This document provides guidance on effective content creation for law firm websites. It discusses why content is important, what makes quality content, and how content should be presented. It also covers dealing with writer's block, conceptual adjustments for online writing compared to print, web style conventions, content focus, hierarchy and branding. Specific topics within content presentation like question and answer sessions, success stories, case studies and vocabulary enrichment are also outlined. The document concludes with suggestions around page titles, headings, links and taking questions.

1. Introduction
To Content Creation

2. Presented by:
Attorney & LawLytics CEO Community Manager
Dan Jaffe Victoria Blute

3. About This Webinar
● Why Content Matters
● What Makes Quality Content?
● Content Presentation
● Dealing With Writer’s Block
● Mechanics Of Content Creation
○ Conventions, Hierarchy, Branding...
What we’ll cover:

4. Why Content Matters
Content matters because:
● It’s what search engines want.
● It’s what search engine users want.
● It’s what referral sources want.

5. What Makes Quality Content?
Is Your Content…
Significant?
Unique?
Insightful?
Trustworthy?

6. How Should Content Be Presented?
● Q&A Sessions
● Success/inspirational stories
● Case studies
● Debunking myths
● Vocabulary enrichment
*Quick, digestible, educational reads.

7. How Should Content Be Presented?
Question & Answer Sessions

8. How Should Content Be Presented?
Success And Inspirational Stories

9. How Should Content Be Presented?
Case Studies

10. How Should Content Be Presented?
Vocabulary Enrichment
Debunking Myths

11. Dealing With Writer’s Block
● Prepare yourself.
● Deal with distraction. (Good & bad.)
● Read something.
● Write anyway.
● Stick to your writing schedule.

12. For Humans or Machines?

13. Conceptual Adjustments For Web
vs. Traditional Writing
● There is a fold, but no paper.
● Space on a page is unlimited.
● There is no set reading order.
● There is no one point of entry.
● There are a lot more distractions.

14. Web Style Conventions
● Don’t indent paragraphs.
● Only one space between
sentences.
● Don’t overuse:
○ Bold
○ Italics
○ Underline
○ ALL CAPS
● Don’t highlight text.
● Use contrasting colors.
● Don’t hide text.

15. Content Focus
● One main thesis per page / piece.
● Explicit subject guideposts:
○ Page title.
○ HTML title.
○ Headers

16. Content Hierarchy
● Page should support theme of page above and
below it.
● Page should align with themes of internal pages
that link to it.

17. Content Branding
● Let your site carry your brand.
● Don’t force your brand on readers in the content.
● Append your law firm’s name to HTML titles when
appropriate.

18. Page Titles
● Think “newspaper headline” to draw readers in.
● Include the main thesis of your piece.
● Include likely keywords or phrases.

19. HTML Titles
● Consistent with page title.
● Shoot for around 70 characters.
● What searchers usually see in search results
pages.

20. Meta Keywords
Don’t Use Them
● Not worth the effort or money to create.
● No tangible benefit.
● Could be a spam signal if done poorly.

21. Headings
● Use on headline of page (LawLytics does this for you).
● Use in hierarchical order:
○ First Heading (H1)
■ Second Heading (H2)
● Third Heading (H3)
○ Etc….

22. Headings
● Make each heading unique.
● Nest paragraph(s) relevant to heading under each one.
● It’s okay to nest multiple child-headings.
● Don’t use them for styling text unless the text is
independently worthy of a header.

23. Headings
● Don’t use them for styling text unless the text is
independently worthy of a header.
● Never use them on paragraphs.
● Don’t stuff them with keywords.

24. Content
● Reinforce and elaborate on page title and headings.
● Written words are king when it comes to search engines.
● Supplement with pictures, videos, maps, forms, and
LawLytics Widgets.

25. Content
● Don’t be constrained by word count.
● Convey any and all useful information.
● Don’t add fluff to pump up word count, and don’t trim out
relevant content to make it shorter.
● Visitors may not read everything, and that’s okay.

26. Links
Links are to your law firm’s website as legal citations are to your pleadings.

27. Links
● Add internal links strategically.
● Don’t bend the context of links for search engine purposes.
● Add external links when they provide additional relevant information.
● Use links to acknowledge and give credit.
● Use LawLytics Link Groups to easily embed clusters of relevant links.

28. Q & A
Please submit your questions via the GoToWebinar control panel.

29. Thanks For Attending
Email: info@lawlytics.com
Call: 1-800-713-0161
Web: www.LawLytics.com