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Writing Content for Legal Websites
Attorney Web Copywriting
The biggest problem facing attorneys in the online marketing world today is the quality of the content on their websites. Many attorneys don't even read the content on their own website, which can be problematic if the content is generic, inaccurate, ungrammatical, or has bar rules violations.
Attorneys make their biggest marketing mistakes by ignoring the content process. As a practicing attorney who is actively involved in the legal community, you have real world knowledge and experience that should be illustrated on the website.
At Internet LAVA, we help you utilize this information to devise remarkable web copy that will help you soar above your competitors. The quality and depth of the content we create in-house can further enhance your image as an authority within your legal profession. Furthermore, we have an attorney on staff to ensure that all content meets rigorous standards for legal accuracy.
Enhancing Your Marketing Strategy Though Quality Content
The most important part of any lawyer's website is the content. The content should be worthwhile to potential users and easy to navigate. You risk losing the attention of a potential client if the specific information for the issue they are facing is not readily accessible.
The website should convey the information most important to your ideal clients. By viewing your website this way, you can give the search engines exactly what it wants - unique, informative and constantly updated content.
The purpose of the search engines is to highlight the best websites that address specific inquires. For a lawyer's website, the best content will begin to answer your potential client's questions before they decide which attorney to retain. The most effective way to stay ahead of your competition is to have content that engages these concerns, presents your services in a positive light, and has strong calls to action.
At Internet LAVA, we are dedicated to providing our clients with quality web content that is truly:
Content must be the core foundation of any attorney's website. Many other web companies will say they specialize in SEO Copywriting but fail to explain how. Oftentimes this content is generic and provides little of value to the user. This type of content is ineffective in terms of both SEO and user engagement.
At Internet LAVA, we put a great focus on the content that can shape the way users and search engines weigh your website. Authentic and valuable content are the core of a comprehensive and effective internet marketing strategy. Furthermore, we work with you to ensure that the content accurately reflects the image you wish to present.
One major problem that most attorneys face with their internet marketing campaign is that their website content is "generic." For most attorneys, the information on their website could pertain to any law firm that practices the same area of law. Most attorney website companies will use a web copywriter to generate content for their client's websites. The web copywriter will research the topic on the internet and then write out just enough web copy to fill the page.
Users can tell the difference in quality and would lean more towards a law firm that did not appear "cookie-cutter."
At Internet LAVA, we specialize in writing "genuine" content that only pertains to your particular law firm. In order to accomplish this, a moderate-level of client-participation is required. With a small investment of your time, you can help us really understand your practice and enhance the way it is portrayed to users.
In order for us to be able to write specific legal information about your particular firm, we need to gather a good deal of information from you, including:
By acquiring a great deal of information from you, we will be able to better formulate unique content that relates to your specific firm. It is important that attorneys participate in the process for successful content development. Often, this entire process takes very little time for the attorney. In most cases, our web copywriters will use the information you provide to generate unique content that is methodically reviewed by an attorney and is available for your approval.
Some attorneys prefer to write some of the web copies themselves, and then send it to us for editing and optimization. Attorneys often find material that they have already used on a particular legal topic such as a recently submitted "memorandum of law." This method is effective as the attorneys are intimately familiar with complex legal matters in their specific jurisdiction. This firsthand knowledge comes across in the content.
We want your website to be just that: yours. The more you participate in developing the content, the more personalized the website will be to you. We want you to be proud of the message your website delivers. At the end of the development, you should feel a personal connection to your website. Perhaps even more importantly, we want your clients to feel a personal connection to you when they read your website, increasing their confidence in you.
Not only is it important to provide content for your website, it is also important that the content is used throughout your internet marketing strategy. If you have an online profile that promotes your legal practice and links to your website, add as much written information about your practice as possible. This may include adding descriptions of your practice areas and biographical information.
Taking advantage of these off-site resources will increase the relevance of the page and the SEO benefit of the link your website receives.
