The Fresh Factor: Writing Evergreen Content for Your Law Firm’s Website
The internet is everywhere – the car, your watch, our TVs, maybe even the refrigerator in your kitchen. With so many places available to access content, businesses are trying to keep up with the demand at an overwhelming pace. In fact, 2.5 quintillion bytes of data flooded the web daily in 2017. Breaking it down, that means 456,000 tweets were sent, more than 46,000 Instagram pictures were posted and 3.6 million Google searches were generated every single minute.
With so many words, gifs, memes and videos swirling around, creating the perfect blog post or video that will effectively resonate with your legal consumer may sound impossible. While there’s always a need for timely articles about the latest trends or cases happening around the country, a focus on creating content that will stand the test of time should be a priority. And that kind of content is called “evergreen.”
What it means to be green
An invaluable form of writing, evergreen means your content will continue to stay relevant to readers long after you post it online. Like a pine tree in winter, evergreen content outlasts seasonal changes. That same concept applies to your online content, with stories that continue to offer value to your readers long after you click publish.
Evergreen content comes in a variety of forms, including listicles, reviews, how-to guides and videos, case studies, expert tips and historical articles. For example, if you’re a lawyer frequently working with personal injury clients, writing a blog on “Five Steps to Take After Getting into a Car Accident” provides helpful and (relatively) timeless information on a subject that your audience cares about.
Another great example of evergreen content is Wikipedia. “The free encyclopedia,” Wikipedia pages are the go-to source for information on practically any topic and provide rich content that is useful to readers years down the road. And the success of this kind of content is evident. With more than 5.6 million articles on the English version alone, Wikipedia has been ranked as one of the top 10 websites in the world for years. In fact, the pages are either the first or second result on Google nearly 80 percent of the time.
Why go evergreen?
In addition to providing original and useful information to your readers, evergreen content partners well with your overall marketing strategy. Quite simply, putting in the extra resources on the front end writing everlasting content will save you time and energy in the long run. These articles continue to work in the background, offering help to your readers year after year with little maintenance.
On top of that, effectively using keywords when writing evergreen articles can boost your search rankings and bring relevant traffic to your website’s front door. This kind of content also builds authority and establishes you as a credible source of quality, thoughtful research.
Where do I start?
Before you hop on the evergreen train, consider these two questions:
- What do I want my firm to be known for?
- What are my clients’ biggest needs from me?
If you have an answer to both, great! Proceed to the next section. But if you’re stumped on an answer, don’t worry. A perfect starting point is to comb through your website, social media and customer reviews to get a sense of your firm’s overarching message. Understanding not only what you stand for but what your clients value will help steer you toward the right topics to hit on.
Keep it simple
One of the most important things to remember when developing evergreen content is to stick to the basics. Readers don’t want to be bogged down with legalese. They want to know how to get something done, more about a specific subject or are simply looking for an answer to a complex legal issue. Don’t overcomplicate your content by including unneeded technical language.
Taking a broad approach to evergreen content can deter the casual reader from wanting to learn more, so cut through the noise, be specific and focus on the client. For example, instead of writing an article about “Our Approach to the Law,” narrow in on a specific topic like: “Ten Ways to Improve Your Odds of Winning a Civil Lawsuit.” Precision can also help weed out the competition when someone searches online about a particular topic.
Don’t forget the rest
Of course, there is always a need for time-sensitive, topical articles if you have something unique to add to the conversation. They can drive traffic to your website quickly and create buzz on social media. For these, consider starting a content calendar that reminds you to revisit certain stories to see how you can refresh them in some way. Google rewards “fresh” content, so updating statistics or adding new information can positively impact search results. Another thing to consider is adding a “last updated” stamp on your posts. This easily lets readers know when the last time your content has been reviewed.