How to Write Law Firm Website Copy that Converts

When a potential client searches for legal advice or representation, they’ll likely begin the hunt online. 

Long gone are the days of traditional advertising and directories for your law practice. Now, a legal firm’s website acts as its digital storefront and calling card for new clients. It needs to create a lasting impression whether the site visitor is coming from search engine results pages (SERPs), a landing page, or a paid ad. 

For that, writing high-quality website copy is key for law firm marketing. 

What does first-class web content look like? And how do you write law firm website copy that converts? 

Let’s jump in. 

Perform Market Research

For legal content to be compelling, it has to speak to its audience and address their needs. But it’s impossible to do that effectively if you don’t have an intimate understanding of both your firm and its clientele. 

What do we mean by that? 

  • For your firm – What is your legal focus? What legal services do you provide? Are clients typically in a stressful situation? Basic questions like these will guide your content and adjust the language to better fit your clientele. 
  • For your clients – Legal Marketing and messaging will fall flat if they’re directed to the wrong person. For instance, if you specialize in family law, your copy and advertising efforts will likely be ineffective if they’re targeting single people under thirty.  

Your writing should be directed toward your prospective new clients. Therefore, it’s vital that you perform thorough market research and build ideal client personas to learn who they are and what they respond to. Figuring out who your dream client is can help you:

  • Understand what prospective clients are thinking or searching for as they hunt for a lawyer and legal services
  • Craft content that resonates and builds trust
  • Create a fantastic client experience
  • Attract the optimal client
  • Determine what services to offer 

Build Out Content Clusters and Service Pages

Website copy is more than just your legal  blog posts—although, your blog does play an integral role in your overall efforts. Put simply; it’s the cumulation of all the text on the site. All of which works in conjunction to guide a visitor through the site, explain what you do, and encourage them to contact your firm. 

For most websites, this will include the following:

  • The home page
  • The practices and services pages
  • Landing pages
  • The legal blog
  • Recent news and cases
  • The about us page
  • The legal FAQ   

The content on every page should work harmoniously to help build up your image, credibility, and authority. Each page serves its own purpose. The content therein needs to be written with that particular reason in mind. To do that, as you build out your content clusters and service pages, write copy that addresses the intended audience’s pain points and the solutions your firm can offer them. 

For instance, as a divorce attorney, one of the most common client concerns is losing custody of their children. Therefore, if you don’t address that pain point, you could miss out on an opportunity to demonstrate to the reader that you understand what they’re going through and are capable of allaying their greatest concerns. 

The Home Page is the Centerpiece 

Similar to your firm’s office front and lobby, your home page is most likely the first thing a prospective client sees. It’s your opportunity to make a lasting impression. What you choose to reveal or highlight can say a lot about your practice. 

The content on the front page must sing. Visually, the page should be aesthetically pleasing and eye-catching without being overwhelming. Although it depends on your firm, the content should include: 

  • An original tagline that defines who your firm is and what it does
  • Compelling CTA buttons
  • Reviews (if not on the home page, then somewhere on the site)
  • Images, videos, and logos 
  • Highlights of a few elements that distinguish you from your competition
  • Keywords without keyword stuffing1     

Your Blog Page is a 24/7 Salesman 

Aside from your home page, your legal blog is the most important content on the site. It drives SEO and is often the first touchpoint with site visitors. As Nicole Black of ABA Journal notes:2 

“Publishing a legal blog is one of the best ways to create a memorable and search-engine-friendly online presence. Simply put, blogs are a great way for lawyers to showcase legal expertise while increasing their firms’ search engine optimization—all while helping them to stay on top of changes in their areas of practice by writing about them on their firm’s blog.”

A well written blog can work for you, even when you’re not working. By building up a steady readership, you can cement your firm as an authority in your legal field. Knowing this, keep the following tips in mind: 

  • Publish content regularly 
  • Variate the type of content you produce
  • Quality matters more than SEO 
  • Write posts for your clients  

Focus on Readability 

Whether it’s a web page or your blog, readability is a vital element to writing copy that converts. Because it’s not just what you say, it’s how you convey that information. 

