High-quality content on your law firm website is the key to increasing your website’s visibility on search engines and engaging your potential clients online. However, you may be wondering how page length can play a part in your firm’s online visibility and how to know what amount of content is going to be most effective to reach your digital marketing goals.
Read on for more information on why high-quality content is the best approach to driving traffic online and best practices for determining the page length of your website content in 2023.
Why high-quality content is the most effective approach to law firm digital marketing
High-quality website content is a proven needle-mover for attorneys who are looking to drive business to their firms online. Many potential clients who find your website through search engines have done so by conducting searches that relate to the written content on your website as well as the location of where they’re making their search. Having plenty of well-written content that serves to educate web visitors will not only help you build trust and confidence with your potential clients but it will also help Google match more searchers with your website.
For search engines, high-quality content indicates that your website is developing into an authoritative resource for potential clients. Google is dependent on content creators to return meaningful search results to its users. When you create content that gives potential clients educational value, you’re following Google’s guidelines and increasing the chances that your website appears in more relevant and local search results.
How to determine the page length of your website content
Finding the best page length for your website content should be done on a case by case basis, and there’s no one formula for doing so. As a rule of thumb, we advise attorneys to write website content until your message is sufficiently conveyed and you’re confident a potential client would find the information educational. When writing website content, keep in mind that both quantity and quality are important to get the most value out of your content efforts.
When to keep it short
Despite the common preference for longer page content, using shorter content can help you avoid delaying the launch of your new website so you can begin building your online presence as soon as possible. It can be easy to get caught up in wanting a perfectly polished website with an encyclopedia of knowledge for your potential clients. However, this may take you a lot of time and effort. Instead, stick to shorter page content to get your website in a good place for launch more quickly. This means giving your website the minimum of what it needs so potential clients can identify who you are, where you are, and who you help.
Another instance in which shorter content may be the best approach is if a topic warrants fewer words. If you spend some time exploring your competitor’s websites, you will likely encounter content that seems to go on and on without saying much. Not only does the extra content lack value, it can cause frustration for a potential client who has turned to your website for helpful facts and information regarding their case. Instead, take advantage of the opportunity to create content that gets straight to the point and directly addresses the needs of your potential clients.
The last scenario in which shorter page content best serves your website is for your primary resource pages. The most common method of organizing law firm web pages is the pillar page (or primary resource page) and topic cluster method. The practice area pages of your website are most likely going to act as your pillar pages. These are your overarching topics, for example: Criminal Defense, Personal Injury, and Family Law. It may be appropriate for a primary resource page to have brief content because it serves as a landing spot to then point your web visitors toward their desired subtopic.
When to go long
To understand the most common scenario in which your page content should be longer, let’s continue the discussion of pillar pages and cluster topics. Once you have established your primary resource page (e.g. Personal Injury), you will be able to organize your subtopic pages here. Cluster pages cover subtopics related to pillar pages, for example for Personal Injury, subtopics may include car wrecks, slip and fall, and premises liability. Your subtopic pages are typically longer in length in order to sufficiently educate your potential clients on that case type. Not every potential client may want to read through lengthy content, but it’s helpful to ensure your content covers everything that is necessary to satisfy their questions about that topic.
Writing longer, more robust content for your website when it makes sense for that topic can also be very beneficial to your website’s search engine optimization (SEO). The more information you have, the more opportunities you can create for potential clients to find you in search engines. For example, Google rewards websites who offer real value in their written content with more favorable placement in relevant and local search results. In addition, once you have brought them to your website, that content will again be useful for engaging your web visitors and building their confidence and trust in you.
One common mistake attorneys make when navigating content creation for their website is the tendency to equate a larger volume of pages with improved SEO. However, this isn’t the case, and merely having more pages on your website isn’t going to help you drive traffic. More pages can mean better SEO, but only if you have made the effort to reach certain criteria. Meeting this criteria is determined by the quality of your written content, which can be easier to do by creating pages with intent.
Creating high-quality web pages with LawLytics is quick and easy
The LawLytics content generation tool is changing the way attorneys approach law firm website content with proven, optimized content templates available for a wide range of practice areas. In just minutes you can publish new pages to your website by choosing from over 250 practice area topics and completing the customization prompts. To see the technology in action, view our quick content library demo below.
LawLytics can help you achieve high-quality content for your law firm website without the need for any technical experience. Our technology is created specifically for attorneys and we guide you through best practices that help you avoid costly mistakes and achieve sustainable results. Whether you’re looking for a new website or would like to make the switch, we provide a seamless, turn-key experience with done-for-you setup and design.