Internet Advertising for Lawyers: How to Write for the Internet

by Jeff Berman

Internet advertising for lawyers is a difficult when you are attempting to write copy for your website. Legal topics are complex and can be tricky to sum up in a short paragraph. The copy on a law firm’s website needs to serve the dual purpose of getting across the important legal points as well as holding the attention of internet users.

You need to recognize that writing copy for the internet is different than writing for other forms of media.

To be successful with your lawyer marketing efforts, you need to gain an understanding of how to write good web copy.

I want to discuss how to improve your writing for the web. I want you to think of this from the perspective of writing to improve the user experience. Your copy should help make your site easier to use and also engage the user.

Here are a few pointers to get you started off the right foot:

1. Numbered Lists - People on the internet like numbered lists. They are easy to scan and extract data from. Be sure to include lists when writing for the internet.

2. Write as if you were having a dialogue - The power of the internet is the high level of engagement it provides. People frequent blogs and sites so that they can interact with the content. The best way to achieve this engagement is to write like you are having a conversation. Stay professional but write with your unique voice.

3. Don’t write in legal speak - Not only is legalese difficult to understand for most people, it is less effective on the web. The last thing you want is for someone to bounce off of your site because they can’t understand you. With fleeting attention and your competition only a click away, make sure you are communicating in a language the common man understands and identifies with.

4. Use pictures and videos in your writing - Pictures capture a users attention. They can make the page interesting and complement your writing.

By implementing the suggestions in this article you will see an improvement with the usability and engagement of your web copy.

About the Author:
Do you want a better online advertising for lawyers solution? Jeff Berman’s company, AttorneySync, was formed to take your current lawyer marketing ideas to the next level.

Published by: Jeff Berman on May 29th, 2009 | Filed under Legal



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