You’re Not Writing a Legal Brief: 3 Mistakes Lawyers Commonly Make with Web Content

If you operate a law firm in the twenty-first century, then you need a website.  But “just having a website” is not good enough.  You must have a website that provides interesting information to your potential clients.  The website needs to be updated regularly with relevant content that will capture the attention of your Web visitors.  That means you should be continuously creating articles, blog entries and frequently asked questions.

Below are some common mistakes lawyers make when writing website content:

  1. Using a language that no one (but other attorneys) understands.  There are terms that we throw around in the legal community.  We use these words so often that we forget that the average person doesn’t know what they mean.  When you create content to attract potential clients, avoid using too much legalese.  Think about the way that your clients describe their cases when they come into your office.  Those are the words you should use.
  2. Going the distance with long, drawn out content.  Long blocks of text are not appealing, no matter what you are writing.  It is even worse on the Internet.  If a prospect ends up on your website and is welcomed with a Web page containing 1000+ words and long paragraphs, that person is not going to read the content.  Instead, he or she will move on to the next website that has the same information in a more concise manner.  Keep the content short and to the point.  You should also use bulleted lists and subheadings to break up the content.
  3. Focusing on irrelevant topics.  The purpose of a website is to get someone to contact you.  Therefore, you don’t need to educate your Web visitors on the ins and outs of every aspect of a divorce, personal injury or bankruptcy case.  When your information becomes too technical, your potential clients will no longer relate to what you have written.  A better approach would be to write about the common questions you receive from your clients and the concerns they seem to have.

Avoid these mistakes and you will be well on your way to attracting more cases through your website.

We’ll be talking about more attorney marketing strategies at our "No Smart Lawyer Left Behind" One-Day Rescue Mission in Chicago, Illinois on December 2, 2010.  For more information, visit GLMRescueMission.com.  Space is very limited.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.