The copy you have on your website is what informs visitors on your website and convinces them to become clients of your firm. If you have poorly written copy or copy without a clear message, then it is unlikely your visitors will spend much time on your website, meaning you miss out on opportunities to create new clients and build relationships.

This is why it’s important to have your website’s copy written by a professional. Copywriters are experienced in developing marketing copy that delivers key information to your visitors in an interesting and enticing manner that evokes your brand’s personality.

But how do you go about hiring a copywriter to write your website content? Here are a few of the key traits you should focus on in your search.

• Experience: Carefully analyze the resume of your would-be copywriter to make sure they actually have experience in developing marketing copy (ideally for other law firms). Ask them for samples, or a link to their portfolio. They should have samples readily available for you to peruse so you can familiarize yourself with their writing style. They should also be able to provide testimonials from past clients.
• Communication: How good is your potential copywriter with communication? You should look for a copywriter that responds quickly to your emails or calls, and is thorough with their responses to your questions. If they are unresponsive or vague with the responses they do provide, you should avoid working with them. Communication is crucial to developing a mutual understanding of the goals you have with your content and what you want to achieve on your website.
• Writing style: The writing style of your potential copywriter should match the style you want to achieve with your website. Some writers are more willing than others to adapt their style to fit your brand’s personality. Make sure your copywriter has a clear understanding of your desired style or tone, and that they are actually capable of delivering that tone in the copy they produce.
• Enthusiasm: Enthusiasm is crucial to developing good copy. If the copywriter seems uninterested in your business, they will probably create uninteresting copy. If they have a genuine interest in your business, ask questions about what you want to convey and seem to care about your goals and your desired message, this is a good sign that they will be a strong copywriter for your firm.
• Personality: As with any third-party contractor, personality is important in the sense that it’s good to get along with the people you’re working with. If they’re friendly, personable, good listeners and care about your company’s success, this will be the foundation to a great relationship.

Need help getting started with content creation for your law firm? Contact us today at Conroy Creative Counsel and we’ll be happy to help.