If you’re reading this, then you already know that your law firm’s website should stay updated with a consistent flow of new blog posts and pages. These additions focus on updates to your company, your practice, and the news surrounding your practice. When it comes to anything legal, there is somewhat of a stereotype that language used by lawyers is too complicated for the layman. We even have a word for it, “legalese.” Does that mean that you should dumb down your digital marketing content for everyone? Should you avoid lengthy blog posts?
Who Your Readers Are?
Most internet browsers only read about half of what they see on the web, and that might be optimistic. While most may think that society as a whole just has shorter attention spans, in reality, more people are just searching for a particular type of information. The info can be a menu item in a restaurant, a review on a movie website, or learning what to do when facing a criminal charge.
So why bother writing any long posts?
There is still a minority of website visitors who read everything you write. These are important potential clients because they engage with your content and are also the ones more likely to contact your law firm. The trick is managing your digital marketing content to satisfy the broader information-seeking crowd while catering to the engaged users.
Switching Up Your Content
Sometimes, a blog post will only need the minimum 350 words. Anything lower than 350 words on a blog post or page is perceived as less significant by Google. In any writing, “less is more” stands as a golden rule. These types of blog posts tend to be brief news stories and legal updates that act more as a heads-up style post to quickly inform the reader. This kind of content is useful in attracting a broader audience.
On the other hand, if you are writing something more informative, it’s fine to lean on a higher word count. These types of posts can include opinion pieces on what a news update can mean for the law at large or a post about how a particular charge or claim works in depth. More substantial posts act as an excellent opportunity to add keywords for SEO purposes, but watch out for keyword cramming. You want your information to be new and exciting, something that either makes the reader think or helps them feel like they got some free learning.
If you’re someone who posts every day, chances are you may not want to make every post lengthy. Writing takes up a lot of energy, and your audience is less likely to read anything than if you only posted once a week.
If you’re having trouble arranging a content plan for your law firm, contact the legal digital marketing experts at Marketing 4 Legal.