How To Create Better Evergreen Pages On Your Law Firm Website
Your potential clients use search engines to find answers to questions about their legal problems. Search engines try to provide the most relevant results that will answer those questions.
Evergreen pages — such as practice area pages and detailed law pages on your law firm’s website — are one way to provide relevant information that answers potential clients’ questions.
By providing helpful information to website visitors, these pages can establish your law firm’s knowledge and expertise, help potential clients view you as a trusted resource and make them more likely to contact your firm when they are ready to hire an attorney.
Here are tips for creating better evergreen pages on your law firm’s website.
Evergreen law firm website content vs. blog content
There are two major groups of law firm website content: evergreen pages and blog content.
Evergreen pages are law firm website pages that cover topics unlikely to change in the near future, such as case law or statutes that change infrequently. Practice area and detailed law pages are evergreen pages. Blog posts may be more likely to cover more recent and timely information, such as news and events.
Both evergreen pages and blog posts can be effective tools for informing and engaging potential clients and referral sources. To learn about the benefits of including both in your law firm’s content planning, see our blog post, “Why Law Firm Websites Need Evergreen Content & Blog Content.”
Practice area and detailed law pages are the core of most effective law firm websites, so we’ll focus on those pages in this post.
For tips on creating other law firm website pages, see the resources at the end of this post. If you already have (or have developed a detailed plan for) high-quality evergreen content on your website, our on-demand Basic Blogging Clinic can help you develop an effective blogging strategy.
Develop high-quality law firm website pages
Written content is the foundation of your law firm website. It is how most of your potential clients are will consume in-depth information, and how they’ll learn more about their case or problem. It is also the format that will help your potential clients find your law firm website in search engine results when they make relevant searches.
Developing high-quality written content should be your first priority.
Multimedia content, expanding user options and creating nurture systems can expand and improve your law firm’s web presence once you have a foundation of high-quality written content. But without a significant volume of high-quality written content, you are unlikely to generate sufficient traffic to your website for those additional options to make a difference in your law firm’s online marketing.
Plan and organize evergreen pages in your law firm content plan
An effective law firm content plan should describe all the content you plan to publish over the next 1-3 years. Practice area and detailed law pages are often the backbone of law firm websites, so it is particularly helpful to clearly articulate the plan and strategy for these pages in your law firm content plan.
Your content plan should provide answers to these questions:
Which pages will you create? For each practice area, list which topics, sub-topics and detailed law pages you plan to create.
(If you have very disparate practice areas, you may benefit from having multiple law firm websites. To learn more about that topic, see our blog, “Should Attorneys Have Multiple Law Firm Websites?“)
Include as many possible topics as you can. For example, a content plan for a DUI law firm could include detailed law pages for subtopics such as first offense, second offense, underage DUI, and field sobriety tests. Each of these pages could have detailed subpages.
What is the structure and hierarchy? Each sub-topic should be nested under a main topic. Start with the most general information, then move on to increasingly detailed information.
For example, a personal injury law firm might create a practice area page for medical malpractice. Within medical malpractice, they could create detailed law subpages for topics such as prescription errors and surgical errors. They might also have another practice area page for auto accidents. That page might have subtopics such as truck accidents and motorcycle accidents.
(The LawLytics system allows you to create an unlimited number of evergreen pages and nest them in any hierarchy you want.)
How much information will be included? Consider indicating what kind of details you plan to include. You may need to go back and add this information to your plan after you have created a few pages and developed a sense of how long and in-depth they might be. Keep in mind that there is no “right” page length, but that any page you create should have sufficient detail to provide a high level of value to a potential client. Write the page to the length that it needs to be written.
Who will do the work? Your law firm content plan should include who is ultimately accountable for the work, as well as who is responsible for each stage in creating and publishing the content. This is helpful whether you are a solo practitioner, have someone in your office that helps with content development or you outsource content development to a third party.
When will each page be published? It is important to include specific dates and deliverables in your content plan. This helps keep everyone involved (even if it’s just you) accountable and on-track.
Organize the evergreen pages on your law firm’s website
When you create a content plan that includes a logical structure and hierarchy for your evergreen pages and use technology that makes it easy for you to add to and edit your site, it should be fairly easy for you create an intuitive and easy-to-use navigation structure for your website.
It should be easy for potential clients and referral sources to find relevant information on your website, without having to use a search function. Even if you have thousands of pages on your website, your navigation should help website visitors easily drill down to find what they are looking for.
The LawLytics system makes it easy to create parent and child pages that allow you to create topics nest appropriate subtopics within them for easy navigation.
More law firm content planning resources
Our on-demand Advanced Content Planning Clinic offers step-by-step instructions on what to include in your law firm’s content plan.
For tips on developing high-quality content for specific law firm website pages, see our posts on:
- Law firm website homepages
- About Us page
- Attorney bio page(s)
- Office location(s)
- Case results, deal flows, etc.
- Practice area pages and detailed law pages
- Local pages
- Q&A pages