Why copywriters are so important:
- Keyword brainstorming
- Writing or re-writing content with keywords in mind
- Writers in digital age understand SEO
- Writers make great editors / Another set of eyes is always beneficial when writing copy
Why copywriters are so important:
Recently, I’ve been scoping out law firm websites. From big law firms to solo practitioners, I’ve decided to showcase some of my favorites, with an explanation of what makes them standout.
The short reason: This is not a law firm website. It’s a beautiful website that happens to be for a law firm.
Discussion: Black and white with a touch of gray and a flair of color, Townsend’s website is straightforward, intelligent, and user-friendly. As a reflection of the firm’s ethos or brand, the website also communicates Townsend’s approach to the practice of law. Based on my first impression of the firm’s website, I gather that Townsend aims to be straightforward, intelligent, and user-friendly when serving its clients.
Exactly how does Townsend’s website convey this message? Well, it’s not through the website’s copy. Truth be told, I didn’t even read the copy. This is the age of the savvy consumer. What trust lies in a firm’s marketing materials?
Again, the brilliance of Townsend’s website is how effectively it conveys the firm’s message through its design. I should note that when I speak about design, I’m also speaking about the website’s structure and layout.
To repeat my original question, how does the site’s design convey the message that Townsend aims to be straightforward, intelligent, and user-friendly when servicing its clients? Let’s analyze each quality in turn.
Straightforward: The website’s layout and structure leave no room for questions or findability issues. The collapsible sidebar navigation is intuitive and, I might add, an efficient use of webpage real estate. The top navigation includes easy access to the essentials (search and contact) while the bottom navigation is limited to components that make sense as footnotes (languages, privacy, disclaimer, and site credits). (Here’s where I’ll insert the well-deserved shout-out to Cahan & Associates and Tenrec Inc.)
Intelligent: For me, the genius driving the website is its impeccable balance between whimsical and professional. A name in Garamond font says one thing. A name in Garamond font printed in all lower case letters with a period at the end, well, that says something else entirely. It’s almost as if the firm is sharing a joke with its audience, making users smile while breaking the ice. For example, I enjoyed perusing the firm’s publication archives with the assistance of dancing pencils. Why? Well, they were easy to use! Which brings us to the last characteristic….
User-Friendly: The little things that made me enjoy browsing the site? Friendly URLs, a quick intro to RSS with the firm’s feeds, and easy-to-use forms for a general site search, attorney search, or searching the firm’s resources.
While I’d give the site an overall A+, I saw a few opportunities for improvement. (I’m almost hesitant to point them out so I won’t dwell on them too much.)
Hey Legal Professionals! Want to learn about social media marketing? How about the secrets of lead generation, sales pipelines, and networking? Before you say no, let me rephrase the question. We all know that hand-me-down books of business are relics of the past. In this world of personal branding, don’t you want to build your book of business? Or in the words of that M.I.A. partner or marketing staff member who decided to crash your annual firm evaluation: Don’t you want to make rain?
Of course, you do! Right after you finish drafting those disclosure agreements or that Fourth Circuit brief….
Even if you did have the time – do you pay for a consultant or do you watch that free presentation on SlideShare? Do you branch out to “thought-leaders” like Jeremiah Owyang or Jeffrey Gitomer or stay conservative and stick with Larry Bodine, Kevin O’Keefe, and David Barrett. Who the heck is Chris Brogan anyway?
Enter “What’s In It For Lawyers,” a new column on RecruiterEsq. A hybrid of “best of” lists and your 1L case briefs, we’ll digest all those “must-see” lessons and publish the crème de la crème in a format all lawyers can understand: We’ll emphasize the main points in bold and include a brief analysis of how lawyers can apply the lessons to their practices. Legal professionals can add their own ideas in the comments as well. Similar to the Examples and Explanations series, our goal is to be a secondary resource and our analysis will be a starting point, not the final word. Again, the goal with this series is to motivate legal professionals to think about innovative ways that they can intertwine social media into their practices.
The name of the column derives from “What’s In It For Me” or WIIFM, a favorite saying among marketers and salespeople. Without getting too technical or psychological – mostly because I can’t find a reputable source to cite – the saying serves as a reminder that rational people act with self-interest. When a prospect hears a pitch or proposal, their immediate reaction is “What’s In It For Me?”
Lawyers are busy people. Maybe more lawyers or law firms would like to integrate social media into their practices …if they had time or …if they knew how.
We’re going to make it easy by showing ‘em how.
If you have any suggestions of presentations or articles to feature in this column, please send me an e-mail.
The slides are hard to see on the youtube video. I’ve posted them after the video in case you’d like to print them out to follow along. (I hope to get this fixed before the next webinar!)
Questions & Answers on Skype @recruiteresq, Twitter, e-mail, or call.