Writer’s Blocks: Filling Your Practice Area Pages with Practical and Engaging Content
What information should you include on the practice area pages of your law firm’s website? While the answer to this question may initially seem straightforward, putting fingers to keyboard can tell a very different story.
Should you focus on your firm’s differentiating factors? If so, how much can – and should – you play them up without appearing too salesy or crossing the line with regard to ethics compliance? Should you just focus on what you do? If so, how can you do this and still make your firm stand out from its competition? Should you address your prospective clients’ most pressing questions? You have plenty of information to share, but how can you do this without turning prospects off with an endless scroll of black-and-white text? Below are five elements of an effective law firm practice area page.
5 Elements of a High-Quality and High-Performing Practice Area Page
For many law firms, blending these three objectives is the best way to create a practical, engaging and high-performing practice area page. While there is no magic formula that will work for every law firm (or every practice area page on a firm’s site), the following five elements can help you create a robust page that speaks to potential clients:
1. An Introduction with a Personal Touch
The first paragraphs on your firm’s practice area pages should quickly hit home. They should be tailored to the relevant practice area and should speak specifically to the needs, concerns or questions of prospective clients. For example, a business-oriented practice area page will be very different from a page targeting individuals who have just been arrested, and you should consider your subject matter, tone and level of sophistication to craft a page tailored to your reader.
2. A List of Services that Grabs Prospects’ Attention
You only have a short amount of time to peak a website visitor’s interest, and a bulleted list will let prospects easily see that you practice in their area of need. Often, this list will consist of hyperlinks to sub-practice area pages. Alphabetical order is intuitive for most readers, and a list of seven to 10 items will usually be enough without engendering reader fatigue.
3. Options and Consequences
There are two primary reasons why most potential clients visit law firms’ websites: (i) they want to know what options they have available, or (ii) they want to know what consequences they are facing given their present circumstances. Depending on the practice area, one approach or the other will generally be better-suited to creating the page content. Examples of practice page headings that you can use to lead into explanations of what potential clients want to know include:
- Alternatives to Litigating Your Divorce in Court
- Potential Defense Strategies in Federal Investigations
- Common Claims in Breach-of-Contract Litigation
- DUI Penalties in [Your State]
- Types of Compensation Available for Personal Injury Claims
4. FAQs (that are Actually Frequently-Asked Questions)
Frequently-asked questions (FAQs) are a good way to add useful content while also enhancing a practice area page’s search engine optimization (SEO). The key to writing effective FAQs is to provide answers to actual frequently-asked questions. What do potential clients ask when they call your office? What types of questions tend to come up during initial consultations? These are the answers prospects want when they are searching online, and providing these answers (without overstepping and providing legal advice) will demonstrate that you are knowledgeable in your potential clients’ areas of need.
5. A Compelling and Content-Relevant Call to Action
On many law firm websites, the call to action is clearly afterthought – a bundle of words cobbled together to meet a minimum wordcount or a copy-and-paste job that is not specific to the content that precedes it. This approach is a mistake. The call to action is an integral part of the page, and it needs to be written with the same care and attention as the substantive practice area discussion.
Is Your Website’s Content Engaging Prospects, or Turning Them Off?
Does your firm’s website content speak to potential clients, or could it actually be driving prospects away? Ultimately, potential clients want to see that you have the knowledge and experience to help them, and content that is poorly written or that does not speak to their needs is not going to perform well.
If you would like more information about our professional content writing services for law firms, we encourage you to get in touch. For a free consultation, call 954-523-2181 or inquire online today.