The content on your lawyer website is the most important part of your website.
The content will change what customers find you and how long they stay.
It’s not the graphics, fonts, layout or logo that brings clients to your website. All those things may help and add value and credibility to your impression as a lawyer, BUT they will not get you the client.
On the web, content rules.
There are two reasons why content is priceless on the web.
First, content is what the search engines search to decide what kind of value your website brings to your customers. Search engines such as Google have one goal in mind- what kind of value is the website to our audience? Does it provide what the people are looking for? The more valuable your content is, the higher rank your site will get on the search engines.
Second, your content will gather your clients. Factors such as the design of your website, the readability of your pages, and the
This does not mean you have loud, annoying sales copy on your website.
Good content writers know this.
Think of writing content for your website in terms of hunting and fishing.
When you go hunting, the animals run and hide! They hear you coming. They know you spell DANGER and run for their lives! Of course, you run after them, attempting to shoot and catch the little critters.
Sales copy has that effect on people. You want to avoid that at all costs as you write the content for your website for attorneys.
Now, think of fishing. When you throw the line out in the water with the enticing bait on the end, do the fish swim away or come to take a nibble?
The curious fish approach the line. He is not sure if he wants it or not but the offer looks appealing. It looks like the answer to his problem.
Of course, the fishing analogy breaks down at this point.
Because, unlike the fisherman who wants to catch the fish to show off or to eat, you want to “catch” your clients because you have a valuable service to provide to them.
The “bait” you offer as a lawyer is the solution they need for the problem they currently have.
The biggest mistake most professionals make when writing content is focusing on them when they should be focusing on their clients. Don’t show off your services, show your client how your service solves their problem.
You must write your copy from the point of view of the client. They search the internet thinking about themselves, about their problem, about their circumstance and how they are going to fix it.
The breakthrough moment arrives when the client resonates with your content. When their response is, “wow, this lawyer knows what I’m going through.”
This is the bait that lures the client in.
Now, the bait may come in other forms as well.
The bait can be the unique service you provide, your USP- unique selling proposition, the way you stand out from the other lawyers in your field. The bait could be a subscription to your e-newsletter or a special report, a special price or fee waiver.
Whatever it is, remember your client is looking for specific answers when they look for you.
Remember the rules of direct marketing. Make a call to action to your potential clients. Always include an offer. This is not a hard sell, this is a smart sell. For you and your clients.
Otherwise, the fish that come to your side of the pond will grow disinterested and find more alluring bait elsewhere.
When you sit down to write your content, focus on fishing!
Writing valuable content for your website takes a lot of time. To focus your business on your law practice, enlist the service of a content writer for attorneys who can write what you need.
At Lawyer Success, our writers are lawyers who are familiar with the content you need, including legal terms, ethical rules for lawyers and state laws and regulations.
We can save you time and provide content that will not only interest and please your customers, but drive the traffic to your website.
For a free consultation concerning content services for your attorney website call us today at (769) 218-6099.
At Lawyer Success, “Your Success is Our Business.” Each new client is treated as if they were our only client and we understand that your success with our services is our responsibility and is critical to a long term client for our company. Lawyer Success, Inc. was founded by law firm marketing expert James Greenier. Over the past 11 years, Mr. Greenier has personally worked on, developed or consulted with 7 of the top 10 most trafficked legal websites on the Internet. He also served as the primary web marketing advisor for over 3,500 law firms. He will be your primary contact at all times and will develop the strategy for your project. He will also personally supervise and participate in your project to ensure that you receive the highest level of service, support and performance. For a free consultation concerning content services for your lawyer website call (769) 218-6099 to discuss your project today.
