Propel Your Legal Copywriting to the Next Level

You already know that effective copywriting is good for your firm’s business development, Google rankings, and overall publicity. But what is effective copywriting, anyway, and how do you engage in it for your law firm in a meaningful way?

In this guide, we’ll answer some of your burning questions about copywriting for law firms so that you can publish authentic copy that complies with the rules and regulations of your state bar and the American Bar Association’s ethical guidelines, especially when it comes to the rules on marketing and advertising.

When you’re looking for a new computer or air conditioning repair service, is your first impulse to call up a salesperson to ask questions? Probably not. With the internet providing website upon website of peer reviews, informational articles and recommendations, salespeople no longer bear the onus of educating potential buyers.

Today’s marketers have plenty of sophisticated and innovative digital platforms at their disposal to spread their messages: social media, Google ads, landing pages, and more. Yet one of the most important channels isn’t that new at all — in fact, it’s been around since the seventies.

New marketing channels come and go, but email remains one of the most powerful tools in a marketer’s arsenal. Email is often considered more effective than social media, and usually boasts very high ROI as well. Email is typically cheaper than print media and easier to initiate than advertising campaigns. Other channels may be more valuable if you’re hoping to drive engagement or create buzz, but when it comes to reigniting interest or moving leads down the sales funnel, email is king.

Here’s a quick exercise for you: can you draw the McDonald’s logo from memory? How about Apple's or Adidas's? Maybe you wouldn’t nail every element, but you’d probably get pretty close, right?

Are you an “Empty-nester Evelyn” or more of a “Young Professional Pete?” Chances are, you fit into one or more groups used by marketing teams to differentiate and segment messaging called “buyer personas.” We’re all for celebrating the unique in people, but when it comes to marketing, if your messaging is trying to speak to everyone, you’ll likely end up speaking directly to no one.

You need to research and define the similarities of your target audience to create distinct categories, then personify them so that your marketing department or agency can create messaging that resonates with each category.

Buyer personas are detailed sketches of your most likely and/or best customers that help unify messaging across different platforms. Personas illustrate what your target audience values, where they’re likely to be, and what kind of content they take in. They refine and polish your campaigns and branding, ensuring that your money is spent on the right platforms and messages.

Blogging is great for SEO as well as for conversion optimization. Not only does it help get fresh content onto your website which Google loves, it also is an opportunity to share with your visitors what makes your business qualified or a bit of your personality or company culture. Yet so few companies take twenty to thirty minutes a week to blog. The main feedback (read excuse) I hear from clients is that they don't know what to write about. It's true, deciding what to blog every week can be a bit of a headache. With so many business owners falling ill to writers block, I have decided to try to provide a cure with this week’s treatment of 100 blog post ideas any business can take advantage of.

You hopefully read our six questions to answer when starting to consider your company's content marketing strategy on our main content marketing page. We've found clients typically answer questions one and two fairly well (although understanding who your target market is goes far beyond their demographics), but when it comes to understanding what type of content to create they really look to us for guidance. This is the fun part for our Austin Content Marketing Agency as we get to start researching what exactly it is you will write, create videos, infographics or how to guides about. Research drives everything we do at Neon Ambition and deciding what information your customers or potential customers are looking for is one of the most important steps in creating your content marketing strategy. Creating quality content that either informs, entertains or educates is time consuming so we don’t want to waste time answering questions no one is asking.

Howdy Texas! We're glad to be here. Why are we here you ask? I've wanted to start my own business for the longest time and I finally found something I'm passionate and good enough at to take the plunge. Neon Ambition, (story behind the name), is the newest Austin SEO company but our experience and superior listening skills are why we are confident we'll succeed in a crowded marketplace.