• Marketing tips for your elder law firm

    From the leaders in web-based, practice development ElderLawAnswers

How to Create Original Content for Your Website With a Minimum of Fuss

July 11, 2014

In an earlier blog post, I wrote about the importance of regularly adding original content to your website in order to boost traffic.

Fortunately for me, I like to write. While it’s not always easy to get out a post every week, I do the best I can. But what if you find writing difficult, just hate doing it, or really can’t find the time (even if you put it in your schedule)? Then either enlist others on your staff (which hasn’t worked out so well for me, despite continual efforts) or hire a writer. If you know a good writer for this purpose, talk to him or her about ghostwriting articles for you and your staff. That the writer may not have a great deal of legal knowledge is not necessarily a drawback. You and the other lawyers and paralegals on your staff can provide the legal knowledge. The writer will put it in words that have meaning for consumers.

If you don’t know an available writer to produce content for your site, the Internet offers a number of sites that connect people who need content with freelance writers who need work. These include:

Any of these sites will take some experimentation to find the right writer or writers for you. The freelancers who use the sites to find business come in a vast range of experience, quality, reliability and cost. The sites provide a ranking for the writers based on customer experience. You will probably have to try out a few until you find one or more who are a good fit.

You can simply post a project and see who responds or peruse the descriptions of available writers and approach those who look like they can do the job at a price you can afford. In terms of cost, remember that you are going to want to be posting 50 articles a year. You may arrange to have them on a schedule of once a week or a bunch written at one time. I’d urge following the second approach. If you can engage a writer to produce 12 articles, you and your staff will then have time to review and edit them, posting them once a week over the following three months. You can then supplement the articles with short ones you write on timely issues, such as about new cases or laws in your state. If you can get up to 50 articles faster than in a year, you should begin seeing SEO results quicker as well.

Finally, you may be wondering how you are to come up with 50 topics a year. It’s easier than you think. First, remember that both readers and Google seem to like lists (a la David Letterman) and questions. Here are a few off the top of my head to get you thinking in the right way:

  • The 6 Biggest Estate Planning Mistakes
  • The 7 Worst Medicaid Planning Mistakes
  • The 8 Most Common Long-Term Care Planning Mistakes
  • 6 Estate Planning Documents Every American Should Have by Age 60
  • How to Probate an Estate in [your state]
  • What’s the Difference Between Guardianship and Conservatorship?
  • 7 Steps to Take When a Loved One Passes Away
  • How Can I Avoid Paying Estate Taxes?
  • How Can I Protect My House from Medicaid?
  • How is the Capital Gains Tax Determined on My House?
  • Etc., etc., etc.

An easy way to come up with topics is to write down every question a client or a staff member asks. If you do that, you’ll have 50 topics in a week. Get the articles written and posted and let us know how your organic search results improve.




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