We get it. Writing content for your law firm’s website can often seem like a chore that delivers little in the way of reward. What’s more, it can be deceivingly difficult to strike the right balance between engaging and informative content, especially when you’re dealing with legal topics that are, shall we say, tricky to explain concisely.
That’s why, when it comes to writing digital content, ‘readability’ is one of the most important factors you always need to take into consideration. But what exactly is readability? And why is it so so important for your firm’s website content? We’re glad you asked!
Here, we answer those questions, as well providing some further information on the steps you can take to make sure your content is readable.
What is Readability?
Simply put, readability refers to how easy it is for someone to read and understand a piece of text. Readability is usually influenced by the complexity of the text – which could be the choice of vocabulary, sentence structure or general formatting.
When content is needlessly complex, contains long, uninterrupted sentences and is made up of overwhelming blocks of text, it isn’t likely to keep readers engaged for very long.
Why is Readability So Important?
Readable Content is Search Engine Friendly
What you may not realise is that readability is a vital ranking factor for Google. That means, if you’re producing content that is clear, concise, and easily digestible, this will improve your chances of being more visible in Google’s search results.
So, if your firm’s conveyancing page has all the necessary information without any of the unnecessary frills or jargon, you’re going to increase the chances of bringing more traffic to your site – and hopefully more clients too!
Your Content Should Be Accessible for Your Clients
Think about who you’re writing your website’s content for. If you’re writing for anyone other than your prospective (and current) clients, then you might want to rethink what you’re doing!
All of the pages on your website need to be written with your target client in mind. Whether it’s your homepage, a staff profile, a service page, or a blog, there always needs to be a focus on making the content as user friendly and accessible as possible.
There’s no use in using floral language, or that which will only be understood by fellow lawyers who you’re looking to impress. That’s only likely to confuse potential clients who have found their way to your website and, as you might expect, they’re not likely to stick around for very long.
It’s a simple tip, and may seem a little obvious, but you should always re-read anything you write from the perspective of someone who knows very little about the subject. That way, you can be sure that your target client will be able to absorb what it is you’re trying to say and hopefully be encouraged to give you a call!
Online Reading is Different
It’s a fact that, regardless of literacy level, people tend to read differently online than when they’re reading printed text. What we mean by that is that people will often scan a web page and focus on finding a specific piece of information, rather than reading it from top to bottom.
That means, if you’re writing an equivalent to an academic essay, there’s a good chance that very few people are actually going to read it! On that same note, if a reader is presented with a 3,000-word page on a topic, it’s going to be very hard for them to find the information they’re looking for – causing them to quickly ‘bounce’ from your site.
This doesn’t mean you have to write content that lacks personality, or is comprised of nothing more than bullet-point lists, but it does mean you should focus on including information that is necessary to illustrate the point you’re trying to make!
How Can You Improve Your Readability?
Use a Readability tool
Every detail matters when it comes to improving the readability of your website’s content. So, if you’re looking for a bit of extra support, you can always make the most of the various readability tools out there – free or otherwise.
Readability tools, such as Yoast SEO, or Grammarly, can provide you with very useful information on the complexity of your written content. This can include a breakdown of your sentence structures, the length of your paragraphs, how you’re linking content together and your general grammar.
There are plenty of readability tools out there, so it’s a good idea to take a look at which ones may be suitable for your website!
Speak to One of Our Expert Copywriters!
At Conscious, we have a team of copywriters who have a great deal of experience and expertise in writing content for law firms. If you are finding it difficult to clearly communicate what separates your firm from your competitors, you’re struggling to find a way of writing content that’s both engaging and readable, or you want your content to be more visible on Google, that’s where we can step in.
If you think your website could benefit from the skills of our copywriters, get in touch today to see how we can lend a hand!