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