Today’s legal clients research their options long before they pick up the phone. They compare law firms, read guides, look for reviews and expect clear, straightforward answers to their questions.
That means your content has never been more important.
Whether it’s your website, a legal guide, a blog or a thought leadership article, every piece of content shapes how potential clients see your business. The challenge is explaining complex legal issues in a way that’s accurate, accessible and engaging.
The art of communicating with clients without selling, content marketing is being used by some of the most influential companies in the world. However, it isn’t just for consumer brands. Solicitors can also leverage content to raise brand awareness, establish themselves as trusted experts, and attract new clients.
But where do you start?
Well, while solicitors are undoubtedly great at securing results for clients, many of them find it difficult to drop the “legalese” when it comes to writing. And that’s understandable. The legal world is bursting with acronyms and jargon that help solicitors to communicate with each other and their peers. But most people just don’t understand it.
That’s where a legal copywriter comes in handy.
Turning complex or technical subjects into accessible copy, a legal copywriter will use plain English to craft accurate, professional legal communications that appeal to new and existing clients.
The first rule of copywriting is to know who you are talking to. And, once you know that, to write in a manner that appeals to them. This means writing conversationally, using everyday words.
To do this, it helps to write with a particular person in mind, and to think about how you would talk to them directly.
Dull and/or incomprehensible copy is unlikely to inspire people to contact you, so there’s no point wasting valuable fee-earner time if the content they produce turns readers off.
One of the most shocking discoveries I made when working with a former legal client was that they wanted to create content that was difficult to understand. This approach, they believed, would convince people that the matter in hand was overly complex, justifying their own fees.
Once-upon-a-time this might have worked. But today, if you’re not producing readable, jargon-free content that actually helps your clients, you can be sure your competitors are.
Having worked with many law firms over the years, I’ve also discovered that most solicitors – while thoroughly lovely – spend an inordinate amount of time obsessing about their own online presence.
Indeed, one lady would Google her name weekly and expect regular reports explaining why she wasn’t the first result. And, she’s not alone.
One of the most time-consuming tasks for legal marketers is maintaining their firm’s website bio page. However, most clients are more concerned with what their solicitor can do for them than with where they went to school.
Ironically, by creating the quality content their audience needs rather than looking inwards, solicitors are more likely to generate new business AND boost their visibility in both traditional and AI-powered search. It’s a win-win.
Of course, even when you do have solicitors who can write, finding the time for them to do so can be tough.
Every billable hour is accountable.
Many fee-earners know exactly what content their clients would find valuable, but simply don’t have the time to put pen to paper. And, with in-house marketing teams often busy with their own revenue-generating projects, it just never gets written.
Enter the freelance copywriter. On hand to offer much-needed support to solicitors and legal marketers. Even better, because of the rise in content marketing, finding a freelance copywriter isn’t difficult. Finding one who understands the legal sector is much harder.
Artificial intelligence has changed the way legal content is created. It can be a useful tool for generating ideas, structuring articles and producing first drafts, helping law firms create content more efficiently.
But legal copywriting is about much more than putting words on a page.
Legal content needs to be accurate, up to date and written in a way that builds trust without oversimplifying complex legal issues. It also needs to reflect your firm’s expertise, tone of voice and commercial objectives. AI can’t interview your fee earners, challenge inaccurate information or apply the judgement needed to communicate sensitive legal topics clearly and responsibly.
As well as choosing someone who can write, you also need someone who understands the immense challenges faced by the legal profession and legal marketing teams.
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 a writer 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, compliant, and factually accurate.
It’s this unique understanding that makes professional legal copywriters so effective.
Over the years, I have worked as a legal copywriter for a number of law firms and legal providers. Both as a freelancer and as part of a wider marketing agency.
Whether you need a single legal guide, a complete website rewrite or ongoing thought leadership, I’ll help you turn legal expertise into content that builds trust, improves visibility and gives prospective clients a reason to choose your firm.