Once you realise this one thing, your legal marketing writing will improve ten-fold:
As a law firm, you’re not just offering legal services, you’re offering hope and the promise of a fresh start.
When writing content for your law firm service pages, ask these seven questions first:
- How does your audience currently feel?
- What do they care about?
- Who do they care about?
- Why do they care?
- What service(s) do you provide them?
- How will their life change as a result of your services(s)?
- How will they feel?
As an agency specialising in legal marketing, I have been utilising this seven-step system at Contra to craft conversion-driven copy for leading law firms – copy that has contributed to a 99% increase in conversion rates.
And here’s how you can do it too.
Step-by-step guide to legal marketing writing.
To show you how it’s done, here’s the system in action using the example of someone who suffered a serious injury at work.
However, the system can apply to any practice area.
At the end, we’ll put it all together in a couple of powerful paragraphs to give you a flavour of what’s possible if you simply follow the steps.
So let’s get to it.
1. How does your audience feel?
In a nutshell:
- Severe pain
- Financial worries
- Loss of independence
At the heart of any good law firm marketing strategy is empathy.
We make decisions based on emotions and justify them with logic later.
Think about how your audience is feeling.
In this example, the prospective client will be suffering some form of severe physical pain.
Their pain could last for months or even longer depending on the severity of their injury.
Being debilitated by an injury also creates additional concerns on top of the pain itself.
For example, not knowing if or when you will recover can be extremely draining and stressful.
Equally, losing independence and being unable to carry out previously simple tasks, even if only temporarily, can be difficult to come to terms with.
The emotional strain is further compounded by financial concerns.
In some cases, work injury clients may be out of employment for long periods.
Some may need to change to a less laborious role, while others may lose their ability to work entirely, resulting in a significant loss of earnings.
All these factors will come into play when a prospective work injury client first seeks legal help.
2. What do they care about?
In a nutshell:
- Their health
- Their independence
- Being active and social
- Finances
- Justice
- Compensation
First and foremost, the prospective client will care about their health.
They’ll want to receive the best care to make the best possible recovery. And making a strong recovery is vital to regaining their independence.
For some, this might mean getting back to an active, energetic lifestyle.
For others, it’ll simply mean living comfortably and enjoying social time with friends and family.
While often secondary following a potentially life-changing work injury, ensuring their finances are in order is also important to living a comfortable and enjoyable life.
With that in mind, getting back to work quickly and safely is usually a priority too. Not everyone will have this option, however.
If they can’t work because of their injury, securing compensation becomes increasingly vital. Compensation not only offsets the loss of earnings but it also funds essential support and treatment in aiding recovery.
But seeking legal assistance isn’t just about money…
…it’s about seeking justice.
Rightfully, your work injury clients will be desperate to right the wrongs they suffered, ensuring those responsible are held to account.
Be sure to lean on this within your law firm marketing.
3. Who do they care about?
In a nutshell:
- Themselves
- Their family and loved ones
- Being active and social
Prospective clients care about, well, themselves, of course.
Their own physical and emotional well-being will inevitably be a top concern.
That being said, work injuries don’t only impact the people who suffer them. The effects can be far-reaching, touching both their family and friends.
They may be carrying the weight of a terrible injury, but also worried about providing for their family.
4. Why do they care?
In a nutshell:
- Want to live a happy and fulfilled life
- Love their family
Everyone wants the best for themselves and their family, regardless of whether they’ve suffered an injury.
Ultimately, everyone wants to live an enjoyable, fulfilled life with their loved ones.
However, suffering a severe, life-changing injury at work places all this at risk.
Getting professional help from a law firm aims to reduce the risk, securing the best possible outcome for the people the prospective client cares about most.
5. What service(s) do you provide them?
In a nutshell:
- Free claims assessment
- Support and advice
- Fight for justice and compensation
- No win no fee
Now it’s time to offer a solution.
Present your services.
Good legal marketing writing focuses on the benefits when highlighting services, not the features.
Seeking legal advice can be a daunting prospect, especially having already experienced the trauma of suffering a severe work injury.
Some prospective clients might not reach out to you if they don’t fully understand what they’re getting themselves into.
So, make them feel more comfortable by outlining the benefits of working with you.
One might be a free claims assessment, confirming to prospective clients they have grounds for a claim and giving them the confidence they need to take the next step.
This can be developed further using your no-win no-fee offer.
The financial cost is the greatest barrier people need to overcome before becoming clients, so selling your no-win no-fee service can ease concerns about it being too expensive.
However, financial benefits aren’t enough alone.
Your legal marketing needs to showcase that your experience and knowledge outshine that of your competitors.
Leave your prospective clients in no doubt they’ll receive the best possible advice and support to achieve the compensation and justice they deserve.
6. How will their life change as a result?
In a nutshell:
- No more financial burden
a. Receive the justice and compensation they deserve - Reclaim independence
a. Get back to work
b. Be active and social with friends and family
c. Feel fitter and healthier with rehabilitation support
It may seem strange, but often the best change your law firm can offer is getting your clients back to normality.
Essentially, you’re helping to resolve all the concerns and challenges your client has endured since their injury, accident, relationship breakdown, abuse, or whatever awful thing has happened to them.
In the case of Personal Injury, this means easing their financial worries by helping them secure compensation and/or get back to work.
You’re helping them regain independence, giving back the ability to live comfortably and enjoy an active, social life with loved ones again.
That’s all thanks to helping them secure the treatment and rehabilitation support they need and deserve.
And, finally, you’re giving them a voice.
The sense of justice you create shouldn’t be underestimated, so give it prominence throughout your legal marketing writing.
Remember, while you’re selling a service, it’s the outcome which is most important to your clients.
7. How will they feel?
In a nutshell:
- Relief
- Peace of mind
- Fitter and healthier
If all goes well, your client will have peace of mind, both throughout their claim and beyond.
They know they have unrivalled expertise on their side, fighting to right the wrongs they’ve suffered.
And they have the best possible care and support to aid their recovery.
This all contributes to them feeling happier, healthier, and fitter in the long run, a far cry from what they would’ve felt without the help of your law firm.
Legal marketing writing in action.
Now you’re familiar with the system, let’s round it up in some killer copy:
We understand the devastating impact a serious injury at work can have on you and your family, especially when it wasn’t your fault. Severe pain, financial worries, and a loss of independence can all weigh heavily on your heart.
At Contra Legal, we fight for the justice and compensation you deserve. Our comprehensive services include a free initial claims assessment, unwavering support, and expert legal guidance on a no-win no-fee basis.
Beyond compensation, we focus on your well-being, providing essential rehabilitation support. Our dedicated efforts aim to ease your financial worries and restore your independence, ensuring you regain peace of mind. Together, we'll help you rebuild a future where you feel empowered, healthier, and ready to make a fresh start.
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Need a legal marketing agency?
Contra has a wealth of experience writing persuasive, personal and professional copy for some of the UK’s leading law firms.
Applying the advice we’ve outlined in this legal marketing blog has helped us generate more high-value conversions for our clients, and we can do the same for you. So, don’t wait any longer. Request a free consultation today.
