Many website owners make the mistake of putting a lot of effort into creating their site and then not paying any attention to it thereafter. You probably tested your law firm’s site when it was first written, but you might have overlooked some errors in out of the way pages that you forgot to test. It is worth revisiting your site periodically to see it with fresh eyes and to try to find mistakes that you couldn’t see before. Apart from typos and broken links, your practice’s site might have tired content or include SEO tricks that are out of date. Search Engine Journal has some particularly good advice on this situation this week and this roundup also includes articles from Search Engine Watch and the Moz Blog.
You may have decided to put a blog on your law firm’s website, put a few posts on it and then forgot about it. You might have lots of short items about things going off in the office, or you might have seen an interesting legal point on some other site and copied it verbatim into a page on your website. All of these habits are big turn offs for potential customers, sites that you might want to get a link from, and, above all, Google. Thin and duplicated content will lose you points and prevent your site appearing on the first page of search engine results. So, if your firm’s site has any of these characteristics, you need to throw out the trash and put up some interesting information on your site.
Neil Patel has his own SEO consultancy and he also writes for Search Engine Journal. In this article, he displays uncharacteristic humility in admitting he got something wrong. However, he snatches victory from the jaws of defeat by turning his bad experience into good advice. This warning is about the perils of soliciting “user-generated content.” This category of content springs from comments sections and forums. Such strategies are a good idea if you administer and contribute to them yourself. A law firm, for example, could have a questions and answers sections for common legal problems. However, if you just ignore your site’s forum, it can get your firm into trouble.
A landing page is a page on your website that is pointed to by external links. It is the first page that a visitor following that external link sees on your law firm’s website. Having different landing pages on your site enables you to present different facts to different audiences. The advice of this article is that subtlety doesn’t work. Not only does it irritate and confuse visitors, but Google demands that the page pointed to by a link must contain all, or at least most of the promised information. So make sure that your landing pages deliver exactly what the links you attract bill them as containing.
The main advice of this article can be summarized as “don’t post meaningless drivel on your site.” That may seem an obvious strategy. However, if your law firm’s website was created by adapting an off-the-shelf package, it may contain a lot of vague platitudes. Another mistake many lawyers make is that they like to bamboozle the general public with legal terms to make themselves seem knowledgeable. Take a look at your site and ask yourself whether your Aunt Minnie could understand everything on it. Anything that seems overly technical, tone down. Replace vague pages with solid advice that Joe Public can use.
The previous article covers the concept of putting in place a process to ensure your new content is relevant. This article covers more or less the same concept, but goes into more detail with the outline of a methodology you could use to put that process into action. If you are managing your law firm’s website yourself, you may not have the specialist knowledge of a website content creator. This article explains steps and reasoning you could apply each time you intend to create new content for your site.