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Internet Advertising for Lawyers: How to Write for the Internet


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When you approach the art of writing copy for a legal website, it is important to keep a couple of things in mind. You not only need to explain complex legal issues in a way that your average person can understand, you also need to make sure you keep the attention of your visitor. This is difficult to do considering the fleeting attention span of web users these days.

Writing for the web is unique from other types of more traditional writing.

Effective advertising for lawyers requires that you improve your skills with regards to writing for the web.

I am going to discuss how to write better web copy. Even though writing good web copy for search engine optimization purposes is important, I want to tackle this issue from the standpoint of usability and reader engagement.

The following are a few ideas to think about when you are writing web copy:

1. Bullet points - Web users are drawn to bullet points. Default to creating lists and bullet points for your web copy when appropriate.

2. Have a conversation - Users on the web expect to have a higher level of interaction than through other forms of media. When you write, use your own voice. Write as if you are having a conversation. This will be much better received by your readers.

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.

Take some time to look over the existing copy on your website. Are you following the guidelines set forth above? If not, making a few changes will go a long way towards improving your website copy.
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