Your experiences studying for the LSAT taught you not to waste even a fraction of a second by reading irrelevant parts of texts too slowly, and law school cemented that lesson. By the time they graduate from law school, lawyers have developed a virtually superhuman ability to simultaneously skim texts to weed out unimportant information and to think through the implications of the important parts. When prospective clients read blog posts, they are likely to skim the post and then click back to the list of search results. In fact, an essential feature of business website blog posts is that they are made to be skimmed by people who are not giving the text their full attention.
A Copyblogger post by Belinda Weaver suggests ways in which the formatting of numbers can help commercial blog posts get their point across to distracted readers. It goes without saying that law firms are not just any business and that law firm blog posts require more careful reading than most web content, but much of her advice applies to law firm blogs, too.
Belinda Weaver’s Advice on Numbers in Blog Posts
Here are some of Weaver’s key points:
· Numbers Are Eye Catching - Many web content style guides advise writers to write out the numbers “zero” through” nine” in words, but to use numerals for numbers with two or more digits. Weaver encourages the use of single-digit numerals in blogs, as they are eye-catching and memorable. It appears that many listicle authors agree with her.
· Blog Readers Are Math-Phobic – Weaver cautions bloggers against making readers do calculations. For example, you should mention the total amount of damages a plaintiff won in a personal injury lawsuit, rather than mentioning the economic and non-economic damages separately and leaving it to readers to add them together.
· Don’t Fear the Percent Sign – Weaver argues that “90%” is more eye-catching and more conducive to fast reading than “90 percent.”
· Numbers Are Convincing – Using specific numbers in a blog post, no matter how you format them, strengthens your argument with specific details.
Take Marketing Advice with a Grain of Salt
If you follow Weaver’s advice, or any commercial blogging advice, to the letter, you will end up with a blog post that looks and sounds like an ad. Hiring a lawyer is a serious matter, and law firm blogs need the gravitas that is absent from most web content. For example, it is appropriate to write “$5,000” in a law firm blog post (where you might write “five thousand dollars” in a legal memorandum), but “$5K” looks like it belongs in a text message or tweet, not on a law firm’s website.
Legal Blog Writing
What lawyer has the time to write 500 words of blog content per week? You can count on Law Blog Writers to create informative, readable content that your prospective clients can easily skim, savor, or use as a reference.