Law firm internet advertising begins with an inherent disadvantage regarding the content you are writing for the website. This is because the material is intricate, detailed, and requires an advanced degree to understand completely. The content on your site is confronted with the unenviable responsibility of explaining, in layman’s terms, very sophisticated subjects while at the same time confronting the short lived attention of internet users.
It is critical to understand that writing content for the internet is unique and should be approached differently than other forms of conventional writing.
Successful attorney internet advertising involves being familiar with how to craft internet copy
I am going to talk about creating website content from the perspective of usability and engaging your viewers. While it is also beneficial to know how to write website content for search engine optimization,I am going to reserve that topic for a different blog post.
The following are a number of ideas to keep in mind when writing copy for your firm’s website and/or blog:
Individuals reading your website glance over the web pagesthey do not read them – Keep your paragraphs and sentences simple. Make use of headlines and bolding that spotlight your primary messages.
Utilize bullet points – Individuals enjoy lists online. Whenever lists and bullets are utilized correctly, a customer can more quickly look at and absorb the information you provide.
Be conversational, less “markety” – I consistently emphasize that people prefer to purchase from other people, not faceless companies. This is certainly legitimate when offering professional products and services. Be sure you compose with your voice, while keeping a professional tone.
Stay away from legalese – Not only doesn’t the average joe have an understanding of it, but these people will swiftly write off your content and move on to another site. Interest is short lived online, if a prospective customer does not comprehend what you are saying, they will immediately go somewhere else.
Use photos, video, and drawings in your content (where applicable) – This tends to make your articles much more visually interesting and pulls the readers in.
A wonderful book to check out on the topic is Net Copy by Nick Usborne. It is a fast read that addresses how to approach writing for the web.
Having a more detailed look at the content on your firm’s website will boost the success of your lawyer internet advertising.
Finding the right specialist to perform seo for your legal practice can be challenging. Talk to one of our local website professionals to learn about how seo for your legal practice works.
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