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5 Essential Legal Copywriting Tips

As a lawyer, you probably realise that good writing skills play an important role in the success of your digital marketing strategy. Most times in the courtroom, your ability to articulate your thoughts and present them persuasively helps you win cases. Marketing for law firms demands the same skill set that you call upon to win your cases, because your audience on the internet requires the same persuasion to give you their trust.

While it is easy for the best lawyers to win cases using well-crafted arguments, it can be difficult for the same lawyers to create gripping content. A professional legal copywriting service can guide lawyers in creating the best content which will draw the right traffic to your law firm. Bad copywriting will negatively impact your firm’s marketing drive and lead to financial losses.

If you are using any form of paid advertising, your copy must be made as solid as possible and speak directly to your readers in order to get them on your side. You should look into investing in some great legal copywriting services if you are aiming to draw profitable traffic to your firm and improve your business. This will offer you the advantage over some of the marketing efforts other firms engage in.

The following tips are proven to help you grow your law firm’s legal content, establish rapport, improve confidence, generate action, and convert your readers into loyal clients.

5 Major Copywriting Tips

The most important piece of knowledge every copywriter must gain, irrespective of the industry they are writing for, is that most people do not react to logic the way we often anticipate.

If you aim to inspire a certain kind of behaviour, you will find more success if you appeal to emotions than when you appeal to logic in your writing.

You will be more likely to reach your audience and influence them if you speak directly to their emotions.

The 5 major ways of getting through to your audience are listed below.

1. Always Use the Second Person Pronoun “You”

One thing you must have at the back of your mind is that your reader is an individual.

Despite the expected B2B undertones, you can initiate a personal relationship with your reader if you speak directly to them with the aid of the second-person pronoun “you”.

Good knowledge of your firm’s intended audience will help you build your “ideal prospective client”.

Here are some examples:

  • The CEO of a small-to-large organisation seeking legal advice.
  • The director of a well-established company seeking to expand the business internationally.
  • The owner of a new company with a small base of eight employees seeking a merger with a bigger name or an outright sale of his company.

Tip: Determine who your prospective client is and address your legal content in a manner that makes the person feel like they are the only person in the world. If you offer a variety of services that will necessitate different types of targets, ensure you consider which service is relevant to which particular group, so that when you write website copy for each service you offer, you can communicate specifically to the relevant audience.

2. Don’t Assume They Know

Often, the individuals whose job it is to create website copy for law establishments feel the need to go overboard and complicate matters.

Some writers believe that littering their copy with industry jargon and big words makes them sound intelligent, however, you will lose your audience if they have to read your copy a few times to grasp your meaning.

Tip: Simply state the problem and offer solutions simply and concisely to show an understanding of your topic. In this way, you draw your reader in and get them to trust and believe in your services.

3. Be Assertive

Acquaint yourself with your clients’ needs and the reasons behind their desires. This helps because most company executives prefer to do business with experts like themselves.

To fully understand your clients’ major motivation, you need to ask a lot of “WHY” questions: “Why do they desire a larger share of the market now?” “Why do they need your service?”

Three of the most common answers to the above questions are listed below:

  • To be relevant in a very competitive market.
  • To ensure they do not lose existing clients to newer firms.
  • Help older firms readjust to the constantly fluctuating business environment.

Tip: Make the effort to discover your clients’ motivation, talk to existing clients, or re-examine past communication between yourself and existing/prospective clients.

4. Write How You Speak

One of the best ways to connect with your audience and ensure they understand what you have to offer is to speak to them in the simplest of terms. You do not have to borrow words from the dictionary to impress your readers. Write to them the same way you speak. Often, new visitors are put off by verbosity and highfalutin language.

Here are some of the best ways to maintain simplicity:

  • Use shorter sentences and avoid too many long words.
  • Try as much as possible to maintain a natural flow to your sentences.
  • Your writing will always flow better if you have a mixture of short and long sentences; do not stick to a particular pattern.
  • Do not use long paragraphs, keep them to a maximum of four sentences.
  • Highlight your most important points. You can embolden, italicise, and apply headings or bullets to do this.

Tip: Pass some of your writing to a friend or colleague – if they can understand it easily, your readers will likely understand, too. The reverse is true: if colleagues struggle with your writing, then your readers are likely to encounter the same difficulties as well. Edit those parts and make them simpler.

5. Ensure that the “Next Step” is Clear

If a reader goes through your website copy without a clear understanding of what his/her next step should be, your copy has failed. This error is very common with website copy. We encounter a lot of errors where the writer assumes that the new reader knows what the “next step” is. It is important to remember the second tip above: the best legal copywriting examples require that you explain what you might consider obvious.

Tip: At all times, you should have an easily understandable and direct CTA (Call to Action) that tells your reader what they ought to do when they are done reading your copy. If you do not include this, your readers are likely to exit your website without a full understanding of what you have to offer.

What Happens Next?

If you apply the above tips to your writing, you will enjoy better communication with your clients. However, if you think you cannot achieve improved engagement with your in-house writers, you should consider outsourcing to a legal copywriting agency with a team of dedicated copywriters and vast experience in SEO writing for law firms.

If you are uncertain about which copywriting agency to approach, WooContent is a great place to start. Get in touch with us today to enquire about our legal services copywriting.