Learning the best copywriting tips should be a top priority for law firms. High quality copywriting directly influences successful content marketing, and as content marketing generates more than three times as many leads yet costs 62% less than outbound marketing, more professional services are tuning into the benefits (Content marketing institute, 2016).
Top 5 Website Copywriting Tips
The first lesson any copywriter (regardless of the industry they’re writing for) must learn is that people don’t always respond to logic the way that we expect them to.
In fact, if you’re trying to elicit behaviour, writing to appeal to logic is much less successful than writing to appeal to emotion.
By appealing to your audience’s emotional motivations, your marketing messages can push the right buttons and be truly effective.
There are a number of ways to do this. The top 5 are outlined below:
1. Write to ‘YOU’
Always address the reader as an individual.
Despite typical B2B-copy connotations, speaking directly to the decision maker through the use of ‘you’, starts a personal relationship.
Use your knowledge of your firm’s target audience to create an ‘ideal prospective client.’ For example:
- The Director of a medium to large firm, looking for advice on legal procedures
- The CEO of a 20+ year old firm looking to expand their business internationally
- The founder of a new-to-market, 10-employee firm looking to sell or merge with a big-name brand
Our copywriting tip: Whoever your ideal prospective client, address that person, and write your website copy as though they are the only person you have in mind. If you have multiple services and target audiences, decipher which services are most relevant to which audiences. When writing website copy for that service, speak directly to the most relevant target audience.
2. Explain the obvious
Typically, those tasked with writing website copy for law firms—whether that be agency or in-house—have felt the need to overcomplicate and overcompensate.
While you may think that using industry ‘jargon’ will make your firm sound more intelligent, if your audience has to read a sentence three times just to understand it, you won’t keep their attention.
While you may think that using industry ‘jargon’ will make your firm sound more intelligent ,you won’t keep their attention if your audience has to read a sentence three times before they understand it.
Our copywriting tip: Explain the problem, and then the solution, succinctly to demonstrate your understanding and encourage the reader to trust, and believe in, the services you offer.
3. Be empathetic
Decision makers are far more likely to buy from likeminded professionals—people they believe understand their pain points or motivations, and are similar to, them. This is why it’s incredibly important that you understand not only what your prospects are looking for, but also the motivation behind their search.
In order to really get to the root cause, you need to keep asking why. Why do they want to attract more customers? Why do they want business growth? Why do they want a greater market share?
Some of the reasons we often uncover are:
- To beat a fiercely competitive market
- To ensure newer firms aren’t taking away long-time clients
- Enable older firms to adapt to the ever changing market environment
Our copywriting tip: To uncover what the motivation is will require a little more effort. Talk to your existing clients or take a look at your previous correspondence with current, past and prospective clients.
4. Write how you speak
The best way to engage with your reader is to write as simply as you speak. Long, convoluted sentences and fancy words won’t impress—in fact it will mean that any new visitors to your site will take longer to work out what you do.
With attention spans averaging between 8-12 seconds (Source: Telegraph) that’s not what you want.
Best practice includes:
- Avoiding long words and lengthy sentences
- Closely mirroring the natural flow of sentences
- Using a mix of short and longer sentence structures
- Keeping paragraphs to a 4 sentence maximum
- Highlighting key takeaways using accents such as bold, italics, headings and bullets
Our copywriting tip: Take two short website copy sections from your website and pass it to a colleague or friend to read. If they stumble on something, it’s likely your audience is struggling with your copy too. Rewrite the sections and pass to someone less familiar with your website to see how they fare.
5. Make the ‘next step’ clear
If your reader makes it all the way to the end of your website copy and doesn’t have a clear ‘next step’ to take, you may as well not bother writing it. This is the single most common mistake, with regards to website copywriting, we see when new clients come through our doors. They often assume that the ‘next step’ is obvious. However, as mentioned in tip two, successful website copywriting requires you to explain the obvious.
Our copywriting tip: ALWAYS have a clear and direct Call to Action (CTA) that instructs the reader on what to do once they have finished reading. Without one, they’ll likely leave your site, regardless of how interested they were in what they just read.
As an example, take a look at our self-managing Client Attraction Process to see how you can attract clients in the easiest way possible.
CTAs encourage further interaction—maintaining a connection with someone who could potentially become a future client.
Your Next Step…
By implementing these 5 tips into your website copywriting, your marketing messages will trigger engagement in a way you haven’t seen before.
If you’re worried that you don’t have the skills or resources in house to craft engaging marketing messages, get in touch.
At Propero, we have a team of copywriters experienced in SEO website copywriting for law firms. Together with your knowledge of your firm’s target audience, we can transform your current content (or start from scratch with new website content) so you can join join your competitors who are seeing regular new business enquiries through website contact forms and website content downloads.
How can we help?
Leave a message below and a member of the senior team will be in touch.