Posted on Monday, 6th July 2009 by CopywritingCat
Lawyers and other professionals have begun to realize that the results of their Internet marketing strategy comes from the quality of content on their web sites.
(1) Your content must be compelling. Boring, buttoned-up copy will put clients to sleep (even business clients). Legal writing and copywriting call for completely different skills.
(2) Your content must show that you understand your prospect’s pain. People rarely call a lawyer when they’re feeling good. You need to understand the three kinds of pain your clients experience and address these challenges in your onlne content. I talk about the three kinds of pain in my Bragging101 info product, which you can download here.
(3) Your content needs to use keywords to attract search engines. But it’s a delicate balance. Overused keywords actually hurt your status with search engines. Most important, your content needs to create a unique message. You can’t distort your message with overused keywords.
Learn more about my copywriting and website marketing services for lawyers.
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Tags: Professional Services Marketing
Posted in Professional Services Marketing
