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.

Writing for the web is unique from other types of more traditional writing.

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

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. Bullet points – Web users are drawn to bullet points. Default to creating lists and bullet points for your web copy when appropriate.

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.

If you utilize some of the points above you will see a better engagement with your website or blog, helping your lawyer marketing efforts.

From helping your law firm law firm marketing efforts efforts, to getting new clients or building a new business connection, we measure, test, and optimize the entire process. We know you’re busy. Contribute as much or as little time to the law firm internet marketing process as you like.