The process of transforming complicated information into simple language makes up the core of great legal copy.
The following steps will help you create legal website content which explains complex information in simple terms while maintaining professional authority to attract confident clients.
Law firms benefit from dedicated legal copywriting that makes complex services feel approachable.
Start with problems
The first statement should avoid saying "We provide comprehensive legal services."
The opening section should address the feelings of your readers by saying:
"Worried about your contract? Not sure if it protects you?"
The content connects with readers because it presents a situation they can identify with.
Use simple language
The statement "We facilitate contract negotiations" should be rewritten into:
"We assist businesses to develop agreements which safeguard their operations."
The use of simple language helps readers trust your understanding of their needs.
Show concrete examples
The list of services should be replaced by actual results.
Our team assisted more than 200 new businesses to prevent major legal errors during their initial twelve months of operation.
The presentation of concrete examples helps establish trust because it demonstrates your ability to achieve desired results.
Include disclaimers
The content includes two essential statements which state:
"This material serves educational purposes only. The information provided here does not constitute legal advice."
The inclusion of disclaimers serves to defend both your rights and the rights of your readers.
Use detailed CTAs
The general "Contact us" statement should be replaced with a particular offer:
"Book a complimentary thirty-minute consultation to evaluate your legal situation."
The use of particular CTAs leads to better conversion rates.
Test for clarity
The clarity of your content should undergo testing before publication.
Before releasing your content check if a non-law professional can understand its meaning.
Your content reaches the right level of clarity when outside readers can understand it.
Legal practice areas and copy approaches
Different legal practice areas require tailored copywriting strategies to address unique client concerns and regulatory requirements.
Personal injury law
Personal injury copy must balance empathy with legal authority. Clients are often dealing with trauma, so your messaging should be supportive while demonstrating expertise.
Effective personal injury messaging:
- Empathy first: "You've been hurt. Let us help you get the compensation you deserve."
- Clear process: "We handle everything from investigation to settlement, so you can focus on recovery."
- No pressure: "Free consultation. No obligation. We only get paid if you win."
Example headline: "Injured in an accident? Get a free consultation to understand your rights."
Family law
Family law copy requires sensitivity and discretion. Clients are often dealing with emotional situations, so your messaging should be respectful and supportive.
Effective family law messaging:
- Discretion emphasis: "Your privacy matters. We handle every case with complete confidentiality."
- Supportive tone: "Going through a divorce is difficult. We're here to guide you through the process."
- Clear outcomes: "We help you reach fair settlements that protect your interests and your children."
Example headline: "Family law matters handled with care and expertise. Free consultation available."
Business law
Business law copy should emphasize efficiency and business understanding. Clients need to know you understand their industry and can help them grow.
Effective business law messaging:
- Business focus: "We help businesses navigate legal challenges so you can focus on growth."
- Industry knowledge: "We understand your industry and the legal issues you face."
- Proactive approach: "Prevent legal problems before they become costly disputes."
Example headline: "Business law services that protect your company and support your growth."
Criminal defense
Criminal defense copy must build trust quickly while addressing serious concerns. Clients need to know you'll fight for their rights.
Effective criminal defense messaging:
- Urgency without panic: "If you're facing charges, act quickly. We're here to protect your rights."
- Experience emphasis: "We've successfully defended clients in similar cases."
- Confidentiality: "Your consultation is completely confidential. We're here to help."
Example headline: "Experienced criminal defense attorneys fighting for your rights."
Voice of client research for legal firms
Understanding how potential clients talk about legal problems helps you write copy that resonates and builds trust.
Where to gather insights
- Review consultation requests for common questions and language patterns
- Analyze client feedback and testimonials for language and concerns
- Survey past clients about what drew them to your firm
- Monitor online discussions about legal issues in your practice area
- Review competitor messaging to identify effective patterns
- Conduct interviews with potential clients about their concerns
Translating insights into copy
When potential clients mention "scared," "confused," or "don't know where to start," address these concerns directly. If they value "experience" or "results," emphasize those themes.
Example: If research shows clients fear high costs, lead with: "Free consultation. Transparent pricing. No surprises."
Compliance and ethical considerations
Legal copywriting must comply with bar association rules and ethical guidelines that vary by jurisdiction.
Required disclaimers
- Educational purpose: "This content is for informational purposes only and does not constitute legal advice."
- Attorney-client relationship: "No attorney-client relationship is formed until we sign a retainer agreement."
- Results disclaimer: "Past results do not guarantee future outcomes."
- Jurisdiction: "We practice law in [state/jurisdiction] only."
Bar association rules
Different bar associations have different rules about:
- Testimonials and case results: Some jurisdictions restrict or prohibit these
- Specialization claims: Requirements for claiming expertise vary
- Advertising language: Some jurisdictions prohibit certain types of claims
- Fee advertising: Rules about how fees can be advertised
Always review your local bar association's advertising rules before publishing legal copy.
Email sequences for legal firms
Effective email sequences guide potential clients through the consultation process while building trust and addressing concerns.
Consultation request sequence
1. Confirmation email: Thank them for reaching out and set expectations
2. Preparation email: What to bring and what to expect during consultation
3. Reminder email: Confirm appointment time and location
4. Follow-up email: Thank them for meeting and next steps
5. Nurture email: Provide value through legal tips or resources
Example email subject: "Your consultation is confirmed. Here's what to expect."
Client onboarding sequence
1. Welcome email: Confirm representation and set expectations
2. Process email: Explain what happens next and timeline
3. Communication email: How to reach you and response times
4. Updates email: Regular case updates and progress reports
5. Resources email: Helpful information and resources
Example email subject: "Welcome to our firm. Here's what happens next."
A/B testing legal copy
Test different messaging approaches to identify what builds trust and drives consultations.
What to test
- Headlines: Problem-focused vs. solution-focused ("Injured?" vs. "Get compensation")
- CTAs: Action-oriented vs. educational ("Book consultation" vs. "Learn more")
- Social proof: Case results vs. testimonials ("$2M recovered" vs. "See what clients say")
- Disclaimers: Prominent vs. subtle placement
- Tone: Formal vs. approachable
How to measure success
Track metrics beyond consultations:
- Consultation request rate: Shows copy effectiveness
- Consultation show rate: May indicate trust level
- Time on page: Shows engagement with content
- Bounce rate: May indicate copy mismatch with expectations
- Conversion rate: Consultations to retained clients
Common legal copywriting mistakes
Using too much legal jargon
Avoid legal terms without explanation: "We provide comprehensive litigation services."
Instead, explain terms or use plain language: "We represent clients in court disputes, from filing to resolution."
Making guarantees
Never promise specific outcomes: "We guarantee you'll win" or "We guarantee compensation."
Instead, use realistic language: "We fight for your rights" or "We work to get you the best possible outcome."
Ignoring compliance
Every legal firm must include required disclaimers and comply with bar association rules. Skipping these risks ethical violations and potential penalties.
Always include: Educational disclaimers, attorney-client relationship disclaimers, jurisdiction information, required bar association disclosures.
