Writing content for your law firm’s website requires a different approach than most other mediums. The content needs to be informative and helpful. However, you are faced with the unenviable task of explaining, in layman’s terms, very complex subjects while at the same time facing the fleeting attention of your site visitors.
I want to address writing content from the standpoint of engaging your visitors and helping to increase contacts from your site.
4 Tips On Writing Good Content For The Web
- People scan content on the web…they don’t read everything in full – Keep your paragraphs and sentences short. Use headlines and bolding that highlight your key points.
- Create Lists – 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, cut down on the “marketing speak” – 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 consumer 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, your competitor is only a click away.
A great book to read on the subject is Net Copy by Nick Usborne.
Want to learn how writing content for your firm’s site can help bring in business?
Download AttorneySync’s Free Guide On Writing Web Content For Lawyers.