Have you come across really boring website that you just can’t seem to read through? One of the reasons given by webmasters for writing such uninspiring content is that their domain doesn’t make for inspired writing. But this isn’t the brightest of reasons. Users have different expectations from the content of different sites. So, if they are going through a products based website, they are looking for crisp, web copy that talks about the benefits of the products in a way that tickles their interest for the product. On the other hand, services driven websites need to offer information related to services in a way that resounds with their readers; they should feel that the particular service they are reading about is just what they are looking for.
Legal websites have long been blamed for the dull content that is put up on them, and which really doesn’t interest or engage the readers much. The problem with the content of such sites is the writers/owners have failed to go about writing the copy the right way. Great copywriting for legal websites is not about telling an interesting story, but telling visitors what they need to know without beating about the bush. It needs to be informative, easy-to-understand and must have an emotional quality about it. The last is important as it enables the readers to feel, the legal firm empathizes with their pain and suffering.
Let’s take a look at 5 tips that will ensure you write the kind of content for legal websites that will interest your visitors and they listen to what you’ve to say:
1. Don’t tell ‘YOUR’ Story, tell ‘THEIR’ Story
A legal firm might be staffed with the finest legal brains in the industry, but that doesn’t mean you keep talking about it. What the firm’s prospective clients are interested in knowing is how the firm’s services will make life better for them. When they come to your legal website, they have one question uppermost in their minds – ‘How will the firm help sort out my legal problems?’ So, the primary goal of the website content must be showcasing how the firm’s services will help readers sort out their legal wrangles and the fact that the firm understands and empathizes with their problem.
To put in a nutshell – Client focused content works best for legal websites.
2. Quickly make the point that the page is important to the reader
Don’t bore your readers to death by taking your own sweet time to tell them why a website’s legal services are important to them. You need to make sure that the most important part of your website’s message is the first thing they see when they land up on the web page. If you aren’t able to communicate why a particular web page is important for the visitor, this visitor will just move on from your firm’s web page to another page that makes its point better.
To put in a nutshell- Make sure your content makes its point quickly; do not for a moment, waste the time of your readers.
3. Stay away from mediocrity – It kills copy
If you haven’t got anything to say just don’t say it. That’s the golden rule of writing for any medium. If you are writing website copy, it’s important to say something substantial or say nothing at all. Don’t write to fill in the white space; if you do, you are setting the stage for mediocrity. When it comes to legal content, make sure you substantiate all the claims you are making in the copy. If you’re saying the legal firm is successful, talk about the number of cases it’s won; if you’ve talked about the legal eagles at the firm being really very well-qualified, make sure you mention their qualifications. Otherwise, you are looking at content that is just words that are strung together making some sort of sense. It looks like it’s been written for the heck of it and very little else.
To put in a nutshell: Content works if and only if it’s credible and backed by solid facts.
4. Write with a core purpose in mind
What is the purpose of the web page you are writing for? This is the question that you must ask yourself. What do I want to do with this page? Quite obviously, the answer will be you are trying to convert readers into potential customers of the law firm. But that’s a simplistic answer. What you are essentially doing is writing content for many different reasons. You are doing it to improve the law firm’s brand value, its authority, and of course its awareness. You are also trying to offer valuable information to the readers about a particular legal service and which helps them become more aware of the solutions to their problems. As can be seen, you have a lot of responsibility on your hands, when you are writing content for a legal website. This is why writing content with the clear idea of what you are trying to achieve is important in legal website copywriting.
To put in a nutshell: Getting clients is not the sole purpose of content on legal websites.
5. Never Forget Who You’re Writing the content for
You’re writing content for people who are looking for legal services. These people are either suffering from a major legal problem or might believe they will be in for some legal trouble in the foreseeable future. These people must feel they can discuss their problems with the legal firm, and the firm will take pains to understand these problems and find a solution for them. Therefore, the tone of your content must be friendly, conversational and with a bit of emotive appeal in it. It shouldn’t come across as looking distant or very formal. The style of the content (the way you put across your words), must make readers feel that the legal website can actually relate to their needs.
To put in a nutshell – Content only works if it makes an emotional impact.