We spend much of our time talking with law firms and marketing companies about the value of having specialized writers tackle online legal copywriting. Everyone knows that the content must be original--but just writing new words is not at all enough. The material must truly, honestly, clearly, undeniably matter to those who read it. Otherwise, they won't read it...and Google won't care much that you have it.
To create the highest quality content, the writer must specialize in that exact industry. This is paramount in highly specialized arenas like the law. Hiring just any writer to create material for a law firm is a recipe for mediocrity. If what matters is quality, then the writers who are best positioned to provide that quality are those who have laser-like focus on the law itself--and have the experience to back it up.
The folks over at Moz recently touched on this in their weekly Whiteboard Friday post. The point is essentially to emphasize the need to prioritize quality--even more so than is done now. It is a familiar refrain, but we all could use the healthy reminder. If you've got a few minutes before the Memorial Day holiday weekend, take a look and read the whole thing.