Law Firm Copywriting
Law firm copywriting focuses on converting readers. It turns a website visitor into a paying client by using plain, clear, and persuasive language. It primarily targets readers at the BOFU stage, and along with content writing, it also targets those at the MOFU stage.
Different pages on a law firm’s website help convert readers, hence use legal copywriting. These include the homepage, about us, practice area pages, landing pages, attorney bios, testimonials, case results, awards, and contact us.
Law firm copywriting should drive specific action while complying with strict ethical guidelines. Thus, content should use clear language without guaranteeing outcomes or making misleading claims.
When to use legal content writing and when to use law firm copywriting
You need to first determine the purpose of a page. If the focus of a page is to educate and establish topical authority, then use content writing. If the focus of a page is conversion, use copywriting. After determining the purpose, match the writing style to it.
Note that many pages on a law firm’s website need both content writing and copywriting. Nonetheless, there is always a lead. The lead of a page can be to educate and build trust, but it can also be used to persuade a reader to contact the firm. For example, a homepage can have a punchy statement of how a firm can help a client (hero text), followed by educational content. A practice area can offer easy-to-understand, in-depth information about a legal problem while using call-to-action buttons.
Heavy use of copywriting in an educational blog post or content writing on a page that should be converting can turn away readers. For instance, using hard-selling language in a blog post that should be answering a question about a reader’s concern, or failing to provide clear next steps on a landing page.
Learn more about when to use legal content writing and copywriting.
