Clients sometimes come to us with an existing website that they are unhappy with, usually because of an outdated design or stale content that doesn’t work.
As to the latter, the content typically doesn’t work because the firm pulled their words and language from a few different law firms that practice in the same or similar areas. But this approach rarely works.
Fresh content is the key when trying to gain traction.
What’s the Problem with Duplication?
You’ll blend in with other firms and fail to stand out. Potential clients often visit a few different law firm websites before making the decision to reach out.
If these clients read the same type of content, odds are you won’t hear from them. It’s a “been there, done that” kind of mentality.
But if you use fresh and original web copy that stands out from other legal firms, you’ll come across as:
- Current,
- Modern,
- Savvy, and
- Bold.
All of the above are sure fire characteristics that people want in an attorney or law firm.
True, but Won’t Some Copy Look the Same?
Of course. Consider, for example, a handful of personal injury firms. The majority will likely use similar content to describe practice areas. They will also likely use similar messages to attract a reader’s attention:
- “We won’t back down from insurance companies,”
- “We’ll take care of your case while you focus on healing,” and
- “You deserve fair compensation for your injuries.”
But the key is to use fresh content that sends the same message, and work in filler content that helps make your firm rise above the rest. Consider the:
- Location of your firm,
- Demographic trends related to your target clients,
- Emotions or feelings that you’d like your website to evoke, and
- Specialization that your firm can provide.
Use content that addresses the above, and it will likely look more original that the next personal injury firm.
The “4 W’s” To Legal Marketing
It often helps for a firm to consider the “4 W’s” to legal marketing when trying to draft fresh content. The W’s essentially answer four key marketing questions:
- Who are you?
- What do you do?
- Where are you located?
- Why should a client pick you?
Firms will usually have varying answers to these questions. This is especially true for number four.
Write content that answers the questions, and do it in a way that is different from your competitors.
Do you still have questions on capturing fresh and original content? Contact Us!
Defacto Digital is Here to Help!
Defacto Digital has been helping attorneys and law firms build a successful web presence for over 20 years. Our team stands ready to help you either create your first virtual office or make your existing website more accessible, rewarding, and effective.
Our websites are created by a skilled website developer with years of experience. The content for your site is drafted by a licensed attorney (turned legal marketer) who knows how to connect with clients and clearly communicate legal issues.
Simply contact us today and let us begin to market your firm in the direction that it wants to go…up! No matter your practice area, we’ve got you covered. Websites that work, always!