Legal Site Content

In terms of content, there are a multitude of other critical sections you should include in your law firm web site in order to boost the authority of your site to the search engines. For example, when was it that your firm was established? What are your areas of legal expertise? Do you have more than one lawyer practicing in your firm? What are some of your critical cases and what were the verdicts? Are you a member of any professional groups or organizations? What is your background? Where is your law firm located? To help give you some more ideas, browse the web sites of law firms that you admire as well as those that are highest in Google's search rankings for the search terms most relevant to you and your practice and you will find a solid foundation for your own law firm engine marketing.

The layout of your web site is similarly important to the search engines. This is another area in which you can optimize your law firm search engine marketing strategies. Make your landing page (or your "home" page) your top concern as the search engines place the greatest weight on the quality of this page. Graphics should be kept to a minimum and the content should be rich.  Make sure to incorporate a brief overview including your areas of expertise and your geographic region.  Zip codes and area codes are essential for your law firm web site. A site map page provides web crawlers with a quick way to index your page, which helps to increase your rank in search results. Use blog commenting to get links back to your website.  Also make comments on relevant legal news sites. Issue press releases every month that also have a link to your website. Google News and other mediums will promote these releases.

The key point to remember when creating legal site content for your law firm search engine optimization campaign is that Google wants, above anything else, high quality and relevant content.  Make sure the writing on your website is of the highest quality.  Spelling and grammar should be impeccable.  Paragraphs should be well divided and spaced.  Nobody, including Google, cares for huge blocks of text that seems to never end.  Divide up your content appropriately into paragraphs.  Lists (bulleted as well as numbers) are an excellent way to provide a natural and appealing break and presentation of content.  As with any good writing, the majority of your sentences should be relatively brief but a few longer sentences should break these sentences up for ease of reading.  And most importantly, your content should be relevant.

For tips on do-it-yourself law firm marketing, see the ABA Law Practice Magazine: