Law Firm Content Writing

Content Writing for Lawyers, by Lawyers

Does anyone actually read website copy? Yes! The problem is they often stop reading it as soon as they realize it is the same generic filler text found on every other lawyer’s website. Your website needs content. Whether it’s short, long, detailed or simple, the pages need to exist to share basic information about your people and services. At PaperStreet, we know that if you say something of value, you will hook your audience – you’ll get the phone call, contact form submission, or click your consider a success.

PaperStreet specializes in creating web-friendly writing for law firm websites. We write and edit search-engine-optimized content, general legal website content, blog posts, practice area content, attorney biographies, press releases, legal articles, newsletters, marketing materials, social media posts, and more.

• Want to do it yourself? Take our tips! Read our detailed guide on how to produce the best legal content for your law firm.

About the Content Writing Process at PaperStreet

At PaperStreet, we prioritize a collaborative and efficient approach to content writing, ensuring that our clients receive high-quality, optimized content tailored to their needs. Our process consists of several key stages:

1. Client Project Scope: The process begins with the client identifying which web pages they would like us to write. If applicable, clients may also specify target keywords for each page to guide our writing.
2. Writing: After the project scope is established, our team will create an initial draft of all contracted pages. This draft will be shared with the client through Google Docs for easy access and collaboration.
3. Client Review: Clients are encouraged to review the initial draft within two weeks of delivery. During this review period, they can provide redlined changes directly in Google Docs. To ensure clarity and organization, all revisions must be kept within a single document. It’s important to note that edits submitted outside of Google Docs, including handwritten changes, or feedback provided after the two-week period will incur additional charges at PaperStreet’s hourly rate.

Other Important Notes About Our Content Writing Process

• Search Engine Optimization: If the client provides keyword phrases before the writing phase, we will incorporate these keywords into the content to enhance search engine optimization (SEO). Additionally, we will create title tags and meta descriptions for each page to further support online visibility.
• Word Count: For the purpose of this project, a “page” is defined as one web page with a length of 500 words.

How Your Law Firm Website Content is Failing & What We Can Do to Fix It

We are taught during law school to focus on the minutia. Every detail, every fact, every witness counts. Language and word choice are critical. That is why we use arcane and confusing Latin words to describe a simple concept that another court has already made a decision. Some of us even like the fact that we can speak another language, a language that our clients cannot understand.

However, this attention to detail and use of nifty terms often hurts us in other areas – especially in marketing. When trying to brand your law firm on the web, you should not write confusing legal treatises. Clients are coming to you for solutions – not minutia. The content of your web site should offer them an easy to understand message of how you can help them solve a problem.

Problem: You’re Confusing the Client

What exactly is civil litigation? To a lay person you might as well be saying, “I practice in blah blah blah.” Sure, civil litigation involves matters that are not criminal, but that leaves a lot of topics to be covered. Do you practice in personal injury? Construction disputes? Sexual harassment cases? Given the complexity of the law and the training we have today, there are not that many true general practitioners anymore. Even if you are a true general practitioner and civil litigator, do not use that term – at least not exclusively. Stating that you are a civil litigator could mean anything to the client.

• PaperStreet Solution: List the types of cases that you handle or cases that you can take to trial. If you are going to be general, at least use common words, like trial lawyer. Don’t confuse the issue.

Problem: You’re Listing Irrelevant Biographical Content

Don’t waste your time obsessing about unimportant facts in your biography. Clients do not care what you did during law school over 20 years ago, they don’t understand the awards you won. There is no need to list everything you have done in your life, where you were born, where you grew up and every leadership position you’ve held since high school.

• PaperStreet Solution: Your biography content should speak to the solutions that you have provided to clients and cases that you won. When a client is trying to find a lawyer – victories are more important than your birth dates.

Problem: You’re Staying Inside of the Pack

You must differentiate your firm on the web. There are over 1 million lawyers in the United States. Do not be so naive to think that you are the only person that can solve a clients’ problem. Every client is looking for a different type of lawyer. Some clients want the best at any price. Some clients want a rock bottom price. Some clients want to see that you are an expert or board certified.

• PaperStreet Solution: We have to define what makes you different and better than the law firm next door and than drive that message simply and clearly. Another approach is to “solve the problem.” Tell the client the answer to their question – often if you’re the one who gives them the information they neeed, you’re the one who gets the phone call.

Problem: It’s Too Hard to Find Your Phone Number

No client should ever have to work to find your contact information. They should never have to click off the page to know what number to type into their cell phone.

• PaperStreet Solution: We include your contact information on each page. Typically that includes phone number and a link to the contact page.

Problem: You’re Just Including Text

Don’t get us wrong. The words on your page are important – sometimes the most important, but you can’t neglect other visual and design elements. We need balance on the pages.

• PaperStreet Solution: We include stock imagery as an option to aid your blog posts and practice pages, but there re other ways to include visual elements too. For example, sometimes it makes sense to relate attorneys to pages, or even other practice areas. We can help determine the most ideal way to present artwork on your text-heavy pages.

Problem: You’re Afraid to Include Advice, Case Studies, or Testimonials

The bar association is scary and we often see the hesitation when we start the conversation about case studies, testimonials and blog posts that are more opinionated. However, you are the subject matter expert and you’re asking potential new clients to understand that. You have to provide proof.

• PaperStreet Solution: We can help make your testimonials and case studies more generic so they follow local bar advertising and confidentiality regulations.