Law Firm Content Writing: Do You Really Need It? | Brafton

Do you need law firm content writing? If you want to reach the 90% of people who search for attorneys online, the short answer is yes. You probably do need legal content writing. Effective legal content not only showcases your expertise but also helps your visibility through law firm SEO (search engine optimization), reinforcing your law firm marketing strategy and creating content that connects with potential clients.

While all legal writing can be technical to some extent, legal analysts and brief writers tend to stick more closely to complex legalese, as their work is directed toward court cases and internal matters. Legal copywriters, on the other hand, simplify this complexity into accessible language, connecting your law firm with people seeking legal support online. By tailoring your law content to your specific practice areas, you can create content that meets clients where they are, while also addressing their key pain points in a clear, straightforward manner.

So, let’s swing back to that 90% of people looking for your help on the web. Can you afford not to have a legal content writer? In today’s digital age, harnessing social media and publishing blog posts are essential components of any successful content law firm strategy, helping you build an online presence that draws clients in.

What Does a Legal Copywriter Do?

Let’s start with what a legal copywriter doesn’t do: copyright law. A few years back, I was working as a legal copywriter, while my sister — now a lawyer — was an IP paralegal working with copyrights. Family gatherings got confusing, indicating the need for a clear distinction between the two roles. Additionally, a legal copywriter can effectively write content that anticipates common questions and clarifies complex terms, thereby building trust with prospective clients.

A legal copywriter helps you get found on Google by creating valuable, accessible and high-quality content for your website. Through the strategic use of relevant keywords and SEO practices, they ensure your law firm’s website ranks higher, attracting users who are actively seeking solutions in your practice area. This kind of writer translates complex legal concepts into simple, objective content that audiences can easily understand. This content should lead potential clients to your firm so they can access the legal support they need.

Why Should I Work With a Legal Copywriter?

A good legal copywriter adds a thick layer of value to your digital marketing strategy, paving the way out of two potential tight spots. They can also help your content firm stand out by writing law content that addresses common legal concerns, positioning your firm as a trusted source of guidance. The first tight spot is if you don’t have a digital marketing strategy. Whether in-house or contracted through a legal content writing service, a good writer can help you market your business by:

• Providing informational support: Help potential clients better understand their circumstances and empower them to decide whether seeking legal advice is the right path. This will bring more of the right people to your business. In doing so, you can engage readers with relevant blog posts, building familiarity that leads to better overall online presence.
• Connecting with your audience: Make an initial connection with your audience before you talk on the phone or in person. The tone and style of your content should give them an idea of what it’s like working with you, building trust. This connection is the key for your great content to resonate with individuals at different stages of the legal process, further strengthening your law firm’s relationship with potential clients.
• Building client loyalty: Demonstrate competence and credibility with accurate and valuable content. Your written content should also show that you’re available to provide legal support or jump on the phone to answer any questions. Consistently creating content that addresses their unique needs also reinforces your brand, leading to positive word-of-mouth and referrals.
• Increasing brand visibility: There’s no point in hunting on barren lands. By establishing yourself online, you gain greater exposure to new audiences seeking your assistance. Sharing your best legal insights on social media channels or through email marketing can further amplify your reach in the crowded digital space.

The second pinch a writer can help you out of is when you do have a legal digital marketing strategy, but your content is anything less than outstanding. “Meandering” content can negatively impact your rankings. When you invest in legal content writing that is both thorough and well-researched, you enhance your firm’s credibility and attract higher-quality leads.

For instance, in response to a wave of poor-quality content outputs, Google’s algorithmic updates in March 2024 pushed to reduce the visibility of unoriginal content (most likely produced by ChatGPT). Of course, leveraging AI assistance to build a scalable content marketing strategy is resourceful, to say the least; it’s just not effective without the intervention of a human copywriter.

Websites that were seen to “pollute” the quality of responses in Google’s results pages fell down the rankings. Some were removed entirely. This wasn’t great news for businesses that couldn’t add valuable insights to an ongoing conversation. It also meant the ones that could, through high-quality content, would become more visible — which is one more reason to put excellent legal content on your website.

Staying mindful of sound SEO practices and producing only quality legal content helps safeguard your online reputation. By continuing to write content that addresses cutting-edge legal topics, your firm positions itself as a leader, drawing more traffic and bolstering your search engine optimization efforts.

What To Look For in a Good Legal Copywriter

When hiring a writer for your content law firm needs, consider their ability to produce compelling content that aligns with both your domain expertise and the demands of an increasingly digital world. Your law firm website content doesn’t explicitly need to be written by a lawyer, nor should it be written by just any writer. A good writer should be able to balance complex legal topics with compelling content delivery. Here’s what to look out for:

Sound Grasp of Legal Concepts and Terms

Lawyers are incredibly well-versed in legal terminology and frameworks. Often, law firm clients are not. Your writer needs to understand how to translate challenging ideas into easily digestible material so clients can seek the help they need. Legal marketing is not just about regurgitating statutes; it’s about clarifying how these laws impact clients, ensuring your firm’s messages ring true in the eyes of your target audience.

