Lawyer internet advertising starts with an inherent disadvantage regarding the content you write for the website. The reason being the material is complex, comprehensive, and calls for an advanced degree to grasp completely. The copy on your website and/or blog is faced with the unenviable responsibility of describing, in layman’s terms, relatively sophisticated subjects while at the same time confronting the short lived focus of online users.
It is essential to understand that producing copy for your website is unique and should be handled differently than other types of traditional writing.
Effective law firm internet marketing demands recognizing how to write internet copy
I want to address crafting web copy from the viewpoint of usability and engaging your audience. Even though it is also necessary to understand how to craft website copy for search engine marketing,I will reserve that topic for a future blog post.
Here are a few ideas to consider when writing content for your law firm’s website:
- Individuals reading your website glance over the pages…they do not read them – Make your paragraphs and sentences brief. Utilize headlines and bolding that focus on your key messages.
- Use bullet points – People enjoy lists on the web. Whenever lists and bullets are applied correctly, a person can more easily check out and process the points you address.
- Be conversational, less “markety” – I always emphasize that consumers prefer to buy from other individuals, not faceless firms. This is especially true when marketing professional products and services. Make certain you write with your style, while keeping a professional overall tone.
- Keep away from legal writing – Not only doesn’t the average person have an understanding of it, but these people will swiftly dismiss your articles and move ahead to another firm’s site. Attention is fleeting online, if a potential customer doesn’t understand what you are stating, they will quickly go to another firm’s site.
- Utilize pics, videos, and illustrations in your articles (when relevant) – This can make your content more aesthetically interesting and draws the users in.
A fantastic book to read on the topic is Net Copy by Nick Usborne. It is a quick read that details how to approach writing online copy.
Having a more detailed look at the copy on your website will boost the effectiveness of your attorney internet advertising.