Draft a 550 to 700-word webpage following the style and tone guidelines below and example page provided.
Page Title and Subject: Maryland Car Accident Lawyer
Page Structure: (Based on a 700-word page):
A strong introduction (100-150 words)
In one or two paragraphs, highlight the predicament people reading the page may be finding themselves in. Detail the services a lawyer working in that area of law could provide, the potential benefits of working with them, the advantages of opting for a private firm over self-representation or public defender, etc. Essentially, you’re giving people thoughtful, unique, and well-written suggestions for why they should pick up the phone and call an attorney. However, these reasons should not be based on any objective statements or guarantees and should not be “sales-pitchy.”
Two-to-three subsections (350-450 words)
Here, you are explaining what’s unique about the legal situation the person is dealing with. The key here is to think about what sorts of information a person looking for an “X Lawyer” (in this case, a Maryland car accident lawyer) would want to know and provide a basic summation of that information. Section titles should be succinct and descriptive of the content that immediately follows them, and they should not take the form of a rhetorical question.
These sections of the page should be informative for the reader but easy to digest. As an example, for this particular page you could highlight types of car accident injuries, the legal theories used to argue in favor of compensation, a range of potential damages that a successful civil suit could provide compensation for, etc. This is also where you can discuss relevant legal code and statutes, especially anything that is unique to the specific geographic area the page is about (in this case, the State of Maryland).
Final Call to Action (75-100 Words)
Here, we need to have two strong concluding paragraphs and an empowering “call to action.” The title of this conclusion section should include the phrase “Maryland car accident attorney” somewhere within it.
Search Engine Optimization (SEO): In accordance with modern SEO practices, this sample page should be built around the main SEO keyword for the page (“Maryland car accident lawyer”). Be sure to include this keyword verbatim at least once in each of the introduction and conclusion sections, as well as 2-4 variants of it (i.e. “Maryland car accident attorney,” “car crash lawyer in Maryland,” etc.) in the main body sections. When incorporated into the text of a page, the SEO keywords should not be capitalized or bolded—rather, they should be formatted like any other normal word or phrase would be.
Be Positive, Empowering, and Reassuring: One of the most important items to remember is people reading this page were (usually) hurt in an accident of some kind. If you are unsure of how to go about selling the services of our lawyers on a given page without being “sales-pitchy,” ask yourself how you would feel in the position of a person suffering after the type of accident you’re writing about. Above all, we need to keep the tone positive, empowering, and reassuring.
Try Not to Over-Promise: While being positive is important, do not over-promise what our lawyers can do since there are no guaranteed outcomes in a legal case. So, while you’re writing with a focus on service and empowerment, always qualify your language. Use “may” or “can” instead of “will.” [Example: (BAD) “Our lawyers will get you the best possible outcome in your case.” (GOOD) “Our lawyers could fight to help you stand up for your rights and achieve a positive resolution to your case.”]
Point of View: Reserve second-person tense (you/your) for introductory and conclusion sections only and omit first-person tense (we/us/our) entirely. In body sections, third-person plural/nongendered tense (they/them/their) should be used.
Alarmism: Refrain from being overdramatic or framing accidents and legal cases in too dire of a way. We’re not trying to scare the reader, but rather inform them realistically of certain legal facts.
Bulleted lists: Including one bullet list on the page (6-8 bullet points max) is acceptable, since it can be an efficient way to express and organize information and can break up the monotony of the page. However, be sure not to overuse these kinds of lists and stick primarily to informative content in paragraph format.