Lexicon Legal Content Handbook

LEXICON LEGAL CONTENT

2022

1

|

2022 WRITERS HANDBOOK

WRITERS’ HANDBOOK

TABLE OF CONTENTS 1.

What is Content Marketing?........................................................................... 4

2.

Why are We Creating Content?....................................................................5

3.

Two Main Content Formats: Pages & Blogs.................................... 6

4.

Content & SEO .......................................................................................................... 8

5.

Content Marketing and the Rules of Professional Conduct................................................................... 12

6.

Miscellaneous Issues............................................................................................13

7.

Sample Practice Area Page...........................................................................16

8.

Sample Blog..................................................................................................................18

9.

Practice Area-Specific Tips..........................................................................20

Welcome aboard!

At Lexcon Legal Content, we provide high-quality and informative content regarding a variety of legal practice areas for law firms and digital marketing agencies throughout North America. Our clients depend on our legal expertise to ensure that the content they receive is legally accurate, compelling, and compliant with the Professional Rules of Conduct in their jurisdictions. As a member of our team, you have demonstrated your ability to create content that fits these parameters, and your legal knowledge and writing skills are an integral part of our success.

3

|

2022 WRITERS HANDBOOK

What is Content Marketing?

The Content Marketing Institute defines content marketing as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

In the context of the legal profession, content marketing involves creating content that provides potential clients with information responsive to questions that they may be asking online. In addition, the content we create should focus on how retaining an attorney can help them and potentially improve the outcome of their current position. Some basic examples of the topics (and titles) of content that we may create for clients include the following:

4

|

2022 WRITERS HANDBOOK

þ

Los Angeles Car Accident Attorneys

þ

5 Things to Do after a Car Accident

þ

What are the Penalties for a 1st Time DUI in New York?

þ

Should I File for Bankruptcy?

þ

Why it is Important to Retain an Attorney for Your Divorce

Why are We Creating Content?

The content we create should accomplish a variety of goals: þ

Demonstrate legal expertise

þ

Inform the reader about how working with a lawyer will help them

þ

Add keywords phrases to the client’s website

þ

Get the reader to contact the firm

Keep in mind there is a fine line between demonstrating expertise and advocating for legal selfhelp. Often, the most appropriate strategy is to conclude by expressing how complex the issue is and that it is in the reader’s best interest to contact an attorney immediately.

5

|

2022 WRITERS HANDBOOK

Two Main Content Formats: Pages & Blogs

The majority of content we create falls into one of two formats: practice area pages (which we often refer to as simply “pages”) or blogs. Practice area pages are the pages that a website visitor can navigate to from the homepage and that describe a particular area of law. Typically, they are static and focus on providing information about what the firm does. As a result, page content should be evergreen and avoid discussing timely topics that may not be relevant in the future. On the other hand, blogs cover more specific topics and will appear on a website’s blog page as part of a series of posts.

Practice Area Page Basics Practice area pages generally discuss a specific practice area (or sub-area) and showcase a firm’s expertise in that area. Broadly speaking, pages should discuss an area of law and how the firm or the lawyer can help a person with a legal issue related to that area. In addition, the title of a practice area page should include a geographic target + the practice area + word attorney or lawyer. So, some examples of practice area pages that we may be asked to create include: þ

Los Angeles Car Accident Lawyer

þ

St. Louis Bankruptcy Attorney

þ

Denver Divorce Lawyer

þ

Las Vegas Truck Accident Attorney

6

|

2022 WRITERS HANDBOOK

Blog Posts In contrast, blog posts should be about a specific legal topic or issue and can include more timely information. In addition, while some marketing language should certainly be included, blogs should focus more on providing the reader with information and less about selling the firm’s services. Some examples of blog titles that would appear on the same sites as the pages described above include: þ

What to Do after a Los Angeles Car Accident

þ

Is Chapter 13 or 7 Right for Me?

þ

How Do Courts in Colorado Divide Marital Assets

þ

How Much is My Las Vegas Truck Accident Case Worth?

7

|

2022 WRITERS HANDBOOK

Content & Search Engine Optimization (SEO)

While potential legal clients are the primary target audience, most of our law firm clients are also engaging us to create content that will help them improve their rankings in the search engine results pages (SERPs). As a result, the content we create also needs to adhere to search engine optimization (SEO) best practices.

SEO is the process of optimizing websites to rank highly when certain search terms are entered into search engines. For example, a personal injury practice in Chicago would likely want to optimize for the search phrase “Chicago car accident attorney” and a Denver family law practice would try to obtain high rankings for “divorce lawyer in Denver.” In many cases, the content we create is part of a larger effort aimed at improving where our clients rank for specific search terms.

