Law firm SEO writing is evolving at a rapid pace, with artificial intelligence, ChatGPT, and Google all throwing major curve balls over the last year. But it doesn’t change the fact that your law firm needs content and that content should serve a purpose. Yes, you want to be on page one of Google’s SERP, and you want to pop up in featured answers and SGE results. 

A skilled legal SEO writer needs a combination of skills, of which quality writing is certainly the most important. However, there is so much more that goes into a law firm page than just research and writing. There are what we call the “nuts and bolts” of the page that really complete it and have it ready for the client and the intended readers.

  1. Make it an Easy Read 
  2. Get Those Headings Formatted Properly
  3. Choosing the Right External Links
  4. Internal Links Back to Your Page
  5. Anchor Text for Links
  6. The Right Tone for Your Call to Action (CTA)
  7. Get the Law Firm SEO Writing Nuts and Bolts Done Right 
Help ensure your great law firm SEO writing also looks great on the page.

Make it an Easy Read 

Your page should be easy on the eyes, but this means a few things. A law firm practice area page, blog post, or any other page on the website should, first and foremost, be written in a way that’s easily understandable. The reading level needs to be appropriate for your intended audience, and this could look different depending on many factors, including the types of practice areas targeted and the education level of the website’s usual reader.

Seventh and eighth-grade reading levels are typically appropriate, but you can occasionally bump that up toward the college level. For example, you probably don’t need overly complex language or sentences if you’re a personal injury firm. However, if you handle, say, license defense for professionals such as doctors, financial advisors, or insurance agents, then you can get away with more elevated language. 

Moving Beyond the Reading Level

Aside from the reading level of your law firm website content, there are various other ways to help make the reading process more enjoyable for the reader. This includes some easy formatting techniques. 

  • Enough headings. Headings lay out a roadmap for the reader. They break up the page and give the reader a heads up about what’s next, allowing them to skim for the info they really need. You need the right amount of H2s and H3s, and this will vary depending on page length and the requirements of the page. 
  • Shorter sentences. Long and complex sentences aren’t helping anyone. The rule of thumb is to keep your sentences shorter, but you can occasionally mix it up with a compound sentence. 
  • Shorter paragraphs. Keep your paragraphs short for the most part. I know those high school English classes stressed five sentences a paragraph, but three is generally okay. Again, shorter means a person is more likely to read the information.
  • Bullet points. When the opportunity presents itself for a good bullet list, take it. Think about what your eyes do when they read a webpage. They probably skim, and they probably stop and read the bullets. 

Between having the appropriate reading level and properly formatting a page using the suggestions above, you’ll be well on your way to crafting good content for a law firm website. 

Get Those Headings Formatted Properly

We previously mentioned headings, and here we are again. Headings get their own heading in this article (SEO dad jokes?). 

Your headings need to look right, and that’s not always as easy as it sounds. There are two main types of capitalization styles for headings on a website page: sentence case and title case. 

  • Sentence case. In sentence case, only the first word of the heading and any proper nouns in the heading get capitalized. The following are examples of sentence case used:
    • Types of compensation available for a medical malpractice claim
    • How long do You have to file a slip and fall claim?
    • Choose Blue Seven Content for Your law firm SEO needs
  • Title case. In title case, all words except for articles, conjunctions, and shorter prepositions are capitalized (the last word of the heading is capitalized no matter what). One way to understand this without thinking too much about it is that words with four letters or more are capitalized, while most shorter words aren’t. Proper nouns will get capitalized, as will verbs, no matter their length, so “You,” “They,” “We,” “Do,” “Is,” etc. will get capped. The following are examples of title case properly used:
    • Types of Compensation Available for a Medical Malpractice Claim
    • How Long Do You Have to File a Slip and Fall Claim?
    • Choose Blue Seven Content for Your Law Firm SEO Needs

Which Style is Best for You?

The capitalization style you use for your legal SEO content will depend entirely on the preferences of your client. Over the years, I’ve seen the pendulum swing from using sentence case to title case multiple times, and I have clients who prefer each style. Right now, most clients prefer title case for headings. Still, others may prefer that every word in a heading be capitalized. This is something that is easy to get right when you work with a client regularly. 

One of the main issues here is to keep it uniform. If you use title case for your headings with a client, always use title case for them. And you certainly don’t want to switch it up mid-page – that just looks sloppy. Before you start working with a client or handling content for your law firm, go ahead and decide how you want your headings formatted. Keep them uniform throughout the website as much as possible.

