I was browsing law firm websites the other day to check out their website copy and far too many - mentioning no names! - stood out for all the wrong reasons:
Not a single mention of who they are and what they do on the homepage
No reference to who they do it for
No talk about how they solve their clients’ problems - just vague and generic testimonials, if any.
Oops.
If you’ve read my website copywriting services page, or know anything about marketing, then you already know that your website is usually the first impression potential clients have of your services and brand.
But most websites, especially professional services like law firms - miss the mark when it comes to connecting with the very people they aim to serve.
So what’s missing? Apart from the basics in this case (!), it’s the one thing that sets businesses apart in a client’s mind - something I bet you’re guilty of omitting as well: A clear connection to your clients’ pain points.
What Are Pain Points? And Why Should You Care?
Pain points are the specific problems or frustrations your target clients face that you can help solve. In this blog, I’m using law firms as an example - but pain points apply to every business.
So, if you’re a commercial law firm, clients may be experiencing pain points like:
Struggling to resolve complex disputes without risking financial repercussions
Feeling overwhelmed by the legal maze of property transactions - buying, selling, or leasing
Facing the daunting challenge of restructuring or insolvency, unsure how to minimise losses while meeting obligations.
In each case, your website copy has to show that you understand and empathise with their situation. But if your website is full of generic services listings, legalese-heavy content or focused on your firm’s credentials - all common website copy mistakes I see law firms making - clients won’t connect.
The Problem with Generic Website Copy
Have a look at your website copy right now and tell me this (honestly): If you were a potential client, does it speak directly to your emotions, challenges, and needs? Would YOU come to you for help?
As I’ve said, law firms, in particular, often focus on their qualifications or expertise, backed with generic, fluffy copy. They headline on their homepage or services pages with their years of experience, industry awards, or how ‘dedicated’ and ‘client-focused’ they are.
All very nice - but it doesn’t show potential clients that you understand their situation. Being in business for 50 years doesn’t matter to a client if the firm that’s been around for 5 is shouting that they’re the one to solve the problem. Remember - all clients and customers, no matter what business you’re in - need to know how you can help them with their specific problems.
The Emotional Side of Client Needs
Again, using law firms as an example, legal matters are deeply personal - whether they’re business-related or not, evoking emotions such as fear, frustration, and confusion.
Your website copy should convey a sense of empathy. Without addressing the emotional side of client needs, your site will just come across as cold and impersonal, no matter how sleek the design.
Which of these headlines grabs you more?
“Over 20 Years of Client-Focused Legal Experience”
“The Law Firm That Knows What’s at Stake – And How to Solve It”
The first option focuses solely on qualifications (and doesn’t pass the so-what test!), but the second speaks directly to the emotional experience and pain points of clients. It makes it clear that you not only understand the problem but you have the solution, which is exactly what clients need to hear.
How to Speak to Your Clients' Pain Points
If your website copy isn’t connecting, it’s time for a copy audit. Here’s how:
1. Identify Specific Pain Points
Start by clearly identifying the main pain points of your ideal clients. What challenges do your clients face? Why would they need your services? What’s the trigger? Once you’ve identified these pain points, you can start shaping your messaging around them.
So using law firms as an example again, if your firm specialises in disputes and litigation, your clients’ pain points would typically include things like:
The high costs of litigation and court proceedings
The time and resources diverted from running the business to handle lengthy court cases
Uncertainty over the outcome and potential financial strain
The disruption caused by drawn-out legal battles
Potential damage to reputation.
2. Empathise with Their Situation
Clients have to feel like they’re your top priority and that you understand their struggles. Use your website copy to demonstrate empathy, be reassuring and supportive as well as professional - write as you speak to clients! No corporate speak or legalese allowed.
For example, lead with this:
“Litigation can be costly, time-consuming, and disruptive.” (this immediately shows you understand the pain points).
Not this:
“Our legal team is highly experienced in dispute resolution.” (yawn - so says every other law firm!)
3. Offer Real Solutions
So now you’ve addressed their pain points, show how your firm will help solve their problems. Think of your website copy as a roadmap to relief. Show how you’ll make their lives easier, and their legal issues disappear. Don’t just talk about your services. Link them directly to the pain points you’ve addressed.
So following the example in point 2:
“Litigation can be costly, time-consuming, and disruptive. But it doesn’t have to be. We explore all options outside the courtroom - from negotiation to mediation - to successfully resolve your issues quickly and effectively. Saving you time, money, and the stress of long, drawn-out litigation while protecting your business.”
Your client now thinks:
You know litigation (and how unnecessarily bad and drawn out it can be)
You’ll do your best to keep me out of a courtroom (and know how)
You’ll make my dispute go away quickly without it costing me $$$ - stress-free and with the best results - so I can move forward.
That’s WIN-WIN.
4. Show Results
Nothing speaks louder and gets more attention than results. Your website copy should be full of testimonials from past clients, case studies, and success stories that show how you’ve helped people in similar situations.
This not only builds trust but also demonstrates that you do what you say - you are the ‘painkiller’ they need.
5. Call to Action (CTA) that Aligns
Don’t just “click here for a consultation.”
Make sure your website CTAs speak to client emotional needs and the pain point they’re looking to solve.
For example, “Solve your Dispute Now - Start Here.” (yes please!)
Pain Points in Action: Website Copy & Brochures
Pain point-driven copy works because it speaks to what clients actually care about. Here are a couple of copywriting examples to show why.
For a law firm launching a new service offering on-demand legal expertise, I led with this: “Need regular legal support, but not a full-time, in-house lawyer?”
Instantly, the client’s thinking: “That’s exactly my problem. I need legal help, but I can’t justify a full-time hire or have the budget for it.”
The solution followed right after: On-demand legal support at a competitive monthly fee - removing the stress and confusion of managing everyday legal issues in your business.
Clear problem. Clear solution. Relief delivered.
Another example? A labour-hire firm in construction. I focused on the real headaches for their clients: Sourcing workers, managing paperwork, and staying compliant. Then, I flipped it with this message: We handle the workforce - and the paperwork - so you can get on with the build.
It resonated so well that they revamped their website copy around it.
Want to see more examples of pain point-focused copy that works? Check them out here.
Final Thoughts…
Pain points in copywriting are not about making clients or customers feel bad about their situation. It’s about showing you understand their needs and emotions.
Because it’s feelings that sell - we buy with our emotions.
While in B2C this is more obvious, it matters in B2B, too. B2B decisions are still influenced by human emotions, whether it's the fear of making a bad legal decision or the frustration of a persistent legal problem or business headache.
Understanding and addressing those emotions is essential for connection, and the secret to turning those pain points into long-term, loyal, and profitable client partnerships.
Want better copy that connects with your clients’ pain points? Let’s chat!