Optimizing Content As mentioned above, law firms (and marketing agencies) optimize their sites to appear for certain terms. Part of that optimization process is adding optimized content to their sites. There are a number of considerations when optimizing content.

Keyword Density When you receive an assignment, it will usually include a keyword phrase that the client is targeting.

Typically, this will take the form of a geographic target, a practice area, and the word lawyer or attorney. These phrases are designed to match a phrase that a potential client may be searching on Google. Examples could include “Denver personal injury lawyer” or “St. Louis divorce attorney.”

8

|

2022 WRITERS HANDBOOK

Keyword phrases should be included at a density of between 1 and 2 percent. The idea is to use the keyword phrase (and iterations of that phrase) in a way that allows search engines to determine what the page is about. Be careful of keyword stuffing, which is the practice of overusing a keyword to the extent that the content seems unnatural.

Section Headers and Formatting Another critical aspect of creating content for search engines is using header tags for subheadings.

Header tags indicate to search engines how a page is structured, and they are numbered from H1 to H6. Titles are typically formatted as H1, subheadings as H2, sub-subheadings as H3, and so on.

You should try and add keywords to header tags whenever possible. For example, the call-to-action header should typically be in H2 and include the keyword phrase in the following format: Call Us Today to Speak with a Las Vegas Personal Injury Attorney This may sound technical, but it’s actually as easy bolding or italicizing text. Here’s where to find the Header formatting in Microsoft Word:

And here is where to find it in Google Docs:

Also, there are keyboard shortcuts on both platforms. In Google Docs it is Ctrl+Alt+[NUMBER], while in Word it is “Shift+Alt+[NUMBER].” Using the shortcuts can make using headers significantly easier.

9

|

2022 WRITERS HANDBOOK

Sentence and Paragraph Length Keep your sentence structure simple. We are creating content for consumers – not other lawyers or judges. A common industry standard is to write for an 8th grade reader, as doing so gets your point across quickly and efficiently. In addition, it ensures that a wide audience can understand the content on our clients’ sites.

Divide Content into Sections Use sections (and section headers) liberally. In some cases, it may be appropriate to set individual paragraphs off with their own headers. In addition, use bulleted lists whenever appropriate, and avoid overly long paragraphs. Online readers can be deterred by long blocks of text, so formatting is key.

Internal Linking Internal links are links that connect pages within the same website. Making your site easily navigable with relevant links from page to page improves user experience and allows search engines to determine the structure of your site. For example, if you are writing a blog about car accidents, at some point, it will likely make sense to link the text “car accident” to the main car accident page.

External Linking External links are links that go to other sites. In our content, we should link to authoritative external sources at least 2 times per 1000 words - unless you are writing a 500-word piece, which should also have 2 external links. You can think about external links like “citing your sources” in a paper. For example, if you are writing a piece about injuries and are discussing traumatic brain injuries, that would provide an opportunity to link to the CDC’s page about traumatic brain injuries. External links should always go to authoritative sources (.edu and .gov sites are ideal), and never link to a website that promotes other law firms or is, in fact, another law firm’s website.

10

|

2022 WRITERS HANDBOOK

Subject Matter Considerations A couple of miscellaneous issues to address: As a general rule, please do not discuss comparative negligence, outside of the context of suggesting that insurance companies may try to raise the issue to lower a settlement (and victims should retain an attorney).

In general, it’s a good idea to avoid prevention articles. If a reader is on a personal injury firm’s website, there’s a strong chance that they are already injured. Please submit all content as Word document attachments or shared Google Docs and send to submission@lexiconlegalcontent. com

Duplicate content, even if it is your own, will be ignored by search engines. While it is understandably tempting to copy and paste boilerplate legal or marketing language, it is critical to take the time to reword it into unique content.

Search engines are getting smarter every day, and have made clear that they are rewarding relevant, informative, and fresh content. Your best bet is to use natural language rather than try and use awkward constructions or complex legal jargon in order to get certain phrases into your piece.

11

|

2022 WRITERS HANDBOOK

Content Marketing and the Rules of Professional Conduct

One of the reasons that our clients come to Lexicon is that, as legal content specialists, we provide content that is compliant with the Rules of Professional Conduct in their jurisdictions. These rules place limits on what lawyers can and cannot say in their marketing materials, and it’s imperative that we do not run afoul of them in the content we create.

