Website content is king. No, seriously. The content on your website can help to attract new clients. But, all too often, law firms feature content that is hard to read for the average person, while expecting that content to draw in new clients. If your content is not working, then it might be time for an improvement. But, how do you give the legal content on your website a boost when you are discussing serious and complicated topics?
#1: Drop the Legalese
While you want to prove that you are experienced and know the law, save your consultation for that. Website content must speak to the average person. It is unlikely that the average reader understands civil codes or state statutes. In fact, according to the National Literacy Directory, one out of every six American adults lack basic reading skills.
Instead of using legal terminology, stick to terms and concepts that your average client can understand. When they understand, they are more likely to relate, which can mean more site conversions.
#2: Do Not be a Robot
Even if you do not have legalese scattered all over your website, how is the tone? Ultimately, you want a client to trust you. This means showing personality in your website’s content. If you come off cold and stiff, new clients may be less likely to contact you than if you showed you were a real person.
#3: Include Blogs
Add some blogs to your website that you can show your personality and be a little less “professional” with. You do not need slang terminology and you do not need to dull down your expertise. However, you should be conversational. After all, clients need to visualize having an in-depth conversation with their attorney.
#4: Skip the Keyword Stuffing
Do not stuff your website content with keywords to get search engine attention. Keyword stuffing can result in negative user experience. It also hurts your site’s ranking.
While keywords are certainly important, your content should be written naturally. You should focus on quality. Your legal should be informative.
#5: Hire a Pro for Your Legal Marketing Writing
If you are not a natural wordsmith, there is no reason to despair. There are professionals that can handle your content marketing, website content and social media. Marketing yourself and competing against other attorneys is not easy. But, with the right professional by your side, you can develop amazing content that attracts your target client.