When drafting copy for a website, law firms often tend to employ legal industry jargon that may be difficult for prospective clients to understand. They may also describe successes using terms of art that are not meaningful to site visitors. While writing clear and understandable website copy in plain English (using active verbs) can be challenging, investing the time to do so can pay dividends in terms of increased visitor engagement and better conversion of visits into leads.
The usability expects at Nielsen Norman Group (NNG) offer 3 essential guidelines for writing what they call "user-centric" website copy.
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