I’ve met my fair share of lawyers, solicitors and barristers and they’ll be the first to acknowledge that while they understand the power of legal services copywriting, few of them have the time, inclination or skill to write engaging customer-facing copy. Communicating sophisticated, authoritative messages across to potential clients in a simple, accurate and effective way is challenging. While a website or brochure may be full of helpful information, it’s often hidden under a mountain of legal jargon and waffle about your expertise and reputation. It lacks engagement and fails to win the confidence and trust of the reader. Legal services are usually a considered or distress purchase. Prospective clients rarely walk in off the street without searching online for legal assistance first. If they don’t like or understand what they read, it’s a missed opportunity.
When copywriting for the legal sector, making a connection with the reader is imperative. While you must illustrate that you are professional, you are writing for a non-legal audience and also need to show that you’re personable and relatable. While I would always recommend speaking with authority and clarity, I wouldn’t waste too many words on bluster. Instead, focus on what the reader wants to know – do you understand their issue and can you help them. Likewise, you should also avoid too much technical information – it’s dull – and you can explain the intricacies of law once you’ve got them through the door. The offer of useful legal knowledge often shows people that you are helpful and have expertise in this area and can bring in new clients
Whether you’re updating your website, brochures, guides or advertising, you should always start with the reader and your unique value proposition. It’s vital that you get to the point early, making information accessible and avoiding dense, interrupted paragraphs. To help the reader quickly find what they’re looking for, consider dividing content into easily digestible chunks, using bullet-points to reiterate the important points or using clear and concise headings such as questions – ‘do you have experience in…’ and ‘are you looking for…’. In essence, your aim is to answer at least 75% of the most likely asked questions before they make an appointment or submit an enquiry.
Legal services copywriting that’s authoritative and accessible.
I’ve been crafting compelling, clear and high-quality legal content for law firms and barristers chambers of all sizes and in every aspect of the law for over 30 years. I have a good understanding of the legal services market, its challenges and its nuances. During that time, I’ve worked on a diverse range of copywriting projects including website content, brochures, white papers, CSR reports, case studies, press releases, annual reports, case notes and a variety of internal communications.