In any legal practice, your business success depends on having a full pipeline of new leads and a long trail of happy clients.

That’s why most attorneys know the importance of having a solid marketing plan in order to drive high-quality traffic to your website through social media, paid ads, and search engine optimization (SEO).

However, getting traffic is only one part of the equation. You want to be sure that website visitors turn into phone calls and, eventually, new clients.

You may also want to check out How To Spy On Your SEO Agency – The Ultimate Cheat Sheet.

That’s where Conversion Rate Optimization (CRO) comes in.

Conversion Rate Optimization Basics

Web copywriting that’s optimized for conversions ensures that you are making the most of the traffic coming to your website by maximizing the percentage of visitors who contact your firm after visiting your site.

In this guide, we’ll cover 10 web copywriting ideas you can use to dramatically improve the percentage of people who go from website visitor to potential client by submitting a contact form, or picking up the phone to call your firm.

Let’s dive in.

Once you get the copywriting part down, there are several great tools you can use to analyze how well your conversion rate optimization efforts are working:

  • Hotjar
  • Crazy Egg
  • Optimizely
  • Lucky Orange

What is Conversion Copywriting?

Conversion optimization of the copywriting on your website involves conducting market research to understand what your audience wants and needs, crafting a message that resonates with them, and driving them to take action (i.e. contact you).

Without it, you may be missing out tons of leads from the traffic you are already getting.


10 Conversion Copywriting Tips for Attorneys and Law Firms

Fortunately, you don’t have to be an expert copywriter in order to improve the conversion rate of your firm’s website.

By following the 10 tips below, you’ll gain a better understanding of your audience, and will be able to improve the copy on your site to better convert the traffic coming to your website into leads.


1. Conduct Thorough Market Research

Before you start writing, you need to conduct some baseline market research in order to better understand your target audience.

Many attorneys and marketers alike skip this step, assuming that they already know what their website visitors are thinking. Attorneys are often surprised to learn that their website visitors aren’t all looking for the same thing.


Questions to Ask Your Potential Clients

You don’t know until you ask, so it’s essential that you get answers to some critical questions when it comes to knowing what your audience wants and needs.

Savvy online companies of gather this information by conducting a survey with the following questions:


Question: What are your biggest concerns, or fears about [topic]?

(Replace [topic] with something that’s related to your legal practice area. For example, the topic could be “going through a divorce” or “potential penalties for a DUI”)


Question: What is your goal or desired outcome when it comes to [topic]?


Question: What is most important in resolving your problem?


Question: What is most important to you in finding the right attorney to help with your case?


You can create a market research survey using Google Forms, Survey Monkey, or other similar platforms with the above questions, and then share it with at least 20 people in your target audience (who have NOT worked with you before).

This will give you valuable insight into what potential clients are thinking while searching for an attorney.

You can then apply this research to your web copywriting using the steps below.


2. Address Your Audience’s Pain Points

From the market research, you will discover what your target audience’s primary pain points are when it comes to the problem they are facing.

For instance, if you’re a family law attorney, you’ll want to know what people are most concerned with when it comes to going through a divorce, or dealing with child custody issues. Once you know what these concerns are, you can speak directly to them in your copy.

Say the top response to your survey is, “My biggest concern is losing custody of my children.”

You could then potentially start the web copy on your Divorce Services page with something like, “Are you concerned about getting a fair custody agreement as part of your divorce settlement? We’ll fight for your rights as a parent!”

This shows your audience that you understand what they are going through, and that you can help them. Rather than guess by saying, “Worried about your divorce?” or “Sick of fighting with your spouse?” you get to the core of what is really going through their minds – and letting them know that you get it.

This will make your web copy incredibly powerful, and far more effective at converting visitors into leads.


3. Address Your Audience’s Primary Fears and Goals

Speaking to emotion is an important component of conversion copywriting, but it is also a place where you want to tread carefully – especially in the legal field. You want your target audience to know that you understand them, but you also don’t want to make things worse by stoking the fire.


Use Their (Your Customers’) Own Language

So, when you get the responses to your market research about their fears and goals, you want to think carefully about how to address these without being insensitive. This is where we recommend using their own language in your copy – no more, no less.

If the responses say, “My biggest fear is that I will lose my child in the custody battle” or “My goal is to come up with a fair parenting plan”, then you want to use this same language in your copy.

The point here is to show potential clients that you understand what they are going through, and that you are the best person/attorney to handle their biggest concerns, and help them achieve their goals.


4. Determine Your Unique Selling Point

Once you’ve addressed your audience’s pain points, biggest concerns, as well as their goals, it’s time to present them with a solution. This is where Question 2 and Question 3 of your market research survey come into play.

It’s likely that your audience has already researched other attorneys before coming to your website. Perhaps they’ve considered filing for divorce on their own, or have even worked with another attorney. The fact that they’re visiting your website shows that they are still haven’t found the answer to solving their biggest concerns.

And since you’ve conducted your market research, now you know why that is.


What Makes Your Law Firm Better Than the Competition?

What makes your firm a better solution, or better fit, than your competition? This is what’s called your Unique Selling Proposition (USP). Your USP is what makes you stand out from your competitors.

