Legal Copywriting

What A Good Legal Copywriter Can Do For You

law copywritingAt Attorney Marketing Advisers, we are experienced legal copywriters who understand just how important the words you choose for your web site design are to the overall internet marketing effort. The vast majority of all legal copywriting found on law firm web sites is written in the style of a textbook, as if preparing the visitor for a legal exam. This is a complete waste of what could be the best marketing tool you law firm has: its website. It’s utterly ineffective at either inducing search engines to rank the web site highly, or in converting online traffic into paying clients.

The two main objectives of a successful attorney website are to (a) attract visitors, and (b) convert those visitors to paying clients. Simply providing legal facts online fails at both. If your law firm’s website is to be a successful marketing tool, it’s content must grab attention from the reader,  provide them with information that addresses their specific issue, instill trust and authority, and induce them to contact your office for a consultation. All this while adhering to sold SEO practices that will rank you in the top 1 percent of your legal field with the search engines.

Not an easy task.

Which is why most legal copywriters simply don’t even attempt it. So they just keep on writing legal web pages as though they were a technical brochure. And the result? A boring web design that fails to attract the attention of either visitors or search engines.

Law Copywriting: Why it Really Matters

The facts are simple: the internet is the single largest source of potential clients in the world. If you are not actively engaged in exploiting this market, you are falling further behind your competition each day. The internet is the best way to get a  steady source of targeted traffic to your website. And the key to attracting that traffic is search engine optimization.

Legal Copywriting: It’s Place in Search Engine Optimization

Remember the two goals of the web site: attract visitors, then convert them. Well, SEO is the key to the first part of that goal. Search engine optimization is the driving force behind getting your web site ranked highly in the search engines and thus attracting more clients to your firm. The problem with most copywriters is that they don’t know SEO. And the problem with most SEO experts is that they don’t know good copywriting. To create a web design that succeeds at both its main goals, you need to know both, because the truth is: search engines have gotten smarter. The old tricks of SEO simply don’t work anymore. These days, it’s the content of your site that matters. And that means you simply can’t achieve good SEO without being a good copywriter.

Legal Copywriters: Why Google Thinks It Matters

legal copywriter With the recent changes to how the search engines are ranking web sites, the whole game of search engine optimization has changed. In the past, it copywriting and SEO were two separate tasks, often done by two separate people. These days, your web site content is your SEO and vice versa.

That being the case, it is more important than ever to have quality content on your site that is integrated seemlessly with your SEO efforts. That is why our firm never separates SEO from copywriting. The same marketing consultant does everything, from keyword research, to on-page SEO, to the copywriting. This ensures that the message sticks to the predetermined search marketing goal and augments the other elements of the internet marketing campaign.

Legal Copywriting: Focus on Their Problem

Sure, your job is to provide legal information on your web site, but there is no reason you can’t also apply good sales technique into the copy. And by that, I mean simply focusing on your client’s needs. What are their problems? How can you solve them? Give them the facts, but do it from their point of view. Don’t tell them on a bullet point list that the bankruptcy laws in your state allows for a $5,000 personal exemption. Tell them that, because of the state’s exemption law, you may be able to help them keep their car. Empathize with your potential clients. Feel their pain. Then offer relief from that pain through your firm’s services. It’s as simple as that. Address their problems, establish trust and authority, then tell them how you can help them.

Law Copywriting: The Most Common Mistakes

  • Overly Technical Language: Boring, ineffective, forgettable. People expect to be entertained in everything they do. They can’t call your office when they are asleep.
  • The Wall of Words: Break up long paragraphs of text. Your potential clients aren’t necessarily avid readers and people are intimidated easily by large blocks of text. So do them a favor and break it up. It not only helps the readability of the text but can help with the SEO too.
  • Focus on Features: The Foreclosure laws in our state give a redemption period of 30 days before the sheriff sale is ordered. This is a feature. The benefit is this: You can still save your home. Focus on benefits, not features.

Legal Copywriting: The Attorney Marketing Difference

Contact us to see how we can incorporate good legal copywriting with SEO to overhaul your current web site or to create a web site for your law firm that will increase your business. We provide website makeovers for lawyers and attorneys as well as legal content writing to law firms as a separate service or part of a comprehensive attorney marketing campaign. Some of the legal areas we specialize in:

  • Bankruptcy, Foreclosure and Debt Settlement Law
  • Criminal Law and DWI
  • Malpractice Law and Auto Accidents
  • Probate Law
  • Immigration Law
  • Wrongful Death
  • Family Law and Divorce
  • Probate and Elder Law

A True No-Obligation Consultation

Fill out the form at the top of this page to receive a Free Consultation on how our legal copywriters can help enhance your website. You will be contacted not by a salesman but by the actual person who would be doing all the copywriting for your law firm. Beyond that, we promise you three things:

  • We’ll tell you specifically what we can do for you and what it will cost
  • We’ll explain what is required of you to make the campaign successful
  • We’ll answer your questions and tell you what questions you should be asking

It’s as low pressure as it gets.

» Learn more about how law copywriting fits in with our Law Firm Marketing Plan

Resources: Additional Information on law copywriting:
U.S. Copyright Office

Sep 13, 2010 Satellite Television Extension and Localism Act (STELA) · Register’s Testimony: The Proposed Google Book Settlement –
Schedule E: In Kind ContributionsCopywriting, design, pre-press, printing and bindery. $6112.60. 9/26/2008. Comm # 9098 Citizens for Gretchen Lawyer. Committee Code: 1748. State House…/Lawyer…Citizens%20for%20Gretchen%20Lawyer…/Lawyer,%20Gretchen_…
US Programa Concesiones Hospitalarias IITranslation, Interpretation and Copywriting Services The public-private partnership model through the Concessions Law has been in place
VISION Account Codes for Marketing Expenditures Guidance DocumentWriting, Copywriting, and Editing will map to the Creative/Development account code. The three state contracted marketing firms have agreed to use Consultation, Copywriting, and Client Services …. Internal Revenue Code, specifically dedicated to the ideal that religious freedom and freedom