is King

Kevin Quinlan, law firm marketing guru, discusses how lawyers can help their web marketing programs by adding fresh legal content to improve the user experience.

/lawyermarketing101.com/Kevin Quinlan/ 07/30/2010

Nearly two years ago, I posted an article stressing how important high quality content is whether you are creating a new website for lawyers, redesigning an existing site or just adding new content to your law firm's current website. As important as high quality content was at that time, it is even more important now, as there seems to be a greater focus on content by the new indexing system of Google's Caffeine and Bing.

 

As in the past, the legal content should be written to keep visitors to your website interested and to impress the search engine spiders. The first goal is important for two reasons, one is that consumers have a very short attention span, especially when browsing the web and secondly part of the search engine algorithms is focused on creating a great user experience. Boring, repetitive or uninformative content will cause prospects for your law firm to exit the site quickly causing a high "bounce rate."

 

As important as it is to create a great first impression and clearly outline the strengths and characteristics that separate your law firm from the competitors in your geographic sphere of influence, it is also key to talk about the areas of the law your law firm marketing program wants to focus on to attract new clients.

 

Practice area focused content and information that anticipates the type of questions your potential clients might ask will help keep visitors to your website for lawyers engaged and also influences the search engine spiders, especially when the content is keyword rich.

 

Google's new indexing process makes new content available to searchers much faster and will give Google the ability to evolve even further as the web evolves, so they can deliver even more web content to searchers. It also has enhanced the amount and types of data that can be associated with pages crawled by the spiders and the speed pages can be delivered to a searcher. Information about external page links and the text associated with those links is stored in Google's database. Although Caffeine may not be a change in the search algorithm, the ability to associate more detailed information about each page will probably impact search engine ranking down the road.

 

Essentially, when you do a Google search, you're not really searching the live web, you're searching Google's index of the web. Caffeine analyzes the web in smaller bites, rather than the entire web, and adds them to the index continuously. What that means is that new content, including images and video, can be found faster than ever before as Google processes hundreds of thousands of pages in just seconds.

 

By crafting fresh content and adding it to your website via your law blog, lawyer newsroom or by adding pages you can potentially improve your search engine results even faster. Searchers want to find the newest and most relevant content and that means updating your law firm website regularly is even more important.

 

Cepac has created a lawyer marketing tool called smart news technology. This powerful link building tool syndicates your automatically optimized articles across a wide array of newswire partners, including Google News, providing valuable links and creating a fresh page of website content with each release.

 

Better web content will help achieve better search engine rankings for your site, which leads to more unique visitors, which leads to more visitors filling out a contact form and potentially becoming new clients.

 

For more information on website content for lawyers, smart news technology or website design for law firms, contact Kevin Quinlan

 

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