Lawyer Marketing 101: 4 Simple Ideas to Improve Your Law Firm’s Website Copy
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.
To be successful with your lawyer marketing efforts, you need to gain an understanding of how to write good web copy.
I am going to discuss how to write better web copy. Even though writing good web copy for search engine optimization purposes is important, I want to tackle this issue from the standpoint of usability and reader engagement.
What follows are some suggestions to get you on the right path:
1. Numbered Lists – People on the internet like numbered lists. They are easy to scan and extract data from. Be sure to include lists when writing for the internet.
2. Write as if you are engaged in conversation – People don’t want to read obvious marketing pitches, or legal speak. They want to interact with another human being. Write with your own, professional voice.
3. Stay away from legalese or lawyer speak – Your average website visitor will have no idea what you are talking about. Since it is so easy to click over to another site, take the time to write in a way that your average individual can understand.
4. Use graphics and photos when appropriate – People respond well to graphics and photos. They are drawn to them on the page. Photos can set an emotional mood and make the page more interesting.
Take some time to look over the existing copy on your website. Are you following the guidelines set forth above? If not, making a few changes will go a long way towards improving your website copy.
