There are many fantastically talented copywriters around the world. Some have many years’ experience and can easily clear a six-figure income year on year. So what is so special about hiring a legal copywriter to write legal content? Surely any good copywriter can do it, right?
Yes and no.
An experienced general copywriter can write your website content, blogs, and marketing material, and do a good job selling your firm. However, a legal copywriter can become your firm’s voice.
Think about it. When you partner with someone to write your organisation’s copy, especially your blogs and articles, they are essentially assimilating into you and talking through you directly to your clients (sorry if that sounds a little creepy). Wouldn’t you prefer the person taking on such an important role in your business be a specialist in the legal industry?
Here are a few reasons why a legal copywriter can add extra value to a law firm’s content writing over a more generalist copywriter.
A legal copywriter knows the law
A legal copywriter should be legally qualified and have some experience within or around the legal industry. Writing legal copy can be technical and complex, and to do it justice your copywriter needs to have an understanding of legal research and legal terms. More importantly, they need to be able to convey these terms in ordinary, everyday language. A legal copywriter also understands the importance of applying correct terms and language to a particular issue, as a term used in a lay person’s context can have a very different meaning in a legal situation.
A legal copywriter knows your clients
If your firm is a general legal practice, covering both private and commercial clients, many different types of folk will be visiting your website. The type of client looking for family law information is sometimes (though certainly not always) very different from one seeking content related to mergers and acquisitions. A legal copywriter who has experience in the legal industry is aware of this and writes for each different type of client. Location plays a part as well. Rural practices often want the style of writing for their firm to be friendly and low-key, with website pages consisting of around 100 words or so. Commercial, urban firms need longer copy and more business-tailored language to attract and convert potential clients.
A legal copywriter knows your business
When I worked for a legal publisher in New Zealand I once visited a small, suburban firm that specialised in commercial and property law. They did not handle litigation matters at all. The sales representative before me had managed to sell them a library of law reports, something which they clearly did not require. On the odd occasions they needed to read a case they could have easily obtained the judgment from their local law society library, saving them an awful lot of money. Some may see this as an example of clever selling, however, I see it as a perfect illustration of what can happen when someone who has no idea, or any interest in your business, ends up in a consultative role.
A properly qualified legal copywriter knows the legal industry and all its quirks. They will ask you about your business and what areas of your practice you wish to grow and what type of new clients you wish to attract. They will write bespoke copy aimed at your clients and in your firm’s style, not offer you a ‘one size fits all’ solution.
Engaging a legal copywriter will allow you to create an ongoing partnership with the person who will be the voice of your company, and give you the confidence that the information you are supplying to your clients via your content marketing is accurate as well as interesting.