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What Makes a Good Legal Copywriter?

So, you want to hire a copywriter to help attract clients and highlight your law firm’s best attributes? That’s great! But wait – how do you know that a copywriter is right for the job? After all, you are trusting this person with information about your site and practice, and are trusting that they will adequately convey your message. 

With more than 40% of potential clients starting their search for a lawyer online, it is more important than ever to find a good copywriter to make your content stand out. But what makes a good legal copywriter? We have the answer! Read on to find out what you should look for when hiring a legal copywriter. 

What is a Legal Copywriter? 

 A legal copywriter is someone who has specific education and/or experience in the legal industry. That may be a former lawyer or paralegal, law student, or a professional writer who has dedicated their career to the legal industry. 

Qualities to Look For in a Good Legal Copywriter

A great writer may be able to write content for your law firm’s website, but does that mean they are the right writer for the job? Not necessarily. There are some important qualities that you should look for when hiring a legal copywriter. Those qualities include: 


First and foremost, a good legal copywriter is someone who has originality and will maintain originality. That means creating unique content, rather than copy/pasting or simply dissecting the content from another source. Not only is plagiarism unethical, but it can do serious damage to your reputation and your Google ranking. 


It’s easy to find a copywriter online. Sites like Fiverr and Upwork make finding a freelancer super easy. Unfortunately, you can’t always trust the person on the other end of that contract to perform as well as you need them to. Often, copywriters lack experience in the legal industry, which can cause problems when it comes time to publish content on your site. A good legal copywriter is someone with verifiable experience in the legal industry. 

If you hire a copywriter without experience, you could find yourself sifting through content that is incorrect, unethical, or completely unusable. This is a waste of your time and money. When searching for a copywriter, make sure to specify you want someone with legal experience. 


A good legal copywriter will be able to provide you samples of their previous work. This is a great way for you to see if their writing style will match with your goals and expectations. Just because someone is a legal copywriter, doesn’t necessarily mean they are what you need. 

Language Skills

A good legal copywriter is someone who has excellent language skills. Legal copywriters need to bridge the language gap between lawyers and their clients. That often means taking difficult legal terms, definitions, and concepts, and making them easy to understand for the layperson. In a way, the copywriter acts as a translator. 

SEO Experience

SEO is an important part of digital marketing. A good legal copywriter will have at least a basic knowledge of SEO for the legal industry. That means having a working knowledge of SEO metrics and strategies to compete and win key terms. A good legal copywriter will be able to identify keywords, create a content strategy, and develop content that is high quality. 

Avoid Mistakes When Hiring a Legal Copywriter

If you are planning to hire a legal copywriter, you want to avoid the common mistakes that so many law firms make. You are investing time and money into this person, so you should make sure that your requirements and expectations are clear as day. Here are our recommendations for things you can do to avoid a copywriting disaster: 

  • Give clear guidelines on each piece of content you order
  • Make sure your copywriter understands and avoids legalese, which the average internet user will not understand
  • Have someone in your firm review content for accuracy before it is published
  • Make sure all content is 100% original and accurate
  • Make sure content does not link to other law firms or lawyer websites
  • Discuss SEO and keyword strategies before assigning projects
  • Discuss a social media plan for sharing content on your website

Communication is key to a good working relationship between you and any copywriter you hire. Be clear and honest, and discuss any concerns upfront. 

Go Get Em!

Now that you know the qualities that make a good (or even great) legal copywriter, you have the tools you need to go hire one! Remember to look for someone with verifiable experience, samples, and attention to quality and originality. Communicate openly and honestly, and you and your copywriter can have a wonderful working relationship that is mutually beneficial.

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