So, if your market research tells you that your audience’s biggest complaints are, “I don’t know how to do it myself” and “Other attorneys don’t have enough experience”, you can position your law firm as a better alternative by saying, “We’ve helped over 500 clients achieve a successful resolution to their DUI cases.”

This way, your copy tells visitors exactly what makes you the best fit for them without wasting breath on the things they don’t care about.


5. Lead With Your Most Valuable Content

Now that we are through the meat of the market research and how to craft a solid message that resonates with your audience, it’s time to incorporate the copy into your website.

One way is to share content in the form of blog posts that address your audience’s pain points one-by-one. Through informative blog content (articles) that speaks to their unique issues, you’re able to lead with value and position your law firm as an authority in your practice area.

This is a great way to build trust, show visitors that you have their best interests in mind, and share your expertise. This will not only attract visitors to your website, but improve conversions on your blog posts.


6. Write For An ‘Audience of One

Many law firms make the mistake of writing copy that’s set to appeal to a wider audience, like married couples, homeowners, employees, etc.

The problem is that the wider the net you cast, the less focused and effective your web copy will be.

That’s why it’s best to imagine that you are writing for just a single person – an audience of one.

Write your copy as if you are addressing your ideal client’s pain points, concerns, and goals.


Following this strategy, your copywriting will go from this:

“We help couples who are going through divorce reach a fair resolution”


To this…

“Going through a divorce? We can help you reach a resolution that’s fair – with less stress.”


This makes your audience feel like you are speaking directly to them, which makes it easier for them to see themselves working with you.


7. Incorporate Calls-to-Action
Throughout your copy, you want to make it crystal clear what action you want users to take. Don’t assume that they will know whether they should call you, visit your Contact page, or fill out a form. Every page and post on your website should have at least one call-to-action telling users how to reach you.


PRO TIP: When it comes to your website, people want you to tell them exactly what to do next.

Simple CTA’s such as “Visit our Contact page to schedule a consultation” or “Call Us Now at …” can spur your visitors to take action. You don’t want to leave things to chance, because doing so risks allowing users to become confused about what the next step they should take is.


8. Include an Enticing Lead Magnet

A lead magnet a free resource you give away, like a Guide or a Checklist, that provides information your ideal client will find valuable, and entices them to trade their email address (or other contact info) in exchange for your lead magnet.

This resource should be highly valuable – something potential clients won’t want to pass up. Some examples could be a free “3 Things to Know Before Paying That Speeding Ticket” or a downloadable template for coming up with a parenting plan.

Whatever your lead magnet is, it should be helpful to your audience and provide a boatload of value.

Website visitors submit their contact info in order to access your lead magnet, so that you are actively building your email list. and now you can follow-up by sending them even more valuable content.

This allows you to then follow up with them with a phone call, or a lead nurturing email campaign

PRO TIP: The less contact information you ask for, the higher your conversion rate will be for your lead magnet offer. So if you only need your prospect’s email address, don’t ask for more than that.


9. Nurture Your Leads With An Email Follow-Up Series

Conversion copywriting can (and should) also be applied to your follow-up marketing campaigns, particularly when it comes to email marketing. If you’re investing in a law firm SEO campaign for your firm’s website, and you want to maximize your return-on-investment, you should absolutely have an email follow-up sequence to nurture the leads that download your lead magnet(s).

If you already have an email list of potential clients and/or are growing your list, you want to be sure that you are following up with these people.

Based on how potential clients contacted your firm (i.e. through your contact page, a lead magnet, etc.), you can tailor your copywriting to what you know they are looking for.

So, if you know that your website visitor downloaded your lead magnet about potential DUI penalties, you can build out an email follow-up sequence that covers what they might want to know about potential penalties, as well as potential defenses. This allows you position yourself as the expert, and eventually leads your prospects to the conclusion that they should hire you as their attorney.

Don’t leave your email list cold and in waiting. Make sure that you always follow up with more resources, or at least a call-to-action to get more information about your services.

The objective of lead magnets, and follow-up email sequences is to nurture your leads (lead nurturing), and allow them to get to know more about you as they develop a deeper level of trust in your firm.


10. Test Your Website Copy for Conversions

Conversion copywriting isn’t a set it and forget it as pet of your website. You will want to identify what works, fix what doesn’t, and try different approaches after having analyzed your results.

You do this by tracking the conversions on your website and comparing the conversion rate of your old web copy vs your new web copy.

If you’re getting the same amount of website traffic, but your new web copy is generating more leads than the old copy, you know you’re on the right track. If your new web copy is not performing better, make one tweak to your copy at a time, and measure the results.

Over time, you will become more familiar with what messaging works best for your ideal clients, which calls-to-action convert better, and even where to position certain elements on a web page to produce the best results.

Even if you aren’t a copywriting pro, you will see incremental improvement over time that will result in more phone calls and incoming leads – guaranteed.

You can learn more about how a professional attorney SEO campaign goes hand-in-hand with concepts like conversion optimization, and persuasive copywriting by getting in touch with one of our SEO Analysts. (We promise that’s not just another name for one of those pesky sales weasels)


BONUS: We have a great team of professional copywriters who are experienced with developing conversion-optimized web copy, however… if you like to do things the hard way, and you want to try optimizing the copy on your website yourself, check out this great Copywriting Guide by Brian Dean at Backlinko.