Generative AI is challenging legal content writing to be more.
To be more creative, more authentic, and more authoritative.
Getting the best law firm content means something more than it used to.
When it comes to planning for legal SEO marketing, you typically have two options: generic SEO content that fills the website with fiscally responsible (but still valuable) content OR expensive thought pieces.
With Focal Points from Blue Seven Content, law firm content writing gains another layer.
- What Are Focal Points for Law Firms?
- Why Do You Need Focal Points for Your Law Firm’s Website?
- How Much Do Focal Point Pages Cost?
- Blue Seven Content is Your Focal Point Team
Focal Points give you more.
What Are Focal Points for Law Firms?
Typical SEO for sites is not too in-depth. It doesn’t need to be, and it kind of can’t be. There are legal rules behind that. For example, Rule 7.1 of the American Bar Association specifically states that “A lawyer shall not make a false or misleading communication about the lawyer or the lawyer’s services. A communication is false or misleading if it contains a material misrepresentation of fact or law or omits a fact necessary to make the statement considered as a whole, not materially misleading.”
Because of rules like this, attorneys have to be mindful about who they hire to provide content for their site. Typical SEO writing does not always come from writers experienced in the legal field (with the exception of legal content writers at Blue Seven Content). Our writers have various backgrounds in the legal field as well as adaptable research skills from having multiple degrees. We are coming out with a new product that will help bridge the gap between basic SEO writing for pennies and thought leadership pieces for thousands of dollars.
We are providing Focal Points – a new type of law firm page.
A Focal Page is the grey zone of writing between basic, needed SEO content and much higher-level thought leadership pieces.
A Focal Point could look like an area of law in which you want to showcase your (the attorney’s) interest in what you do. For example, you are part of a multi-practice firm, but you want to emphasize employment law because that has been an increasing need in your geographical location, and you want to stay abreast of trending legal needs.
Instead of revamping your existing employment law practice area landing page, try a focal page. A focal page can better define the scope of employment law, including research on federal and local state laws. It can incorporate current cases from your firm, or it can just be an in-depth piece on a common issue in employment law, like sexual harassment or racial discrimination. A focal page puts more effort into the page than your basic SEO but without the robustness (and brutal price) of a thought leadership piece.
Or, let’s say your new associates are nailing it in their trials for insurance defense, and you would like to focus not only on their achievement but maybe on their strategy and style or approach that helps people better understand your brand, thus increasing your current and prospective clients’ understanding of your authority and authenticity.
A Focal Point gives you the ability to focus your efforts on the quality content you’ve wanted your website, and by extension, your practice, to reflect.
A Focal Point Example From Blue Seven
We wanted to dive into a topic that needs attention for our first Focal Point – sexual abuse and rape of minors in juvenile detention facilities in the United States. You can view the Focal Point by clicking this hyperlink.
Legal content writer Alicia Terwilliger-Salley, PhD., dives into the topic, exploring the history and purpose of juvenile detention, the scope of sexual abuse inside these facilities, and what rights children of abuse and their families have.
This is just one example of what a Focal Point can look like. They can be specifically tailored to your needs and topic. Lengthy and styling can be adjusted.
Why Do You Need Focal Points for Your Law Firm’s Website?
A Focal Point can showcase your firm’s characteristics or define the practice area that you want to highlight more in-depth. These pages do not analyze the law or detail ways in which clients can be impacted by the law, like thought pieces. We are not trying to revolutionize the legal world by explaining rulings and how they can affect you.
Instead, we want to include depth in a topic and provide research, understanding, and examples to showcase your firm’s knowledge and desire to achieve results that are best representative of resolving your client’s and potential clients’ issues.
Brand Building – Matters More Than Ever
SEO isn’t really SEO anymore. Not in the “worship the Google algorithm” kind of way. Rising to the top of the search results means stepping up to the plate and defining yourself and your firm by the types of content you put out.
It’s more than SEO.
Everyone has the same basic pages. Everyone.
Stand out by building a “smart lawyer” brand that your local community learns to trust. One of the benefits of Focal Point and the way that we write them is that you can use the material in so many different ways. When you pay for a Blue Seven Focal Point, you get a page that could just as easily be submitted to local news organizations, major magazine outlets, and even law journals. These pages can serve as editorials for you and your firm, and you can also use them on social media platforms (or, at least, snippets).
Let your SEO do it’s job in driving traffic to your website and hopefully getting some clicks and clients. Let Focal Points elevate your firm to a new level.
Some of the best attorneys in our communities are the ones who take the time to build their brand through multiple channels. This includes television appearances, pro bono work, physical advertising, digital marketing, social media, and more.
How Much Do Focal Point Pages Cost?
A deeper level of legal content writing requires more money than basic SEO.
A Focal Point is something AI can’t reproduce. It’s something a general writer can’t handle.
At Blue Seven Content, we’re attorney-driven and research-focused. We know our writers personally. They are vetted. You can meet them, too. We’re transparent.
Focal points cost anywhere from $0.25 cents per word and up. The pricing will depend on the complexity of the piece, something we can discuss when you place your Focal Point orders.
If you want a professional Focal Point that will really meet your needs, we’re not going to short-change our process.
You shouldn’t short-change the process, either.
Blue Seven Content is Your Focal Point Team
Blue Seven is ready to help write your firm’s Focal Points. We truly want you to have the best law firm content to help you stand out. Let’s sit down (virtually) and talk about what you need. Meet our founders and meet the writer who will handle your page.
We’re offering personalized service tailored to your needs. We can help you showcase your talents in a way that basic legal SEO never can (though we write pretty damn good SEO pages, too).
Call us. You’ll hear a real person say, “Blue Seven Content, how can I help you,” and that will be one of our founders. That’s how seriously we take quality legal content writing.