Law content writing is one of the most important aspects of any law firm’s marketing. Yet, as a legal content writer, attorneys often come to me saying they’re struggling to convert. They don’t quite understand why, because their blogs are factually correct and written by lawyers themselves.
As a legal content writer with experience working with award-winning law firms and tier-1 super lawyers, I know the answer lies in the approach to how articles are written.
Let’s break down my law content writing approach:
My Legal Content Writing Approach That Works:
Understanding the Reader’s Perspective
Why does anyone search and then click on a legal blog? Because they need help.
The good news is, as a law firm, your services offer exactly what the reader needs. But you need to remember that with every sentence. Too often, I see law content writers thinking that they should just write like the statute.
My approach is to write as if I’m the reader. That way, I ensure every paragraph gives me what a reader needs to believe they’re already in the right place. Here’s how:
They Need to Know Their Options
My number one priority is to ensure that the reader discovers what their legal options are, without leaving them confused. While every case requires a consultation, the reader should gain a general understanding of what the law allows them to do.
For example, if someone has been injured in a car accident, they need to know what the insurance and state laws allow. How much time do they have? Who would they be filing against?
Or, if they’ve been sexually abused, do they need to have all the evidence to talk to a lawyer? How much time do they have? What if they know others who have been abused too?
Giving the reader this knowledge can help them feel empowered to pick up the phone and move to the next step with an attorney.
Do They Feel Trust?
A legal blog will only convert a reader into a consultation when there is trust.
My law content writing approach prioritizes building trust. This is achieved by being honest about one’s chances and not overselling the law firm’s services.
You need to outline what their chances are and what’s best for them. This might not always be the obvious answer. For example, a criminal defense attorney I worked with preferred that I mention DUI defendants would be better off receiving a lower charge by taking a first-time offenders class, rather than fighting the DUI and ending up with more serious consequences.
No AI Writing.
Trust also comes from wriitng writing that feels human and fact-checked.
That means no AI. The general public is becoming more and more aware of what AI slop looks like. If it reads like AI-generated content, why should they both trust the site?
Note: I do believe AI can be used for research, but with considerable care and fact-checking. I don’t include ChatGPT in that. ChatGPT is a disaster waiting to happen with its ‘hallucinations’.
Following the Laws of SEO
Away from what the reader uses, you also need to ensure that the blog is ranking on search engines. So, when someone has an accident or makes a mistake, your law firm comes up when they Google what to do next.
Successful SEO requires some careful planning and thought, from keywords and topics to structuring and search intent.
This skill can become second nature to experienced legal content writers, but may be a stumbling block for attorneys and paralegals trying their hand at writing. It can feel unnatural and error-prone.
If you’re new to it, I recommend guides by the likes of Neil Patel.
Turning Legal Jargon Into Trust-Building Plain English
Over the years, I’ve come across many, many articles from law firms that try to impress with fancy legal jargon.
Regular readers don’t need this. As a legal content writer, I take care to ensure that acronyms and terms that aren’t a part of daily life are at least explained if they’re included. For example, the majority of people don’t know what Statutes of Limitations are. So a quick explainer (even just a sentence) shows that they can trust you and keeps them reading.
This is not a case of patronising or acting like the reader is stupid, but just providing a helping hand. They’re here for help, not a PHD.
Structuring Posts for Readability
You may have noticed in this blog that I’ve used short paragraphs. At times, they’ve been as short as one sentence.
There’s a method in that.
We’ve all lost our attention spans, and people are unlikely to read large paragraphs. I don’t actually think legal content writers need to be that aggressive, but you need to structure your posts for readability.
Keep the main facts and points in their own paragraphs, use headings widely and for structure, and avoid turning into a stodgy essay. Otherwise, people can close the tab because it’s too overwhelming.
Using Storytelling
Legal content writers shine best when they create scenarios that the reader can understand.
Here are some examples of writing that create a sense of the real-world impact the attorney’s service can provide:
- “If you’ve recently suffered abuse, our attorneys can help. Our free consultations provide a confidential and safe environment for you to share your story and gain an understanding of what options are available. You are welcome to bring someone with you to the consultation, which often can help you feel reassured.”
- “Carolyn suffered a serious leg injury in a car accident caused by a speeding driver. She was unable to walk or return to her daily life as normal, and suffered immense personal trauma. Our attorneys helped her win the compensation she deserved to adapt her home to her new needs.”
Get in Touch with Your Future Legal Content Writer Today
If you’re on the hunt for a legal content writer whom you can trust, then you may already be in the right place.
Since 2018, I’ve written hundreds of blogs, landing pages, and explainers for award-winning law firms and tier-1 super lawyers in both the U.S. and the UK. My work has brought in hundreds of cases and helped establish a voice of trust and authority.
I welcome you to contact me today to request some samples of my work or to talk about what you’re in need of.
Leave a Reply