Website content that is fresh and up to date is an important element of your firm’s online presence. Every law firm should have a website and a maintenance program for keeping the content current. Maybe you haven’t looked at your firm’s website in a while. Perhaps you haven’t quite got around to getting that content maintenance program underway. If that’s the case, now might be a good time to take a look at your website content. We’ve put together the following tips and ideas to help you review what you have and so you can put in place strategies for keeping your website content current.
The importance of current content
Your website visitors want valuable, informative current content. If visitors find the in depth and current topical information they are looking for, they will stay on your website longer. There’s no need to look anywhere else. Detailed, up to date and relevant content also helps to convince visitors that your firm is the one for them. And it supports your assertions of expertise and experience that visitors need validated to be confident you understand and can help with their legal issues.
Reviewing and refreshing your website content
When it comes to reviewing your website content, there are a few simple ways to keep things fresh. For example, when did you last update your photographs? Although you might not like having your photograph taken, it’s a good idea to update your website pictures from time to time. People like to see who they are dealing with and put a face to the name. This is a simple way to update your lawyer profile pages. You may also want to use the photographs for tender profiles, presentations and seminars, to help keep your firm style consistent. And if you’ve had a few new faces join your firm recently, it might be a good opportunity to update all your staff photos.
Another aspect of staff profile content that’s easy to update is the lawyer biography. Are all relevant professional memberships and areas of practice up to date? Perhaps there is more recent experience or a significant case that can be added to career highlights or expertise. Awards, papers and volunteer work are also good things to consider and update when reviewing profile content.
Firm-wide awards, events and activities are another aspect of website content to review and refresh. Be sure to update any articles, badges and logos, or announcements to keep them current. And make sure new and current material is well sign-posted.
Lastly, if your firm is running a blog as part of your website, make sure you post frequently. It’s hard to back up your claim to be a leader in your field when your last post was on a legislative development 18 months ago. You might even find it better and easier to do a series of short articles more often, rather than doing longer pieces, say every quarter. Frequent posting can also encourage return visits to your website, particularly when coupled with an e-newsletter which directs readers back to your website.
Strategies for keeping your website content current
In order to keep your website content current, planning is a must. A haphazard or ad hoc approach will not do. But that doesn’t mean it has to be hard work. Take advantage of technology and outsource where appropriate to make the most of your resources.
One important strategy is to develop a content maintenance program. This can be as simple as a schedule or spreadsheet setting out the various elements of your content and when each one needs to be reviewed. You might incorporate reviews into office procedures or delegate tasks to individual staff members. For example, each lawyer could be responsible for updating their profile content annually.
Another strategy to consider is setting aside dedicated time to review and update your website on a regular basis. This could mean blocking out time in your diary, or making it an agenda item at staff or partners’ meetings.
Alternatively, you might prefer to engage outside specialists for your website content management. This has the added benefit of freeing up your time to focus on other aspects of your business. If this is you, Lift Legal can tailor a website content solution to suit your firm. To find out more, visit our Website Content Management page or get in touch with us. We’d be happy to help.
Regardless of the strategy you adopt, it is important to take steps to ensure your website is providing the current and valuable content visitors want. So keep your content up to date by reviewing and refreshing it regularly.
About the author
Peter Heazlewood is a management and marketing consultant, he specialises in helping law firms develop their practices using business planning marketing and performance reporting techniques refined in his own successful law firm. Peter lives in Sydney with his wife and is the father of five adult children.