Attorney web marketing begins with a built-in disadvantage concerning the material you are writing for your website. The reason being the subject material is complex, comprehensive, and necessitates an advanced degree to understand completely. The content on your site is confronted with the unenviable task of explaining, in layman’s terms, extremely sophisticated subjects while at the same time struggling with the fleeting focus of internet users.
It is essential to recognize that crafting content for your website is unique and really should be approached differently than other forms of conventional writing.
Effective attorney internet advertising calls for understanding how to craft internet copy
I am going to focus on writing website copy from the viewpoint of user friendliness and engaging your audience. While it is also beneficial to recognize how to write web content for search engine marketing,I will reserve that subject for another article.
The following are a number of tips to consider when crafting copy for your law firm’s website:
- Individuals visiting your website scan through the articles…they do not read them – Make your paragraphs and sentences simple. Employ headlines and bolding that spotlight your primary messages.
- Utilize bullet points – Consumers love lists on the internet. Whenever lists and bullets are utilized appropriately, a customer can more quickly look at and process the points you address.
- Be conversational, less “marketing speak” – I consistently point out that consumers prefer to buy from other people, not faceless law firms. This is especially legitimate when selling professional services. Make certain you compose with your style, while retaining a professional tone.
- Stay away from legal speak – Not only doesn’t the average person have an understanding of it, but these people will quickly dismiss your articles and move ahead to another site. Attention is short lived online, if a prospective client doesn’t have an understanding of what you are expressing, they will quickly go to another firm’s site.
- Employ images, video tutorials, and illustrations in your articles (where appropriate) – This can make your content much more aesthetically attractive and draws the users in.
A great book to read on the subject is Net Copy by Nick Usborne. It is a easy read that addresses how to approach writing for the web.
Taking a deeper look at the copy on your legal will improve the success of your law firm internet advertising.