Here, whitespace is important. It lets the copy breathe and makes everything scannable. Breaking up content to avoid massive text walls allows readers to scroll through the content and find key details in a glance. 

Aside from utilizing whitespace, there are several other ways you can make your website content more readable, including:

  • Using bullet points for lists or key points
  • Taking advantage of headers to break up and outline content (for blogs)
  • Utilizing singular lines for emphasis 
  • Including images, videos, charts, and infographics

Ideally, a reader should be able to quickly scan any page on your website and come away with some key insights. 

Create High-Quality Content 

From both a readership and SEO perspective, high-quality content is key. But what does that look like? Search Engine Journal defines it as:3  

“High-quality, useful information that conveys a story presented in a contextually relevant manner with the goal of soliciting an emotion or engagement. Delivered live or asynchronously, content can be expressed using a variety of formats including text, images, video, audio, and/or presentations.”

Google’s algorithm has increasingly emphasized the value of high-quality content. It evaluates this based on the following elements:4 

  • Useful and informative
  • More valuable and up to date than other sites
  • Credible 
  • A good user experience 
  • Engaging  

Use SEO Best Practices 

Search engine optimization (SEO) practices don’t simply help you rank higher on Google; they’re there for a reason—to make content more useful and engaging for readers. 

At its essence, Google’s algorithm seeks to pair readers with the most relevant and helpful answer to their query. A site that embraces SEO, makes it easier for Google to accomplish its mission. And so, it rewards you with a higher ranking on search engine results pages (SERPs).  

Best practices that will improve your site’s SEO include: 

  • Use the right keywords – Every page on your site should target keywords that users are likely to search. Here, to be successful, you must target keywords that are aligned with search intent. By performing keyword research and mapping, you can remove the guesswork out of the equation. Automated tools can help identify the words and phrases that your ideal client would most likely use to search for your type of firm. 
  • Map search intent – Along these lines, every page on your website should be centered around user intent. As a result, the content will vary depending on what they’re looking for and where they are in the buyer’s journey. Typically, there are four primary types of intent searches:
    • Informational
    • Navigational
    • Commercial
    • Transactional 
  • Optimize content on the page – After content has been written, there is still technical optimization that you can perform. This goes beyond simply adding keywords. You need to also consider user experience, dwell times, bounce rates, search intent, page loading speeds, and click-through rates. On-page optimization you can perform includes:
    • Title tags
    • Meta descriptions
    • URLs
    • Alt-image text
    • H2s and H3s
    • Internal and outbound links 

Measure Traffic 

Writing web copy that converts is a constant process of optimization. You need to see what works and what doesn’t. This retrospective analysis empowers you to make tweaks that improve your site’s conversions.  

Traditionally, an SEO campaign could take several months if not a year, before you notice a significant change in traffic numbers. During this time, you should utilize tools like Google Analytics to see where your efforts are succeeding or falling short. 

Once you’ve identified weaknesses—whether with the website pages or blog posts—you can then revamp the content to make it more engaging for visitors. 

Convert It—Helping You Convert Site Visitors

Whether it’s for your home page, a landing page, or a blog post, the quality of your law firm website copy could be the factor that helps you win over a new client. 

But what do you do if you lack the internal resources or expertise to build a website that converts on your own?

At Convert It, we can help you build a website that converts four times the industry average. We provide keyword-specific sites for every area of your practice.

What would a partnership with Convert It look like? Discover more today!  



  1. Google Search Central. Irrelevant keywords.
  2. ABA Journal. The how and the why of law blogs.
  3. Search Engine Journal. Why Content Is Important for SEO.
  4. Google Search Central. Search Engine Optimization (SEO) Starter Guide.


7 Reasons Your Law Firm Needs CRM

Today, growing a legal firm is a monumental undertaking. 

