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Lawyers are finding it difficult to let go of the older methods they use to market their services. It’s difficult to change habits we’ve grown comfortable with. I find this is especially relevant to lawyers promoting their services on the web. Again and again, I see lawyers that participate in blatant self-promotion. The effect is not what they desire.

Lawyer marketing on the web is becoming far too self-promoting. This includes websites, blogs, videos, etc.

Gaining a presence on the web can work both for you and against you. In other words, even though people may know who you are, it may be for the wrong reasons. When you are marketing professional services, such as legal services, not all publicity is good publicity.

When you publish content on the web, make sure it isn’t just a giant advertisement for yourself.

The following are some suggestions to avoid egregious self-promotion.

1. Don’t write about how wonderful you are. You can show your expertise in more subtle ways. Write about your field of work. Put a creative, interesting, and personal voice to it. Think about the last time you read something and thoroughly enjoyed the piece. Didn’t you take the time to find out who wrote it afterward? That is what lawyer marketing on the internet is about.

2. You have a very brief amount of time to make your point. People on the web have ADD. Make sure you can make your point quickly and concisely. You want to be interesting and informative, but not long-winded.

3. Stay current, but don’t get overwhelmed. In addition to being brief, you need to be current. With web 2.0 lawyer marketing, people don’t want to wait a month for your next blog post. By the same token, you don’t need to produce 3 articles a day to stay current. I would advise planning out a couple of blog posts, perhaps 2-3 a week. Do the same with your social media efforts. This will help you increase the effectiveness of your efforts.

4. Talk with your own voice. In a nutshell, be interesting. The amount of information put out onto the web increases with every second. To rise to the top, you need to be interesting. When you speak in your own voice, the content will take on your personality and will differentiate from what others are writing.

Website lawyer marketing requires an understanding of some basic web concepts. Learn about how lawyer web marketing can help you grow your client base.

When you approach the art of writing copy for a legal website, it is important to keep a couple of things in mind. You not only need to explain complex legal issues in a way that your average person can understand, you also need to make sure you keep the attention of your visitor. This is difficult to do considering the fleeting attention span of web users these days.

Writing for the web is unique from other types of more traditional writing.

It is imperative that you learn the art of writing good web copy if you expect positive results from your lawyer marketing.

Even though writing for the web involves the important tasks of keyword placement and search engine optimization, for this article I want to approach writing from the perspective of a visitor to your site. I would like you to think of the suggestions that follow from the standpoint of usability and engagement with your site.

What follows are some suggestions to get you on the right path:

1. Use lists – People love bulleted lists on the internet. This makes the content easier to quickly look through and scan.

2. Have a conversation – Users on the web expect to have a higher level of interaction than through other forms of media. When you write, use your own voice. Write as if you are having a conversation. This will be much better received by your readers.

3. Don’t write with industry buzzwords – Stay away from legalese. People need to be able to engage with and understand what you are writing. If you don’t achieve this with your web copy, then users will quickly leave your site. It is important to write in a way that conveys your points, but stays simple enough for others to understand.

4. Use pictures and videos in your writing – Pictures capture a users attention. They can make the page interesting and complement your writing.

If you utilize some of the points above you will see a better engagement with your website or blog, helping your lawyer marketing efforts.

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