Lawyer Marketing 101: 4 Simple Ideas to Improve Your Law Firm’s Website Copy

Posted by Chris Thompson on February 7, 2010

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.

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.

What follows are some suggestions to get you on the right path:

1. Bullet points – Web users are drawn to bullet points. Default to creating lists and bullet points for your web copy when appropriate.

2. Write as if you were having a dialogue – The power of the internet is the high level of engagement it provides. People frequent blogs and sites so that they can interact with the content. The best way to achieve this engagement is to write like you are having a conversation. Stay professional but write with your unique voice.

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. Using photos, illustrations, videos, graphs, etc. will increase engagement – People are naturally drawn to these images on a web page. If you make them interesting and relevant you will increase the likelihood that your web copy gets read as well.

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.

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 attorney internet marketing process as you like.