Your website’s content defines the benefits your services provide and influences prospective clients to choose your law firm over its competitors.
It develops the brand experience that makes your law firm more recognizable and keeps site visitors coming back in the future.
But who should write your website’s copy?
There are pros and cons to writing your own content versus hiring a professional copywriter. Knowing which option is right for you gives you better marketing results with a more efficient use of your resources.
Writing your own content can seem like the obvious choice. You may know your law firm, its business goals, and its services better than a third-party professional.
But many businesses highlight their strengths while overlooking their weaknesses. This lack of objectivity often results in content that fails to achieve its marketing objectives.
Writing effective copy is time-intensive and can pull you away from more important business tasks.
In addition to writing and editing, content marketing requires the implementation of a publishing schedule, keyword research, and search engine optimization (SEO) strategies.
Taking the do-it-yourself approach may be your only option if your financial resources are limited. But when you consider the potential revenue that a single landing page or blog post can generate (or lose), you may be better off hiring a professional copywriter.
Hiring the Right Copywriter
A professional copywriter has the skills needed to capture the limited attention of online users. More importantly, a copywriter knows how to transform that attention into the interest needed to generate more revenue for your practice.
Today’s websites have about 7 seconds before a prospective user decides to engage with your content or return to the search engine results page. So knowing how to set your content apart from others and creating content that works quickly is critical to increasing your conversion rates.
Copywriting does require an additional use of your resources, as time and money are needed to create marketing messages that resonate with your target audience.
Also, there are many copywriters in the marketplace, which makes it hard to find the right copywriter who can provide the results you’re after.
But when it comes to your website’s copy, you need to prioritize quality over cost savings if you want to maximize the return on your investment.
A skilled copywriter understands how content can be optimized for search engines as well as for your site’s visitors.
Copywriters with SEO knowledge and experience create content that meets all of your business goals including search engine rankings, revenue, and brand-building.
Developing a Content and Copywriting Strategy
The types of services you provide, your location, and target audience are just some of the factors that need to be considered when developing your website’s copy.
You must consider what role your content will play in your overall growth strategy. Content ownership and distribution must be established in order to protect the interests of your law firm and its clients.
Most important of all, your content must have clearly defined goals and the systems in place to measure its performance. This allows you to optimize your website’s copy and improve the results you achieve over time.
DIY Copywriting may be a necessary tactic for small businesses. But for law firms that want to compete in today’s online marketplace, having the right copy can mean the difference between fast industry growth and frustratingly poor results.
How has your website’s content impacted the results of your own marketing strategy? Let us know which option provided the best results for your practice in the comments below.
Understanding how copywriting affects your website’s entire design and performance gives you the resources needed to position yourself ahead of your competitors while reaching more of the ideal prospects for your law firm.