Five Ways to Improve Your Website Content

Websites now serve as the first point of contact between a business and a potential client. People use websites to learn more about the business before they even contact them. Your website — and most importantly your content — need to be able to grab their attention and keep them interested in your brand.

Content can have a crucial impact on visitors and search engines. If your content is generic or subpar, neither will be interested in your website. Because of this, you need to focus on creating original content that is informative, understandable and orderly. You should be proactive in revamping and improving your content, and here are five ways you can do so:

1. Write Custom Content Specific to Your Audience

Content is a critical component of every attorney’s website. Your website content needs to do more than tell people the services you offer. It needs to to be custom, and it should provide valuable, relevant information. According to Demand Metric, 82 percent of consumers feel more positive about a company after reading custom content.

The way attorneys achieve this can vary. For criminal defense attorneys, website content should highlight your practice areas, but also include information about potential charges a person could face. For example, you could have a parent page explaining how your state defines drug crimes, potential punishments, possible defenses and even drug court programs.

Under your parent page, you could include child pages with more information about specific charges, such as possession of a controlled substance or offenses related to cocaine. These pages could provide more detailed information relating to the charges, giving potential clients an idea of what they may be facing. You should, however, be sure to comply with local bar rules when writing website content.

2. Be Sure the Content is Current

Having well maintained and up-to-date content is important for your website. If your site has old and obsolete information, this could affect your brand and the appearance of your business. Readers could think you do not care enough to update the content, or they could get the impression that you are not longer practicing.

To be sure your content is fresh and current, you should have a plan to update pages as laws change. For example, if you are a family law or divorce attorney who handles LGBT divorces, the information on your website should be updated to reflect the 2015 Supreme Court ruling. The same applies if you are a criminal defense attorney in a city or state that has seen changes to its marijuana laws.

Fresh content can help you appeal better to readers, but it also can improve SEO and help your search engine rankings. Smart updates, like changes in the main body text of your existing web pages, can help keep them relevant to Google and ranking among the top searches.

3. Keep It Short and Simple

Content should be factually accurate and informative, but it also should be simple. Most people do not understand legal jargon or care to take the time to read it. Your content should be written in a way that complex laws are broken down so the average person can read or skim it and understand it. You want someone to find your website helpful, not more confusing or boring.

Additionally, the content should be kept relatively short. When searching for an attorney, people want to know the most important facts and issues surrounding their situation. They do not want to spend hours reading about extensive court cases or material that cannot directly benefit them. Keeping the information short and simple can prevent deterring readers as soon as they land on your website.

4. Make it Easy to Read and Navigate

If your information is short and simple, it also should be easy to read. You want to present the information in a way that attracts readers, rather than scares them off. Some people are more visual learners and they want to see text presented in a less complicated manner. Rather than large text paragraphs, the information should be broken into sections, lists and categories that make sense.

For example, if you are a criminal defense attorney, a parent page focused on white collar crimes could be broken down into several easy-to-read sections. You could have a section explaining the types of white collar charges, each broken down into bullet points, and others outlining possible punishments or possible defenses.

How the information is presented to readers has a significant impact on the likeliness of them reading it. If the information seems extensive, it could feel daunting to a reader. Writing content that is simple and easy to understand can help potential clients get to the information they want quickly.

5. Pay Attention to Keywords

For your website to be successful, you need to be able to attract people through search engines. This is where keywords come into use. These words or phrases are the things people type into search engines when they’re not exactly sure what they want. Writing content with valuable and strategic keywords can help your website appear when people search for services you offer.

To determine what keywords are most important, you have to think of how a consumer would behave. You have to image what a person would search if he or she was in need of an attorney’s services. For example, if you are a personal injury attorney in Atlanta, the keywords personal injury attorney in Atlanta should be included in your content. More specific keywords like Atlanta car accident lawyer or Fulton County criminal defense attorney also could be added.

Search engines like Google, however, will penalize websites that have too many unnecessary or irrelevant keywords on a site. These are used to manipulate the site’s ranking, and this practice is known as “keyword stuffing.” This practice can cause a negative user experience and can harm your site’s ranking. Instead, your content should focus on having keywords added into content in a natural, readable way.


Website content plays a significant role in your impact on the web and your potential to garner new clients. When creating and revamping content, you should remember that people want valuable information presented to them in the easiest manner. Your business should use your website to do just that, whether that means formatting the information a certain way or writing in a specific tone.

About the Author

Billy Skinner is the founder of Skinner & Associates, a law firm dedicated to criminal defense and representing individuals wrongly accused of sex crimes in Texas. Follow Billy on Google+ and Twitter.

