Many law firms are unfamiliar with the types of written copy they can use for their website.
To some lawyers, all online written content is the same. But many digital marketers and writers know the difference between content writing and copywriting.
Even though your law firm can use both types of content, it is critically important to know the difference between them. Understanding the differences in these types of writing can help you reach the specific online visibility goals that you want for your website.
What Is Content Writing?
If you want to grab your client’s interest while educating them, you can do so with content writing. Content writing is written content that is produced to inform and educate an audience. Blog posts and practice area pages are examples of content writing.
With content writing, the writer’s objective is to introduce specific information to the audience. Content writing is also a great way for you to establish your credibility, expertise, and authority as a lawyer in a particular legal practice area. After reading your blog post, a potential client may have their initial questions answered and then contact you to hire you for your legal services.
What Is Copywriting?
Copywriting is an entirely different form of written content. Instead of writing with the intent to inform, copy is written content used to persuade. This type of written content is popular in marketing. It is any written content requesting that a person perform a certain action after reading it, often called a “call to action.”
The contact page on your website that asks your clients to schedule a consultation would be an example of copy. Even portions of your blog posts on your website can be considered copywriting if they include a call to action at the end.
Other Examples of Copywriting on a Website
Many of your website pages can be considered copywriting instead of content writing. For example, your landing page can be considered copy if you ask the client to view your blog posts, schedule a consultation, or use a contact form to visit with you further regarding your legal services. Other copywriting examples can include email marketing, newsletters, legal service descriptions, and even social media posts. As long as the content is written with the intent to persuade someone to do something, it is considered copywriting.
Which One Should You Choose?
Who says that you need to choose between the two? In some cases, you may be required to use both forms of content.
For example, the blog posts on your website may contain informational content as well as ask your clients to take action by contacting you at the end of the article. Most content writing pieces have some form of copy in between or at the end.
Generating Leads
One of the goals that you may have for your law firm is increasing your number of clients. You must convince a potential client to take certain steps on your website, such as reaching out for more, and scheduling consultations. Copywriting is a great way to effectively persuade your potential clients to take this action, however, it is important to always include content that showcases your trustworthiness and expertise.
Increase Your Online Presence
Content writing can help you increase your online presence. Content marketing is one of the most popular ways for websites to boost their rankings in search engines.
The more relevant and knowledgeable content produced on a website, the more credible that website seems on the search results page. Your written content can be used to build your credibility, especially if your content includes the same keywords your clients would type in the search engines.
The higher your website ranks in the search engines, the more traffic is introduced to your website. Some forms of copywriting could help with this goal, like creating attention-grabbing headlines, however, potential clients do not want to be persuaded prior to being informed of a particular subject.
Other Differences Between Content And Copy
Another difference between content and copy is the length of each form of written content. With content writing, long forms of written content are encouraged (and rewarded by Google). This is why case studies, articles, and white papers are considered content written pieces. Even long-form blog posts are considered excellent written content for online marketing purposes.
On the other hand, copywriting works better when it is short and to the point. The length of the content does not matter with copywriting as long as the client knows the next action they must take.
Digital Marketing Next Steps
The next step in marketing your law firm is to plan your content marketing strategy and juxtapose it with a copywriting strategy. Consider what your ultimate goals are, and the types of potential clients you want to attract. Make sure that you are providing valuable content that answers their questions, and then persuades and motivates them to contact you for their legal needs.
Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at at annette@lawquill.com.
