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.

Effective advertising for lawyers requires that you improve your skills with regards to writing for the web.

Even though writing for the web involves the important tasks of keyword placement and search engine optimization, for this article I want to approach writing from the perspective of a visitor to your site. I would like you to think of the suggestions that follow from the standpoint of usability and engagement with your site.

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

1. Numbered Lists – People on the internet like numbered lists. They are easy to scan and extract data from. Be sure to include lists when writing for the internet.

2. Write as if you are engaged in conversation – People don’t want to read obvious marketing pitches, or legal speak. They want to interact with another human being. Write with your own, professional voice.

3. Don’t write in legal speak – Not only is legalese difficult to understand for most people, it is less effective on the web. The last thing you want is for someone to bounce off of your site because they can’t understand you. With fleeting attention and your competition only a click away, make sure you are communicating in a language the common man understands and identifies with.

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.

By implementing the suggestions in this article you will see an improvement with the usability and engagement of your web copy.

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.