We’re always on the lookout for useful content for our friends and clients. Today we welcome guest blogger Yvette Valencia. She is the co-founder and COO of WeDoWebContent. I hope this is useful to you!
Michael J. Swanson
President and Chief Executive Officer
Why You Should Hire a Skilled Copywriter to Write Your Web Content
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.
There are places on your website where having your key phrases is a must, and places where they’re completely useless. Knowing when and where to place your key phrases in your Web content is important to your website and its ability to be found on search engines. Your copywriter should be intimately acquainted with best practices in this aspect.
Web Content Should be Clear and Concise
Your legal website copywriter must be an efficient Web writer and have respect for your client’s busy lives. This means both getting to the point and avoiding too much legal jargon in your Web content. If your client can’t find what they want, they’re going to lose interest and go to another attorney’s website.
Your first paragraph on your home page needs to hit hard and fast, because most clients spend only a few seconds looking at the top part of your page before deciding whether to keep reading or move on. Don’t waste time with fluff words like:
“Welcome to the Jones and Jones Law Firm website. We’ve been specializing in premises liability litigation for over 30 years.”
Your clients should already know where they are and they may not know what “premises liability litigation” is and they probably don’t care that you’ve been in practice 30 years. A skilled legal website copywriter will know to entice them by offering those clients exactly what they are looking for.
“When you’ve been injured in a car accident, every decision you make in the aftermath can impact your future. Before you sign anything, or even speak to the other driver’s insurance company, request a copy of Smith Law’s FREE guide to Rhode Island car accidents.”
The second example shows you care and most importantly, offers them free information. A good legal website copywriter will write in a more direct tone as if they’re speaking TO the client, not AT them. In the past, your website was just an online business card, but now it’s your Internet marketing portal. Your copywriter needs to know this and know how to make that happen for you.
At We Do Web Content our custom written content is always written with the goal of helping your website rank as high as possible on the search engine results. Your website content is one of the great parts of your Internet marketing and with properly written, relevant content your clients will not only find your page but demand more! Contact us today for more information – 888-521-3880.