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Boost Search Rankings with a Solid Content Strategy

Research shows that website content is a significant factor in search engine rankings for terms such as "Dallas Criminal Attorney" or "Florida Injury Lawyer." Top rankings on sites like Google translate into increased website traffic, which translates into increased client inquiries. And not just an increase in the number of inquiries, but the quality of inquiries.

Simply put, high quality website content delivers a fantastic return on investment over the long term.

Make or Break your Reputation

High-quality content cements your reputation as a trustworthy source of information and legal expertise. Low-quality content does the opposite.

Law firms often realize their content is lackluster, but do nothing about it because they think they don’t have the time (or budget) to address the problem. That’s where PaperStreet comes in, with plans to fit most budgets.

Think about it: Would you file a legal motion riddled with spelling and grammatical errors? Meet a perspective client wearing a bathing suit and flip-flops? Advertise yourself as a general practice lawyer when you actually specialize in intellectual property matters? Of course not. But every day lawyers make similar mistakes with the content on their websites.

Offenses go beyond the obvious misspellings, run-on sentences, vague legal clichés and annoying “Coming Soon” notices. They also include more subtle, and therefore insidious, offenses: establishing the wrong tone, targeting the wrong audience, and failing to differentiate yourself from the rest of the legal pack.

But Does Anyone Really Read Website Content?

Research shows that when people read websites, they scan pages quickly, rather than dutifully read each and every word. Unfortunately, the importance of this finding has been widely misused as a license to justify poor quality, “filler” content that no one (except a search engine spider) is supposed to notice.

In truth, the finding calls for the exact opposite approach: We need to increase our content standards, not lower them.

Online readers are highly critical, but highly motivated audience. Yes, they are scanning content quickly, but only because there is so much information out there, and so much of it does not meet their needs.

It is important to remember that scanning is usually only the first step. In the beginning, users are looking for specific keywords, headlines, lists and quick answers, as well as more subtle content clues that, taken collectively, convey two key concepts:

  • They have found the type of information they are looking for; and
  • It is from a source they feel they can trust.

Once they have found enough of these clues, there is an important shift in how user’s behave. They will literally devour the information they have worked so hard to find. This is where original, in-depth articles, blog posts, practice areas and attorney bios pay off. If the content is presented correctly, they will act on it – buying a product or service if they are looking to buy, contacting a firm if they are looking to connect.

It’s also important to notice that search engines are getting smarter every day. Content that is stuffed full of keywords, but is essentially incomprehensible gobbledygook, will no longer get you top rankings in the long term, if it ever did. As search engines like Google grow more sophisticated, they improve their algorithms and become increasingly more human-like in their rankings.

In essence, if your content is considered high quality by “real” readers, it will ultimately be more attractive to the search engines as well.

Why Choose PaperStreet to Write Your Quality Content?

Most law firms that ask this question fall into two camps: Those considering writing or editing content themselves, and those deciding between multiple content providers. Let’s start with the first and then move to the second.

Do-it-Yourself Content

Let’s admit it, most lawyers are pretty darn good writers. So why not compose your content yourself?

In a few cases, this is entirely appropriate and actually preferable, particularly for highly detailed, technical legal articles or up-start attorneys who have absolutely no budget. But in most cases, do-it-yourself content is simply asking for trouble – and is actually more expensive -- for several reasons:

  • It takes more time than you think. We have seen website launches delayed for an entire year, waiting on an attorney to find the time to write the content. We know lawyers who’ve gotten excited about starting a new blog, only to post three times and lose steam. This is all like throwing money into a black hole. When you delay a website launch, or fail to follow through on a blog, you lose potential clients and credibility. You also make top search engine rankings harder to achieve against competitors who have been online longer and in fuller force.
  • It takes you away from billing. Do the math. How much do you bill an hour? How much do we charge? Enough said.
  • You have to understand the web. Writing for the web is different from writing for court. We know techniques to boost your search engine ranking with content. We also know how to make it compelling, yet easy to read, for time-crunched users who don’t have a legal degree.

Comparing Content Providers

OK, so we’ve convinced you that writing your own content isn’t the best use of your time. Now you’re trying to figure out what company to go with. Here are a few things you should keep in mind:

  • We specialize in legal content. PaperStreet has been serving the online needs of solo attorneys, medium-sized law firms, and large firms alike for more than a decade. We offer Search Optimization packages along with our content products and have a proven track record of helping clients obtain top search engine rankings. Our company founder is an attorney, and he established the company because he saw the need for high-quality legal web sites and content.
  • We offer reasonable rates and great value. We use experienced, professional writers supervised by an extra layer of high-level editors. The result is concise, compelling, error-free content. Of course, your firm has the opportunity to request revisions. Customer satisfaction is our business.

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