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2010

March

Internet Advertising for Lawyers: How to Write for the Internet

by Chris Thompson

When you approach the art of writing copy for a legal website, it is important to keep a couple of things in mind. You not only need to explain complex legal issues in a way that your average person can understand, you also need to make sure you keep the attention of your visitor. This is difficult to do considering the fleeting attention span of web users these days.

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.

Here are a few pointers to get you started off the right foot:

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

2. Write as if you were having a dialogue – The power of the internet is the high level of engagement it provides. People frequent blogs and sites so that they can interact with the content. The best way to achieve this engagement is to write like you are having a conversation. Stay professional but write with your unique 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 graphics and photos when appropriate – People respond well to graphics and photos. They are drawn to them on the page. Photos can set an emotional mood and make the page more interesting.

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.

About the Author:

From helping your law firm attorney internet 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 attorney internet marketing process as you like.

Tags: Online Advertising