If you’re reading this blog, you probably already agree that lawyers (and other business professionals) need websites to compete in today’s market. I probably don’t need to convince you that your website will drive clients to you or that you need to be visible online. But if you were an early adopter to the lawyer-website marketing strategy, it may be time for a tune up.
Web marketing strategies change over time. When the big marketing companies started their push to get lawyers on the web, search engines were using different algorithms. Marketing experts encouraged you to cram as many keywords as possible into your web content so that no matter how the client looked for you, there you would be.
This resulted in long, tedious, redundant, unreadable, and monotonous websites. (See what I did there? Now picture it filling the whole page.) Paragraphs were long, dense, and sometimes difficult to read as web designers toyed with new color pallets. Pictures were few and words were many because, simply put, the search engine, and not the person doing the search was the primary target.
Fast forward to today. The best websites are optimized for mobile, include vibrant pictures, and are easy to read. Content is pared down to the bare minimum to get the point across. Keywords have been relegated to the mysterious world of “metadata.” In short, websites are now reader-focused.
But if you got on the bandwagon of attorney websites early, you may still have a sluggish, dense website that’s hurting you more than it’s helping. That’s because the search-engine-focused sites are eyesores. Readers have so many sources for information that if what they see is difficult to read, they will move on quickly.
The good news is that all that old content laid the groundwork for the new. Buried in all those redundant keywords is the gem of what your firm actually does, and does well. You just need a tune up to clear out the gunk and let your site run more smoothly.
A high quality web designer can help you adjust your layout and images to match your brand, but they can be expensive. Cut some of those costs by having your content ready to go. Lisa Schmidt, a ghostwriter for Legal Linguist, can help you sort through the muck of your outdated content and write high quality content ready to be plugged in to your shiny new web design. If your website needs a tune up, contact Legal Linguist today to schedule a meeting.