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Advertising for Lawyers: Writing Better Copy for Your Website |
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When you approach the art of writing copy for a legal website, it is important to keep a couple of things in mind. You not only need to explain complex legal issues in a way that your average person can understand, you also need to make sure you keep the attention of your visitor. This is difficult to do considering the fleeting attention span of web users these days.
by ChrisThompson
When you approach the art of writing copy for a legal website, it is important to keep a couple of things in mind. You not only need to explain complex legal issues in a way that your average person can understand, you also need to make sure you keep the attention of your visitor. This is difficult to do considering the fleeting attention span of web users these days.
Writing for the web is unique from other types of more traditional writing.
It is imperative that you learn the art of writing good web copy if you expect positive results from your lawyer marketing.
Even though writing for the web involves the important tasks of keyword placement and search engine optimization, for this article I want to approach writing from the perspective of a visitor to your site. I would like you to think of the suggestions that follow from the standpoint of usability and engagement with your site.
Here are a few pointers to get you started off the right foot:
1. Use lists - People love bulleted lists on the internet. This makes the content easier to quickly look through and scan.
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. Don't write with industry buzzwords - Stay away from legalese. People need to be able to engage with and understand what you are writing. If you don't achieve this with your web copy, then users will quickly leave your site. It is important to write in a way that conveys your points, but stays simple enough for others to understand.
4. Use pictures and videos in your writing - Pictures capture a users attention. They can make the page interesting and complement your writing.
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.
About the Author:
From helping your law firm SEO efforts efforts, to getting new clients or building a new business connection, we measure, test, and optimize the entire process. We know you're busy. Contribute as much or as little time to the lawyer internet marketing process as you like. |