Why Businesses Should Consider Mobile Marketing in Their Strategy

One of the biggest game-changers in the world of digital marketing is the arrival of all things mobile. Smartphones, tablets, and other mobile devices provide more and more people with easy access to information, entertainment, and of course, shopping.

It is an understatement to say that mobile technology has changed the playing field of digital marketing. In fact, mobile traffic has taken over the desktop traffic over the past few years.

Research shows that users spend 59% of their time on mobile devices. In 2015, 92% of adults owned a mobile device, while only 73% had a desktop or laptop computer. The scope of mobile’s reach is very apparent, and businesses need to take advantage of this fact. Their marketing efforts should consider mobile technology when developing digital marketing strategies.

To understand the role of mobile marketing better, take a look at the following points.

Video on Mobile vs. Desktop

Videos play a significant role when it comes to SEO, with search engines favoring websites with video content. It is found that 90% of consumers watch videos on mobile devices, while only 60% view them on desktops.

Hence, it is important for businesses to make sure that their websites contain video material if they want to get a chunk of the audience share and rate highly in search engine results.

Mobile Convenience

One of the reasons why mobile dominates other forms of devices is their convenience. For example, you could access email anytime and anywhere through a mobile device. In fact, 67% of customers check emails through smartphones.

How Brands Do It

There are dozens of success stories from businesses that incorporated mobile marketing into their advertising strategies. One of them is LBM Techno Gas. The company saw an 89% increase in CTP and cut cost per lead by 50% after creating a mobile-optimized landing page, a mobile-friendly form, and a 24-hour phone click and call service.

Taco Bell, on the other hand, launched a text messaging campaign which engaged more than 13,000 SMS subscribers, all within the first five weeks.

The infographic below will help you learn more about the effectiveness of mobile marketing and discover other examples of businesses nailing digital marketing efforts by incorporating it into marketing strategies.



Edward Lott, Ph.D., M.B.A.
President and Managing Partner
BusinessCreator, Inc.

Ed can be reached at

Do You Need Dedicated Mobile Ads?

For many people out there, the Internet is just the Internet; whether or not you’re trying to access it via a desktop or laptop computer or on your smartphone or tablet is irrelevant. The problem in that line of thinking is that when evaluating online mediums, you’re not exactly comparing apples to apples. The unique constraints of how content is delivered and how it can be view in a standard desktop vs. a mobile environment make certain features of each delivery system ineffective or even inoperable in the other.

The same holds true for advertising content. The need for you to incorporate online ads into your firm’s marketing strategy is undeniable; they simply work better at attracting new clients than traditional methods. They allow you to target your content to those who are actually looking for it as opposed to simply casting a wide net and hoping for a return. Plus, the cost of advertising via television, print, or radio has increased steadily in recent years, while at the same time, the effectiveness of those methods has been shown to be declining. Thus, online advertising offers you the potential for a much higher ROI.

Online vs. Mobile: Is There a Difference?

Yet your online ad content isn’t comprehensive. The difference in display and resolution contrasts between large desktop screens is very different than that of smaller smartphone displays. While ads are often able to scale to fit a smaller screen size, the process involved in doing so typically contributes to site latency. If recent trends in mobile technology user tendencies have showed us anything, it’s that their patience is often razor-thin.

Despite all this, the fact that your advertising and marketing content can eventually fit to the scale of a mobile device may leave you wondering if investing in dedicated mobile display ads is worth it. Consider these statistics:

  • Recent advertising studies have shown mobile ads to be five times more effective at generating customer traffic than traditional online banner ads
  • 80 percent of mobile user attention is devoted to apps. Opt-in ads that offer incentives in conjunction with the use of a mobile app have shown to deliver up to a 300 percent improvement in ad click-through rates
  • As many as 80 percent of the top 50 U.S. ad buyers have announced plans to drastically increase their mobile ad spending over the next 12-18 months

Responsive Web Design

If the reason for your not having developed exclusive mobile ad content is not wanting to have to manage both a full and mobile site, don’t worry; there’s a way to avoid that. Development strategies such as responsive web design allow you to create content that easily scales to all environments while lessening the need for constant resizing and panning.

To fall into the trap of thinking that your online advertising content begins and ends on the desktop is to gamble with the chance of not reaching an entirely separate (and, according to statistics, more engaged) potential client base. Your online marketing partner should make the need for developing dedicated mobile display ads very clear. If they don’t, they’re doing you a disservice. We at BusinessCreator, on the other hand, have a unique perspective on how to optimize your firm’s advertising in the online (and mobile) realm. That perspective comes from years of collective experience in exclusively helping law firms improve their marketing efforts. Let us put that experience to work for you. Contact us at 855-943-8736 or and start getting found where your next client is looking.

