The Ultimate Guide to Law Firm Copywriting

law firm copywritingIf you’re a lawyer or legal professional, you may have just recently thought about the importance of copywriting.

But good copy is the key to success. In fact, it’s the bread-and-butter of almost every law firm marketing strategy you employ.

Whether you’re writing a social media post or a website landing page, the right words can make all the difference. But what does good copywriting look like in the legal field? And how can you improve your own skills?

In this guide, we’ll explore everything from writing headlines and mastering your tone of voice to ABA and State Bar compliance. We’ll also give you some pointers on how to get started and make the most of your writing.

The basics of law firm copywriting: What it is and why it’s important

Law firm copywriting is the art of writing effective sales copy for web pages, landing pages, sales pages, and any other page (or channel) where you promote your legal services.

Here are a few types of content that copywriters routinely work on:

  • Sales pages
  • Landing pages
  • Website copy
  • Social media posts
  • Ads
  • Fliers and brochures

The goal of law firm copywriting is to use psychology to sell. In other words, it’s all about understanding what your potential clients want and need and then crafting your legal content to speak to those desires.

A good copywriter will dive deep into the mind of your client persona, learning their pain points, desires, wants, and needs. With that information, they’ll carefully craft content that speaks directly to them (and is made to convert that specific client persona into a paying client).

It’s worth mentioning that the right copywriter will have a direct (and positive) impact on your ROI. And they’ll report on it, proving their value.

Effective legal copywriting can be the difference between a law firm that thrives and one that struggles. By hiring a legal copywriter to produce high-quality content, firms can position themselves as thought leaders in their field and attract more clients.

So, consider investing in legal copywriting services if you want to take your law firm marketing to the next level.

Legal copywriting versus legal content writing

Copywriting and content writing are two distinct types of writing, both with their own unique purpose and audience.

Legal copywriting is typically used in advertising and sales-first marketing, designed to sell products or services to consumers. Copywriters focus on selling and persuading readers to buy products or services.

Legal content writing, on the other hand, is usually found online (like in blog posts) and is intended to provide readers with information. It’s more concerned with SEO content and ranking and bringing in traffic.

Both copywriting and content writing play an important role in content marketing for law firms. They play their own parts in driving prospective clients through the sales funnel. (And they’re often used interchangeably).

For example, a content writer could write a blog post that ranks at the top of Google’s search engine results page. From there, that prospect could end up on the homepage or be prompted to download a piece of gated content using persuading copy crafted by the copywriter to drive conversions.

The best way to use copywriting and content writing is to combine the two approaches to create a well-rounded digital marketing strategy.

Everything you need to know about law firm style guides

A style guide is a document that outlines the standards to be followed when writing for a specific publication, organization, or brand.

Style guides are often used by copywriters as they help to ensure that content is consistent and accurate across multiple platforms and authors. They cover various aspects of writing, such as grammar, punctuation, and tone of voice.

Having a style guide helps to ensure that all writers are aware of the rules and guidelines for writing content, which can help to avoid errors and inconsistencies. They’re also crucial for ensuring that content is accessible by maintaining a certain expectation around readability and the type of language you use.

Even small inconsistencies, like not being consistent with serial commas or using different cases in your headings, can throw off your readers.

A few things to pay attention to include:

  • Header case (sentence or title)
  • Serial commas
  • Em/en dash
  • Punctuation in headers

Keep your legal jargon consistent as well. Think about descriptive terms like:

  • Victim/survivor
  • Crash/accident
  • Plaintiff and defendant

Most writers will follow a common style guide, like AP style. Knowing a few common rules and where to look up questions and inconsistencies will go a long way in keeping your copy on track.

ABA and State Bar rules around copywriting and advertising

There are a number of rules that govern copywriting and advertising for legal professionals. Perhaps the most important is the American Bar Association’s Model Rule 7.2, prohibiting false or misleading advertising.

This rule applies to all forms of advertising, including website copywriting, social media posts, and print ads.

In addition, many states have their own specific rules regarding lawyer advertising. For example, in California, all advertisements must include the name and address of the responsible attorney.

