When it comes to writing marketing content for your legal practice it’s important you think of the reasons why you’re writing it. And those reasons should be first and foremost to help your ideal claimant and to help optimise your site for search engines like Google. In our eBook we give you nine great tips to help your content marketing efforts, but in this blog we’re focusing on just how you can write that perfect content for users and search bots.
Write for your audience
Your content should always be tailored to solve the needs of your visitors and help move them along their journey. To do this your content should focus on the two main motivators ‘pain’ and ‘gain’. By producing content which will either remove and solve the challenges your potential claimants face or that show them the benefits of your services and how that will bring extra joy to them. All of which allows you to build trust and motivate them to come back and convert from visitors to leads.
Though your content needs to be aimed at the human readers that visit your legal site, there is a lot of optimisation you can do for the robots that crawl and rank your site so that those human visitors can find it. Here are some simple ways you can optimise for both.
When planning your content you should carryout keyword research for a number of reasons, be it to help generate content ideas, or to identify just how the keywords you want to rank for perform. With that in mind you should look to research long tail keywords, which are easier to rank for due to less competition and traffic but are better targeted, meaning that visitors that come to your site through these long tail keywords will be more likely to convert into claimants.
Most marketers spend a lot of time researching, writing and editing their content but just how much time do you spend on your title? Your content’s title is the first thing that anyone notices and if it isn’t eye catching enough then no one is going to scroll down to the rest of your content. But it’s not only on your blog where your title matters, in search results your title will pull through and so it is the reason that users click to visit your site, so it is key that it makes users want to click and find out more.
Internal links in your content are so important for both human and robot readers as they signify the next logical content to view. Internal links provide an efficient navigational map of all your content taking your readers on a journey of your legal site and providing them with further answers to questions as well as making them think further on the challenges they face.
There you go four great ways to write content targeted at both your ideal audience and search engines.