A robust company website often requires a lot of content. Many professionals, lawyers especially, fill these pages with tidbits of industry knowledge, updates, and answers to frequently asked questions. But how do you balance blogs, FAQs, and sub-pages? And how do you know where the piece you just wrote belongs?
Finding the right balance between sub-pages, FAQs, and blogs on your website can be more art than science. You need to balance technical details, like SEO, time commitments, and accessibility for future users. While the uses of these three content types overlap, they each provide different advantages and limitations.
Sub-Pages Offer Dedicated SEO Space
When you are initially developing your website, your designer will likely ask what services or products you want to feature. For many professionals, the list of services can get long quickly, and that can make navigating your website challenging for new users. That’s where sub-pages come in. These pages break down your larger service categories into discrete offerings. They offer dedicated space for secondary SEO keywords including things you do well, but maybe not often.
Sub-pages can be added over time to help put meat on the bones of a well-designed website. They can help target your niche business, whether that’s a unique practice area, geographic area, or a different approach to a traditional issue.
Blogs Keep You Up to Date
A professional blog is a great way to keep your website fresh and up to date. Daily or weekly posts provide constant content for search engines and high-quality material for your social media marketing efforts. Blogs are also great for publicizing your firm’s successes, new hires, and other big business events.
But blogs only work if they are updated regularly. If your website is idle for more than a couple weeks, your SEO ratings will drop quickly. While blogs are often more casual than sub-pages, they will take a stronger commitment to constant Internet marketing.
Not every website has FAQs. Some business owners choose to use customers’ frequently asked questions as sources for blog posts, interspersed with news-related issues and company updates. However, doing this can make it more difficult for users to find the answers they are looking for. Unless your blog has a built in search feature, questions answered months or years before will be buried under pages of newer content.
A dedicated FAQ page is a value-added consumer service. It puts the answers to your customers’ biggest questions front and center, and makes you seem like an expert in exactly what the client needs.
So Which One Did You Just Write?
Because blogs, FAQs and sub-pages can overlap in their content, you may sometimes write something and not be certain where it belongs. Here are some guidelines:
Time-Sensitive? It’s a blog
If your content depends on a calendar for its relevance, it belongs in your blog. This could include:
- Industry updates
- Company announcements
- Holiday / seasonal topics
- Press releases
Short & Sweet? It’s Probably an FAQ.
While the length of the content isn’t always firm, FAQs tend to be shorter, and more narrowly targeted than sub-pages. If your content addresses one issue in one or two paragraphs, it probably belongs in an FAQ.
Explains an Issue? Usually a Sub-Page
Whenever you get into explaining what you do, you are probably writing a sub-page. These can be longer than FAQs and deeper than blogs. Sometimes these include scholarly white-pages or longer “explainer” content.
Crafting a balance between blogs, FAQs, and sub-pages can be challenging. But a content calendar that incorporates all three can keep you on task, help you make distinctions, and make the most of your web marketing investments.
Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She provides blogs and web content for lawyers and small businesses. If you need a plan for robust web marketing content, contact Legal Linguist today to schedule a meeting.