UK law firms are dealing with two significant challenges: less demand and more competition. Now, more than ever, it’s crucial to stand out, and in this tough market, having clear, precise, and informative content is critical to setting yourself apart.
However, the task of creating engaging content is no small feat. Solicitors, while adept at serving their clients, often struggle to shed the ‘legalese’ when it comes to writing. The legal sphere is rife with jargon and terminology that facilitates communication among solicitors, but can be a barrier for clients. Even when you have solicitors who can write, finding the time for them to do so can be a challenge when every billable hour matters.
For larger firms, in-house marketers might seem like the answer. However, modern marketing teams are accountable for a vast range of deliverables, so finding the time to sit down and write isn’t easy. And, of course, legal copywriters require a very particular set of skills. Skills acquired over a very long career. Killer skills, some might say.
So, what can you do when you need to keep your clients and prospects engaged but cannot afford to employ a permanent writer?
Enter the freelance legal copywriter (hello, lovely to meet you!). On-hand to create compelling, accurate, and SEO-friendly content that drives engagement and growth for your legal practice.
As many as 90% of companies currently rely on freelance support to hit their targets
Law firms hire professional copywriters to help them communicate their messages effectively. Here are some of the reasons why your firm might want to hire a freelance legal copywriter.
One of the key advantages of hiring freelancers is the potential for significant cost savings. Unlike full-time employees, freelancers don’t come with overhead costs like benefits, training, and office space. This flexibility allows you to align your content needs with your budget and requirements, ensuring you only pay for the work you need, when you need it.
Freelance copywriters often have faster turnaround times because they are focused solely on writing tasks without the distractions of other in-house responsibilities. This can be crucial for meeting tight deadlines or quickly responding to market changes.
Freelancers can handle specific tasks or projects, freeing up your in-house team to focus on their core responsibilities. This can increase productivity and efficiency, as each team member concentrates on what they do best.
Freelance legal copywriters specialise in creating content tailored to the legal industry. They understand legal terminology, concepts, and the unique needs of your audience. This expertise ensures your content is factually correct and resonates with potential clients.
Freelance legal copywriters provide high-quality content that meets industry standards. Their expertise ensures that the content is well-researched, well-written, and free from errors, enhancing the overall value of your marketing materials.
A good freelance legal copywriter will understand search engine optimisation (SEO). They know how to incorporate keywords naturally, structure content for readability, and optimise for search engines. This expertise will help your firm rank higher in search results and attract more visitors to your website.
Freelancers bring an outsider’s perspective, which can infuse new ideas and creativity into your content. This fresh viewpoint can help avoid the echo chamber effect and introduce new approaches to your content strategy.
Some people will tell you that copywriters and content writers do very different things.
But a good freelance legal copywriter should do both. For example, I can help you with:
Regularly updated blogs and articles can position your firm as a thought leader in your field. Legal copywriters can write on a wide range of topics, from recent case developments to practical advice for clients.
Your website is often the first point of contact for potential clients. A freelance legal copywriter can craft compelling homepages, service pages, lawyer bios, and FAQs that clearly communicate your expertise and value proposition.
A freelance legal copywriter can help you showcase your success through case studies, building trust and credibility.
These detailed documents require a nuanced understanding of the law, which a specialised legal copywriter can provide.
From welcome emails to case updates and feedback requests, a freelance legal copywriter will keep your clients updated and engaged at all stages of their legal journey.
From newsletters to social media posts, brochures to email campaigns, a legal copywriter can help you maintain a consistent and professional voice across all your marketing channels.
Many freelance copywriters complete other tasks for their clients besides writing. This might include copy-editing, tone of voice development, style guidelines, SEO, and user experience.
Whether you’re looking for a full research and writing service or support with editing and repurposing existing copy, my freelance copywriting services are tailored to your needs and resources.
Less than you might think! In 2023, the average cost of a UK-based freelance copywriter was £433 a day*. However, you should expect to pay more for a specialist legal copywriter.
My daily rate is £400 (that’s just £50ph). I also offer discounted rates to legal marketing agencies, legal businesses, and law firms who sign up for a retainer or support pack.
All costs are quoted upfront and agreed upon before we start. And there will be no nasty surprises. The price I quote is the price you’ll pay.
* https://www.procopywriters.co.uk/help-advice/procopywriters-survey-2023/
No! While some legal copywriters are keen to promote their legal qualifications, I’d counter that my 20+ years in marketing and many satisfied legal clients demonstrate the value that I can add to your law firm or legal business.
Plus, in my experience, any copywriter qualified with a Bachelor of Laws (LLB) tends to charge more than I do, without any guarantee of a higher standard of work.
Because I am not a lawyer, I know when legal language is unlikely to be understood by your clients, and I use my experience to turn complex, technical legal subjects into accessible copy.
And having worked as a marketing manager within a law firm, I understand the immense challenges faced by the legal profession.
In my experience, most law firms don’t operate like ordinary businesses, so you need a copywriter who knows how solicitors and partners tick. Someone who isn’t a stranger to the dynamics of the modern law firm.
You also need someone who can turn legalese into easy-to-read content that appeals to new and existing clients. And be confident that it is carefully researched, well-written, and factually correct.
Here are some things to consider when trying to find the right legal copywriter.
Before you start your search, outline what types of content you need, the scope of your project, and your budget. This will help you find a copywriter whose skills and experience align with your requirements.
Not all freelance copywriters have the expertise needed for legal writing. Look for candidates with extensive experience writing for the legal industry. Review their portfolios and ask for writing samples that demonstrate their ability to handle complex legal topics.
From employment law to data protection, and quite a few things in between, here are just some of the legal topics I have covered over the years:
Look for reviews and testimonials to get an insight into the copywriter’s reliability, work ethic, and ability to meet deadlines. For example, here are some of the lovely things my legal clients have said about working with me.
Consider starting with a small paid project to evaluate the copywriter’s skills and compatibility with your firm. This can be a blog post or a short article. Assess their understanding of the subject matter, writing style, and responsiveness to feedback.
Once you have appointed a freelance copywriter, there are a few things you can do to ensure they deliver, and you both enjoy a long and successful working relationship.
Detailed briefs are crucial for ensuring the copywriter understands your expectations. Where available, include information about your target audience, key messages, tone of voice, and any specific guidelines or legal considerations. If you don’t have this information, your freelance copywriter should work with you to establish these basics.
Agree on a process for submitting drafts, receiving feedback, and making revisions. Clear communication and a well-defined workflow can prevent misunderstandings and ensure timely delivery of high-quality content.
Keep the lines of communication open. Regular check-ins and feedback sessions can help address any issues promptly and keep the project on track.
Track website traffic, time spent on pages, bounce rates, SEO, social media engagement, and client feedback to gauge how well your content is performing. Once you know what works, and what doesn’t, share this information with your copywriter so they can adjust their strategies accordingly.
Writing for solicitors, law firms, and legal businesses, I turn complex, technical legal subjects into accessible copy. And, cutting through the legal jargon, my engaging, intelligent, relevant content, uses words that will resonate with your readers and appeal to those pesky search engines.
Adding value to your law firm by increasing your visibility, and ultimately your revenue, my legal copy is well researched, well written, and factually correct.
I work with clients across the UK, so no matter where you are, I can help.
If you’d like to find out more, contact me to discuss your requirements in more depth. I’d love to hear from you.
©Deborah Stuttard Communications 2024