While each state has its own rules, we believe that the best way to handle the matter is to ensure that our content would comply with the most restrictive of those rules. The most important issues to watch out for are detailed in the bullets below. þ

Do not refer to the attorney or the firm as an expert or state that they specialize in an area of law. A good work-around is to say that the lawyer of firm “focuses” on a given area (i.e., “we focus our legal practice on helping injured victims recover compensation”

þ

Never make statements that are false or misleading, and be very careful with superlatives (“we are the best firm in Los Angeles,” for example, would likely run afoul of the rules)

þ

Never promise results. For example, you shouldn’t say “our firm will recover compensation on your behalf,” as it implies that the firm will certainly get the reader compensation regardless of the circumstances. On the other hand, you could say “our firm will get you the compensation to which you are entitled under state law,” as it is clear that the firm will only obtain compensation if you are, in fact, legally entitled to it.

12

|

2022 WRITERS HANDBOOK

Miscellaneous (Yet Important) Issues Payment We pay twice a month, and we accept invoices up until the 15th and last day of each month. Invoices received on or before those deadlines will, in most circumstances, be filled within 5 business days.

Please submit invoices to invoicing@lexiconlegalcontent.com.

Submission Please submit all content as word document attachments to submission@lexiconlegalcontent.com.

Plagiarism We cannot accept plagiarized work. Not only is plagiarism unethical, it can result in legal liability as well as issues with the bar for our clients. For this reason, we run every piece of content we receive through a plagiarism checker. Writers will not be compensated for submissions that are plagiarized in whole or in part and will result in the termination of the independent contractor relationship.

Duplicate Content Duplicate content is content that is found elsewhere on the internet. Even if you can ethically and legally use certain content verbatim (for example, quotes from judicial opinions or statutory language), it is not a good idea to do so, as duplicate content will be ignored by search engines and can even result in a ranking penalty. In other words, duplicate content is bad for our clients, so we cannot use it. This is true even for content you write, so while it may be tempting to copy and paste your call-to-action, for example, please don’t. Please limit quoted language to about 50 words per 500 if you need to use it.

13

|

2022 WRITERS HANDBOOK

Word Count All of the content you submit needs to be at the minimum word count requested. Unfortunately, we cannot compensate for content over the word count, as we are billing the clients at the minimum ordered. As a result, it’s in your best interest to conclude as soon as you reach word count and pace your discussion. Many writers have expressed it helps to outline before writing and work backwards (i.e., write the call to action first) even result in a ranking penalty.

Specifics Please avoid using specifics when it comes to the length of time litigation or settlement may take, how much a claim may be worth, or similar issues. It’s better to be vague (i.e. it may take anywhere from several months to several years for your case to settle or car accident claims can be worth anywhere from a few thousands to several million dollars).

14

|

2022 WRITERS HANDBOOK

Formatting/Style/Linking ģ One space between sentences ģ While it is not necessary to do so, do not shy away from writing in the 2nd person if it is appropriate (speak directly to the reader using you, your, etc. . .) ģ Do not indent paragraphs ģ Use multiple headers to break up text. 3-4 per ~500 words is ideal. ģ Sub-hearings should be formatted as “Heading 2” ģ Bold headers (not underlined). No period after headers. ģ Try and include at least one bulleted list ģ Check to see if the lawyer is a solo – if so, don’t talk about “attorneys” or “lawyers.” You may still say call “us” or refer to “we” in the CTA, however – unless otherwise noted. ģ Outbound links – do not add a “naked” URL to the text. Instead, link to anchor text within the content. For example “people injured by the negligence of others,” or “under New York law….” ∙ Please do not link to other law firms or to services such as Nolo or Findlaw, which serve as platforms on which attorneys can advertise. Some examples of acceptable sources include: þ

Government agencies (CDC, NHTSA)

þ

Cornell’s Legal Information Institute

þ

State statutes (on .gov website)

þ

Notable healthcare organizations (Mayo Clinic)

þ

Professional organizations (American Medical Association)

þ

Peer-reviewed journals

ģ If you are going to use specific statistics, link to the source. There is no need to link to a general statement like, “drunk drivers cause thousands of accidents each year,” however. þ

One space between sentences

ģ Phone number should be in (xxx) xxx-xxxx format

15

|

2022 WRITERS HANDBOOK

Sample Practice Area Page Ogden Truck Accident Lawyer A Truck Accident Attorney in Ogden Representing Victims’ Rights Were you struck by a truck here in Ogden? If so, make sure you take steps to get compensation for all of your losses. Work with a lawyer to get damages to cover your healthcare expenses and vehicle repairs.

