Writing Your Website

Effective Legal Copywriting for Your Law Firm Web site

The Key to Turning Viewers into Callers into Clients

Search engine optimization drives prospective clients to your law firm Web site.

Elegant design draws them in and allows them to move effortlessly around your site.

Well written, concise lawyer marketing content that speaks the language of your clients is the next essential component to get a viewer to pick up the phone and give you a call. And that’s the whole point of investing in a law firm Web site, isn’t it?

Why a Great Lawyer May Not Be a Great Copywriter

You honed your writing skills in law school so you could write a terrific legal brief, but face it, how many of your clients want to read a legal brief? The truth is, the very style of writing that makes you a great lawyer works against you when you try to write legal Web content that attracts clients.

Marketing copywriting for a law firm is a different animal (even if your clients are other lawyers). And search-engine-optimized marketing copywriting is a breed apart.

• It is rich in keywords and phrases selected by a search-engine marketing (SEM) consultant for their frequency in searches in your geographic area.
• It has sufficient words—and sufficient key words—on the page to be recognized as valuable content by a search engine spider,
• It has sufficient content to be seen as valuable by your prospective clients, without having so content that your viewer feels overwhelmed.
• It’s written in language that your typical client will understand.
• It answers the most important question that your prospective client has about you—why should I call this lawyer?

Compelling content, written by experienced, professional writers and reviewed by attorney-editors for clarity and accuracy—that’s what gives your firm a commanding Web presence and a leg up on the competition.

Bigger is Better on the Web

Small may be beautiful for some things, but on the Web, size does matter, especially in the highly competitive legal market of the California Inland Empire, in Riverside County, San Bernardino County, Los Angeles County, Orange County, and Palm Springs.

It matters for the search engines, which rank more exhaustive sites higher than small sites with little content. It also matters for clients, who will be impressed with the breadth of your expertise.

Will any client ever read your entire site? Probably not! But the search engines will. Just look at this Riverside criminal defense attorney site. There are over 200 pages of content. In the eyes of the search engines this site is a monster. It is a definitive resource for anyone looking for a criminal defense lawyer in Riverside. Whether DUI, domestic violence, or any other criminal matter, this site has multiple pages of content in each area and exhaustive linking to make the best possible use of its content.

In the end, content is king in online lawyer marketing: Lots of traffic and a great design can’t make up for bad content that turns off your prospective client.

Why take that chance? Showcase your talent and experience with content that is accurate, engaging, and truly representative of your law firm. When you work with Findlaw, you have a dedicated team of writers and editors focused on giving you a professional Web presence that gets results. That’s what FindLaw is known for.

Contact me to find out more about how the FindLaw content team can help your firm outshine its competition in your geographic area and legal niche.