In an earlier entry, we discussed the importance of continually updating the content on your website to attract attention from major search engines such as Google, which in turn can drive more traffic to your site. But what will visitors find once they arrive there?
The written content on your website is the first impression visitors have of you and your practice. When your site is intended to attract new clients, or help you retain the clients you already have, it is critical that the content on that site paint you and your firm in the best possible light. Think for a minute about the ways that you form an opinion about an organization, publication, or blog based on the content you find when visiting the site. Obvious typos or poor grammar are immediately noticeable — but less-glaring problems stick out as well. Poor structure and organization, circular logic, unsupported claims, or even something as seemingly trivial as the overuse of exclamation points can quickly destroy a reader’s confidence. Lackluster writing sends an instant signal that the site is unprofessional, or contains info that is not to be trusted. On the other hand, a well-researched, skillfully-written website can do more than just make your practice look good – it can help turn a casual visitor into a paying client. It’s obvious that the content should be well-written and free from careless errors, but it’s equally important that your site demonstrate a legally accurate and stylistically authoritative tone that tells potential clients and fellow attorneys that your law firm should be taken seriously.
The trouble with legal website content is that truly compelling copy requires the hand of a talented writer with an in-depth understanding of the law. For this reason, few web development companies emphasize the importance of original written content – indeed, many do not even offer original content. The few web development companies that do handle content often rely on “canned” content – generic language that is used and re-used, instead of being custom-written from scratch specifically for the client. At NextClient, each of our talented writers is also a licensed attorney, giving them an immediate familiarity with the law that allows them to zero in on a unique approach to building a new custom content package, tailored to the specific needs of every client we take on. Often, as potential new sources of business arise, our clients will ask our team to establish blogs and satellite sites that will supplement their main website. In addition, we continually work with long-term clients to add new content to their existing site, including news items, notable achievements, and significant case results that will keep their content fresh – and compelling – for years to come.