BusinessCreator is a digital marketing agency that understands lawyers. We provide digital marketing expertise to help grow your legal practice. See more about our work with lawyers here.

Edward Kundahl, Ph.D., M.B.A.

Ed can be reached at
855-943-8736 (or visit his websites)

Improving Mobile SEO

Adapting To Mobile SEO

Can you live without your mobile phones for a week? Maybe a day? Difficult isn’t it, even to think about it? People are so used to browsing, buying stuff online and checking the email and news, it’s impossible to imagine life without it. The advancement of technology has made a mobile device so accessible and powerful that it’s threatening to be a powerful competitor to the age-old desktop/laptop devices.

It also means businesses need to rethink or adapt their SEO strategies and take into account mobile devices as the majority of people now access the internet from these.


Why is it necessary to adapt to mobile SEO?

The amount of traffic that’s being generated from mobile devices nowadays is almost equal to what’s being generated from desktop or laptops. It’s not going to be long before the balance shifts. This makes it all the more important for businesses to chalk out a strategy that caters to mobile traffic.

Things like your website, content, and images should show up without being distorted on these devices. Pages should load fast, maybe faster than desktop, because people are getting more impatient and more so on mobile devices.

According to research, the intention to buy is more in mobile device users than their desktop counterparts. Now if your site isn’t optimized for mobile devices users, you sure are leaving money on the table.

Is there any difference between Desktop and Mobile SEO?

Though many aspects of SEO are common for both Desktop and Mobile, there are three factors that should be given more importance for Mobile SEO. They are performance, user experience, and content. These are the factors that Google is going to rank your websites in the years to come. They need to be tailored to Mobile users as “mobile-first” index is what Google is aiming for.

Now there’s no way of knowing how the algorithm will change unless it’s rolled out and tested. But a mobile-first index would mean your mobile site needs to be as informative as a desktop version and not a scaled down version. It needs to be crawlable and responsive.

Searches on Mobile Devices:

The intention of users searching on a mobile device is different from the search that originates on a desktop. For example, if you’re looking for the nearest seafood restaurant, it makes sense to offer directions for the mobile users than the desktop user.

If you keep up with the trends you’ll also notice almost 20% of the searches nowadays are Voice searches. And this number is on the rise. With all the voice assistants fighting for market share, this is a trend that’s not going away soon. These searches are different from text-based searches as humans ask questions that are more than 4 words long on average. So you’ll have to research and focus your content around long tail keywords that people are searching for. You will have to keep this in mind while designing your SEO strategy for Mobile.

In addition to superior UX, useful content and site performance search intentions and trends should be kept in mind while framing your SEO strategy for mobile devices.

How to Improve Mobile Performance:

First off you’ll need tools to audit your current site performance and get insights on what factors needs improvement. Google has various tools that are free and will help you get behind the scenes information. Google Search Console should be your starting point, add your property (website) to it. You’ll also need to verify that you are the owner of the website you registered. Google will give you a couple of options like dropping an HTML code inside the website, or through the domain name provider, or verify via the analytics code etc. Once you’re done, you’ll be able to analyze data that is collected via search console. You will have access to data like how many people are landing on your website via mobile devices, what pages they are looking for, how long are they staying on the page and much more.

You should also run your web pages through Google Page Speed Insights to know what part of your mobile pages need improvement these could range from images to render blocking scripts. There are many paid tools like SEMRush, Screaming frog and such that’ll help you get more insights on your site’s mobile friendliness and performance.

Performance will almost always boil down to site speed. Let’s take a look at the most important factors that can help.

Responsive Pages Are Indexed Faster:

There are three ways webpages are served. A separate domain for mobile users in the form of is one of the ways to serve your web pages. You’ll have to let Google know via the rel=”alternate” and rel=”canonical” specification elements.

Your webpages can be dynamically served. The technology resides on the servers where your webpages are served from. Depending on what browser and device the page is requested from a separate set of files are sent. It makes use of the vary header in this case.

Responsive design is what Google is actively promoting businesses to use. The search engine will index your site with a higher preference if you have a single site, unlike the previous methods and it adapts to the screen size of the device it’s requested from.

Fix The PageSpeed Recommendations:

If you’ve used the pagespeed tool you’ll know about the recommendations. Pagespeed has separate recommendations for mobile pages. These include identifying render blocking scripts, minification of JS and CSS and other issues that can fix your page loading times.

