Writing with Emotions & Keywords: Advice for Lawyers, Part I

Writing is hard enough – you have to come up with an idea and create an entire article wrapped around that every concept. Then, you have to figure out how to appeal to your readers. Will they even be interested in what you have to say? Next, you have to determine how to fit keywords into your content.

Just the mere thought of having to write content for your attorney website makes you put down the pen, close the computer and turn to some other task.

Effective writing can be tricky, if you don’t know how to approach it correctly. It is true that you have to reach out to your readers, by adding emotion to your content and at the same time, try to optimize your content with keywords. It is possible to write with emotions and keywords. Here are some content writing tips for lawyers that will put you on the right track:

  1. Spend some time thinking about your target audience. This step is one of the most important. Don’t even consider typing a word until you have considered your readers and what they are going through. Remember, they have probably experienced some sort of trauma and are now looking for information. They are also more than likely dealing with their emotions, such as anger, fear, uncertainty, confusion...the list can go on and on.
  2. Appeal to your readers’ emotions. People take action based on emotion, whether it has to do with pain or pleasure. Good writers know how to play to these emotions and talk directly with their readers. As a lawyer, you witness firsthand what people go through when facing a legal matter. Put yourself in their shoes by writing content that speaks directly to their concerns.
  3. Write the way you feel. It might seem like we are getting all mushy on you at this point, but these content writing tips are tried and true. Successful marketers and copywriters have figured out how to get people’s attention. Your ideal clients want to know that you are a person, not just a lawyer. Start writing the way you feel like writing, so that your potential clients can get to know the real you.

So, we have pretty much covered how to get the emotion into your content, but what about the keywords? Continue reading...

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Tom Foster
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