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What Your Website Copywriter Needs to Know

What Your Website Copywriter Needs to Know

website copywriter using a pen and paper

Website copy has various goals. It needs to engage new visitors, provide them with information, and show them they are in the right place to meet their needs. It can be challenging to meet all those goals, so finding a copywriter specializing in web copy is crucial. While the copywriter you choose may have an extensive background in writing website copy, they will still need information to write compelling web copy that aligns with your firm’s goals and brand personality.

Below is a detailed guide on what information you should share with your copywriter to ensure they can craft persuasive and compelling web content for your law firm. Let’s take a look at what information you should provide to your copywriter.

1. Goals for Your Website

Begin by outlining your website’s primary goals. Do you want to attract new clients, establish your firm as a thought leader, provide valuable resources to existing clients, or combine these goals? Defining your objectives will help your copywriter tailor the content to meet these goals.

Specify the key performance indicators (KPIs) you will use to measure your website’s success. Providing these KPIs will help your copywriter create content that aligns with your success criteria.

KPIs could include metrics like:

2. Target Audience

Any professional writer knows they are writing for the reader, not themselves. This also applies to web copy. Your copywriter must write to your audience but understand who they are and their needs.

Providing demographic information such as age, gender, occupation, income level, and location can help your copywriter create content that speaks directly to your target audience. If you’ve developed client personas, sharing these will also help your copyright connect with your readers on a more personal level.

3. Brand Personality

Your website copyright will need to familiarize themselves with your brand personality. Is your tone more formal and authoritative, approachable and friendly, or somewhere between? Consistency in voice and tone will help build a strong brand identity and ensure your web copy resonates with your target audience.

One way to do this is to share your firm’s mission statement and core values. These elements are the foundation of your brand personality and will help the copywriter infuse your content with the essence of what your firm stands for.

You will also want to include a brand style guide with color schemes, typography, and verbal elements such as specific phrases or taglines. This will allow for a cohesive brand experience across all aspects of your website.

4. Key Pages to Include

Your website copywriter will need to know if this is a complete website copy revamp or if only specific pages need to be written. This will affect the scope of their work and the level of detail necessary for each page.

If you’re completely overhauling your website, provide a comprehensive overview of each key page. This includes understanding the overall structure and how each page fits within the user journey. The copywriter should know the purpose of each page, how they interlink, and what the primary messages should be.

If you’re only updating specific pages, provide the copywriter with a clear outline of the changes needed and why. This could involve updating information, refreshing the tone to match new branding guidelines, or adding sections to existing pages.

5. Services

Your website copy should highlight the benefits your law firm can bring to a potential client. Include all of the information about your services that your copywriter can use as an easy reference when writing.

If available, share case studies and testimonials related to each service. Real-life examples and client endorsements will create credibility and help potential clients see the results of your work.

6. Call to Action (CTA)

Identify the primary and secondary CTAs for your website. Primary CTAs could include scheduling a consultation, contacting your firm, or downloading a resource. Secondary CTAs could be subscribing to a newsletter or following your firm on social media. Clearly defined CTAs will guide the copywriter in prompting visitors to take desired actions.

7. Additional Information

The additional information you should provide your website copywriter, if you have it available, includes:

  • SEO Guidelines — Share specific SEO strategies or keywords you want the copywriter to include. This will help the copywriter optimize the content for search engines, improving your website’s visibility and ranking.
  • Competitor Analysis — Provide insights into your key competitors. What are their strengths and weaknesses? What sets your firm apart? Understanding the competitive landscape helps the copywriter highlight your unique selling points.
  • Content Updates and Maintenance — Discuss how often you’d like your website content updated and any processes you have for maintaining it. Regular updates can keep your site fresh and engaging.

Trust the Content Writers at Conroy Creative Counsel for Compelling Website Content

Creating a compelling law firm website requires a strategic approach and detailed planning. Providing your copywriter with the information discussed in this article sets the stage for web copy that informs, persuades, and converts. A well-crafted website can significantly enhance your online presence, attract new clients, and strengthen your firm’s reputation.

The expert content writers at Conroy Creative Counsel are ready to create a web copy that makes your law firm stand out from the competition. We specialize in creating website content that looks professional and engaging and effectively communicates your legal services, expertise, and values to potential clients.

Contact us today for a consultation.

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I'm Karin Conroy

Founder of Conroy Creative Counsel, an award-winning recognized leader that has cracked the code of smart, sophisticated, and strategic marketing for law firms.

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