You don’t really need to score 100, but it’s better to be in the 70+ scores. Other tools that you could use to check issues with your page loading times and what improvements you could pursue are GTMetrix and Pingdom.

After fixing the recommendations you should run it through the same tool to measure your site performance improvement.

Read the PageSpeed Insights rules to get a more detailed overview on what Google Developers recommend for a quick loading web page.

AMPing Up Your Site:

Google-AMP.jpg Accelerated Mobile Pages (AMP) is a joint project by Google and Twitter with the sole aim of getting web pages load faster or mobile devices.  Web pages are enveloped in special HTML code and optimized to be presented with lightning speeds. This is work in progress and several advances are being made regularly. For example, it was used for static pages before; with the release of amp-bind, you can have interactive web pages on the AMP framework.

Though it’s relatively new, it’s sure catching up. And the quicker you can adapt your website to it the better for you in the long run. Find more information about this initiative on Google’s guidelines.

User Experience:

When your customer is on the mobile phone, user experience matters even more than a desktop user. A smaller screen brings in its own share of challenges. Consider the following keeping your visitors in mind:

  • Are the menu’s & sub-menu’s clickable? Do they overlap? Is it difficult to click on a menu because it’s too small?
  • Are all the action buttons like click to call, link to directions etc working?
  • Does the content and images make the page look too cluttered?
  • Is the font type and size too large or too small to read?
  • Are the forms working fine?
  • Shorter meta descriptions appear on Mobile Search results. Are your meta-description and titles optimized for web searches?

Think from the point of view of your viewers and you’ll be able to decide what experiences can be enhanced to make them stick around longer.

Making Your Mobile Site Locally Relevant:

 Did you know that 76% of near me searches resulted in a business visit within a day and 28% of them were conversions? There’s a huge opportunity for you to tap into if you’re a local business. Now searches with an intention to buy are a lot more frequent when people are on the move. Therefore improving your local SEO will help you gain rankings when people search for businesses near them.

How do you improve your local SEO?

  • Use consistent NAP (Name, Address and Phone Number) on Google My Business and other local directories.
  • Get backlinks from locally relevant business websites.
  • Create content that caters to the local population.
  • Ask customers to review you on Google, Yelp or relevant review websites.

Things are changing rapidly in the world of SEO, and specially for mobile sites. So if you want to remain relevant and be found, here’s a summary of the things you should be focusing on.

  1. Responsive Design: By far the most important factor to have your website indexed on google. It makes life easy for both the search engine as well as you, as there’s only one site. Test your website on a mobile testing website and fix any issues that are stopping your site from being rendered correctly.
  2. Site Load Speed: Fix Google Site Speed Insight Scores. The critical ones being:
  • Number of Requests: Various parts of your website are requested from various places. Some of them are on your server and some from external sites or urls. Minimizing the number of requests will reduce the round trip time, thereby decreasing page loading time.
  • Images: Optimizing images are a key part of speeding up your site. There’s no point in your images being super detailed and very high resolution. As the screen size wouldn’t allow the image to be seen in that level of detail without having to scroll. So keep dimensions in mind when you optimize images. Use plugins like WPSmush or an offline editor like RIOT to make the best of your images.
  • Caching: Utilizing “browser caching” will make browsers load certain things from memory without requesting for them again. This is useful when the user visits the page often.
  • Render Blocking Scripts: When there are too many plugins or javascript/CSS on a page it might obstruct loading of contents above the fold. A Google Page Speed Insights test will confirm this. Make sure to correct these and help your page load faster.
  1. UX: Design a user experience which will help visitors stay on your site when they are browsing on their mobile devices. Major things to look out for are tabs that are too small to tap, overlapping layouts, skewed images and non-functional CTA buttons.
  2. Pop-ups: Google has announced that it will penalize people sites with pop-ups that hamper uninterrupted access to the website. Use pop-ups intelligently. If you have a form that needs to be filled in order to access your website, then you’re making it difficult for the search engines to index your website.
  3. Is AMP for you: AMP is relatively new, but there are many plugins available that make it easy for you to test it out with your website. Give it a shot or if you’re not so confident, use a web designer. AMP is being promoted by Google so there’s a good chance that a mobile website using the framework will have a greater chance to rank better on searches.

 To be or not to be Mobile isn’t the question anymore, as mobile first is definitely the way forward. As more people use handheld devices to get their daily fill of the internet, mobile SEO will only increase in importance. So if you haven’t given much thought to your mobile SEO strategy, it’s high time you started.

Edward Kundahl, Ph.D., M.B.A.
CEO and Founding Partner
BusinessCreator, Inc.

Ed can be reached at
855-943-8736 ext. 101