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Building Strong Connections: 5 Content Writing Tips for Engaging Your Readers

Jenna Kefauver
Published   August 11, 2017

Establishing a relationship with readers is imperative to gaining lifelong customers. Create content for your law firm’s website that can engage your entire target audience, while making each reader feel like you’re speaking directly to them.

Below, we dive into a few tips to help:

  1. Know your audience’s expectations
  2. Help them accomplish their goal
  3. Speak directly to readers
  4. Make it personal
  5. Write well

Tip 1: Know your audience’s expectations.

You don’t want a relationship with a person who isn’t in-tune with your needs; why would your readers? Create a lasting relationship with your readers by focusing on their needs.

Ask the following questions:

  • What are they looking for? What information do they need?
  • What do they find interesting?
  • What will keep them on the page?

Do keyword research. SEMrush and StoryBase are two great tools we love to use. Keywords can tell you what questions your audience is asking so you can tailor your content appropriately.

Also, think about who your audience is. Be sure to write to their reading level. Don’t use jargon or words they aren’t familiar with, as doing so might tell them your content is intended for another audience. For example, if you are a doctor who uses complex medical terminology on a consumer-facing website, readers might believe your website is intended for other doctors, not patients.

If you’re focusing on a specific geographical location, tailor your website content to reflect local relevance. Mention local streets or landmarks, or for instance, guide them to the nearest hospital after a car accident.

Tip 2: Help readers accomplish their goals.

Related to knowing your readers is knowing how to help them accomplish their goals. If your readers are purely looking for information and you do nothing but sell to them, it’ll turn them off. For example, if you are a lawyer answering a question about the statute of limitations, readers are likely looking for information. That page should answer their question first before you mention your services. If they click on your page in the search results and see nothing but a sales page, they’ll likely leave and find another page.

Further, if your page is about what to do after a slip and fall, give your readers a few steps they should take. Help your readers accomplish their goal (take the right steps after their accident), but be sure you show your value while you do it. Give them the information they need, but do so in a way that shows how you can help them.

Know your readers and their goals. Decide how to answer their questions and address their concerns so you speak to them in a manner that is appropriate for in the phase of the sales cycle they are in.

Tip 3: Speak directly to your readers.

Speaking directly to your audience is an effective strategy to create a connection. Use we, I, and you to simulate a face-to-face conversation. Compare these examples:

Example 1: Insurance companies want to make money. In this quest to do so, they might take advantage of injured parties. XYZ Law Firm handles all communication with insurance companies to help protect their clients’ right to compensation.

Example 2: Do you feel like the insurance company is taking advantage of you? It might be. Some insurance companies take advantage of injured people like you. That is why we handle all communication with the insurer. This allows us to protect you and your right to compensation.

Example 2, with its use of we and you, makes the reader to feel like your only focus is them. You care about and want to protect them, not any random client you can get.

As always, consider who your readers are and whether you think they would prefer this type of writing.

Tip 4: Make it personal.

Tell your readers a little bit about yourself. You might tell your readers about where you’re from, how you got where you are, your pets, your hobbies, etc. on your About or Bio page.

On other pages, tell a story related to the topic. Talk about your experience as a former insurance adjuster or prosecutor and how that informs your services as an injury or defense lawyer.

Tip 5: Write well.

Poor writing is an automatic turnoff. Simple as that. Give your writing (and your readers) the time it deserves. Take your time and edit carefully. Then take a break and edit again. Your readers and your content deserve it. Feel free to read a few of our previous posts for help:

Cultivating relationships with your audience is a long-term investment. By fostering these connections, you increase the likelihood of them returning to your site. By establishing strong relationships, you can turn your audience into lifelong clients.

Need help with content writing? Give us a call: 888-521-3880.

Be sure to check out our glossary of content marketing terms to deepen your marketing strategy knowledge.

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