You may have flashy graphics, a beautiful logo, and just the right shade of pale yellow on your website, but if your writing is flat, irrelevant, or uninteresting, it won’t matter how pretty your website is.
Content can make or break a website. You have to grab the reader’s attention, keep it focused, and appeal to his emotions all while being informative and interesting. It may sound impossible, but it’s not, in fact, writing legal web marketing copy can be a breeze with just a few simple rules:
- Get their attention. How long does it take for you to click on a law firm website, decide whether it’s what you wanted, and click away? About 15 seconds. This doesn’t leave room for any meandering paragraphs or history of your firm, you have to get in the reader’s head and keep him on your site. The first step is a catchy headline to get them in the front door; after that first click, you need them to be comfortable enough to stay.
- Get them to come in. When someone comes to your house, do you immediately start talking about yourself? If you do, they probably won’t stay long. The visitor on your website is a guest, and should be treated as such. Speak to him as a human being, addressing the problem from his point of view. Don’t waste time welcoming your clients to your website, or tell them how long you’ve been in business, there’s plenty of time for that after they’ve set up a consultation.
- Speak to them like a person. Your customers know you are an attorney. However, they want someone who can understand what they are going through, and explain their options in a language they can understand. Be a human being first, and a lawyer second. Avoid using legal jargon in your text. If you’re not speaking your reader’s language, he’s not going to stick around no matter how good you are at your job.
- Don't hold back. As a rule, your content should be 10x better than your competitors. We do this for two reasons; 1) it will inform the reader about their legal question, making them better clients and 2) search engines prefer long articles. Even though long content is good for SEO, remember that you are writing for clients, not for web crawlers.