Writing copy for a law firm’s website is a challenging task. The material is heavy and difficult to convey concisely and cleanly. The copy on a legal website needs to get across the most important aspects of the legal issues and hold the reader’s attention at the same time. This is not an easy thing to do.
When we write copy for the internet, we must keep in mind that this is a medium unique to itself. As a result, the copy we need to write is unique from other types of more traditional media outlets.
Effective advertising for lawyers requires that you improve your skills with regards to writing for the web.
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.
What follows are some suggestions to get you on the right path:
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. Write as if you are engaged in conversation – People don’t want to read obvious marketing pitches, or legal speak. They want to interact with another human being. Write with your own, professional voice.
3. Don’t write in legal speak – Not only is legalese difficult to understand for most people, it is less effective on the web. The last thing you want is for someone to bounce off of your site because they can’t understand you. With fleeting attention and your competition only a click away, make sure you are communicating in a language the common man understands and identifies with.
4. Use pictures and videos in your writing – Pictures capture a users attention. They can make the page interesting and complement your writing.
By implementing the suggestions in this article you will see an improvement with the usability and engagement of your web copy.
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