Thanks to increased marketplace competition and digitalism, it’s easier than ever for would-be clients to quickly shop around for the right attorney. Similarly, a current client’s loyalty can be easily tested, especially when there are so many “better,” “cheaper,” and “more available” options advertised. 

Law firms need not only to acquire clients but must also retain them. And for that, customer relationship management (CRM tool) lies at the heart of modern legal business strategy. If you fail to foster those connections in your legal practice, your litigation skills will do little to sway a potential client or from seeking greener pastures in the legal industry. 

So, how do legal firms juggle their various legal practice responsibilities on top of emphasizing customer relations?  

CRM is the solution for your law practice. 

What Is CRM? 

Customer relationship management is not just a technology; it’s also a strategy and a process. 

  • The legal crm software makes it possible to automate customer relationship processes and capture important data about the interactions between your firm and its clients. 
  • The strategy focuses on how to optimally manage relationships with current as well as convert potential clients. 
  • The process is the systems you instill to manage and continuously foster relationships.   

Every call you make, every email you send, every touchpoint you have with a current or potential client falls under the auspices of CRM. Each action you take has the potential to push them away or draw them further down the sales funnel.  

When it comes to data capture, successful customer relationships management must traverse an entire firm. From marketing to accounting to social media, every department and aspect of the business has the ability to gather client and market information. Armed with these insights, a law firm can better understand its client base, which empowers them to act.

And in a digital age where we rely on automated tools to work, communicate, and to self-evaluate, a CRM system is one of the most powerful in your arsenal. 

What Is a Law Office CRM System? 

A CRM system is the technology component of customer relationship management. These cloud-based platforms are designed to manage every client interaction and relationship. A CRM can track and capture a wealth of actionable data, including:

  • Existing clientele
  • Potential leads 
  • Sales opportunities 
  • Service issues 

Historically, generalized CRM systems lacked the design specificity to be of significant value to legal firms. They were costly, difficult to use, and often failed to meet an attorney’s unique needs. However, now, there are CRM systems that are designed explicitly for the legal industry to help lawyers efficiently maintain and nurture relationships. 

Common features of a legal CRM include: 

  • A client database – Running a successful practice requires steady growth. A robust CRM will have a client database and management tools that help you log clients and then see to their needs. 
  • Sales automation – CRM helps facilitate the entire sales process. You need ways to create leads and track calls, emails, clicks, and conversion metrics. This empowers you to build and then grow a successful sales pipeline and to follow up with prospects.
  • Marketing tools – The right CRM has tools that help you create and then measure the effectiveness of marketing campaigns, allowing you to pivot or adjust on the fly. 
  • Calendar and email sync – Sync your email and calendar so you can see your schedule and emails sent or received when viewing a client’s file. 

Reasons Why a Law Firm Needs CRM

From the initial touchpoint to years down the line, a CRM allows you to centralize your customer data and outreach efforts. The ability to track and quickly integrate any contact—be they a potential or existing client—is of vital importance, especially as your clientele continues to grow.  

Reasons why your law firm needs a law firm CRM system include: 

#1 Streamlined Workflows

Do you spend precious time on spreadsheets, data entry, or client data management? 

When done manually, such tasks are not only time-consuming, they’re also prone to human errors. But with a CRM, it becomes easy to accurately record onboarding and intake information from the outset. 

This ensures that no current client or potential opportunity passes you by. 

This not only helps optimize intake, but also allows you to spend more time focusing on legal matters that actually require your expertise. Put simply, your time is valuable. It should be spent on practicing law or interfacing with clients—not on data entry.

#2 Better Organization      

Instead of relying on spreadsheets and email contact lists, save time and improve your clients experience with easy access to contact information, automate responses, and communication tracking.

Because client intake is automated and centralized, your system can instantly gather, collate, and manage that crucial data. Auto-population ensures that all of the important info is recorded and on-hand the moment it’s required. A CRM also makes it easier to arrange, modify, or share critical documents. 

