There is an ever changing landscape of standards when it comes to suggested website practices, and it is important that your firm understands that your Website’s content is more than just text on a page. Content is an essential piece of your overall Search Engine Optimization (SEO) strategy. Getting the right message across to your visitors and search engines can increase your web rankings and conversion rates. The web experts at LawInfo have put together a website content guide to help you in your web content writing efforts.

Website Content

‘Quick Tips’ to keep in mind:

• Content should be easy to read and understand
• Keep paragraphs short, max of 4 sentences
• Each page needs unique content, do not copy and paste paragraphs throughout multiple pages
• The First 2 words of a paragraph are crucial. Consider starting your paragraph with keywords, action items, figures, and/or location.
• Examples: ‘Dog bites are an…..’, ‘Over $2,000,000 in damages have been awarded’, and ‘San Diego Attorneys understand…’

Home Page

Content Paragraph 1: Overview of your Firm

• Firm name and Attorney names (list up to 3 names, for firms with more attorneys- focus only on the firm name)
• Type of Firm – Areas of Practice. Do not list focus areas here – they will be listed in paragraph 2
• How long have you been practicing (only mention if practice is over 5 yrs old)
• Location(s): i.e. Nationwide, City, County, State, Metro. Write about the area you serve, not just your immediate location

Content Paragraph 2: Overview of Practice Areas

• Top Areas of Practice and Location- recap from above
• Areas of Focus (Harassment, DUI, Auto Accident, Dog Bites, Mesothelioma, etc)
• Call to Action/ Tagline/Phone Number

Optional Content Paragraph 3: Experience and Settlements

• List Awards or Achievements
• List high figure settlements or impressive verdicts
• List any ‘As Seen On’ or memberships, BBB, Television or Newspaper spotlights

Contact Us/Location Page

Content Paragraph 1: Location

• Firm name, general location, and practice area
• Serving – list all cities or zip codes served
• Tag line or Call to Action

About Us Page

Content Paragraph 1: Firm Details

• Firm name and location
• History or Community Involvement
• Firm practice areas (top level only i.e. Personal Injury, Criminal Law)
• Number of attorneys and Attorney names
• Firm awards and news mentions

Content Paragraph 2 (or bullet points): Attorney Bios

• Attorney Name
• List Colleges and Degrees
• Experience and Memberships
• Awards, mentions, achievements
• Jurisdictions and Bar admittance
• Past positions (judge, professor)

Practice Area Overview Page

Content Paragraph 1: Overview of Practice Areas

• Firm location and top areas of practice
• Areas of Focus (Harassment, Drunk Driving, Auto Accidents, Mesothelioma, etc)

Proceeding Content Paragraphs: Focus Area Specific (One Per Major Focus Area)

• Focus Area (Auto Accidents, Dog Bites, Divorce)
• General information about focus area
• Considerations and next steps

Focus Area Specific Page

Content Paragraph 1: Overview of Focus Area

• Firm location and Focus area (Auto Accidents, Dog Bites, Divorce)
• Detail about focus area

Content Paragraph 2: Laws/ Procedure

• State/ County laws affecting this focus area
• Special considerations and caveats
• General procedure for this focus area (insurance, bond, documentation)

Content Paragraph 3: Firm Experience

• Years of experience and location
• Verdicts and settlements
• Testimonials
• Thoughts on focus area

FAQ Page

Content Paragraphs: Questions Clients Frequently Ask

• Question
• Answer (include keywords and/or location)
• Optional: Fee Structure and Penalties

Testimonials Page

(If allowed by State Bar and approved by client)

Content Paragraph 1: Intro to Reviews

• Firm name, practice areas, and location (i.e. Doe Law Firm, San Diego Injury Lawyers)
• Talk about importance of client satisfaction

Proceeding Content Paragraphs: Testimonials

• Client Reviews
• Try to include name or initials and location
• Choose reviews that include settlements, practice area keywords and/or location keywords

Optional Content: Verdicts/Settlements Page

Content Paragraph 1: Overview of Successes

• Firm name, practice area, and location
• General numbers verdicts and settlements
• Yearly cases or percentages

Proceeding Content Paragraphs: Verdict/Settlement Detail

• Case detail (location, general facts)
• Settlement detail

Optional Page: Resources/ Media Page Content Paragraph 1: Intro to Page

• Firm name and location
• Outline of page content