More then just a smartly designed website is essential in today's competitive online market. To successfully attract a large share of potential clients, effective content needs to be the number one feature of an attorney's website. Pulling a top ranking in search engines has become a science. It relies solely on content designed to not only attract customers, but to get sought after positions at the top of search engine results.

It is a fact that websites devoid of content fall well below ones that savvy content writers have contributed to. The first order of business is getting to the top of the search results so customers can find the attorney's website. The content must be informative, interesting, and relevant to the needs of the clients and match the keywords that search engines seek. Imagine the potential client typing in a string of words to conduct a search. Keywords are the relevant words entered when searching the Internet. Successful online attorney marketing pays close attention to the latest search trends customers are using when they conduct a search. Recent legal developments, recalls, financial news, and highly publicized accidents all generate an abundance of interest in these issues as they relate to clients. Is your website prepared to add fresh content devoted to these issues in a timely manner?

Search engine optimization, or SEO, is the technique that writers use to maintain high rankings. Essential keywords embedded in the content are what search engines use, and these are not static. Without fresh content, that top position will be lost. The world of Internet marketing is fast-paced to match or exceed the tempo of modern life. Competition is intense, and only firms that recognize the importance of continually analyzing marketing trends will routinely catch the top positions on search engine result pages.

Blogging can be a highly effective way to draw clients. Blogs are web logs; they can be found everywhere on the Internet and cover every imaginable topic. They function well as part of a business' website. A blog is utilized to showcase current topics, advice, and events. Articles are continually added, news stories that have current relevance, interesting facts, recently won cases, national lawsuits that quickly follow a recall or safety issue with products, all keep content current. This fresh content, again, has the same two-fold purpose that all other content has, drawing search engine rankings and satisfying potential client queries. Whether it is divorce and family issues, personal injury, medical malpractice, or bankruptcy, a narrative using essential keywords can get the rankings and grab the attention of clients, acting as a call to action. A series of articles that accurately cover issues affecting potential clients can also be valuable. Most clients come to the website with minimal knowledge of the issue. Credibility, not sensationalism, wins the clients.

As potential clients increasingly use the Internet to find both information and attorneys, it is vitally important to businesses of all types. Law firms that successfully use the Internet in marketing reap the reward of gaining new clients. Make it a lasting impression with pertinent, informative, and motivating content.