Law firm online marketing starts with an inherent disadvantage with regards to the content you write for your website. This is because the subject material is sophisticated, detailed, and necessitates an advanced degree to understand completely. The copy on your site is confronted with the unenviable challenge of outlining, in layman’s terms, fairly complicated subjects while at the same time confronting the fleeting focus of internet users.
It is important to understand that creating content for your website is unique and must be approached differently than other kinds of traditional writing.
Effective attorney internet advertising necessitates recognizing how to craft web copy
I am going to address writing website content from the perspective of user friendliness and engaging your readers. Even though it is also important to understand how to craft website copy for search engine optimization,I am going to reserve that subject for a different blog post.
Here are a few ideas to keep in mind when writing content for your firm’s website:
Consumers on your website scan the web pagesthey don’t read them – Keep your paragraphs and sentences concise. Use headlines and bolding that highlight your important messages.
Utilize bullet points – Individuals really like lists online. When lists and bullets are utilized appropriately, a customer can more quickly look at and digest the points you address.
Start a conversation, less “marketing speak” – I always point out that people want to buy from other people, not faceless law firms. This is especially legitimate when selling professional products and services. Make sure you compose with your style, while maintaining a professional tone.
Stay away from legalese – Not only doesn’t the average joe comprehend it, but they will quickly dismiss your material and proceed to another firm’s site. Focus is fleeting online, if a prospective customer does not comprehend what you are saying, they will immediately go someplace else.
Utilize photographs, video clips, and illustrations in your posts (where appropriate) – This tends to make your content more visually appealing and pulls the readers in.
A good book to check out on the subject is Net Copy by Nick Usborne. It is a fast read that discusses how to approach writing for the web.
Taking a deeper look at the copy on your website will increase the effectiveness of your lawyer internet marketing.
Understanding how to create engaging website copy is important for your law firm internet marketing. Writing copy that appeals to a user increases engagement and can be a nice compliment to your law firm seo.