Our clients often face the challenge: how do you create website content that ranks well on Google yet appeals to real people? Too often, content is written either for algorithms, stuffed with keywords, or it’s written for people – engaging and clear, but not easily discovered in the Search Engine Results Pages (SERPs).
By working with a simple formula and understanding more about how search engines work, even novice writers can create better content that suits Google and the humans who want to read it.
Start with Search Intent
It’s tempting to build your content around high-volume keywords like “commercial law firm” or “law firms near me”. But if you don’t know how your potential customers are searching, you won’t be able to target them. This concept is called search intent.
There are 4 basic types of search intent:
| Intent | Example | Content Type | Goal/Outcome |
| Informational | How does probate work in England | Blog posts, FAQs, Guides | Provide valuable information and establish thought leadership on the topic. |
| Navigational | Thompsons Solicitors London | Service pages, team profiles | Help users find information about a specific brand, person, or firm. |
| Commercial | Best probate solicitor near me | Location-based landing pages, optimised service pages | Provide key details to support decision-making before an enquiry or conversion. |
| Transactional | Buy Dummies Guide to Law | Product pages, comparison tables | Encourage immediate action, such as making a purchase or sending an enquiry. |
Understanding search intent is essential because it tells you what your audience is looking for, not just what they’re typing into Google.
By identifying whether someone is researching a topic, looking for a specific service, or ready to make a purchase or enquiry, you can tailor your content to meet them at the right stage of their journey. This ensures that your writing efforts are focused where they’ll have the most impact.
Without understanding intent, you risk producing content that ranks but doesn’t resonate or worse, content that no one finds at all.
Write Like a Human
Google is constantly evolving to prioritise content that’s helpful, relevant, and easy to understand – just like a real person would want it. So, instead of stuffing your pages with awkward keywords or complicated terminology, focus on writing clearly and naturally.
That doesn’t mean ignoring SEO; it means striking a balance between optimisation and readability. Aim for:
- Simple, jargon-free language your clients will understand (especially if it’s a complicated subject like legal terms or the law).
- Clear headings and short, scannable paragraphs. Don’t be afraid to break it up with bullet points or tables.
- Include keywords in a way that sounds natural when read aloud (if it feels clunky, it probably is).
If a potential client would struggle to make sense, it’s unlikely Google will reward it by ranking it top of the page. Keep it human, helpful and honest.
Add Value Beyond the Keyword
It’s not enough to just include the right keywords, you need to provide something of real value with them. Google’s algorithm is designed to reward content that demonstrates depth, originality, and genuine expertise. This means going beyond surface-level explanations and truly helping your audience.
Legal, financial, and consulting topics can be complex and intimidating, so use your content to simplify, clarify, and reassure. Don’t just tell people what you do—show them how and why it matters. You’re not giving away trade secrets or teaching clients how to do it themselves; instead, you’re offering the information they need to make an informed decision. The more knowledge you provide, the more trustworthy you become.
To add more meaningful information to your content, you could include answers to common questions (you can find these by looking at the “People Also Ask” section in Google) or offer unique insights based on your experience. Not only does this help your audience, but it also boosts your content’s relevance in search results.
By addressing real client concerns or sharing your professional expertise, you position your firm as a trusted authority, giving both readers and search engines a reason to value your content.
Include a Clear Call to Action
Great SEO may drive traffic to your site, but it’s your content that ultimately convinces visitors to take the next step. Every page should have a clear, compelling call to action (CTA) that guides the reader toward engaging with your firm. Whether it’s: “Book a free consultation” or “Download our tax planning checklist,” a strong CTA doesn’t just end the page—it turns visibility into business. By making it easy for clients to take action, you help convert interest into real opportunities.
SEO content doesn’t have to be a trade-off between keyword optimisation and client appeal. When done right, it does both. At WorkPR, we help professional services firms create smart, strategic content that gets found and builds trust. Want to know if your content is working? Get in touch to find out more.
