The most important and viewed content on your law firm web site is the Home Page. The content on your law firm’s website Home Page creates interest, credibility and conversion of web visitors into to new clients for you law practice. This is ultimately the first impression or communication set forth between the prospective client and your law firm. Law firm narratives should address the client’s concerns, fears and challenges that they will be facing.
Most law firm’s make the mistake of writing content that is all about the law firm. This is a bad way of selling the law firm and is offensive to most people. Although we tend to think that if we can just tell people how great we are, they will hire us. But that is simply not true.
The most important step in writing an effective law firm narrative is to create a bond between the web visitor and your law firm. The average legal consumer is apprehensive and apathetic toward hiring and engaging a law firm about their legal situation. How often do your prospective clients call at the very last moment?
So the point of your initial statements to prospective website visitors should address the typical concerns you hear about on a daily basis at your law firm. Each practice area has different concerns and should be modified appropriately. For example, a divorce lawyer may want to address the fears of filing for a divorce or the feelings someone may have when they have been served with divorce papers.
When writing you law firm’s website narrative, you should think about your clients’ demographics. Write a description about the typical web site clients you generate. Think about what they tell you they are feeling or fearing. This will help you to develop a narrative that is more on point and effective for converting your web visits into clients.
What if we have more than one practice area of law? This is even better. Write down a description of each client for each area of practice. Then review them and find the common characteristics of each. In many cases, they will be completed different however there may be some similarities in characteristics such as tone, worries or fears, urgency in dealing with the legal issue. Use these commonalities to draft an opening paragraph and then create a specific practice area narrative for each practice area below this opening paragraph.
How important is an effective law firm narrative for web site optimization? Beyond the contextual importance to converting web visitors in to new clients, the content and key phrases utilized within the body of text effects the website’s search engine placement and rankings. Does it include widely used keywords based on real research or keywords you assume people will use? Keyword selection is critical and can be the difference in 1,000s of additional or lost visits per month costing you in added revenues month after month.
At Lawyer Success, Inc. we have attorney writers who write your website content for you utilizing the very best key phrases, search engine optimization strategies and favor the content in a way that speaks well of your law practice. You will be proud to have people visiting your website and read the quality content we will provide to you at a very minimal cost.
Call us today at (769) 218-6099 or visit our subsidiary LegalContentWriters.com for writing samples and a free quote.
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