You’ve Been Told Content Is King When It Comes to Your Website, but That’s Only Partially True
It’s all about the content, right? Not quite. It's true that all websites require a variety of content, both to attract an audience and also to give search engines something to crawl. But the key to having a website that attracts your ideal visitors and also converts them into potential new business is writing relevant content—and that is an art unto itself. Fortunately, our SEO content writers specialize in crafting professional-grade, relevant, and engaging content for law firms, medical offices, and other professional services websites.
Our SEO Content Writers Produce Copy that Informs, Engages, and Inspires
Relevant content consists of three key components. Think of the mechanics that go into operating a car. You need an engine, fuel to run the engine, and of course a driver. Take any one of those pieces out of the equation, and the vehicle simply isn’t going anywhere. So, what are the three necessary ingredients to crafting relevant content? They’re really quite easy to identify, but all too often ignored.
Inform Your Audience: Your Law Firm's Copywriting Needs to Be Educational
All visitors to your website are potential clients, and your content needs to speak directly to their needs. They’re looking for a product, a service, or an answer. Your website’s content needs to provide the information they’re seeking.
Keep in mind that the information you’re presenting to your audience needs to be written for them—not for you. This is a common mistake many attorneys and doctors make when crafting content. Too much industry jargon will confuse your readers and lead them to seek answers elsewhere.
Remember, when someone is seeking an answer to his problem, she doesn’t really want to read content that appears to have come from a textbook. She’ll respond much better to common, everyday language. That's why our content writing team works closely with you to capture your unique tone and voice in the content we produce.
Engage Your Audience: Entertain Through Storytelling
Humans are hardwired to respond to a well-told story. We certainly don’t recommend beginning each page with “Once upon a time,” but we do strongly suggest framing your content in a manner that flows in the same way a traditional story does. What does that mean? It means that there needs to be a logical order and flow to your content.
Here at Foster Web Marketing, our skilled SEO content writers understand precisely how to convey your message in a style that will resonate with potential customers and be easily readable by Google and the other search engines.
Remember, visitors are coming to your website first and foremost for information. When you’re able to provide exactly what they’re looking for while simultaneously connecting with the part of their brain that relishes a good story, you’re bound to leave a positive impression.
This leads us to the third—and perhaps most important—element of your website content.
Inspire Your Audience: Generate Leads by Prompting Action
So far, your professionally-drafted site content has provided prospects with the valuable information they’ve been looking for, and you’ve done so in a manner that guides them in the same way a great story leads an audience. When those two steps are done properly, your content will resonate with readers on an emotional level. Now is the time to ask them to take action.
Whether it be a free book available for download on your website, a link to an additional page on your website containing even more relevant information, or even a simple request to call your office, this is your opportunity to turn browsers into customers.
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