Legal writing is an enormously valuable tool for the law firm looking to enhance their web presence. By publishing relevant and informative content, a firm can increase visibility while solidifying itself as a credible source of information for potential leads. It requires a unique set of skills, but if the proper tools are utilized and intelligent copy is created the benefits of legal writing can be tremendous.

Publishing written materials provides an opportunity to establish a firm’s reputation with potential clients and peers. Traditional outlets like press releases convey the firm’s ability to remain current on topics that are important to their audience—consumer alerts; product or drug recalls; changes in local laws.

Maintaining a law blog, or blog, provides a way to publish less formal but highly-relevant content to increase traffic on a site. Equally important to increasing traffic is a blog’s ability to establish the firm as a credible and forward-thinking resource on a variety of law-related topics. We’ve all visited websites that aren’t up-to-date and what is the result? You don’t want to stay and search a site that isn’t offering the latest information, so you leave within in a few seconds. Keeping a current blog with interesting discussion topics is a great way to engage your audience organically, and entice them to come back at a later time.

If producing legal content is in an effort to increase site traffic and gain clients, then it is valuable to consider where the future of search engine optimization (SEO) is headed. To maximize the impact of your firm’s digital writing it should be highly optimized for SEO. Google Authorship is quite literally changing the game for law bloggers and content writers, as it allows firms to claim the content they have produced, which drives up the article’s ranking thus increasing traffic to the site.

Surprisingly, many bloggers have yet to embrace Google Authorship, but there is no doubt it is making a huge impact in the digital writing world. By allowing an author markup to appear next to posts, readers will identify a name and image with great content and begin to recognize the firm as an authority in the legal industry. Statistically, search results that contain an authorship markup have a click-through rate 15% higher than results that do not.

Other tools necessary for a successful digital writing strategy include familiarity with HTML, keyword research, knowledge of legal terms and definitions, and impeccably produced content. It also requires the ability to offer a fresh perspective on topics that can be repetitive, like practice area information. Finding a new angle on a story gives readers something newsworthy to sink their teeth into. What’s crucial to remember is, regardless of the outlet, content is always king.

Google is a highly-evolved creature, and search rankings are becoming increasingly influenced by how well written an article is. The key is producing blogs, press releases and informational onsite pages that are on-topic, grammatically flawless and interesting. Remember to keep it quality and use the tools available to you—higher rankings should follow.

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