External links are a good way to bolster your law firm website content. An external link to a quality source can help establish the facts of your page in the mind of the reader, adding credibility to your content. External links can also help increase the authority of your website. 

However, you can really screw things up if you don’t use good links. Your law firm content writer should focus on reputable sources. We’re talking about looking for good .gov, .edu, or other sources from reputable entities. What you don’t want to do is link to other law firms or places like NOLO or FindLaw. While you can certainly peruse these places for information, don’t link to them on your firm’s website. 

For blogs, depending on the topic, you can search for reputable news sources, but that can be tricky. Even though we’re legal marketers, we have to keep current political issues in mind. Half the country hates half of the news sources available, and the other half of the country hates the other half of the news sources. Don’t get mad at me. I just want peace. 

Internal links have to be a part of your strategy. Listen, we’re the content people. That’s all we do, so we don’t know your exact internal SEO strategy. But you’re going to need some internal links on each practice area page, FAQ page, or blog post

Internal links help bolster your website in the eyes of search engines. They create an ever-evolving map for Google and others to use so they can understand the intent of your website. However, you don’t need to go linking to just any page. Be strategic about it. When you work with a skilled SEO team and content writers who “get it,” you’ll have the right internal linking happening to lead your readers and the search engines on the right journey.

This may not seem like a big deal for law firm SEO writing, but remember, we’re talking the nuts and bolts. The way a page looks and is formatted matters, and that includes the text used to incorporate internal and external links – the anchor text. 

Anchor text has always been a pet peeve of mine. It’s not something you’d ever even notice on a page when it’s done correctly, but you definitely notice if it’s not. 

Anchor text refers to the words you use to hyperlink your source into the law firm content page. I think some examples will help best illustrate this (ignore the actual sentence because I go in to look for data). In these examples (not actually linking out, but I’ve made it clear what the anchor text should be), we can see how the anchor text for a hyperlink should be a few words and centered on an area that would seem natural to click. We’ve all seen hyperlinks in just about everything we’ve read online.

Not so Good

  1. When we examine data available from the Pennsylvania Department of Transportation, we can see that there were 40 billion motorcycle accidents last year across the Commonwealth. 
  2. When we examine data available from the Pennsylvania Department of Transportation, we can see that there were 40 billion motorcycle accidents last year across the Commonwealth. 
  3. When we examine data available from the Pennsylvania Department of Transportation, we can see that there were 40 billion motorcycle accidents last year across the Commonwealth. 

Good Example

  1. When we examine data available from the Pennsylvania Department of Transportation (PennDOT), we can see that there were 40 billion motorcycle accidents last year across the Commonwealth. 

When you write your page, you don’t need to actually “bold” the anchor text. I only did that so you could more easily see which words were used. Some key rules we try to stick to are:

  • Don’t link the first word of the sentence (first example above).
  • Don’t link just a single word. 
  • Link the whole name of an agency or entity if you link some of it (including acronyms at the end).
  • Don’t link more words than necessary (like example three).
  • Link relevant words (not like example two).

If you take a minute to read some reputable sources, you’ll quickly see that hyperlink anchor text should look seamless. Check out Investopedia, Forbes, Wired, and others for some good examples. 

The Right Tone for Your Call to Action (CTA)

Your call to action can be fairly obvious or more subtle. This depends on your brand personality, the type of firm, and even the type of page. For a practice or service area page, you may want a more clear CTA since, in theory, your reader is there because they need your help for some pressing issue. You should make it clear why you’re the help they need and that they can call you now for a consultation.

However, for a blog or FAQ, you may want a more subtle CTA. You may not even want one at all. Again, it depends on several factors that you need to know before crafting the page. A good call to action is nuanced and examines all of the parameters you and your client lay down. 

Get the Law Firm SEO Writing Nuts and Bolts Done Right 

Having a good writer is everything. A quality legal SEO writer is worth their weight in gold, but they can turn to silver or bronze if they mess up the page basics. When you work with a content writing team, you want the whole package. Otherwise, you’ll just end up spending valuable time editing an otherwise well-written page. 

At Blue Seven Content, we have regular meetings to review all of this and more. All of this is included in the guides our writers receive and in the initial training we provide. Not only that, but each piece passes through an editing phase to double-check all of this before a client gets anything.

We’re ready to help, and we don’t need a long adjustment period to hit the ground running with your law firm or legal marketing agency. Give us a call or send a message today, and we’d be happy to discuss these aspects of law firm SEO writing with you and your team.

Written by Allen Watson – Founder and CEO of Blue Seven Content

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