And these organizational benefits aren’t simply limited to existing clients. The system can also store lead information, which can then be leveraged via email and SMS campaigns. 

#3 Improved Client Communication

A CRM strengthens privacy and facilitates client communication. As noted by National Law Review:1 

“With your law firm CRM software system, your firm has access to a secure client portal. This online platform allows clients to message their attorneys in confidence regarding legal matters or anything else. Secure documents can be shared safely through the portal—with clients, colleagues, or other collaborating parties. The level of security within this portal is incredibly high—the same level offered by online banking platforms, ensuring all legal documents remain safe and confidential.”

This improved organization and communication will inevitably be noticed by your clients. When you have the data and insights you need on hand, you’re better prepared to support their needs and address their concerns. 

By demonstrating to your clients that they matter and are a priority, you drive client satisfaction, which can lead to positive reviews, client loyalty, and future business.   

#4 More Referrals 

What is the number one way you land new clients? 

Chances are, it’s referrals. 

A 2017 Legal Trends Report discovered that the vast majority of clients—62%—look for a lawyer by asking a friend, family member, or another lawyer for a referral.2 And even if they aren’t asking close contacts, they’re probably seeing what others have to say about your legal firm on the internet. 

As mentioned, when you strengthen relationships with existing clients, you incentivize them to sing your praises. If they have a great experience, they’ll be sure to share that information with close contacts. And if they have a bad experience, you’d best believe they won’t be shy about conveying that sentiment as well. 

Therefore, the fact that your CRM facilitates client relationship building increases the likelihood that existing clients will refer you to others in a positive light.  

#5 Actionable insights 

All of the data in the world is of little consequence unless you can understand and then act upon that information. With a CRM, your system can automatically collect, collate, and then analyze client data to produce actionable insights. 

This can help you paint a more clear picture of:

  • Who your existing clients are, including their:
    • Needs
    • Values
    • Demographics
    • Interests
  • What your ideal client persona looks like
  • The optimal way to reach them 

From there, your system can create automated processes like reminders and follow-ups. This empowers you to target would-be clients as effectively as possible without needing to expend a significant amount of time or energy. 

#6 Enhanced Collaboration 

Law firms rely on teamwork to manage cases. There may be dozens of attorneys, paralegals, and law clerks working on a given case at the same time. To best represent their clients, every member of your team needs access to all of the relevant documentation and case resources.  

A CRM streamlines internal communication, making it easier to collaborate, share information, or see how clients are spoken to. The addition of a communication log helps you maintain a consistent messaging posture. Similarly, CMS tools allow teams to make notes, send messages, or add alerts. 

Even if someone isn’t working a case, they can pop in to see where the process is at or to reference documents. This increases transparency and accountability across the entire firm, which helps foster a healthier work environment.  

#7 Boosts Your Reputation and Brand Image 

When you account for clients’ needs, listen to them, and then respond with alacrity, the result is a more satisfied clientele. By making this a habit, you can slowly shift public perception in a positive direction. As time passes, people will start to associate these positive qualities with your brand, making it easier to convert and then retain clients.   

Convert It—Legal Marketing Experts 

Law firm CRM systems are just one of the many tools legal firms can leverage to build relationships with their clients. But they’re not the only ones. While a CRM has some marketing and sales automation features, those are just a small component of the entire system. 

Do you want to enhance your client outreach and acquisition? 

That’s where we come in. At Convert It, our digital marketing platform has everything you need to generate new clients, including call & lead tracking, PPC campaigns, behavioral targeting, captivating ads, and website optimization for law firms.

By combining the powers of CRM with our digital marketing expertise, you position your legal firm for ultimate success. Discover more today!   



  1. National Law Review. Law Firm CRM Software.
  2. Above the Law. Referrals Remain Leading Way Lawyers Get Clients, Per Legal Trends Report.
  3. Attorney At Work. Why Every Lawyer Needs a CRM System.