Stand out as an expert
Legal copywriting is the umbrella term for all the marketing writing I do in the legal sector. Technically, it’s a mixture of legal content writing and legal copywriting.
With good legal copywriting, you get the word out about what you do and attract the right sort of clients for your specialism. It’s a strategy that sets you apart as an expert, and keeps your teams busy with a steady stream of enquiries.
If you’re wondering what the difference is between legal copywriting and legal content writing (and why it matters) I’ve written a short blog to explain.
Legal content writing
Build your reputation in your niche.
Content for the legal sector includes:
- Technical articles
- Case studies
- LinkedIn Posts
Your content builds your authority as an expert. You become front-of-mind for people looking for your legal services, because you’re known for talking about that area of law.
Publishing your content widely and regularly makes you visible. You create a presence on Lexology, LinkedIn, and in the Google rankings.
Get more new enquiries.
Copywriting is for persuasion and sales. It’s how you convert your interested onlookers into actual clients.
Your platforms for copywriting are:
- Services pages
- Graduate literature
- LinkedIn ‘about’ pages
Copywriting persuades your potential clients to choose you over any other law firm. It explains the benefits of what you do, and specifically why you are the right person (or people) for the job.
Does this sound like you?
I work with all sorts of people in the legal industry. If any of these people sound like you, let’s have a chat about how legal copywriting can get you to where you want to be.
The chargeable champions
You’re a small law firm without a dedicated comms team. You want greater visibility and recognition for what you do, but you’re too busy doing the legal work to invest in your marketing too.
You need someone that will take the reigns of your content strategy, with a monthly plan for Lexology articles, regular blogs, and ad hoc changes to your website when you need it.
The plucky disrupter
You’re a band of entrepreneurial lawyers, carving out a new way in the legal industry. You want to communicate your vision clearly and consistently in a way that attracts the clients you really want to work with. You’re winning work from the traditional law firms because you take a fresh approach to legal services.
You need consistent communications in your personable tone of voice to build a rapport with potential clients.
The dynamic boutique
You’re a fast growing boutique law firm, establishing your reputation in your niche. You’re exceptional lawyers, winning conflict work from the big law firms. But you want more direct enquiries from clients. You want more people to know what you do and how good you are at it.
You need intelligently-written articles that demonstrate your expertise, written regularly to increase your visibility.
The whizzy tech gurus
You’ve developed a spangly new product that makes the lives of lawyers a thousand times easier. But lawyers hate change. And you’re banging your head against a wall trying to explain why your legal tech is exactly what they need right now.
You need someone who can bridge the gap between the technical features of your product and its practical application to a lawyer’s day-to-day work.
My legal experience
I’m a commercial lawyer by training, and my training contract was filled with seats in corporate, financial services dispute resolution, employment and shipping. By 2015 I was a qualified shipping lawyer, navigating the knotty world of charterparty disputes, laytime and demurrage, and the LMAA rules.
Moving back to Bristol narrowed my shipping lawyer options so I morphed into a commercial disputes lawyer, with a little help from the White Book and Chitty. By my ‘retirement’ as a lawyer in 2021, I was 6PQE and my brain was full of new-found knowledge I never knew I’d need about pensions, compost, trains, radiators and oil pipelines.
Why do I tell you all this?
I just wanted you to know that I understand your world. Law is dynamic, difficult and multi-faceted. But I can help you translate all that legal thought-gymnastics into communications that make sense to people that have no affinity for a carbolic smokeball, CPR 51U, or the definition of innominate terms.
A snapshot of my legal articles