law firm marketing, legal web copyAttorneys and law firms—particularly those focused on a particular geographic area—need to be highly competitive in their marketing to make sure they attract the right leads. A key facet of these efforts is online marketing, with firms using their websites, blog content and social media platforms to reach the legal consumers who may be searching for the services their organizations offer.

Today, a majority of attorneys and law firms are leveraging the power of content marketing to boost their search results and establish themselves as thought leaders in their areas of practice. And although there is much to a successful content marketing campaign, including regular blog content writing, social media engagement, white papers, case studies and more, the foundation rests with a law firm’s website and the content it delivers to potential clients.

Related: Sound copywriting cuts through the legal jargon

If you own or operate a B2C law firm, such as one focused on personal injury, criminal defense, bankruptcy or family law, it’s critical to have strong, benefits-oriented web copy that communicates exactly what you deliver to your clients. Your target audience is likely made up of a wide range of people, and many of them likely have never had the need to consult a lawyer in the past. They tend to have very little legal knowledge and are looking for someone to give them guidance and advice they can actually use.

To that end, your legal web copy should not only explain the different services you offer, but also attempt to educate your readers—at least on a broad level—on the various legal issues you can help them to address.

What does good legal content writing look like?

Turning to personal injury law as an example, it’s likely that many of your target clients have never been involved in any type of civil litigation in the past, and thus have a lot of questions about how the whole process works. In addition to communicating you and your firm’s unique experience and skill, your website copy should provide some basic information on how a personal injury claim works, how attorneys go about determining liability and how long injured people can expect the entire process to take from start to finish.

By doing this, you show your potential clients that you have the knowledge and experience they need, along with a commitment to helping them truly understand the legal process and their options. It also indicates that you know and understand the common questions clients have, making them feel more at peace with seeking your counsel.

Developing sound, benefits-driven and engaging legal website content may require the assistance of a skilled copywriter, one with experience helping law firms and attorneys reach their target audiences through effective content marketing techniques. Consider working with a content partner as you approach the copy on your firm’s website—it’s likely a small investment well worth making for the future of your online marketing efforts.

Steve Bailey is president of ProPRcopy, a respected copywriting service provider that works with a wide range of law firms and legal organizations across the country.