Writing Content for Law Firm Websites: Show, Don’t Tell

One basic tenet of good writing is to “show, don’t tell.”   In other words, don’t just tell your web readers how great you are; show them through specific details and examples. This guideline especially holds true for law firm web content.

Below are a few ways to spice up your web copy by showing rather than telling.

Experience.  Overused phrases like “highly experienced,” “knowledgeable” and “committed to success,” apply to nearly every law firm in business (who isn’t committed to success?).   Back up such statements in concrete, quantifiable terms to create stronger, more persuasive copy.  Don’t just tell readers you are experienced; demonstrate that experience through measurable achievements such as:

  • Board-certification
  • Decades of practice
  • Representative transactions
  • High-profile clients
  • Multi-million dollar forum membership
  • Publications
  • Speaking Engagements

Skill.  Nearly every law firm maintains that it provides “high-quality representation,” “skilled advice,” “competent counsel,” etc.   Back up nebulous phrases with solid evidence such as:

  • Awards
  • AV Ratings
  • Client Testimonials
  • Peer Recommendations
  • Publicized rankings
  • Past transactions

Success.  Firms often make claims of a track record of success, dedication to success, reputation for success and similar statements. Ways to demonstrate your success include:

  • Record-setting verdicts
  • Successful transactions
  • Expanding client base
  • Growing firm size
  • Industry recognition
  • Increasing revenues

The “show, don’t tell,” strategy can be applied to any adjective such as:

  • Creative
  • Dedicated
  • Innovative
  • Passionate
  • Aggressive
  • Affordable
  • Hard-working
  • Uniquely Qualified
  • Top-notch
  • Resourceful

Back up empty adjectives with concrete evidence and you will create a stronger, more compelling website.

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