Continually adding content to your firm’s website is a great way to drive more unpaid traffic and (hopefully) sign more clients. But did you realize that if you add low-quality content, you could actually hurt your chances of signing new clients online? Here are some common editorial mistakes you may make, and how you can fix the problem.

Stick With a Citation Style

A citation style is a standard format used for citations, abbreviations, pronouns, and more. You probably have foggy memories of MLA, APA, AP, or Chicago Style of writing from high school. While very few of us love grammar, it’s important to pick one writing style for your firm’s website and stick with it. This helps the entire site feel like one cohesive resource instead of a hodgepodge of your staff’s work.

For example, a website using AP style would list an ODAR office in Tulsa, Okla., whereas one using Chicago Style would list the same ODAR office in Tulsa, OK.

Pronoun and Antecedent Agreement

Another common mistake is using the wrong pronoun. A pronoun has to agree with its antecedent, meaning that if you are describing a singular noun, you’ll need to use a singular pronoun as well. Here’s an example of an incorrect sentence:

• The SSA released their cost of living adjustments last October.

In this sentence, “The SSA” is the subject, or antecedent, and “their” is the pronoun. The SSA is a singular entity, so the correct pronoun here would actually be “its.” Many of us use their as a singular pronoun while speaking, but the majority of style guides agree that the singular “their” is informal, and you should use the correct pronoun or reword the sentence instead.

Do You Need an Apostrophe?

Speaking of pronouns, “its” seems to be a confusion option when it comes to using an apostrophe. When you’re using the word “its,” always ask yourself, “Am I saying ‘it is, or it has’ or am I using possession?” You only use the apostrophe if you’re using “its” as a contraction. It doesn’t matter if there’s possession—you still don’t use an apostrophe with the word it. Here’s an example:

No Apostrophe

• Incorrect: The SSA released it’s cost of living adjustments last October.
• Correct: The SSA released its cost of living adjustments last October.

Apostrophe Needed

• Incorrect: Its a good idea to work with a disability attorney.
• Correct: It’s a good idea to work with a disability attorney.

Commas, Commas, Commas

Commas are another cause for confusion online. Here are some of the top comma mistakes you can make, plus ways to fix them.

Comma splice: this happens when you join two independent clauses (sentences that are complete and could stand alone) with a comma.

• Example: The average Title II payments for disability representatives increased to nearly $3,300, this is the highest average payment of all time.

How to fix: There are a couple of ways to fix this sentence. The simplest would be to remove the comma and replace it with a period. You could also use a semicolon in lieu of a comma; semicolons join two related independent clauses. Just keep your audience in mind. You’ll want to look credible but not pretentious. It’s easy to overuse semicolons, so you can always err on the side of caution and simply break up the sentences with periods.

Extra comma: this is probably the comma mistake you’re most guilty of making. It’s very easy to use a comma when you shouldn’t.

• Example: Our firm is always fighting, your cases.
• Another example: Your claim was denied, because you didn’t earn enough work credits.

How to fix: you never want to separate a noun from its verb (example one). You also shouldn’t separate a dependent clause from the primary sentence (example two). This is the easiest fix of all: remove the comma.

Missing commas: this happens when you forget to include a comma when you wrote a sentence that desperately needed one to clarify your intent. One of the most famous examples of when you need a clarifying comma is the sentence “Let’s eat grandma!” VS “Let’s eat, grandma!” Whenever you’re adding content onto your firm’s website, be sure to reread everything before publishing.

While it may be tedious and downright impossible to remember all of the grammar rules in the English language, keeping your website content consistent will go a long way in building online credibility and subsequently signing more clients.