Common issues that come up in legal copywriting include making sure that claims are accurate and not misleading, avoiding statements that could create unrealistic expectations, and using language that is appropriate for the intended audience.

Here are some examples, along with tips for staying within the bounds of the law.

  • Headlines. We know the importance of eye-catching headlines, but avoid using a misleading motto, slogan, or jingle.
  • Comparison. When writing about your business, it’s tough to avoid comparative language. But comparing your law firm to another is frowned upon.
  • Avoid absolutes. While tempting, avoid speaking in absolutes, even in cases you think warrant definite words or phrases. Speaking in definites, like “We will win your divorce case,” can be misleading as it may create unjustified expectations.
  • Legal advice. Avoid giving legal advice on your website or in any advertising campaign. Instead, stick with general explanations of the law and offer hypothetical rather than discussing real cases.
  • Avoid words like “expert” or “specialist.” The State Bar and ABA offer certification and specialization programs, and there are certain cases where an attorney can be known as an expert. You could get in hot water if you mislead the general public and use congratulatory language, so it’s best to avoid it.
  • Verdicts and testimonials. A great way to convince leads that you’re worth hiring is by sharing past successes and client testimonials. But these are regulated, with States having various rules regarding this. Do your due diligence and ensure you aren’t violating any ethical guidelines by sharing past verdicts.
  • Contingency fees. Avoid discussing your firm’s contingency fee structure. Always consult your jurisdiction’s rules before posting anything. And when in doubt, speak in generals or avoid the topic altogether, even in your CTAs.
  • Consider context. Another important consideration is context. Your advertising should not be misleading or deceptive in any way. This means avoiding making false or exaggerated claims, using decontextualized quotes out of context, or otherwise misrepresenting the information you are presenting.

Your law firm is responsible for the content that your employees put out on your behalf and even for what your content marketing agency publishes. Carefully reviewing all content created by non-lawyers should be a routine part of your process.

The different marketing channels that use legal copywriting

Copywriting is used in various marketing channels in different ways. Here are a few areas where you’ll want to consider hiring a copywriter.

Email marketing

If you’re on top of your marketing, you likely use email marketing to engage with your target audience. And if you want to get the most out of any email marketing campaign, having a professional copywriter on your team is important.

A good copywriter can take your email marketing to the next level by crafting engaging and effective emails that will capture your reader’s attention and persuade them to take action. They can also help you avoid common mistakes that can lead to higher unsubscribe rates and lower open rates.

In other words, a copywriter can be a valuable asset in email marketing.


Having a copywriter on your team can help take your newsletter to the next level.

Copywriters are experts at crafting effective, persuasive, and interesting copy. They can help you capture your unique voice and communicate your message clearly and compellingly.

A copywriter specializing in law firms can also help you stay on brand and avoid common pitfalls like using too much jargon or sounding too salesy.

Instead, good copywriting will nurture your audience and naturally persuade your newsletter list to engage. You’ll be the first person they think of when they’re looking for a lawyer.


A website is often the first point of contact between a law firm and its potential clients.

It’s essential that your website makes a good impression and provides visitors with the information they need at a glance.

A legal copywriting service understands how to craft compelling web copy that engages visitors and persuades them to take action. They will consider your firm’s unique selling points and target audience when creating content, ensuring that the finished product is optimized for converting visitors into leads and paying clients.

A good copywriter will use various techniques to hook readers and encourage them to act. For example, they may use powerful headlines and calls to action to grab attention or tell stories highlighting the benefits of working with your law firm.


A copywriter can be a valuable asset for any law firm owner who wants to blog but doesn’t have the time or inclination to write posts themself. A copywriter can help generate ideas for blog posts, interview subjects, and format posts in an engaging and readable way.

They can also help optimize your posts for search engines, helping more people find your blog. Whether you’re looking for help developing topics or writing SEO-friendly content, a copywriter can be invaluable.

It’s important to note that we’re assuming the copywriter is also a skilled content writer. As we mentioned, the two are different realms with some overlap.

Social Media

When you’re looking to create social media posts that engage your audience, having a skilled copywriter on your team can be a huge asset. Copywriters are experts at crafting witty, attention-grabbing captions that get people to stop and notice.

