The purpose of this page is to help you to prepare a Content Page that meets our technical requirements and accomplishes your purpose -- attracting and impressing the people you're aiming for -- whether it's to generate short-range revenue, future business, good-will, scholastic prestige, working alliances, or whatever. It contains a Content Page example and various explanatory notes.
As you should know by now, we strongly emphasize the use of information based promotion. In order to best utilize your online marketing efforts you should understand the reasons for this which include:
* It's in keeping with the 'traditions' and expectations of both internet users and the legal profession;
* It contributes to the value and utility of LLL;
* Providing useful and interesting legal material is what the Library's about... and why people access it;
* Properly done, it's far-and-away the most effective on-line promotional tool, especially for the information based legal industry.
A Content Page can roughly be compared to the 'info' part of the 'infomercial' ads sometimes found in print publications -- it's not an advertising vehicle per se. Its focus should be on providing interesting or useful information related to your area of expertise -- not on 'your' expertise. It should be something the clients/customers you're after want to read. It's the best ad you can have -- as long as it's not an ad. It is the "hook" to your directory listing -- where you can plug your products or services.
Although up anything up to 2000 words is permitted, Content Pages between 800 and 1700 words in size are the most effective. 1300 words, about 2 to 3 pages when printed, is a very manageable size. You want people to actually read it on line. Figure most folk's brains freeze after the equivalent of 3 or 4 single-spaced typed pages. The length isn't as important if you're aiming at academics and professions as it is if you're trying to attract say DUI clients.
As in the example, only a very simple short opening attribution should be used. Just a name is best. Something like "by Jane Doe, attorney at law" is OK, but "by Jane Dow, a partner in the worlds best personal injury law firm of Doe and Doe PC, 202 5th Ave., NY, NY. A firm so good ambulances chase US -- give us your checkbook and we'll sue anything..." won't make it.
You have a little more leeway in the ending attribution which is part of the link to your own site or Mini-WebSite listing. Include your affiliation and a enough to remember you by, but keep it below 35-40 words.
Here's an example of a Content Page showing actual layout, structure, format, etc.
By Ralf R. Rinkle, PhD, LL.D., XyZ
As attorneys with commercial real-property practices know, environmental site assessments are a common requirement today for most commercial real estate transactions. Typically, the purchaser or the bank that is financing the purchase will require a Phase I assessment of the property to qualify...
Environmental site assessments are like sleuthing. Information must be qualified, clues investigated, and leads followed until the consultant and client are satisfied that "all appropriate inquiry" has been made and all "readily available" information has been reviewed. Only then should a report be submitted for reliance as to the environmental condition of a property.
Ralf R. Rinkle is an Environmental Consultant and Director of Doodad Development at Rinkle & Rinkle Environmental, Addis Ababa, a subsidiary of Rinkle & Rinkle Int'l. Here's more about Rinkle & Rinkle -- "World's Worst, But Cheapest, Provider Of Everything"
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The most important thing to keep in mind when preparing your content page is that it should appeal to your client/customer targets. For example, a Nebraska family law specialist might write "What You Need To Know About Nebraska Child Support" while "Use Of Engineer Expert Witnesses In Construction Litigation" would be good for a firm that supplies engineering expert witnesses and "Quirks In Iowa Service Of Process Requirements" would be great for a Davenport process server. Also, besides targeting their audience these examples would show up in most searches by the many internet search-engines used by prospective clients.
A more generic approach can be used by those in a more generic field. For example a New York paralegal trying to attract contract work might excerpt a NY gov't report of interest to NY lawyers and a legal newspaper can use a recently published article. However, something like "Fatal Differential Flaws In The Production Of Class 9 Widgets" by a widget expert witness is probably of interest only to other widget experts, not to the lawyers he wants to hire him.