Do you need law firm content writing? If you want to reach the 90% of people who search for attorneys online, the short answer is yes. You probably do need legal content writing.
While all legal writing can be technical to some extent, legal analysts and brief writers tend to stick more closely to complex legalese, as their work is directed toward court cases and internal matters. Legal copywriters, on the other hand, simplify this complexity into accessible language, connecting your law firm with people seeking legal support online.
So, let’s swing back to that 90% of people looking for your help on the web. Can you afford not to have a legal content writer?
What Does a Legal Copywriter Do?
Let’s start with what a legal copywriter doesn’t do: copyright law. A few years back, I was working as a legal copywriter, while my sister — now a lawyer — was an IP paralegal working with copyrights. Family gatherings got confusing, indicating the need for a clear distinction between the two roles.
A legal copywriter helps you get found on Google by creating valuable, accessible and high-quality content for your website. This kind of writer translates complex legal concepts into simple, objective content that audiences can easily understand. This content should lead potential clients to your firm so they can access the legal support they need.
Why Should I Work With a Legal Copywriter?
A good legal copywriter adds a thick layer of value to your digital marketing strategy, paving the way out of two potential tight spots. The first is if you don’t have a digital marketing strategy. Whether in-house or contracted through a legal content writing service, a good writer can help you market your business by:
- Providing informational support: Help potential clients better understand their circumstances and empower them to decide whether seeking legal advice is the right path. This will bring more of the right people to your business.
- Connecting with your audience: Make an initial connection with your audience before you talk on the phone or in person. The tone and style of your content should give them an idea of what it’s like working with you, building trust.
- Building client loyalty: Demonstrate competence and credibility with accurate and valuable content. Your written content should also show that you’re available to provide legal support or jump on the phone to answer any questions.
- Increasing brand visibility: There’s no point in hunting on barren lands. By establishing yourself online, you gain greater exposure to new audiences seeking your assistance.
The second pinch a writer can help you out of is when you do have a legal digital marketing strategy, but your content is anything less than outstanding. “Meandering” content can negatively impact your rankings.
For instance, in response to a wave of poor-quality content outputs, Google’s algorithmic updates in March 2024 pushed to reduce the visibility of unoriginal content (most likely produced by ChatGPT). Of course, leveraging AI assistance to build a scalable content marketing strategy is resourceful, to say the least; it’s just not effective without the intervention of a human copywriter.
Websites that were seen to “pollute” the quality of responses in Google’s results pages fell down the rankings. Some were removed entirely. This wasn’t great news for businesses that couldn’t add valuable insights to an ongoing conversation. It also meant the ones that could, through high-quality content, would become more visible — which is one more reason to put excellent legal content on your website.
What To Look For in a Good Legal Copywriter
Your law firm website content doesn’t explicitly need to be written by a lawyer, nor should it be written by just any writer. A good writer should be able to balance complex legal topics with compelling content delivery. Here’s what to look out for:
Sound Grasp of Legal Concepts and Terms
Lawyers are incredibly well-versed in legal terminology and frameworks. Often, their clients are not. Your writer needs to understand how to translate challenging ideas into easily digestible material so clients can seek the help they need.
Non-Promissory
While your legal content marketing efforts should instill a strong sense of trust and confidence in your competence as a lawyer, there’s no way to guarantee a successful outcome for clients, and your writer should clearly convey that. Claims like “We will support you throughout your legal journey,” are much more effective than “We will win this case for you,” from a legal standpoint.
Objective and Non-Judgemental
The goal is to educate the client and help them access legal support. Whether addressing plaintiffs or defendants, the writer must remain objective and client-focused in their copy.
Understand Your Field of Practice
There’s no point in hiring someone to undertake your law firm content strategy if they only want to discuss the Supreme Court procedures they heard about in the latest true crime episode. Especially if you actually spend your time drafting deed transfers. Any content creation should be directly related to your audience and legal practice.
Understand Your Firm’s Objectives and Audience
Are you chasing high-profile million-dollar lawsuits, or do you genuinely want to help clients improve their lives? Your writer should understand your goals and direction, then reflect these ideas in the tone and style of their work.
Generate a Genuine Link Between Human Challenges and Legal Support
Content writing in the legal industry is not just about marketing your business. It’s about connecting with your audience at a human level to build a relationship of trust and empowerment. This requires diving deeper and appealing to clients’ emotional responses, such as hope, grief, distress or courage, and offering a pathway forward.
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Examples of Solid Legal Copywriting
So, you know what you should look for in effective legal content writers. How can you tell whether your writer has what it takes? Here are some real-world examples to demonstrate what the above traits look like on paper. Let’s start with the less effective, and then move on to the workable.
Family Law Example:
Are you currently facing a domestic violence charge? It’s already hard enough dealing with a tarnished reputation, but things could take a much worse turn if your case escalates to federal courts, potentially leading to jail time. Why take the risk?
You need immediate legal protection to ensure the best possible outcome. Our experienced family law attorneys are equipped to win your case and restore your good name. Don’t let the system steamroll you — act now to safeguard your future.
Note how the copy above is:
- Judgmental.
- Fear-mongering.
- Promissory.
Here’s another version:
Have you been falsely accused of domestic violence? The repercussions of a domestic violence charge could impact multiple areas of your personal and professional life. Seeking comprehensive support from a legal professional can help protect your best interests and defend your rights in court. Get in touch with our family law experts for end-to-end guidance through your legal journey.
Note how this version is:
- Support and journey-oriented.
- Non-promissory.
- Client-focused.
Personal Injury Example:
If you find yourself involved in an automotive collision or an incident resulting in occupational injury, you may pursue legal recourse against the liable party. This action could facilitate the procurement of compensatory damages attributable to their negligent conduct.
Our specialized team possesses the requisite expertise to assist in maximizing the potential monetary compensation available to you in this circumstance. We encourage you to contact our personal injury lawyers for further assistance in navigating this complex legal process, including any relevant statutes of limitations that may apply.
Note how the copy above is:
- Overly complex.
- Inaccessible to a general audience.
- Dehumanized.
Here’s a revised version:
Automotive accidents and workplace incidents often bring physical pain and emotional distress — especially when injuries occur. With the help of legal professionals, you might be entitled to compensation for any harm caused by someone else’s negligent actions.
Whether you’re seeking compensation for medical bills, lost wages or other damages, our experienced personal injury lawyers can help clarify your options. Reach out for a no-obligation conversation about your case and find out if you’re eligible to pursue a claim.
Notice how this version:
- Connects human challenges with legal support.
- Is easily understood by a general audience.
- Doesn’t show judgment.
Connect to Your Audience With a Law Firm Writer
As people turn to the web for legal support, effective legal copywriting is about more than just filling your website with words. Well-crafted content bridges the gap between your legal expertise and the potential clients who need it.
A good legal copywriter relays valuable information in a way that resonates with your audience, builds trust and establishes your firm as an authority in your field. Well-written legal content can significantly boost your brand’s visibility, client engagement and, ultimately, success. Investing in a skilled legal copywriter is one way to secure your firm’s continued growth in a digital future.