Non-Promissory

While your legal content marketing efforts should instill a strong sense of trust and confidence in your competence as a lawyer, there’s no way to guarantee a successful outcome for clients, and your writer should clearly convey that. Claims like “We will support you throughout your legal journey,” are much more effective than “We will win this case for you,” from a legal standpoint.

Objective and Non-Judgemental

The goal is to educate the client and help them access legal support. Whether addressing plaintiffs or defendants, the writer must remain objective and client-focused in their copy. When you write content or blog posts from an impartial standpoint, you create a space for potential clients to absorb information without feeling alienated.

Understand Your Field of Practice

There’s no point in hiring someone to undertake your law firm content strategy if they only want to discuss the Supreme Court procedures they heard about in the latest true crime episode. Especially if you actually spend your time drafting deed transfers. Any content creation should be directly related to your audience and legal practice. Working with a writer who specializes in legal topics or a dedicated law firm SEO service, you can ensure each piece resonates with the demographic you aim to serve, whether that’s personal injury, corporate litigation or another niche.

Understand Your Firm’s Objectives and Audience

Are you chasing high-profile million-dollar lawsuits, or do you genuinely want to help clients improve their lives? Your writer should understand your goals and direction, then reflect these ideas in the tone and style of their work. By aligning creative output with your wider law firm marketing goals, your law content becomes an extension of your brand, reinforcing your mission and values.

Generate a Genuine Link Between Human Challenges and Legal Support

Content writing in the legal industry is not just about marketing your business. It’s about connecting with your audience at a human level to build a relationship of trust and empowerment. This requires diving deeper and appealing to clients’ emotional responses, such as hope, grief, distress or courage, and offering a pathway forward. This approach can be especially effective when you post on social media content channels, as it fosters connection, empathy and trust with readers in real-time.

Examples of Solid Legal Copywriting

So, you know what you should look for in effective legal content writers. How can you tell whether your writer has what it takes? Here are some real-world examples to demonstrate what the above traits look like on paper. Let’s start with the less effective, and then move on to the workable.

Below are some examples to show how writing legal content can be crafted to be both empathetic and informative. 

Family Law Example:

Are you currently facing a domestic violence charge? It’s already hard enough dealing with a tarnished reputation, but things could take a much worse turn if your case escalates to federal courts, potentially leading to jail time. Why take the risk?

You need immediate legal protection to ensure the best possible outcome. Our experienced family law attorneys are equipped to win your case and restore your good name. Don’t let the system steamroll you — act now to safeguard your future.

Note how the copy above is:

• Judgmental.
• Fear-mongering.
• Promissory.

Here’s another version:

Have you been falsely accused of domestic violence? The repercussions of a domestic violence charge could impact multiple areas of your personal and professional life. Seeking comprehensive support from a legal professional can help protect your best interests and defend your rights in court. Get in touch with our family law experts for end-to-end guidance through your legal journey.

Note how this version is:

• Support and journey-oriented.
• Non-promissory.
• Client-focused.

By focusing on genuine guidance rather than fear tactics, your law firm can create content that positions you as a supportive ally.

Personal Injury Example:

If you find yourself involved in an automotive collision or an incident resulting in occupational injury, you may pursue legal recourse against the liable party. This action could facilitate the procurement of compensatory damages attributable to their negligent conduct.

Our specialized team possesses the requisite expertise to assist in maximizing the potential monetary compensation available to you in this circumstance. We encourage you to contact our personal injury lawyers for further assistance in navigating this complex legal process, including any relevant statutes of limitations that may apply.

Note how the copy above is:

• Overly complex.
• Inaccessible to a general audience.
• Dehumanized.

Here’s a revised version:

Automotive accidents and workplace incidents often bring physical pain and emotional distress — especially when injuries occur. With the help of legal professionals, you might be entitled to compensation for any harm caused by someone else’s negligent actions.

Whether you’re seeking compensation for medical bills, lost wages or other damages, our experienced personal injury lawyers can help clarify your options. Reach out for a no-obligation conversation about your case and find out if you’re eligible to pursue a claim.

Notice how this version:

• Connects human challenges with legal support.
• Is easily understood by a general audience.
• Doesn’t show judgment.

When writing content for personal injury cases, keep it relatable, ensuring that readers see a direct correlation between their struggles and the legal assistance available. By showcasing compassion and offering clear direction, you provide quality legal content that addresses real-world concerns, ultimately nurturing a strong attorney-client relationship.

Connect to Your Audience With a Law Firm Writer

As people turn to the web for legal support, effective legal copywriting is about more than just filling your website with words. Law firms that commit to creating high-quality content for their audience can leverage SEO practices to rank higher, ensuring clients can quickly find the help they need.

A good legal copywriter relays valuable information in a way that resonates with your audience, builds trust and establishes your firm as an authority in your field. When law firms hire legal content expertise, they position themselves to capture prospects who actively seek solutions in real time. Well-written legal content can significantly boost your brand’s visibility, client engagement and, ultimately, success. Investing in a skilled legal copywriter or law firm SEO expert is one way to secure your firm’s continued growth in a digital future.

Working with experts to create content and maintain a robust online presence can be crucial in building trust, strengthening client relationships and ensuring your law firm remains at the forefront of legal marketing.

Editor’s Note: Updated April 2025.