Lawyer internet advertising begins with an inherent disadvantage regarding the material you are writing for your website. This is because the subject matter is complex, detailed, and requires an advanced degree to understand completely. The copy on your website is faced with the unenviable task of explaining, in layman’s terms, very complex subjects while at the same time facing the fleeting attention of internet users.
It is important to understand that writing copy for the web is unique and should be approached differently than other types of traditional writing.
Successful lawyer internet advertising requires understanding how to write web copy
I want to address writing website copy from the standpoint of usability and engaging your readers. While it is also important to understand how to write web copy for search engine optimization,I will reserve that topic for another post.
Here are some tips to keep in mind when writing copy for your firm’s website:
People on your website scan the pages…they don’t read them – Keep your paragraphs and sentences short. Use headlines and bolding that highlight your key messages.
Use bullet points - People love lists on the web. When lists and bullets are used appropriately, a user can more easily scan and digest the points you make.
Be conversational, less “markety” - I always stress that people want to buy from other people, not faceless firms. This is especially true when selling professional services. Make sure you write with your voice, while maintaining a professional tone.
Stay away from legalese – Not only doesn’t the average Joe understand it, but they will quickly dismiss your material and move on to another site. Attention is fleeting on the web, if a potential client doesn’t understand what you are saying, they will quickly go somewhere else.
Use pictures and illustrations in your writing (where appropriate) – I discussed in a previous post the importance of using pictures and video with your blog. This is true for the content sections of your website as well.
A great book to read on the subject is Net Copy by Nick Usborne. It is a quick read that addresses how to approach writing for the web.
Taking a closer look at the copy on your website will increase the effectiveness of your lawyer internet advertising.
Photo by envina
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- 5 Lawyer Internet Marketing Must-Do’s (only 3 hours per week)
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- Why you need a blog to succeed with lawyer marketing on Twitter & LinkedIn
- Advertising for Lawyers: Why you need multiple calls to action on your website
- Are you a lawyer marketing your blog? Use more pictures and videos
