If you’re writing legal content–whether for a guest post, blog post, web page, or journal- you need to think about the route your client is taking. What path are they following to learn more about your legal services?
This means you need to appeal to your target audience so they can figure out what they can expect from working with you.
This journey is made up of four unique phases – awareness, consideration, conversion, and retention. Mapping your content in this way will help you optimize your copy.
Let’s take a closer look, at what this means.
Producing Content that Directly Speaks to Your Client
During the awareness phase, the reader is thinking of their pain or their need to find a solution.
Once they are aware of this challenge, they begin to consider what you’re writing. This is where you show them how you can help solve their problem or help overcome their legal challenge.
Next, they are ready to decide, and, hopefully, become a conversion. If you’ve compelled them to contact you, by writing convincing copy, you can make them an ongoing client during this phase.
If you continue to write interesting and up-to-date copy, you will also retain them as a client and receive referrals over time.
To make your legal content interesting, you need to make your point clear and succinct. People do not want to have to figure out what you’re saying. They don’t have any time for any of that type of stuff. They want to find answers quickly and simply.
While you may be well-versed in the law, keep in mind that you’re speaking to people who don’t have this type of training. Therefore, make sure you keep their interest by speaking on a level that is easy to comprehend and digest.
Creating Headline-Grabbing Copy
The copy in your headline or meta description is used to support what you’re trying to say. Create a good first impression by writing an introduction that pulls your reader into the dialogue. Don’t beat around the bush. Get to the point fast.
Some Examples for Review
Grab your reader’s attention by highlighting what you’ll be covering. For example, if you want to discuss embezzlement, which headline do you think pulls you in more quickly?
- What are Your Options When You’re Charged with Embezzlement?
- Have You Fraudulently Misappropriated Funds?
- Have You Been Charged with Swindling Someone?
If you’re trying to get legal help for an embezzlement charge, naturally, you’ll choose the first headline or title. The second title is above most readers’ heads, and the third title is a bit too vague and inflammatory.
People seeking help want to find an answer that makes sense, is practical, and is logical. They want to solve their problem in the most positive way possible. Anything too negative or too legal will cause them to find another attorney that relates to them better and more on their level.
Keep Your Readers Scrolling
Therefore, you’ve got to think about creating copy that causes readers to keep reading. Also, you need to create headings and subheadings that give your readers a good understanding of what each section covers.
Remember, your reader needs answers, so don’t think that leading them down a rabbit hole will cause them to revisit your site.
Create Legal Content that Addresses Your Target Demographic’s Pain Points
Always keep your target audience in mind when you write. You can do this by building a client profile. This profile will be constructed using demographics, lifestyle, and your client’s primary interests.
Next, write down your client’s major questions and concerns. You can get this information by determining your keywords and phrases, or when reviewing your client’s searches online.
With this info in hand, you can create content that offers solutions to your client’s dilemmas and provides the necessary legal remedies.
Mix Things Up a Bit
You can offer a legal copy in various ways – through blog posts, articles, guest posts, white papers, and eBooks. You can also create stand-alone blogs that cover listicles or how-to copy.
To mix things up, think about the type of information you want to format – What is the best content for your clients?
Don’t devote your time to uploading blog posts as long as an eBook. Instead, create chapters for those kinds of posts
You also should add webinars and videos to educate your target audience. Make sure they’re fun, interesting, and therefore engaging. You might even want to add videos that are animated or tell a compelling story.
Make Sure Your Legal Content is Relatable
People like to read or watch content that is controversial and emotional – something that relates to the human experience.
Keep this in mind and you’ll produce media that resonates with your readers and viewers. One way to do this is to keep your audience up to date on current trends or legislative information.
Therefore, as a law firm, you need to make sure you create timely content that speaks to your target audience. This can be done by incorporating current happenings and trending topics into your copy. Write or produce copy that is genuine and not overly legal.
Support Written Copy with Visuals
Blogs posts with pictures, images, or videos will make the copy you are writing more interesting. For example, maybe you want to explain legal jargon to your audience. You can make this more captivating by adding a colorful infographic.
Contact Attorney Marketing.Online for More Legal Content Ideas
The best way to make sure your content addresses your audience is to work with a digital marketing agency that focuses on legal content and online marketing for law firms. Call Attorney Marketing.Online today at (888) 992-9529. Get a professional’s advice so you can focus on your core activities.
