If there’s one thing a lawyer knows how to do well, it’s baffle clients with legal jargon. There are plenty of others who can do the same – doctors, dentists, bankers, in fact, given half a chance, the bulk of professional services and trades people can be very adept at providing so much jargon, that average public are left confused.
Years ago it was considered a way of showing professionalism, and knowledge of one’s profession or trade. Thankfully, things have moved on. With the advent of the internet, and subsequent interest in online legal marketing services from firms like Sonic Response, there is now greater interest in what can and cannot keep consumers on a particular page.
One of the many essential changes that should be implemented in the way we present content on modern legal websites is to make it easily understandable. Content should be easy to read and understand. Easily followed segments of three or four sentences, and lots of white between each paragraph make it simple to scan for internet users looking for relevant information.
Cut Down on the Jargon
Making your site content overly technical with legal jargon will impress nobody but yourself. Consumers visit websites for one thing – information. They want to know if you can help them, and how to put that help in motion. If they can’t find it, or it’s hidden behind a lot of professional speak, they’ll go elsewhere.
Concentrate on Client Not Company
Most clients will appreciate some practices that show their history and experience. After all they want to know who they’re about to engage. But the bulk of the copy should be what the company can do for the client.
This applies to everyone whether a lawyer, restaurateur or jobbing builder. Certain pages, like company blog or news pages are where one can blow the company trumpet a little louder.
Identify with your Clients
Identifying with your clients is a must. A firm of solicitors usually specialises in a variety of legal matters, they could be domestic, criminal cases, property conveyance, or financial matters. Each of these specialties needs to be specifically focused toward those particular clients.
Client Contact is a Must
Finally, no matter how clear and jargon free your site; if it’s a legal site the majority of clients will have questions of one sort or another. Clear, easily managed points of contact are a must. Just supplying an appointment time and date quickly, lets the client know they are dealing with people and not a machine.
Is Your Law Firm Making These 5 Digital Marketing Mistakes?, blog.legalsolutions.thomsomreuters.com
Regulations and Laws on Marketing in Australia, marketingminds.com.au