I know you may still have nightmares about your legal writing professors and their devotion to formal language. Maybe you even have a Pavlovian response anytime you read 1st or 2nd person (I or you). But in the blogging world the difference between “you” and “one” makes all the difference in relating to your client.
Most perspective clients come to your website for selfish reasons. They want to know what you can do for them (or at least their loved ones), and they are looking for answers. Don’t beat around the bush with qualifiers and distancing language. Be direct. Tell them you can help them and make it easy for them to contact you.
Take these sentences for example:
- When a person has suffered from an automobile accident, he or she needs the assistance of a highly skilled, experienced attorney.
- If you are the victim of a car crash, you need a lawyer who knows what he is doing and has a history of doing it for others.
They both say the same thing, but the second engages its readers. It uses language that they would use themselves, like “car crash” instead of “automobile accident” and “lawyer” instead of “attorney,” and it makes it personal by calling them by name (you).
Of course, for SEO purposes you probably want to include the formal name of your practice area and the various synonyms for lawyer and lawsuit somewhere on your website. But that language is not your hook. Craft your opening paragraph to catch your readers’ attention and answer their question: “Can this lawyer help me?”
If you need help de-formalizing your web content and relating to your readers, contact copy writer Lisa Schmidt for help.