Writing text for websites is very different from standard promotional writing. Web visitors have extremely short attention spans and are rarely willing to read long articles or search through long runs of text for key information. Here are a few quick tips to help you get the most out of your web site's text.

• K.I.S.S. Keep your text simple and succinct. (Notice I left out the stupid part.) Each paragraph should be limited to one idea and it should wrap that idea up quickly. Make sure you put the most important ideas at the beginning of the paragraph. You don't need to dumb down your text, but you do need to get to the point quickly without reverting to purple prose.
• Keywords It is important that your text includes keywords that will improve your search ranking. If you practice intellectual property law you need to frequently mention intellectual property law in your text. It can be difficult to do this without seeming like you are just cramming keywords down the readers throat, but the more you mention intellectual property the better chance you will have of attracting those intellectual property law clients. (See I did it four times in one paragraph and it reads well enough.)
• Just Say No to Jargon Attorneys love to use big words. I guess they want to prove they got more than a degree in return for those huge student loan debts. Do not use jargon or complex legal terms in your web text. You may know what they mean but chances are your clients will not. Complex terms will not help your search ranking (since few people are searching for them) and will only serve to take up valuable real estate on your website.
• Headings and Bullet Points See above examples. (How is that for simple?) Now go start writing.