Content Writing

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Posted On: By Postali

Quality content is the bread and butter of any digital marketing campaign. But content is more than just words on a page. It’s the meat of your website, and each part has a purpose. Whether that’s to rank well for search terms, convert potential clients, or highlight informational material, it all comes together for a compelling piece.

The point is this: if you’re not engaging your audience, your competitor will. That’s why we recommend combining SEO best practices with design principles and putting it in the hands of a true wordsmith to create compelling content for both readers and search engines alike. 

What Is Web Content?

Web content is anything and everything on your site:

  • Images
  • Videos
  • Audio clips
  • Text, including headers, subheaders, and body copy
  • Live chat boxes
  • Press releases, media mentions, and awards
  • Blogs
  • FAQ (Frequently Asked Questions)
  • Contact links to email, social media, external resources, or applications
  • Secure, encrypted client portals

Where poor content repels readers, quality content compels them to stay longer and contact your firm.

What Makes Quality Web Content?

Quality content is the goal, but how do you know what to include? We don’t suggest you push content live on your site until it checks all the following boxes:

  • Creates a visual feast in layout, design, and colors
  • Communicates to readers with text that’s easy to understand but never condescending
  • Establishes your firm as a thought-leader with accurate, original, and well-researched information
  • Adapts the proper tone and voice of the firm
  • Boosts your SEO rankings with search terms and keywords that real people are most likely to use
  • Makes your public relations and online presence more commanding

To make sure we’re on track with your digital marketing goals, we utilize a funnel approach.

Top, Middle, Bottom: Funnel Content Marketing

Although we didn’t invent the concept of funnel content marketing, we excel at producing high-ranking, quality websites for our clients. Funnel marketing starts BIG. Your content casts a wide net to catch as many readers as possible. That’s why your top-of-funnel content is all about awareness.

ToFU: Top of Funnel

ToFU (not to be confused with the tasty meat alternative) content brings traffic to your website. We generate awareness using market-tested SEO keywords that reach the right audience.

Once readers arrive at your site, they’ll find engaging content that addresses their problem or pain.

This attention-getting To-FU content includes:

  • Landing pages
  • Informational pages that answer How-to/How-can questions (i.e., “how to find a lawyer in Dallas,” “how can I get compensated for my injuries”)
  • Videos
  • Blogs
  • Social media updates

MoFU: Middle of Funnel

Middle-of-funnel content is also known as the consideration stage. At this stage of your marketing content, readers learn how you could solve their problems. You must create content that shows you understand the reader’s problem and have a solution.

MoFU content includes:

  • Practice area pages
  • Resource pages, including downloads like ebooks or white papers
  • Results
  • Case studies
  • Service pages
  • Webinars and events

MoFU content must be compelling enough for readers to reach the last phase: decision.

BoFU: Bottom of Funnel

Let’s face it. The ultimate goal of creating compelling content is to convert readers into cases for your firm. The bottom-of-funnel content prompts the audience to do just that, whether it’s clicking for more information or calling to schedule a free consultation.

Effective BoFU content includes:

  • Questionnaire or survey
  • Contact pages
  • Offers
  • Client testimonials
  • Locations
  • Awards

BoFU content is highly transactional with a solid call to action. The CTA can link to live chat, contact form, or for readers to call.

Beyond Conversion: Quality Content Keeps You Relevant

Quality content keeps you relevant in SEO rankings, website visitors, and clicks. You want your current clients to visit often – and to share information and links with friends and family.

A quick recap about quality content:

  • Generates more targeted leads
  • Improves conversion rates
  • Builds trust with current and potential clients
  • Increases your social media presence
  • Establishes your firm as a thought leader
  • Encourages readers to stay longer and visit more often
  • Boosts the emotional connection to your brand and reputation

Creating original quality content for law firms is our jam. Our award-winning websites rank highly in search engines. We help lawyers in multiple aspects of their practice, including call tracking & voice services, full-scale photo & video productionpress & media relationscontent marketing, SEO, and paid search marketing.

If you’re interested in learning more about our legal marketing services, reach out at to start the conversation or follow us at @Postali.