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Many people recognize by now the importance of content and digital marketing for any business, but especially those in highly competitive markets like law firms. Content is king, but are there specific do’s and don’ts for creating content for your law firm’s website?

Do Use Synonyms and Keyword Variants

When creating content for your firm, you should use synonyms and different ways of phrasing what a potential client may be looking for. For example, a car accident lawyer could also utilize the terms car accident attorney, traffic crash attorney, auto wreck lawyer, etc. Avoid using the same phrase repeatedly, especially within the same paragraph, because Google might view this as spam and penalize your website. If you use the phrase personal injury lawyer in Houston, switch it up by saying personal injury attorney Houston, a lawyer who works in personal injuries, or a legal professional who represents clients for injuries caused by auto wrecks in Houston.

Do Not Skimp on the Word Count or Aesthetic Appeal

You should also have a minimum word count for each page. While there is not a set character limit that Google prefers, pages that are between 400-750 words tend to rank well. If the content is well-written, visually pleasing, and informative, you could go beyond this word limit, but it is best to try not to go below. A page that is only a paragraph long will typically not perform as well as a longer, more information-rich page. Additionally, the content you create must have a visual aspect to it, whether this is a picture, a beautiful font, or just a clean, aesthetically pleasing website.

Do Not Copy and Paste

Another thing you do not want to do when creating content for your law firm’s website is copy and paste information from one page onto another page. This rule applies whether you are taking it from someone else’s website or if you are taking it from your own website and just changing a word here and there. Content must be unique and original, or Google will penalize you by not showing your site in search results.

Do Showcase Your Personality and Tone in Your Content

In the same vein, your content should have your voice. If your pages read like a recipe or an instruction manual, that might be boring to people, and you could lose potential clients who quickly click away because they are unable to connect with what they are reading. You should try to reflect your own personal flair that attracts people to the writing and shows that there is a real person behind the content and not a robot or AI.

Reach Out for More Do’s and Don’ts of Creating Digital Content

At Small Firm Legal Marketing, we offer individualized content and digital marketing solutions to help your law firm grow and succeed. Having a strong content marketing strategy is vital. However, knowing where to start and what to prioritize can be overwhelming. Contact our office for more information on the do’s and don’ts of digital content creation for your law firm’s website.