Writing copy for a law firm’s website is a challenging task. The material is heavy and difficult to convey concisely and cleanly. The copy on a legal website needs to get across the most important aspects of the legal issues and hold the reader’s attention at the same time. This is not an easy thing to do.
When we write copy for the internet, we must keep in mind that this is a medium unique to itself. As a result, the copy we need to write is unique from other types of more traditional media outlets.
It is imperative that you learn the art of writing good web copy if you expect positive results from your lawyer marketing.
Even though writing for the web involves the important tasks of keyword placement and search engine optimization, for this article I want to approach writing from the perspective of a visitor to your site. I would like you to think of the suggestions that follow from the standpoint of usability and engagement with your site.
The following are a few ideas to think about when you are writing web copy:
1. Use lists – People love bulleted lists on the internet. This makes the content easier to quickly look through and scan.
2. Write as if you were having a dialogue – The power of the internet is the high level of engagement it provides. People frequent blogs and sites so that they can interact with the content. The best way to achieve this engagement is to write like you are having a conversation. Stay professional but write with your unique voice.
3. Don’t write in legal speak – Not only is legalese difficult to understand for most people, it is less effective on the web. The last thing you want is for someone to bounce off of your site because they can’t understand you. With fleeting attention and your competition only a click away, make sure you are communicating in a language the common man understands and identifies with.
4. Use pictures and videos in your writing – Pictures capture a users attention. They can make the page interesting and complement your writing.
If you utilize some of the points above you will see a better engagement with your website or blog, helping your lawyer marketing efforts.
From helping your law firm attorney marketing efforts efforts, to getting new clients or building a new business connection, we measure, test, and optimize the entire process. We know you’re busy. Contribute as much or as little time to the attorney internet marketing process as you like.
