Web Writing Must Combine Call To Action and Inviting Content Writing

Shhh. Stop. Listen:  Is that the sound of someone clicking off your law firm's Website because they didn’t find anything interesting?  In order for an attorney Website to be effective, it must contain content that is inviting. Content writing for attorney websites should reach out and pull you in to the site to stay awhile: read other web pages, review attorney blogs and view images.  But most importantly, attorneys’ Websites need a call to action.

This call to action is something that Websites should do best.  Good content writing online must weave the call to action throughout the attorney website to provide a cohesive, persuasive piece of information that leaves an impression in the mind of the reader and your potential clients.

Call To Action Is What Attorney Websites Do Best Through Inviting Content Writing

 
When content is inviting, potential clients will want to read more of it.  Inviting content keeps your attorney website sticky, meaning potential clients will stay longer.  The longer they stay on the site, the greater the chance there is of the visitor contacting the attorney. If the content is interesting, the visitor is likely to decide to return to the attorney website; read the site in the future, or use it frequently to learn about different aspects of the law and the practice areas that your law firm serves.

The attorney website’s visitor statistics should be evaluated to see which pages are being read the most.  Statistics can also show the sites where traffic is coming from and the keywords they typed in to get there.  Low traffic may mean that the content is misaligned with its keywords.  There may be too much or too little information about a particular area of the law. This requires a different approach to content.

Pages with low traffic can be amended and rewritten to include a stronger call to action. Attorney Websites that contain lots of information on a particular area of law should be regularly maintained.  Links on the site should be updated to make sure they are still current. New links should be added to reflect a sense of credibility to show potential clients that the site is frequently updated and maintained.

Content Writing For Attorney Websites Should Educate Potential Clients

Above all, the content and the rest of the site’s components should all work to convince potential clients that they have found the right Website and have located an attorney who is in the best position to provide legal assistance.  When attorney websites contain inviting content, they educate potential clients about the practice areas you serve.  They convince users that, “Finally, here is the person I need to speak to now.” Frequently Asked Questions, biography pages and current news pages should all help educate potential clients on the law firms practice areas and how to contact an attorney who can help them.

More on Content Writing for Attorney Websites

The comment...
"This call to action is the something that Websites should do best. Marketing websites online must weave the call to action throughout the site to provide a cohesive, persuasive piece of marketing that leaves an impression in the mind of the reader."
...is refreshing advice. I've been in the direct marketing biz for over 20 years and it always amazes me how many businesses market themselves without a call to action.

All that does is waste money.

A firm that places a high priority on the call to action, especially when marketing legal services, in my opinion "gets it."

Simple advice, yet incredibly important when designing a Website.

Good article.