Internet Advertising for Lawyers: How to Write for the Internet

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.

It is imperative that you learn the art of writing good web copy if you expect positive results from your lawyer marketing.

I want to discuss how to improve your writing for the web. I want you to think of this from the perspective of writing to improve the user experience. Your copy should help make your site easier to use and also engage the user.

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

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. 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. 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.

From helping your law firm search engine optimization 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.