At James Publishing, we create high-quality educational content for attorneys to share through their websites and social media platforms. Under this “teach, don’t sell” philosophy, we have facilitated a professional and rewarding online presence for many clients.
But guess what? Potential clients aren’t reading these articles! The average page visit for attorney websites lasts less than seven seconds. Sure, many attorney websites are guilty of poor quality content that causes site visitors to move on after a glance, but even the best content can’t entice someone to read when theyjust don’t feel like reading.
Our “teach, don’t sell” philosophy must adapt to the realities of today’s web users. In the international classroom of the internet, readers don’t sit nicely at their desks, and no one will slap them with a ruler if they return to their game of “angry birds” instead of carefully contemplating all the thought-provoking articles on your site.
So, Is Quality Content Dead?
No. Quality content never goes out of style. The three main benefits to having quality content on your site are:
- Google rewards high-quality content with more favorable search rankings.
- Interesting and accurate articles improve the appearance and professionalism of your site.
- Great content can stimulate and engage site visitors to stay a little longer, taking your average page visit to an ideal 30-40 seconds (any longer, and they are likely not searching for an attorney, and are trying to do their own research instead).
What “Quality Content” Means
The caveat to number three is that “great content” does not mean the thorough and legally specific articles you might envision for your site. A modern definition of “quality content” must incorporate the visual aspects of a site that engage readers more successfully than writing can. These may include:
- Videos. Informative videos can impart key information to visitors who would rather not read through a library of articles.
- Infographics. Combining text and images, infographics are more immediate and accessible to site visitors than a regular article would be.
- Creative web design. Strategically utilizing space and other design features of your website can transform intimidating pages of legal text into an accessible, organized, and intriguing resource for site visitors to use.
- Adaptability. Trends are always changing, and we are constantly adapting our content strategies to these changing tides. Our clients can count on us to be responsive to the evolving experiences, needs, and realities of web users.