Pairing Your Content To Your Legal Marketing Strategy
This article about website content writing was republished from “Legal Marketing 102: Websites for Small Law Firms.” This free playbook from FindLaw introduces the core concepts behind websites that every attorney should understand. To download a copy for yourself, click here.
Once you have your design finalized, it’s time to make your website more than just a pretty face. Now comes content. Content is a big term, and for good reason. It can encompass everything from web pages and blog posts to tweets and videos. This chapter will focus primarily on the content hosted on your website, but the lessons within can be applied to other channels just as easily.
GETTING DOWN TO IT
If you’ve ever created original content before, you know that it’s rarely a case of sitting down at the keyboard, cracking your knuckles and letting the words flow. Content that delivers value for the reader and results for your law firm takes more perspiration than inspiration.
Take a moment to revisit your broad business strategy. Your website is simply one part of an online legal marketing plan. The site and the individual pages each have their own goal. As you develop your content, stay aware of these goals. Your language should reflect them and drive your readers toward a desired outcome. The key is to write with purpose.
WRITING WITH PURPOSE
ANSWER THIS QUESTION: WHAT’S THE POINT?
For example, a contact page’s text should highlight the importance of contacting your law firm and clearly direct the reader to fill out the form or pick up the phone. It sounds obvious, but plenty of law firms send mixed messages on critical pages. Often, this is the result of fear. Attorneys worry that a singular call to action won’t resonate with every reader. This is understandable, but the alternative creates a message so diluted that it elicits no response whatsoever.
In contrast, a page designed to inform readers about the law should avoid a hard sales pitch. Building a client relationship is often about educating and nurturing legal consumers. And while you don’t want to hide your firm’s brand or serve solely as a resource, trying to force every visitor into a consultation may feel like a betrayal of trust. Follow your instincts as you write. If a sales push feels more like a shove, consider whether a simple directive to, “contact us if you have any questions” would suffice.
It’s worth noting that some web content may never solicit an action whatsoever from your visitors. Making that decision takes confidence and awareness, but if your law firm faces the choice between a hard sell and almost no sell at all, you’ll probably know the best approach when you see it.
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