Tuesday, May 13, 2014

Legal SEO Professionals - Keep Control of Content

SEO professionals and legal marketing companies, we feel your pain.

No two law firm clients are the same. Every attorney has their own idea of how their site should look and what it should say. Some clients prefer a hands-off approach, allowing you and your team to do what you think needs to be done. Others are the exact opposite, micro-managing every aspect of the process.

Of course, as a business, you do your best to accommodate every individual client's needs. But when it comes to online marketing, this can present a conundrum. What if the client is pressuring you to take steps that you genuinely believe are not in their best interest? What is the balance between meeting their preferences and providing them the best service possible?

This issue frequently pops up with regard to content. After all, lawyers usually leave the more technical details alone, appreciating that they are less familiar with the topic. But the content seems much more in their wheelhouse. Law firm clients may be tempted to write items themselves or otherwise be very hands-on with the process.

A recent GatherContent post touched on this very issue, coming to the clear conclusion: "Don't Let Your Client Write the Content."

We won't repeat all the reasons why you should keep control of the content. But you should. Particularly as Google moves more and more toward maximizing the value of high-quality content, it is essential to ensure copy is well-written, properly tailored, and available on time. 

Photo Credit: Cubosh via Compfight cc


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