5 Rules for Content Creation in the Legal Field
If you’ve been charged with writing a legal blog of landing page descriptions for a firm, you have a big challenge ahead of you. Content that’s designed for a B2C crowd needs to be both informative and entertaining. The legal realm is known for confusing jargon, and attorneys especially can have a tough time effectively communicating in written format clearly. This confuses potential clients and kills their social campaign outreach.
The best thing you can do is hire a professional web content writer with legal experience. They’re a rarity and can bridge the gap between legalese and laymen’s terms. However, if that’s not an option then you need to keep a few rules in mind. Here’s how to write for any audience from a legal platform:
1. Write like you’d talk to a client
This advice is moot for attorneys who have a knack for sprinkling in legalese even when talking with a client in person. However, most lawyers are skilled at explaining things clearly in person, but might get sucked into the law school days of passive voice in writing. For blogs and other informal platforms especially, simply write like you speak.
2. Keep it short and sweet
This is true of all written content, but especially that which can be overwhelming. A page shouldn’t have more than 500 words, and make sure to include plenty of white space. Bullet points are welcome, and keep links to a minimum unless you’re engaging in a full-fledged link campaign.
3. Balance over-explanations
Not sure if your audience is going to know certain technical terms? Instead of explaining everything, you can create a hover feature that pops up an explanation. This keeps things clear for newbies, but doesn’t distract your audience that already knows some of the terms.
4. Make it shareable
The best way to spread the word about your practice or legal site is to create original, enthralling content that’s easy to share. Pick no more than five share buttons such as Facebook, Twitter, etc. and encourage your contacts to spread the word.
5. Pick interesting content
Obviously, right? Peruse the news, connect trends (such as drunk driving and DUI attorneys on Halloween) and remember that it doesn’t have to be 100 percent law all the time.
Writing for an audience is never easy, and unfortunately many industries overlook the benefits of a pro writer. Stick with these rules and you’ll develop a good foundation for thought leadership.
About Larry Alton
Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.