When it comes to adding content to your legal website, you get what you pay for. Content is an investment, and a low price will often mean an equally low return. Some providers will even charge clients outrageous sums for “cut and pasted” articles, putting the client at risk of a plagiarism claim. For all these reasons, it pays—literally—to do your homework before hiring a content provider.

Here are three basic items that every web content company should (but doesn’t necessarily) provide:

  • Originality. You are, first and foremost, paying someone to create a custom product just for you. If your web “copy” is just that, you need to find a different content provider.
  • Spelling. You are in a business where your intellect matters. Spelling errors are the number one reason potential clients will leave your site; if they know more than you do, why should they hire you?
  • Grammar. Poor grammar is not only a turn-off for your readers, it’s an open advertisement for your competition. Visiting attorneys need only to point to a badly written site to shine by comparison (even if their case record is not as good as yours).

After these criteria have been met, you may have acceptable content for your readers. However, if the content is not properly optimized, those readers are not going to be able to find your site—making the content just as useless as if it had not been written at all.

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.