Trust is an important element of the customer relationship for any business. In the legal field, it may be even harder to earn trust with an audience due to stigmas and the complexity of these services. People often associate lawyers with the wrong ideas, so building trust is essential to overcome that hesitation.

With a website and other forms of written content, your firm has an opportunity to build trust through your messaging. The words you use to communicate with potential customers could make all the difference in turning them into clients. Let’s discuss a few strategies to improve your messaging by optimizing written content. 

Targeted Content is a Good Thing

Your firm’s website may focus on general information about your website. A personal injury lawyer, for example, may outline all the types of accidents and injuries they have experience with for legal claims. This is great content for a home page, about page, and other informational pages. 

Targeted content is aimed at specific needs or audiences. One of the best ways to create targeted content that can help your website rank higher in search engines is by using specific landing pages. In the example above, a personal injury lawyer could create more targeted content with landing pages focused on specific injuries or cities. With this type of content, your website is more likely to show up in local searches and provide helpful information to potential clients. Targeted content can also be useful for social media posts, emails, and other advertising media. 

Balancing Quantity and Quality of Keywords

Keyword research is necessary if you want more people to find your website organically. When someone searches for “real estate lawyer in Syracuse” and you run a firm near that city, you want to be one of the top results. This will only happen if you focus on researching the right keywords and implementing them throughout your content.

Keywords that resonate with your audience will help you build trust with customers and stand out in a competitive market. Keywords should be used in page titles, headings, subheadings, body text, meta titles, and meta descriptions. However, quantity and quality must be balanced, as your content must incorporate these terms without overwhelming the reader with repetitive phrases. 

Do Not Underestimate Quality Writing

It may be easy for lawyers to explain their specialties or the logistics of their process. What is harder is communicating those features in a way that appeals to potential customers who have a lot of questions. The content you have online, whether it is a blog post, a service page, or a paid ad, all creates opportunities to optimize your messaging. This matters whether you are communicating with clients or recruiting legal professionals for your firm. 

A few ways to improve the quality of your written content include:

• Leaning into the benefits of your services rather than the features
• Varying the length of sentences throughout the content
• Break up large sections and paragraphs for a visually appealing site
• Use subheadings so readers can find the information they want quickly
• The content should match what people expect to learn there

External Content is as Important as Internal Content

A great website is an amazing tool for every business, including legal professionals. It should be a hub of information that helps online visitors move further along the journey toward hiring your services. As such, your site’s written content should be optimized, readable, and feature essential keywords. 

External content is just as important. Messages that show up in other locations on the Internet, such as email inboxes, social media feeds, and other websites, must align with the content on your website. These types of content can also create backlinks to your page, increasing the site’s ranking on search result pages. For example, you seek out link-building services for attorneys to create external content pieces that lead back to your site. If you enjoy writing blog posts, look for established publishing sites that allow guest posts to increase your site’s outreach efforts and backlink profile. 

Social Media Still Requires Good Writing

Many businesses fall into the trap of thinking social media messaging is less important than other marketing pieces. While the tone of social media content should be slightly different, the messaging is still essential for growing your audience and building trust. These platforms are more interactive, so content should be written in a way that invites responses. 

Arguably, a social post that only contains 100 words or so makes each word even more important. Therefore, put as much effort and research into writing an Instagram caption as a legal service landing page.

High-Quality Writing Can Improve Your Firm’s Reach and Growth

If you navigate to numerous law firm websites in the same field, many of them will start to blend together. The key to standing out from other firms in your field is quality writing and a unique proposition. Don’t be afraid to create more targeted content to speak to your audience more effectively. Research keywords that will help your business with visibility. Focus on quality writing throughout all media and remember the importance of creating content outside your website. Finally, if social media are part of your marketing tactics, prioritize quality writing despite the shorter format. 

Messaging matters and can lead to more traffic to your firm’s site and a higher conversion rate.