Static Pages

Static pages are those pages on your Law Firm website which never or rarely change. These include your Home, About, and Contact pages along with pages about the services and specialties of your Firm. Another term for static pages is Evergreen content, so named because it stays “fresh” throughout the year. This is as opposed to topical or timely content, which is fairly out-of-date once a particular event has passed.

Static Pages/Evergreen Content Issues

One of the biggest problems Oakes Writing finds with many Law Firm websites is a lack of static pages. In many cases, Law Firms hire web design firms to create a visually appealing website and add pages for their offerings, but after that, nothing.

In some cases, these Law Firms know they need blogs so all additional content is added in that way. There is nothing entirely wrong with this approach, but it is also not entirely right.

To illustrate, consider this example:

“Think of a website like a library. In this library are books of all sizes as well as magazines. Evergreen content (pages) are the books; the magazines are the blogs. No good library would contain just books or just magazines; there would be both. And although the book collection may not change as often as the magazines, it does change, growing as needed. The point is, the pages of a Law Firm website needs to change, to grow just as the blog pages do, though not as often or as drastically.” – C J Oakes

One of the worst mistakes any Law Firm can make when developing content for their site is to place evergreen content onto the site then never add or alter it. The search engines note this lack of activity and treat the site like a collection of dusty old books no one reads anymore.

The Oakes Writing Method for Creating Static Pages (Evergreen Content)

When creating evergreen content, Oakes Writing follows 10 steps to make sure the content is both accurate and well-received by readers and search engines. These 10 steps to great evergreen content include:

  1. Minimum Word count for pages is 2000 words (ideally 2500 words).
  2. Only evergreen content is placed on pages.
  3. Several outbound links per page.
  4. Smart cross linking on each page.
  5. Content is written in conversational tone but with the same elements/quality as a University essay.
  6. Content is well-researched, citing law codes and reputable, non-competing websites both in text and in…
  7. References Section
  8. Wise use of Headings is employed.
  9. Bullet points and numbered lists included.
  10. Images, video, and audio is added where apppropriate.

Finally, each page will included subtle suggestions of expertise throughout along with direct, yet discrete recommendations to make contact with the Law Firm. This way, when the reader reaches the end of the page, the next natural step is to either call for a consultation or complete the online form for more information.

Kind of like this…

Oakes Writing Provides the Best in Evergreen Content for Law Firm Websites

At Oakes Writing, we often meet with attorney clients who have had beautiful websites built for their Law Firm. They spared no expense and followed all the advice of the agency doing the work. Yet, the site tanked from the start. Or the site performed well for a time and tanked.

We can explain what happened and why, but more than this, we can offer suggestions to repair any damage. What is more, we do something no one else does–We Guarantee our Work.

You get traffic or you get a refund.

For a free, no obligation consultation and evaluation of your Law Firm’s website, call now


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Oakes Writing is a content marketing firm located in Lubbock, Texas, USA. Since 2009, Oakes Writing has been creating content for the Internet. Prior to that, Oakes Writing developed ghost-written books for clients nationwide. Most of these were created for traditional print media, but with the rise of eBooks, this focus shifted to include shorter books for email marketing, extensive books for impressing clients, technical manuals, and books for any other purpose required by clients.

From 2010 to 2015, Oakes Writing developed web content for any kind of website, mostly business and real estate. However, starting in 2016, our founder C J Oakes took his passion and training in law to Law Firms. Noticing a trend, he recognized that a need existed to help Law Firms improve and grow their websites. Combining his skill in writing with his formal training in law and criminal justice, he decided to take Oakes Writing in a new direction…helping Law Firms exclusively.