They can also help develop ideas for interesting and visually appealing content that will keep people coming back for more.

A copywriter is also an expert in your brand voice. So they’ll fine-tune your messaging to ensure it’s on-brand and consistent with your other marketing materials.

Tips for writing effective law firm copy

Here are a few tips to get started.

Start by telling your firm’s story and what makes you unique

When potential clients are looking for a law firm to hire, they want to know what makes you unique and why they should choose you instead of your competitor.

Highlight your law firm’s story. Let readers in on why you became a lawyer and chose your practice area.

You can also make an effort to showcase your team and your law firm’s values. Both of these together go a long way in making you more human and making it easier for a potential client to choose you.

Inject some personality into your website — be personable and humanize your brand

Your website is often the first interaction potential customers have with your business. As such, it’s important to make sure that your website copywriting reflects your brand personality.

A legal copywriting can help you do this. By using friendly and relatable language, you can help create a sense of connection with your website visitors. In addition, using language that is aligned with your brand voice will help to reinforce your brand identity.

Ultimately, a good copywriter can humanize your brand and make you more approachable. When done well, it can help turn website visitors into loyal clients.

Use strong headlines

Having strong, persuading headlines is essential to your law firm’s success. After all, your headline is what will first grab a potential client’s attention and persuade them to keep reading.

That’s why it’s so important to put some thought into your headlines and make sure they’re standing out.

Here are a few tips to help you write headlines that convert:

  • Keep it short and sweet. Your headline should be clear and to the point – no need for jargon. Just say what you need to say in as few words as possible.
  • Make it benefit-focused. What can your potential clients expect to gain by using your services? Address that question head-on in your headline.
  • Use active language. Verbs like “achieve,” “get,” and “experience” are more likely to grab a reader’s attention than passive words like “help” or “assist.”

By following these tips, you can write headlines that will grab attention and help you close more sales.

Write in a clear and concise style

Copywriting is all about getting your message across clearly and concisely. This is especially true for law firms, as your average website visitor won’t have a lot of background knowledge in law.

As a result, you should avoid using too much jargon and legal terminology. Not only will this make your copy more effective, but it will also make it more accessible to a wider audience.

Using simple language will help to boost your conversion rates by making it clear what you’re offering and how people can benefit from your services.

Keep paragraphs short and to the point

Your paragraphs should be short and snappy, ensuring that key information is absorbed in a glance.

It’s a fact that most people generally skim blog posts and web copy. In fact, Hubspot found that 73% of people admit to skimming.

So, make sure to be thoughtful about your copy, breaking up paragraphs with bullet points and images. Other ways to highlight important text include strategically bolding certain sections and breaking up sections and including more subheaders

Use active voice whenever possible

When writing legal copy, it’s important to use active voice as much as possible. Active voice makes your writing more direct and easier to understand and gives it more energy.

When you use active voice, the subject of your sentence is doing the verb. For example, “I am writing a paragraph.”

In passive voice, the subject is being acted upon by the verb. For example, “A paragraph is being written by me.”

While there are times when passive voice can be appropriate, active voice is much more effective for sales-driven copy.

Examples of great law firm copywriting

Here are a few law firm websites that do copywriting right.

Vobis Equity Attorneys

Right off the bat, Vobis grabs your attention with a snappy header and sub-header that highlight how they work with new and existing clients.

vobis equity attorneys
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We really love how they turned the “unique selling point” on its head. Rather than talking about themselves, they let their clients speak to the firm’s potential.

Trey Porter Law

You see everything you need above the fold on Trey Porter Law. His awards, experience and expertise, practice area and geographic area, and a contact button are all featured.

trey porter law
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Accompanying that is powerful, active language letting readers know that he’s on their side.

A copywriting service could be what your law firm website needs

If you’ve decided that you need to take another stab at your website’s copywriting, you might want to hire a professional.

For one monthly retainer, an agency like JurisPage can take care of your content marketing, law firm SEO, and legal copywriting.

Reach out if you’d like a free consultation or explore our law firm marketing packages.