Is your law firm’s website getting traffic - but not bringing in new clients?
If you’re vigorously nodding your head right now, read on. I’m betting that one of the main reasons your website isn’t converting is copywriting - which is something many law firms struggle with (in my experience, at least!)
Let’s explore five common problems you may be experiencing with your law firm’s website right now, which stem from bad copywriting. And how to fix them!
Problem 1: "Our Website Isn’t Producing Leads”
Your website traffic is solid, but it’s a dead end - no one is converting. While website traffic is essential, it’s conversions that drive business.
According to data, the legal industry has one of the highest average website conversion rates of 7.4% - compared to financial services, for example, which sits at 1.9%. This is likely due to the high intention of law firm website visitors - they’re coming to you because they need a legal issue solving, pronto!
So if your law firm’s website is nowhere near this metric, check your copy. Poorly written or confusing website copy is a key reason why visitors fail to convert.
How to fix it: Clear, benefits-driven copy that speaks quickly and directly to your client’s needs is what’s missing.
According to Google Research, it takes a blink-and-you’ll-miss-it 0.05 seconds (50 milliseconds) for us to decide if a website’s right for us or not. And 61% of us expect to find what we’re looking for within five seconds of hitting your site.
In short, you need to be so clear with your copy that the message and understanding of it is almost instantaneous - signalling to visitors that they’re in the right place.
So, as a basic minimum, your homepage - the FIRST place potential clients visit - has to get across the following immediately:
Who you are
What you do
Who you do it for
If you look at my website, my homepage explains who I am, what I do, and who I work with in the first section you come to. It’s basic information, but VERY necessary as it tells people that I can help them straight away. Does your website do the same? (you’d be surprised how many websites don’t.)
And on that, once someone is interested and reassured, here’s what you want those visitors to be doing, according to Google. If your website users are doing any of these, then congratulations, they’re ‘engaged sessions’:
✔︎ Visiting your site for longer than 10 seconds
✔︎ Visiting two or more pages
✔︎ Completing a key event - like scrolling through most of a sign-up or contact page
To encourage an engaged session, take clients to other pages they need to see to support the decision-making process. Like your About page. And your Testimonials page. Where you can go into detail about who you are, and show your impact - remember, it’s the legal results that people are buying when they choose you. Don't underestimate the power of a great testimonial from a client or storytelling facts and figures that people can relate to.
Problem 2: "We Don’t Have Time to Write Our Own Website Copy"
You don’t have time to write any marketing or website copy - and it’s affecting your growth.
It’s no surprise that this is a common frustration. With industry polls reporting that 20% of lawyers are regularly putting in 50-60 hour weeks, where does the time come from to write website and marketing copy?
How to fix it: Outsourcing your copy needs to a professional copywriter solves this problem immediately. It frees up valuable billable hours and ensures that your messaging is always client-focused and up-to-date. DIY copywriting is often a bad idea anyway - read my blog here to see why.
Problem 3: "Our Website Copy is Outdated Compared to Competitors"
Embarrassed by your law firm’s website and how it compares to competitors? If yours is outdated, potential clients may question your firm's relevance and whether you’re really ‘on the ball’.
A 2023 Yellow Pages survey found that 52% of Australian consumers were less likely to engage with a business that had old content on its website.
How to fix it: Regularly refreshing your website with updated blog posts, case studies, and client testimonials is crucial for staying competitive, and remember - Google loves fresh, relevant content. Again, if you don’t have the time, outsource it all to a professional copywriter.
Problem 4: "Our Business Feels Invisible"
Is your firm getting lost in the crowd? It’s probably happening because your website copy isn’t highlighting what makes your firm unique.
Clients want to know what sets you apart from other firms - the old ‘why should they choose you?’. And one of the key reasons they don’t is because of generic claims like ‘leading firm’ or ‘tailored solutions.’
Have a look at your website and see if you’re guilty of relying on statements like these. They’re not only vague but are so overused, especially across law firm websites, that they’re meaningless. When you sound the same as everyone else, it’s impossible for clients to choose between you and your competitors.
How to fix it: To stand out, you need differentiation and proof - two things that generic copy never delivers.
So don’t just say ‘leading firm’ - SHOW why you’re the leading firm. Prove it with real-world case studies showing your expertise, facts and figures of your achievements, and testimonials.
Potential clients need to know that your firm - and only your firm - is the best one to solve their problem, and your copy has to reflect that.
Problem 5: "Our Ads Don’t Lead to Clients"
So you’re investing in Google or online ads but not seeing the client return. A great ad campaign with well-written persuasive copy will drive traffic - but if your visitors are then met with a confusing and poorly-written website (see Problem 1!), they'll bounce off super-quick.
If your website copy doesn’t match and reflect the ad messaging, you’ll lose the client before they know you and your services.
How to fix it: Cohesive, persuasive website copy that backs up your ad promises and resonates with your audience is critical. Effective website copywriting ensures every advertising dollar works harder - remember, your website is where ad clickers end up! You’re throwing money away if you’re sending them to a site that’s not up to scratch.
The Takeaway Conclusion
If you’ve made it this far, you likely relate to everything I’ve talked about. The good news? All these copywriting challenges can be fixed. With the right approach and professional copywriter, your website can become the powerful sales funnel it’s meant to be, engaging potential clients and driving new business.
If you want to see how that could work for your firm, feel free to get in touch for a no-obligation chat. Or connect with me on LinkedIn. Whether you’re after a key page refresh or a whole site rewrite, I’ll make your website clear, compelling, and ready to convert.
You can also explore my dedicated copywriting services for lawyers and professional services firms to see how I can transform the messaging across your website and your business.