Internet advertising for lawyers is a difficult when you are attempting to write copy for your website. Legal topics are complex and can be tricky to sum up in a short paragraph. The copy on a law firm’s website needs to serve the dual purpose of getting across the important legal points as well as holding the attention of internet users.
Writing for the web is unique from other types of more traditional writing.
Effective advertising for lawyers requires that you improve your skills with regards to writing for the web.
I want to discuss how to improve your writing for the web. I want you to think of this from the perspective of writing to improve the user experience. Your copy should help make your site easier to use and also engage the user.
Here are a few pointers to get you started off the right foot:
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. Have a conversation – Users on the web expect to have a higher level of interaction than through other forms of media. When you write, use your own voice. Write as if you are having a conversation. This will be much better received by your readers.
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 pictures and videos in your writing – Pictures capture a users attention. They can make the page interesting and complement your writing.
By implementing the suggestions in this article you will see an improvement with the usability and engagement of your web copy.
From helping your law firm search engine optimization 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 attorney internet marketing process as you like.
This entry was posted on Monday, February 8th, 2010 at 7:46 am and is filed under Web Sites. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.