Advertising for Lawyers: Writing Better Copy for Your Website
Internet advertising for lawyers is a difficult when you are attempting to write copy for your website. Legal topics are complex and can be tricky to sum up in a short paragraph. The copy on a law firm’s website needs to serve the dual purpose of getting across the important legal points as well as holding the attention of internet users.
You need to recognize that writing copy for the internet is different than writing for other forms of media.
It is imperative that you learn the art of writing good web copy if you expect positive results from your lawyer marketing.
I am going to discuss how to write better web copy. Even though writing good web copy for search engine optimization purposes is important, I want to tackle this issue from the standpoint of usability and reader engagement.
Here are a few pointers to get you started off the right foot:
1. Numbered Lists – People on the internet like numbered lists. They are easy to scan and extract data from. Be sure to include lists when writing for the internet.
2. Have a conversation – Users on the web expect to have a higher level of interaction than through other forms of media. When you write, use your own voice. Write as if you are having a conversation. This will be much better received by your readers.
3. Don’t write with industry buzzwords – Stay away from legalese. People need to be able to engage with and understand what you are writing. If you don’t achieve this with your web copy, then users will quickly leave your site. It is important to write in a way that conveys your points, but stays simple enough for others to understand.
4. Using photos, illustrations, videos, graphs, etc. will increase engagement – People are naturally drawn to these images on a web page. If you make them interesting and relevant you will increase the likelihood that your web copy gets read as well.
Take some time to look over the existing copy on your website. Are you following the guidelines set forth above? If not, making a few changes will go a long way towards improving your website copy.
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