Generating content for your website not only gives you something to share on socials, it also increases the chances of your site appearing on the first page of search engines.

Plan your content with research 

Before you begin writing, think about what topics may be relevant to your audience. Are there specific questions that you are constantly answering for your clients? What is happening in the public sphere right now? What do people most want to know, and why are you the best person to tell them?  

Use the right title 

An interesting title is essential for two reasons: it will draw the reader in and help with Search Engine Optimisation (SEO). Try to use the active voice, include keywords, and try to limit it to 55 characters or less. 

Tips:

• Include your main target keyword or keyword phrase
• Provide a clear idea of what the article covers
• Instil a sense of curiosity with attractive adjectives and adverbs
• Readers tend to gravitate towards easily scannable benefit statements and how-to lists/tips

Glossary:
Search engine optimization: the process of making your site better for search engines.

Structure is important 

What draws your eye to a news story? An article that puts the most important and compelling information at the top.

Attention spans are shorter than they used to be, so it's important to structure your writing in a way that makes it easier to scan. By leading with the most compelling content, you will keep the reader engaged and hopefully reading through until the end. Even if they stop before then (research has suggested six paragraphs is the average a reader spends on a news article), you can rest assured you have provided them with the most pertinent information. 

Break down your lengthy articles into bite-sized sections with clear headings, split long-winded sentences in half and keep your paragraphs around three sentences in length. Bullet points can be great attention grabbers, especially for readers on a mobile device. 

Headings not only strengthen the framework of your content, but they are also vital for SEO. Clearly defined headers help search engines understand the primary topics of a long post, improving its ranking in searches. 

Tone down the legal jargon 

In most cases, you are writing for the public, who are not fluent in caselaw precedent or legislation. Try to break down complicated legal terms to make them easier for everyday people to understand. A good rule of thumb is to think about sharing the information at a barbeque, party or over coffee or drinks at the pub and tailor your writing accordingly. How would you describe legal concepts in a way that everyone, including non-lawyers, can follow?  

Finish with a call to action (CTA)

Ideally, your article will conclude with a CTA. It can pose a question to your readers, tell them where to go for more information, encourage them to contact you or invite them to engage with you on social media. Whatever the case, your CTA is there to affirm that your article was written for your specific audience. 

Links, links, links 

Capitalise on opportunities to link to other pages, both internal and external. Why? Link building will boost your search ranking. Each webpage that links to your website tells Google that you are a trustworthy source with credible content.