Employing a legal copywriter is a sound investment for any law firm seeking to secure a strong profile in today’s increasingly competitive market for services. In fact, if you’re engaged in any form of online marketing, content is absolutely essential: for good search engine results, traffic to your site, conversions and customer retention. Having a legal copywriter that understands not only how to write for sales, search and social media but also how to communicate legal terminology in an accessible way will almost certainly get you better results.
Why do law firms need content?
Effective content is a key element in any successful law firm’s business strategy. Content underpins every aspect of web marketing – social, search and sales – and increasingly, as law firms invest more online, there is a need to allocate budget to content creation.
However, recognising the need to allocate financial resources to legal copywriting is one thing – trying to find people within your organisation who have the time or ability to produce good quality content is another. For practising lawyers mixing the roles of fee earner and marketer is a tricky balance to get right. Utilising the services of a professional legal copywriter means you get the content you need without taking the focus off your core legal activities.
The role of the law copywriter
Just like a good lawyer, a legal copywriter who provides a quality service will strive to understand the brief in all its intricacy. Working in close partnership with those supplying the instructions, a deep appreciation of the firm’s character, ethos and client base will be developed through detailed research and consultation.
Combining this with the ability of the law copywriter to bring solid experience of the unique environment of legal practice to the process will result in the placement of carefully crafted, optimised and targeted copy in outlets that are the most appropriate for a particular law firm, from press release syndication through to guest blogging/guest editorial strategies.
Good writing drives business
Legal copywriting is found in almost every aspect of marketing. Whether placed in social media, a firm’s web site, business-to-business networking, a blog, a tweet, an article in an august legal periodical or a traditional newspaper advertisement, the key to successful promotion is good writing.
Accurate spelling, grammar and syntax are not enough; writing in a way that enables a client to identify with a firm’s lawyers and its values, and understand its services and processes is the most effective use of the multitude of opportunities for promotion that are available.
Your website is a new client’s first experience of your firm
Let’s take your firm’s website as a starting point. Like every other legal website, it can tell the visitor the who, the what and the where: who we are, what we do and where we can be found. To stand out from the crowd this needs to be done in ways that are both fresh and compelling but also transmit the essential messages to the intended client base. For many potential clients, your website is the first point of contact with your firm. It’s crucial that you not only explain your services clearly but that you also convey your brand values strongly.
You can use your website content to celebrate your successes as a practitioner and talk about the areas you specialise in but, for effective marketing, this needs to be achieved with brevity and non-technical language that enables a potential client to think, ‘I understand what this firm can do for me.’
There is an old adage: “a lawyer who represents himself has a fool for a client.” It might be a cliché but, nonetheless, it conveys a truth. The most effective representation of a law firm online can be achieved by employing the services of the professional best suited to the task – a legal copywriter.
Derryck Strachan is the owner of Big Star Copywriting, one of the UK’s leading copywriting agencies. Since 2005, they have worked as a legal copywriter for dozens of legal firms including 1st Claims, BCL Legal, Claims 4U, MASS Training, Riverview Law, Serious Injury Law, Work Accident Solicitors, Lawscape, James Burfield and several others. Our services include SEO copywriting, web copywriting and content marketing.
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