Law firm online advertising begins with a natural disadvantage with regards to the information you are writing for your website. The reason being the subject material is complicated, comprehensive, and requires an advanced degree to comprehend completely. The copy on your site is confronted with the unenviable challenge of presenting, in layman’s terms, extremely complex subjects while at the same time struggling with the short lived attention of internet users.
It is critical to understand that writing content for the web is unique and really should be approached differently than other forms of conventional writing.
Successful lawyer internet marketing calls for being familiar with how to write web copy
I would like to talk about creating website copy from the viewpoint of usability and engaging your audience. Even though it is also important to recognize how to create web content for search engine marketing,I am going to save that issue for a future article.
Below are a number of ideas to bear in mind when crafting copy for your firm’s website and/or blog:
People viewing your website scan through the articlesthey do not read them – Keep your paragraphs and sentences simple. Employ headlines and bolding that point out your primary points.
Utilize bullet points – People love lists on the internet. When lists and bullets are applied appropriately, a user can more easily scan and process the points you make.
Start a conversation, less “marketing speak” – I constantly emphasize that consumers prefer to purchase from other people, not faceless law firms. This is particularly true when marketing professional products and services. Make sure you write with your style, while maintaining a professional tone.
Keep away from legal writing – Not only doesn’t the average joe fully grasp it, but they will quickly dismiss your content and move ahead to another firm’s site. Focus is fleeting online, if a prospective client doesn’t understand what you are saying, they will quickly go to another firm’s site.
Utilize pictures, video tutorials, and designs in your articles (where relevant) – This tends to make your content much more aesthetically attractive and pulls the reader in.
A fantastic book to read on the subject is Net Copy by Nick Usborne. It is a easy read that discusses how to approach writing content for the web.
Having a more detailed look at the copy on your law firm’s website will boost the effectiveness of your attorney internet marketing.
Understanding how to create engaging website copy is important for your law firm marketing. Writing copy that appeals to a user increases engagement and can be a nice compliment to your law firm search engine optimization.
