What Your Website Content is Probably Like Now
You probably have a decent website now. It may rank for a few keyword phrases and look generally pleasing, but gets about the same traffic and same type of low-value inquiries each month. Your website probably looks like these examples below in terms of architecture/site map. We produce a lot of these websites (so does every provider of website services).
- Home Page
- About Us (perhaps called Firm History, Why Choose You, etc.)
- Attorneys (biographies)
- Practice Areas (with subpages for each practice group)
- Blog Posts (often posted irregularly and haphazardly with no real plan)
- Contact Us
Really, it’s a fine set-up. It is a good start to tell the story about your firm. However, you shouldn’t expect to dominate and build an online practice with just those initial beginner steps.
What is a Good LAW HUB? Hint, It’s Not About You!
Your website should be about your core practice area. Please stop writing about me, me and me. Yes, you need to have information about your firm and biographies, but do not make that the feature. Instead, focus on how your firm services a particular industry or practice areas.
Attempt to dominate your area with all available information online. Try to become THE resource topic. Do you have multiple, competing groups? Great! You can break your practice groups into various sections and have detailed information on each.
The Problem With …
The main objective is to stop focusing the website on “me” content. “Me” content does not solve the user’s issue. Sure, they need background information about you, but you can weave that into the content. If they are really interested in you, they are going to Google you anyway to find detailed third-party reviews. The reviews are more important than the content that is on your website.
. . . Traditional Law Firm Site Maps
The traditional architecture of a law firm website focuses on “me” content. The menu is focused on About, Attorneys, and Contact. The only areas that might have useful content are Practices and Blog. However, even the areas that have useful content have problems and the great content in the blog gets buried over time.
. . . Practice Area Content
It is boring. It reads like a to-do list with basic information that is readily available. Practice area pages rarely inform the potential client of what they can be doing and what they should be doing. These pages are not helping you become an industry leader.
. . . Blogging
The problem with traditional blogging is that good content gets buried. Sure, it can be found via search, but the casual browser of your website is not going to find the best pieces that you wrote several years ago. Instead, you need to curate your content. Once a post is written and read, it is gone after a week or two. We want to change this dynamic. Your best content should always be available. Your best content should be curated into topics, categories, sections, with a plan for each client to easily digest.
More Information on LAW HUBS
Keep reading about this new strategy. If you’re interested in switching up your website to resource-first, get in touch!
- The LAW HUB: A New Content Strategy, Plan and Platform for Law Firms
- Slideshow: A New Approach to Content Strategy for Law Firms
- How to Transform Your Current Website into a LAW HUB
- How to Set-Up a Content Marketing Plan for Your Law Firm
- How to Get Your Law Firm to Blog