The presence of content about your law firm across the internet through concise and targeted content is oftentimes overlooked by marketing companies. At Internet LAVA, we make sure that information about your law firm is presented accurately and completely in many different, widely-used online directories. This helps shape the way that a potential user sees your firm in addition to appeasing search engines.
At Internet LAVA, we write content for a wide variety of web sites, including:
By using multiple channels to distribute your content throughout the Internet, we are able to build a powerful online presence for your firm. All of these different web pages will contain well-written and relevant information that will serve as a support structure for your website. Improving the natural search rankings of your website will involve regular additions and enhancements to the content.
We make sure to publish information that people will find interesting and informative. If you have good content that people are interested in, other internet users will find it and link to it. Search engines such as Google can see this and will consider your website as an authority on the topic being linked to. Having uniquely interesting content is one of the best ways to naturally acquire quality inbound links.
We are able to work with our clients to determine legal topics that are highly interesting and sought after. These topics may include:
The best way to get noticed is to provide your audience with valuable information that may not be available from other sources. We work with our clients to successfully communicate information about sensitive issues and take advantage of these issues to distribute content that promotes their law firm.
When other people are drawn to your content, they will choose to re-distribute it themselves. For example, someone may read one of your web pages, press releases, articles, or blog entries and decide to tweet it on their twitter page, bookmark it on their social bookmarking page, or share it on their Facebook page. Thus, content can also lead to social engagement by users - another one of Google's ranking factors.
State bar advertising regulations will often restrict the ways in which attorneys communicate about their services. Many state bar associations will prohibit the use of "laudatory statements" or statements that compare a lawyer's services to those of other lawyers of firms. Terms like "best" or "better" will be considered as laudatory and cannot be used. Other prohibited terms may include words like "expert" or "specialist" depending on the state.
Some states will restrict the ways in which case results or testimonials can be displayed. Many states will require some type of disclaimer to be present as well. Adhering to bar rules is important in order to avoid sanctions for a violation.
At Internet LAVA, we pay close attention to bar rules and keep them in mind when we write our content. We help you make sure that any written content is compliant with bar regulations for your state.
When writing content for a lawyer website, search engine optimization is always at the forefront of our efforts. We make sure to use the latest SEO techniques to generate content that is highly effective in search engines. However, we approach this in an organic fashion. The keywords and SEO is integrated seamlessly behind well-written and informative content.
Page relevance is very important in SEO for lawyer content. The content of your page should contain several different terms that are related to the main keyword phrase that the page is targeting. Simply writing a short page of web copy and mentioning the keyword phrase several times will not help your content stand out. For the content to truly stand out, it must talk about other topics and key terms that are closely related.
For example: this page is about "Attorney Web Copywriting." Other key terms that are closely related to this keyword phrase may include:
This page now has stronger page relevance because it mentions several other key terms that are related to the main topic. Content for attorney websites must be written in a similar fashion, integrating related keyword terms and topics.
The abundance of a keyword on the page is calculated by a percentage of how many times they word or phrase appears on the page compared to the total number of words on the page. There are several online tools that people can use to measure the keyword density of a page. These keyword density tests are not very effective with writing SEO content. In the past, keyword density used to be a major factor.
As search engine algorithms have evolved, keyword density has become far less important. You do want to avoid over-using keywords in your content. Search engines may see this as "keyword cramming" or "keyword stuffing." If a keyword or phrase is too dense, it can actually harm your rankings. Instead of concentrating on the density of a few particular keywords, it is better to use a variety of different keywords and related terms throughout the page.
It is important to include hyperlinks throughout the website content. There are 3 different types of hyperlinks that should each be considered:
Superior Web Copywriting Services for Attorneys
At Internet LAVA, we don't take shortcuts when it comes to web copy. Our in-house copywriters work to ensure that your website will rank highly in search engines and maintain that ranking over time. This content is also written at a comprehension level and tone best suited to your audience. It is then reviewed by our in-house attorney to ensure that legal issues addressed are accurate and presented effectively.
Call (800) 292-LAVA (5282) to learn more about our law firm copywriting services.