Unfortunately, legal SEO content writing has garnered a largely unwarranted reputation of unattainable mysticism. In fact, great legal website content writing will, with little additional effort, translate into great legal SEO content writing. Ultimately your law firm wants a website that is full of great prose rather than stilted or difficult-to-follow copy, artificially stuffed with keywords. If your law firm’s website is full of targeted, relevant, compelling copy, it is likely both healthy and happy, as are you! Effective copy in the form of articles, intros, information pages, newsletters and blogs can keep clients on your site and set your law firm apart from the competition. Persuasive copy full of pertinent keywords gives you a decided edge with popular search engines, but is also the most common “issue” with legal SEO content writing. The carefully chosen keywords in your copy must appeal to, not distract from, the message you want your clients to take away. Your copy needs to effectively deliver your law firm’s unique message and strengths.
If your website copy reads well for your potential clients, yet still appeals to the needs of the various search engines, you are way ahead of the game. Conversely, if your law firm’s website is missing keywords that potential clients typically type into search engines, you won’t get the rankings you want. The ultimate success of your website can be irreparably harmed if you are diligently stuffing your articles with keywords, but forgetting your target audience—your next potential client. Over-stuffing articles with keywords can also cause your website to tragically fall into the spammer category, and could even get it booted from the search engines. The tightrope act is to use targeted keywords concisely and effectively, deliver your law firm’s message in a persuasive manner and convince your potential client that the best course of action is to pick up the phone and dial your firm’s number immediately.
Turning the English language into an SEO extreme that is full of keywords but makes no real sense is neither good website copy nor good SEO copy. The best ways to make your website content SEO copy-friendly include:
1. Headings, when used properly, summarize what will follow; sometimes they are all your client will read, so their importance cannot be overstated.
2. While using your key phrases in headings is important, they need to appear natural–not as if the keywords and phrases were stuffed in as an afterthought.
3. Include your key phrases in the title tag of the html header of the page.
4. Include keywords and key phrases where it does not interfere with the natural flow of writing within your articles.
5. When possible, use your keywords and phrases in bulleted lists, but only where it looks and reads sensibly.
6. Don’t go crazy inserting your keywords in your article, but included them in the body of your text frequently enough so they are given a level of importance; maybe once or twice in each paragraph.
Using programs to check keyword-density ration is likely unnecessary—use your eyes! If it reads well and the key phrase is apparently important without being overwhelming, it is probably just about right.
Finally, give your copy one last read-through—if it sounds stilted or your keywords sound forced, suck it up and start all over. Read the copy out loud or to a friend or family member. Never put search engines before your law firm’s potential clients. Your goal at the end of the day is to bring visitors to your legal website who will then become loyal clients for your firm.