Your law firm website is perhaps the most effective marketing tool that you have. Even though you have the expertise and a certain level of professionalism to offer, you are still competing with every other attorney in your field to land clients first. Therefore, it is critical that everything about your law firm's website is designed in a way that is attractive to prospective clients. The thing that makes up the biggest part of the site is the written content, which means your written content must be completely on-point. Take a look at these three useful tips to successfully creating content for your law firm website.
Skip the Fluff
It's easy to assume that your legal site should be filled with plenty of content so it exudes the impression of professionalism. However true that it may be that useful content is important, you should never inject fluffy terms and writing just to make content sections larger and more impressive in appearance. People who come to your website are looking for information, and they will not want to wade through a lot of prose just to get to what they want to know. Keep sentences short and to the point, paragraphs brief, and explanations or informative lines trimmed to only necessities.
Inject a Clear Call to Action on Every Page
A call to action is a call to the reader to perform an action, and this bit of marketing content should be carefully constructed and tacked onto the end of every content piece. If you have a new blog post, make sure there is a clear call to action at the end of the post with a link back to your home or contact page, for example. Injecting these calls to action helps people on the site know immediately where to go to get help.
Make Content Scannable
It is a little-known fact that 79 percent of people who visit a website don't actually read the content word for word. What they do is scan the content on the page quickly, even on a law firm website. The key to making content scannable is keeping your paragraphs short; avoid large chunks of text. Additionally, make use of subheads and headers for emphasis and integrate bulleted or numbered lists where you can. These variances in the content make the content easy to scan over so readers don't lose interest and move on to another site.
For more help and tips, consider working with a law firm marketing company.