The more traffic your website receives, the more business you’ll make. While this is typically thought of in terms of businesses that sell products, the same is true of service companies—such as law offices.
Many people feel that the more traffic a website generates the more that people will hire their services; however, after generating traffic, you still need to entice them to hire you.
If you focus all of your energy on generating traffic is like throwing mud at the wall—only some will stick. The copy that you place on your website needs to be able to translate the traffic you generate into new clients for your law firm.
Below you will find 9 tips to help make your copy appealing to potential clients.
- 1. Highlight your unique selling position (USP)
Just like any other business, law offices have characteristics that make them stand out from other law firms. This may be your stellar attorneys or it could be your history of important cases. As for your website’s USP, you need though-provoking copy to entice visitors to hire one of your attorneys.
- 2. Stress your firm’s benefits
The benefits of your law firm should be front and center in your copy. This is because most people who visit your site will be thinking, “What can your business do for me”. Therefore, by highlighting the benefits that your attorneys can bring will help to entice your visitors to hire you over your competitors.
- 3. Be specific
While you want your visitors to be able to understand your writing easily, do not use such general terms that your bore your visitors. Moreover, using generalized terms may hurt the credibility of your firm and/or your attorneys. You can instead on making specific points with your writing.
- 4. Use headlines and sub headlines
When most people read a website, they will scan for the information they need. By using headlines and sub headlines you can direct attention to specific parts of your website.
- 5. Write short paragraphs and use bullet points
Writing short paragraphs breaks up content and makes your copy easier to scan. On average, shoot for paragraphs between 5-10 lines apiece. Bullet points are most helpful when you have several related points to make in a given paragraph, and they draw attention to the points.
- 6. Be conversational
Be professional but write as if you are speaking to your potential client. It can help to break down barriers between lawyer and client.
- 7. Use pictures!
A picture says a thousand words. Sometimes adding photographs to your copy can make them more appealing; however, you should only use photos that enhance your content.
- 8. Include main keywords
In order for search engines to find your page, they use keywords. You should include keywords specific to your firm in your headlines, sub headlines and in your main copy. It is also important to use them in the meta-tags.
- 9. PROOFREAD!
After finishing the content for your firm, make sure that it is free of grammar and spelling mistakes. It is always helpful to have someone else read your copy as well.
The content you place on your website can be more important than you would normally think. In addition, having good copy on your law firm’s website can help turn your site’s traffic into clients. In order to find out how your law firm can take advantage of marketing strategies or any other aspect of your practice, please contact us. For further information about marketing your law firm online, please continue to browse our website at https://www.seolegal.com.