Our team at Gosdis Law understands the steps to help you recover from a truck accident. You can contact us to start working with an Ogden truck accident attorney. We’ll handle all of your legal needs so you can recover from your injuries.

Truck Accidents Are Often Caused By Negligent Truck Drivers Focus on assessing the causes of your truck accident in Ogden right now with Gosdis Law. We understand that truck drivers frequently cause accidents by: þ

Ignoring the rules of the road.

þ

Driving while intoxicated or fatigued.

þ

Running stop signs or red lights.

þ

Getting distracted by phones or other electronic devices.

Determining that someone else caused your accident is often important after a collision. However, Utah is a no-fault car insurance state, meaning that you may need to seek compensation through your own insurance company first after a collision.

16

|

2022 WRITERS HANDBOOK

Our Ogden truck accident lawyers can help you review the steps to secure compensation for your losses right now.

Steps to Take After a Truck Accident We understand that it’s difficult to know what to do in the immediate aftermath of a truck accident in Ogden. Fortunately, we’re here to provide you with the information that you need. Immediately after a collision, make sure that you: þ

● Stop your vehicle.

þ

● Take pictures of the accident and your injuries.

þ

● Get contact information from the truck driver.

You should also report your accident to the police. Make sure you get medical treatment for any injuries you sustained in the accident, including any broken bones, internal injuries, or head injuries.

You might need to call an ambulance if you sustained severe injuries in the collision.

Finally, make sure you get legal help on your side after a truck collision in Ogden. Our team is ready to help if you were struck by an 18-wheeler, semi-truck, tractor-trailer, or any other kind of large vehicle.

We know how to handle insurance agents on your behalf. A truck accident lawyer in Ogden works to help you submit a claim to your insurance company or to the insurance provider of the driver who hit you. Doing so allows us to help you get damages for your medical bills, vehicle repairs, and other losses.

Call Us Today to Speak With a Truck Accident Attorney in Ogden Our team at Gosdis Law can help if you were struck by a truck in Ogden. We’ll spring into action after your accident and support you until you receive compensation. It’s easy to get in touch with our Ogden truck accident attorneys. Just call 385-429-9960. We also have an online contact form for you to fill out. Get back your peace of mind by working with our team.

17

|

2022 WRITERS HANDBOOK

Sample Blog Common Questions You May Have after a Slip and Fall Accident Slip and fall accidents are among the most common way that people unexpectedly hurt themselves each year. As common as they are, however, many victims come to our office for help with many questions about slip and fall cases and the legal process. Here are some answers to some of the most commonly asked questions about slip and falls.

Will I be Able to Recover Compensation?

Not surprisingly, the first thing that many victims would like to know is if they will be able to recover compensation for their losses. This is completely understandable, as people who are hurt in slip and fall accidents often have significant medical expenses and lose income from not being able to work.

Whether you will be able to recover compensation depends on whether you can establish that your accident was caused by someone else’s negligence. Common examples of slip and fall hazards that are the result of negligence include wet floors, exposed wiring, debris left in walkways, stairwells without handrails, and inadequate lighting.

Will my Case go to Trial?

It is impossible to know whether your case will go to trial ahead of time, but it is important to understand that the great majority of personal injury cases are settled out of court. This is because liability is often conceded by the at-fault party, which means that the only issue that needs to be addressed is how much the at-fault party will pay to the victim.

18

|

2022 WRITERS HANDBOOK

What Kinds of Damages are Available in a Florida Slip and Fall Case?

Florida law entitles victims of negligence to recover compensation for both their economic and non economic losses. Common recovered damages in a slip and fall case include the following: þ

Medical expenses

þ

Pain and suffering

þ

Lost income

þ

Loss of quality of life

How Much Compensation will I Receive?

If, after meeting with an attorney, it seems like there is a valid claim to pursue, many slip and fall victims understandably want to know how much their case is worth. There is no such thing as a “typical” slip and fall case, and the value of your case will depend on a number of factors, including: þ

Your occupation

þ

The nature and severity of your injuries

þ

Whether you were partially at fault for your accident

þ

Whether you will require medical care in the future due as a result of your accident

Contact an Orlando Slip and Fall Attorney Today to Discuss Your Case Slip and fall accidents can result in extremely serious injuries and significant losses. Fortunately, in many instances, you may be able to recover compensation after a slip and fall accident. To find out whether you have a claim, call Orlando slip and fall lawyer today.

19

|

2022 WRITERS HANDBOOK

PRACTICE AREA-SPECIFIC TIPS While all of our content needs to be 100-percent unique, the reality is that consumers who need legal help are going to be facing the same issues regardless of the jurisdiction that they are in. As a result, the content we create often covers the same issues, regardless of whether the client’s practice is in New York, Los Angeles, or anywhere in between.

