Legal Web Content: Keep it Specific

For whatever reason, I see the a lot of same content on almost every lawyer website, blog, article, profile, etc... It always a very general, SEO (keyword) focused mass of text, attempting to cast as wide a net as possible in hopes of getting traffic from a wide array of higher volume, general keywords.

While this approach does get traffic, the wide net catches a lot of searches that are not really the kind of visitors you want. And if there are some potential clients (Someone researching for a lawyer) viewing your page, they've probably seen the same thing on ten other sites. So how do you set your content apart?

How about a narrow net approach? Instead of writing one or two pages of very generalized, faux-comprehensive content, why not write ten shorter, highly focused pages on the types of cases that are most valuable to you? Include one or two example cases in there as well.

There are three benefits to this approach:

1. You focus the type of traffic your content drives, to those people interested in your most valuable types of cases.

2. You can potentially drive a lot more traffic from search engines, because you will have (a) more content, and (b) more unique content. Everyone knows, search engines love unique content.

3. Finally, and most importantly, the visitors to your page are more likely to convert into a client if they find that you have experience with their particular problem. Especially when they read your example success case(s).

So whether it's your website, blog or experthub contribution, write a lot of unique, specific articles and get the traffic you really want.