Law Firms Need Evergreen Content
Evergreen trees and shrubs keep their green needles throughout the year. Like the trees, evergreen content on your website retains its usefulness to readers long after publication. It is information unlikely to change soon, material readers can return to as a reliable source of information.
Content that is not evergreen is material relevant for a short period. For example, evergreen content is not:
- A restatement of Michigan frost laws, the seasonal road weight restrictions,
- Laws making headlines
- Registration for a conference your firm is promoting
What Makes Valuable Evergreen Content?
It’s useful information that benefits your clients. Think of the questions clients ask when you meet with them. Answer those questions. Cover topics about which they have expressed concern. Give them a list of actions—steps to take before choosing a guardian or questions to ask a personal injury attorney.
It's thorough, yet concise. Since the article will be available for a long time, it can be more comprehensive than a short blog post. However, if 500 words will do the job, keep it short.
Examples of Good Evergreen Content
Start by adding such items as descriptions of your practice areas, your firm’s history, and a glossary of common legal terms. Other examples include:
FAQs, which are popular with readers and can target keywords, thereby improving search engine optimization. Such questions can include, How do I declare bankruptcy? What is a collaborative divorce? What is the difference between a guardian and a conservator?
“History of” Articles: A “history of” article looks at a statute or legal custom from a historical perspective, like the development of the child custody laws or the history of the selection of U. S. Supreme Court justices. This type of article allows you to write on topics not seen on other sites.
E-Course: Use video to create an e-course on topics such as the parts of trial or steps required to create an estate plan. You can divide it into parts for ease of viewership. Promote the series in social media and press releases.
Creating Great Content
Well-written content that stands out from what’s already out there is hard to write. Start by writing from your unique perspective and in your voice. Add depth to the article so the reader understands the topic.
You can save valuable time by repurposing already-written content. Find the posts that got the most clicks and rethink them from an evergreen standpoint. Reusing popular content can keep readers coming back.
Don’t forget to use social media to announce new content. LinkedIn, Facebook, Twitter, and the SBM Member Directory lets readers know what’s new on your website. Putting it on social media also makes it easier for people to share. The more ways you use to advertise the information, the better.
After years practicing law, Roberta Gubbins served as editor of the Ingham County Legal News. Since leaving the paper, she provides writing services to lawyers ghostwriting content for websites, blogs, and articles. She is editor of The Mentor, the SBM Master Lawyers Section newsletter.
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