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.