If you’re investing time and money into your law firm’s website or blog, here’s a tough truth: most people aren’t reading it.
According to the Nielsen Norman Group, users typically read only 20% of a page. The rest? Skimmed or ignored entirely.
So how do you communicate effectively with potential clients, referral partners, or even opposing counsel when 80% of your carefully crafted content is overlooked?
As a Content Director at a digital marketing agency, I’ve helped professional services firms—law included—overcome this challenge. Here’s what works:
Start with Strong Titles and Intros
A headline that doesn’t immediately grab attention is a missed opportunity. Use active language and highlight what’s at stake to draw readers in.
Cut the Legalese
Brevity isn’t just for court filings. Online, every word must earn its place. Be direct. Be clear. Say what matters—and do it quickly.
Don’t Write Just to Fill Space
Fluff won’t build trust. Substance does. Legal readers—especially prospective clients—can tell the difference instantly.
Write for Skimmers
Most visitors scan, not read. Use bolding, bullets, short paragraphs, and subheadings to help them find what they need fast.
Make It Easy to Digest
Break content into bite-sized pieces:
- One idea per paragraph
- No more than 3 sentences per paragraph
- Use numbered or bulleted lists when appropriate
Keep Sentences Short and Sharp
Avoid comma-packed, run-on sentences that feel like legalese. Clear writing = confident communication.
Let Your Headings Do the Talking
Many readers will only scan your subheads. Make sure they communicate your key points clearly—even without reading the full text.
Care About Grammar and Punctuation
To many legal professionals, sloppy writing is a red flag. Flawless grammar supports credibility.
Be Conversational, Not Casual
You don’t need to sound like a Supreme Court opinion. But your tone should feel human and approachable, especially for prospective clients who may feel overwhelmed or intimidated.
If you’ve made it this far, congratulations—you’re in the 20%.
Now put this knowledge to use and make your firm’s content work harder.