Writing for Human Visitors
As much as search engine optimization helps your law firm website gain visibility, it is still not as important as making your website appealing to human beings. Human visitors are the ones who need your legal services, not search engine spiders. Besides being fully functional and easy to navigate, your law firm website needs to have content that shows why visitors should become clients. How can you show your clients that you are there to help them? Fortunately, a website answers that question much better than a business card or a telephone listing.
Connect with Your Clients
One of the fundamentals of successful attorney marketing copy is to focus it on the client, not your business. Even though your credentials and statistics of your past success should be posted on your marketing materials, people want to see more than that. They want to know how those things can help their current situation. In depth examples of how you helped past clients would be better than statistics. How did you successfully support a client through a legal case? How did that client fare after your victory? Examples of experiences potential clients can relate to, including client testimonials, are much more helpful than just numbers and credentials.
When you receive glowing testimonials, utilize them to their full potential. It looks good to have a blurb here and there in all of your law firm marketing materials, but it is even better to have the full client narrative in a section of your website. If you have clients who are satisfied enough to find time to write a narrative about a case you helped them with, it really makes a mark with future potential clients. Make sure you give your past clients a chance to provide testimonials!
Avoid Confusing Jargon
Another way potential clients can relate to your law firm is to make sure you explain legal jargon in language your typical client will understand. That does not mean you need to become any less professional, but content that confuses the client will cause them to turn elsewhere, especially on the internet where it is as simple as clicking the back button and trying another search engine result. The diction you use should match the diction your typical clients wants to read.
The legal profession is very competitive, and legal marketing is no different. Every law firm wants to expand their business, so make sure your marketing materials communicates to clients that you will help them with their legal needs.
Regardless of practice area and geographical location, Law Promo has successfully expanded our clients’ businesses by putting their law firm websites at the top of search engine results for targeted search terms. Search engine ranking is highly competitive, and our successful history shows that we are among the best at what we do.
Law Promo can help your firm accomplish the goal we both want for your business: expansion and increase in revenue.
Please contact our Law Firm Website Specialists with questions regarding your inquiry. Our team is available Monday – Friday 8:00 AM – 6:00 PM pacific time via phone at Toll-free 1-866-886-0548 or 213-341-1673.