If you aren’t continuously updating your law firm website content, you’re going to fall in the search engine rankings. That is, if you’re even ranking at all. Small law firms and solo practitioners – I’m talking to you.
At Blue Seven Content, we work with a range of client types – small law firms, big law firms, small legal marketing agencies, and massive legal marketing agencies. We get a front-row seat to some of the best and some of the worst legal marketing strategies. One of the biggest mistakes we see with smaller firms and solo practitioners is a misunderstanding of the importance of regular content on their websites.
Regular Content and the Search Engines
You would be surprised at how many law firm websites we go to that have not had any content updates for years. One of the first things that we do is click over to the blog section of a website, if the website even has a blog section. Sometimes, the last blog posts are from 2019 or 2020. This is unfortunate because blogs are one of the easiest ways to keep a website “fresh.” If your website content could all be certified “Pre-Covid,” you’ve got a problem.
Your law firm website can become stagnant. This matters when it comes to the search engines, particularly Google. Search engines are going to crawl your website on a regular basis, and these algorithms reward websites that continually refresh and update. There are various ways to add fresh content to your web pages. This can include going into existing pages and improving them, adding new practice area pages (maybe for different locations or by niching down), and having regular blog posts.
The longer your website sits stagnant, the harder it will be to regain any kind of control in the rankings. Your website will drop from page 1 to page 2, and then to pages 3 and 4, and then into oblivion. By the time many law firms and solo practitioners come to the realization that they need to add fresh content to their pages, they have put themselves in a position where it is going to take a significant amount of time to get back to where they want to pay.
The easiest way to stay on top of the content game is to never leave the game at all. Create some type of content plan that adds fresh material each month at least.
What Regular Content Tells Your Readers
All too often, we get caught up on what Google and the other search engines want to see. However, if you are not creating your website with the reader in mind, you are doing yourself a disservice. The entire goal of creating your law firm website is to get new clients. The last thing you want is for the reader to be turned off as soon as they hit your site. They will smash the back button and go on to the next law firm on the search engine list.
If your website it is written in complex legalese, poorly formatted, or is just slow and bulky, you are probably losing clients. Additionally, you may be surprised at how many prospective clients can tell if your site has not been updated. Remember when we mentioned that we go to the blog section of a website to see when it was last updated? Your readers may do this as well.
If you have an engaging website, including a blog that is updated weekly or monthly, this tells your readers that you, as a law firm or a solo practitioner, are on top of things. It sends a signal that you are engaged with your practice area and your community.
The Start and Stop Method Doesn’t Work for Law Firm Website Content
Blue Seven Content has worked with a significant number of smaller law firms. However, one common theme that comes up over and over is starting a content plan and then the law firm or attorney deciding that it is not working within a month or two and hanging up the towel.
Good content strategies, and any type of SEO strategy, take time. There is no such thing as immediate results. In fact, if anyone ever tells you that you will rank number one for something within a week or two, they’re selling you snake oil and likely doing detriment to your long-term website rankings.
Starting a content plan and then stopping after a few months, and then starting again once you realize you messed up by stopping, is not the way to go about handling your website. We strongly encourage law firms to set aside a monthly budget for legal content and stick with it. Let the results happen over time organically.
At Blue Seven Content, we help come up with new law firm website content and refresh existing content every day. This includes examining and creating:
- Law firm practice area pages
- Law firm blog posts
- Law firm landing pages
- Law firm frequently asked questions (FAQs)
- English to Spanish translations
- Press releases
We are ready to have a conversation about your website. You can contact us for a free consultation by clicking here or calling us at 843-580-3158. You will immediately be put through to a real person, most likely the person writing this blog, Blue Seven CEO Allen Watson. Let’s have a chat.
Written by Allen Watson – CEO and Co-Founder of Blue Seven Content