The Role of Practice Area Content Pages in Your Law Firm’s Digital Marketing Strategy

If you have done rudimentary research on search engine optimization (SEO) and are trying to create the perfect website for your law firm, one that Google will immediately notice because it stands out from the crowd, you are making one of two mistakes.  Either you didn’t read the SEO advice carefully enough, you zoned out during the instructional video, or you took advice from one of the legions of uninformed content creators who noisily give advice on the Internet.  SEO is not about entire websites; that is not how Google’s algorithms work. 

Instead, search engines seek and find individual web pages; if any of the pages on your site ranks first among organic search results, you win.  In the context of individual searches, it doesn’t matter whether your law firm’s website has one page or hundreds, as long as the page that Google ranks in first place belongs to you.  In practice, though, it counts in your page’s favor if it links to other pages within your site and if this site gets new pages added to it frequently.  This means that you should continue to add legal marketing content to your law firm’s website, but practice area pages are at least as important as blog posts.

A Practice Area Page Is Not a Blog Post

Blogs are a practical way to keep adding new pages to your site and updating its content; they also diversify your keyword repertoire.  Any business can have a blog on its site, from a burger joint that reposts jokey social media content and delves into local lore to a law firm where each blog post provides informative content about its state laws or analysis of legal cases that have made the news.

Blog posts are not the only type of web page that can proliferate on your site.  You should also have practice area pages that provide an introduction.  For example, if yours is a personal injury law firm, you can have practice area pages about car accidents, truck accidents, motorcycle accidents, and premises liability.  Each practice area page should provide a simple overview of the area.  Unlike blog posts, practice area pages should be evergreen.

A Practice Area Page Is Not a Landing Page

While the content on practice area pages tends to be simple and general a practice area page is not the same as a landing page.  Practice area pages should be informative and give clients what to expect.  By contrast landing pages, which are the pages that appear when a user clicks a clickable ad, have minimal content and are mainly window dressing for a button that enables the user to fill out an online contact form or submit payment.

Too Many Practice Area Pages Is Better Than Too Few

The professional law firm content marketers at Law Blog Writers, LLC will create legally accurate, custom-written practice area pages for each of your law firm’s practice areas.