When you write an article—rather than a blog entry—for your law firm's website, you're giving yourself the opportunity to go into greater depth about a given topic and tell a prospective client something he didn't know before. However, no one is going to read a 500-word article about car accident lawsuits if you don't grab his attention from the get-go with an arresting “lead”—the first sentence, or even the first few words, of your article.

A good lead can be difficult to craft, even for an experienced writer. The most important thing to do is to get immediately to the point, but not in an obvious, boring, or overly wordy way. A bad lead for any article would be:

“I have been a practicing car accident attorney for over three decades, and I can state without hesitation that the worst possible thing you can do after an accident is to leave the scene without talking to the police first...”

Much better is something shorter and more attention-grabbing, like this:

“Did you leave the scene of your car accident without talking to the police? This is bad, but you can repair the damage. What you need to do is...”

What makes the second lead effective is that it focuses on the reader, and relates to his own experience. In contrast, the first example amounts to nothing more than transparent, overly wordy self-promotion, and it may prompt a prospective client to go on to the next law firm in his Google search queue.

Do you want to learn the art of writing effective leads for your law firm's website? Download your free preview chapter of Ben Glass’s Great Legal Marketing book, and contact our lawyer marketing experts at 888-791-2150 for additional help in writing compelling content for your law firm website.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.
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