Effective Strategies for Writing Law Firm Web Site Content

An effective web site starts with compelling, updated and meaningful content. Research demonstrates we have 10 seconds to grab a prospective client’s attention with web site content and 55 seconds to develop an understanding of what services we are offering.

The following are 10 strategies for writing effective web site content.

1.     Write relevant content. Use the inverted pyramid concept. Put the most important information at the top. Start with your conclusion in the first paragraph.

2.     Write in a conversational tone. Avoid industry jargon and use clear and simple language. Use examples to help the reader understand. Let your personality come through.

3.     Chunk your ideas. People scan web pages instead of reading them. This means write one idea per paragraph. Create a sub heading for each paragraph to make it easier to read at a glance.

4.     Know who you are talking to. Write your web site content with the client you want to attract in mind. What are their problems, interests and goals? What is most relevant to them?

5.     Format your content with bullets, numbers or sub headers. Keep the bullets short

6.     Provide tips and strategies people can remember. Offer a list of 5-10 tips for avoiding a problem or achieving a goal. Summarize your tips at the end of the article.

7.     Use effective titles. Help your reader to know what your content is about (and why it matters to them) with a descriptive title. For example, “Ten Strategies for a Smart Divorce.”

8.     Keep your sentences short. Use words that are most important for conveying your message.

9.     Write approximately 500 words per page to optimize your site. Include key words in your content.

10.   Check spelling and punctuation. Edit and proof read everything you write.

Your web site content is one of the most powerful marketing tools you have for growing your practice. You can attract desirable clients by conveying a message through your web site that is relevant, compelling and meaningful.  

What are your greatest challenges in writing effective web site content?