Many law firms are unfamiliar with the types of written copy they can use for their website.
To some lawyers, all 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’s important to know the difference between them. It can help you reach the specific goals that you want for your website. Continue reading to learn the difference between content and copy, so your law firm’s website is in the right space.
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 an audience. Blog posts about the different types of premises liability accidents would be an example 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 as a lawyer. Your potential clients may not know that their accident is a premises liability and that they can sue for their injuries. After reading your blog post, they may be more informed about their accident and how to proceed legally.
Types of Content For Law Firms
The best part about content is that there is a variety that you can use for your website. In addition to legal articles and blog posts, other forms of content include case studies, white papers, infographics, and videos. You can use these different forms of content to inform your clients and increase their interest in your practice area.
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 is the type of written content that is popular in marketing. It is any written content requesting that a person perform a certain action after reading it.
The contact page on your website that asks your clients to schedule a consultation would be an example of copy. Even the blog posts on your website can be considered copywriting. If parts of the blog post request the reader to schedule a consultation or call a law firm, that is an example of copy.
Other Examples of Copy
Many of your website pages can be considered copy. 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.
Other copy examples include email marketing, newsletters, product 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 copy.
Which One Should I 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 and ask your clients to take action.
One of the most popular forms of copy is headlines. Headlines are very critical for any piece of written content. They can convince your clients to continue to read your blog post, article, or case study.
That is why you rarely see content writing pieces without some form of copy in between.
But knowing the difference between the two is important. You want to achieve certain goals that content writing can’t help you with and vice versa.
Generating Leads
One of the goals that you may have for your law firm is increasing your number of clients. You must convince them to take certain steps on your website, like scheduling consultations.
Copywriting is a great way to effectively persuade your clients to take this action without being desperate.
You are encouraged to direct your clients on the actions they must take with copywriting; otherwise, they won’t take it.
Content writing would not be as effective in helping you reach this goal. The content that you provide would only inform your clients and allow them to respond to the content as they see fit.
Increase Your Online Presence
But one goal that content writing can help you reach is increasing 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. But clients do not want to be persuaded while being informed of a 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. This is why case studies, articles, and white papers are considered content-written pieces. Even long-form blog posts are considered written content.
On the other hand, copywriting works better when it is short and to the point. The length of the content doesn’t matter as long as the client knows the next action they must take.
When to Use Content And Copy
Working with a legal content writer can help determine the best times to use content writing and copywriting. Parts of your landing page may instruct your clients on the next action to take, but it must include some information on what your law firm is about.
Digital Marketing: The Next Steps
The next step in marketing your law firm is to plan the content marketing strategy. Working with an experienced legal writer can ensure that your firm’s content is hitting all of the marks for current and potential clients.
Are you ready to take that next step? Send me an email so that we can discuss your website content and marketing needs.
