Nipping at Claims
Nothing says “We Don’t Know Computers” quite like a photocopy stored in a PDF file. So far as search engines are concerned, the file contains no text at all, much less significant terms. And when the photocopy isn’t done right, the text is difficult (or impossible) to read. When a law firm publishes such a file, it nips at any claim the firm makes about “excellence in all we do.”
Consider this chunk of type from an article published by Kaye Scholer:
Not so easy to read, is it? And readability is hardly improved by zooming in on the copy.
Now, consider the same chunk of type after the file has been prepped by an editor:
Once again, the answer to the question — what can an editor can do for a law firm? — is just this: make the firm look like one that really cares about “excellence in all we do.”