All of our content should provide information in the context of informing the reader that they should contact the firm for additional help. Below are some bullet points about the issues that you should be focusing on when writing content for a particular practice area.

Personal Injury ģ Please focus less on medical information regarding certain injuries and more on the legal process ģ In the same vein, the real value-add of working with an attorney is that (a) victims do not have to handle their claims themselves and (b) that you have an advocate who understands how insurance companies operate ģ Whether you are talking about slip and falls or car accidents, personal injury content should include content that explains that the insurance company is trying to get you to settle for as little as possible, and an attorney can negotiate on your behalf, protect your rights, and take your case to court, if necessary ģ Why do injured victims need an attorney? Because the insurance company is trying to settle the case for as little as possible or even deny the claim entirely.

20

|

2022 WRITERS HANDBOOK

Bankruptcy ģ One of the most common issues we have with bankruptcy content is writers taking a negative tone. Please focus on bankruptcy as a fresh start and a way to eliminate many forms of debt.

Furthermore, a good way to address the negative mark on a filer’s credit is to point out that their credit was likely poor to begin with (or else they wouldn’t need to file) ģ Chapter 7 or 13 are by far the most commonly discussed forms of bankruptcy ģ Why do bankruptcy filers need an attorney? þ

Determine what type of bankruptcy is right for them

þ

Ensure paperwork is accurate and correctly filed

þ

In order to take full advantage of all exemptions available to them

þ

Representation during 341 meeting of creditors and in court

Criminal Defense ģ Criminal defense also requires care when it comes to the tone you take in content ģ While it is certainly true that many people who are accused of crimes have, in fact, committed a criminal offense, it is important to leave room for readers to feel that they can beat their charges ģ To achieve this, it’s a good idea to discuss potential defenses and suggest that an attorney may be able to secure a dismissal or an acquittal at trial. Then mention that if there are no defenses available or if it makes sense in your case, a lawyer can attempt to negotiate a favorable plea bargain or get you into a pre-trial diversion program ģ Also, it’s a good idea to focus on mitigation of consequences ģ Be sure to mention collateral consequences with respect to education, employment, reputation, and professional licensure, securing housing, etc… ģ Why do criminal defendants need an attorney? Because of the long and short-term consequences of a conviction, to ensure their rights are protected, and, often, to attempt to negotiate a plea bargain with the prosecutor

21

|

2022 WRITERS HANDBOOK

Family Law ģ When discussing divorce, there are 4 sub-issues to consider þ

Division of marital assets

þ

Child support

þ

Child Custody

þ

Spousal support

ģ Of course, some content will focus on only one or two of these issues, but when writing a divorce page or a divorce blog, these four issues should be mentioned ģ Out of the practice areas we typically handle, family law varies the most from state to state (as much of it is statutory), so be sure to consult with authoritative or primary sources for specific rules (e.g., child custody factors) ģ Why do people with issues related to family law need a lawyer? These matters are often emotionally charged and could have an impact on the most important aspects of their lives (access to kids, money, house, etc). An attorney can protect their rights are resolve their cases as favorably as possible

Workers’ Compensation

22

|

2022 WRITERS HANDBOOK

ģ Workers’ compensation is a statutorily-required no-fault insurance policy that applies to most employers ģ In most cases, workers’ compensation is the exclusive remedy available to workers who are injured in on-the-job accidents or develop occupational illnesses or conditions - this means they CANNOT SUE IN MOST CASES ģ The policy reasoning behind workers’ compensation is that if employers were liable to their employees for negligence, they may be sued out of existence. As a result, state legislatures require them to carry insurance and limit the benefits that employees can recover ģ In return for not being able to sue, employees get benefits regardless of fault ģ Workers’ compensation only covers partial lost income and medical expenses; it does not cover non-economic damages like pain and suffering or lost quality of life ģ For this reason, if employees CAN sue, they should ģ When can employees sue?

If the injury was caused by a third party (for example, an equipment manufacturer (resulting in a product liability claim) or an accident caused by an independent contractor on the job site).

þ

ģ Just like personal injury claims, most workers’ comp claims are resolved through the settlement process ģ When they are not, rather than going to court, the dispute typically proceeds to the state workers’ compensation board (usually a panel of ALJs) ģ Only after these remedies are exhausted could an injured victim sue in court ģ Why do injured workers need an attorney? Because the insurance company is trying to settle the case for as little as possible or even deny the claim entirely.

23

|

2022 WRITERS HANDBOOK