A big part of the successful use of key phrases-those special terms you identify as being what your clients use to search for you on the Web-is weaving them naturally into your website content. These keywords need to not only work for the Google spiders (programs that search Web content) but also for your client readers.
The big problem here is that not everyone is born with good writing talent. Even if you were, you don’t have the time to write enough Web content to really build your online libraries. That’s where the services of a good legal website copywriter are invaluable. Not just ANY copywriter will do, you need to find someone who has both experience in the legal writing field and with online content.
What makes a good legal website copywriter?
A good legal website copywriter will not only be able to provide you with well-written Web content, but they should also know how to incorporate your key phrases to produce search engine optimized copy. There are several reputable companies out there that specialize in legal Web content development and management that would be more than happy to set you up with a good legal website copywriter.
Whether you hire an external legal website copywriter, or have someone from your own firm write your Web content, the quality must be top-notch. The rest of this article will touch on some of the things you should keep in mind when evaluating copywriting for your website.
Talk About Your Clients, Not At Them
One of the biggest flaws most lawyer websites have is that it’s all about them. They think their bio page is the most important part of their website when in reality, clients could probably care less that you’ve been in practice for 25 years. Your clients are far more interested in the information you impart to them right off the bat. If they are impressed by what they read, they’ll want to know how to hire you.
Test your existing Web content by counting how many times you use the words “us, our, we” vs. “you, yours.” If you’re finding more first-person personal pronouns that talk about “me” “me” “me,” you’re going about your Web content all wrong.
Your copywriter should be producing Web content to engage your client, not simply rehash information about your firm and what you do (your clients already know you’re a lawyer). Your Web content should be less about yourself and more about what you can do to help a client. Sympathy is the name of the game, as your client in most cases has been wronged in some way and is looking for information about their possible case-not your personal credentials.
Next we’ll cover how to effectively say what you want in your Web content and how to make it work as that final push to get your client in your door.