Content is king on the Internet. Website content, online press releases, blogs and E-Zine articles are all important. Over the next few weeks we will talk about each of these but today let’s focus on website content.
Attorney websites, just like any other type of website, are judged in large part on their content. Potential clients want to be impressed with the site’s content and feel confident in the attorney’s or law firm’s background, philosophy and approach.
Though many attorneys are outstanding writers, the most savvy understand that writing for the web is quite different than writing for a case, client or to another attorney. For that reason they leave the content writing to the experts.
So what is the right way to write web copy for an attorney? First and foremost you need to keep in mind that there are two distinct audiences you are writing for. You are writing for potential clients and you are writing for the search engines.
Search engines are analyzing your content to determine what your website is about.  Keyword density and keyword placement are vital to the overall success of your website in searches. Headings and subheadings, internal linking and overall text all weigh heavily on your site’s ranking.
While writing for the search engines you also need to be cognizant of the fact that your goal, once your website is found, is to have the potential client call your firm.   Therefore, while writing effective web content for the search engines you need the cotent to be written in a style that will lead your visitors to feeling confident enough in you to pick up the phone and make a phone call.
Internet marketing experts understand that bringing a visitor from a web surfer to a client takes an overall approach. We understand that there are easy sells and hard sells and a website needs to be able to progress a potential client along. Each area of the law will have a different sales cycle. And yes, that is exactly what your website is doing, selling your skills and services to your target audience.
It is important that your Internet marketing comnpany has a keen understanding of the various areas of the law that you practice in and who the target audience in each of those markets is. More on that another time.
The key to remember here is that your website content must speak to all of your target markets as well as the search engines. The content must guide them through a selling cycle and lead them to scheduling an appointment. In the next two weeks we will discuss the importance of your sales and marketing approach going from website to reception desk, from reception desk to consultation and beyond.
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