Internet Advertising for Lawyers: How to Write for the Internet

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.

To be successful with your lawyer marketing efforts, you need to gain an understanding of how to write good web copy.

Even though writing for the web involves the important tasks of keyword placement and search engine optimization, for this article I want to approach writing from the perspective of a visitor to your site. I would like you to think of the suggestions that follow from the standpoint of usability and engagement with your site.

The following are a few ideas to think about when you are writing web copy:

1. Use lists – People love bulleted lists on the internet. This makes the content easier to quickly look through and scan.

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. Stay away from legalese or lawyer speak – Your average website visitor will have no idea what you are talking about. Since it is so easy to click over to another site, take the time to write in a way that your average individual can understand.

4. Use pictures and videos in your writing – Pictures capture a users attention. They can make the page interesting and complement your writing.

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.

Tagged with: advertising • advertising for lawyers • Blogs • Internet Marketing • legal • legal marketing • legal websites • marketing • online advertising • Web Copy • websites • writing

Filed under: Internet Marketing

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