Using Jargon in Your Legal Website Content as an SEO Advantage
It's International Joke Day and we have a lawyer joke for all you attorneys:
Question: What happens when you combine a lawyer with a librarian?
Answer: All the information you need, but you can't understand any of it.
That's how a lot of your clients feel about legal website content - it's a bunch of "lawyer talk" that doesn't make any sense. When writing about your services, pay attention to the reading level of your audience to ensure your message is getting across.
Readers Won't Take Time to Understand Your Legal Website Content
According to the Neilsen Norman Group's 2011 study of web page viewing habits, users are most likely to leave within the first 10 seconds if they don't see something of value. The longer a user invests in reading the website content, the lower the risk of them leaving without having taken an action (click to another part of the site, fill out a contact form, download a file, etc.).
The majority of your readers are coming to your website to get a simplified understanding of the laws that relate to their situation. The term "premises liability" isn't very straight forward, which is why most attorneys choose to use the term "slip and fall" to describe this practice area.
The next time you have a consultation with a new client, take notes on what legal terminology you find yourself clarifying. This is the list you should avoid using in your legal website content, but can also be a boost to your SEO writing.
Services to Boost Your Web Traffic - Legal Term Definitions
One of the services you can offer on your site is an article library with a section dedicated to defining legal terms for the general audience. This is a great resource for your clients as it can help them better understand legal terms, and it's also a great tool to drive in more web traffic.
There are still law firms out there writing legal website content that reads like it came out of their law school textbooks. Most clients won't be in the know about many of the legal terms in this web content, so they'll have to do further searching to understand this jargon.
When you have a definition page for commonly searched legal terms, your website is set up to increase its web traffic. Simply by providing definitions and explaining the content your potential clients are trying to understand, you're not only gaining website viewers, but also answering a need of people looking for your services.
With legal web content, a heavy-handed sales pitch isn't always the best call to action. Sometimes just a helpful blog post explaining "tort law" or "pro bono" is exactly what your potential clients needed. They'll find the info they need and have newfound trust for your law firm - a great catalyst for them to contact your office for more personalized help!
Great web content starts with knowing your audience. At We Do Web Content we want to make sure your message gets out to the right readers. Before we begin writing, we take the time to get to know your law practice inside and out to ensure we're speaking to the ideal clients for your firm. Contact us today to set up a free consultation about how your website can capture the clients that you want to serve! Call us at 888-521-3880.
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