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Copywriting for Lawyers


Utilize Your Training to Create Copy that Sells!

If your website were a case, would you win? The tactics that you use to win a case are the same tactics that you should use to win a client!

1. Opening Statement

The first item that you present before the court is your opening statement. This is the same tactic to use when writing copy. Your opening statement should be compelling, present your main points, and prepare your audience for what they can expect from your article.

Copywriting For Lawyers- Opening Statement

2. Present the Facts

Just as you present the facts of a case to help sway the judge/jury, facts can help to persuade your website visitors to become clients. These facts can be used throughout your copy to reinforce your expertise. Common compelling facts include Attorney Education, Awards Received, and Firm Case Statistics.

Copywriting For Lawyers- Present the Facts

3. Persuasive Arguments

While facts contribute to persuasion through logic, persuasive argument is focused on emotional persuasion. In court, you use persuasive argument to force the jury/judge to sympathize or otherwise view the situation as if it were happening to them. You should have a similar goal in mind when writing your copy. Tell your reader a relatable story that touches on common pain points that they are most likely already experiencing, and then show how you were able to resolve the situation favorably.

Copywriting For Lawyers- Persuasive Arguments

4. Expert Testimony

In order to win your case, it is common practice to rely on expert testimony or witnesses who can build credibility or describe their experience. This is exactly the same as online reviews. Providing reviews and testimonials from past clients reinforces your persuasive argument by giving further examples of the work that you have done, and the success that you have found for your clients.

Copywriting For Lawyers- Expert Testimony

5. Closing Statement

Your Closing Statement sums up all of the ideas that you have presented and makes one last compelling plea. Your closing statement on your website should be no different. It needs to recap the main points from your opening, draw from your facts and persuasive argument, and provide a means to contact you if they need assistance or support.

Copywriting For Lawyers- Closing Statement

Final Notes

  • “Borrowed” Copy Gets You Nowhere. Any copy that you produce for your website needs to be unique. It is perfectly fine to use reference websites for ideas, however using copy word-for-word that already exists on the web is a big no-no (legally referred to as plagiarism), and will most likely have a huge negative impact on your search rankings. Rewrite, don’t repost.
  • Forget the Rules. Don’t worry about word count, keywords, or anything like that. Good copy will naturally have the keywords that you need, and will be of a length that is suitable for the topic.
  • Use Subheadings to Separate Sections. This not only helps the reader to understand the components of the content but will also serve to get your main points across, even if they don’t read the body of the text.
  • Don’t Forget your Call to Action! Close with an impactful call to action that reinforces your main ideas and tells the reader the best way to reach you for assistance.
  • Spelling and Grammar Matter! Using appropriate punctuation, varied sentence structure, and correct spelling and grammar gives you the professionalism that you need to truly persuade a reader to become a client.
  • Get Help When You Need It. If you need assistance creating compelling copy that truly sells, just contact us! We can assist with any content needs you may have, or can review or edit content that you have written. Just complete the form, send us an email, or give us a call to discuss your needs.

Now that you know how to write quality copy for your legal website, what copy should you be writing? Find out here!