Changing client expectations, increased competition, and mounting pressure to deliver measurable ROI mean legal marketing teams are doing more than ever before. But while the legal world is steeped in expertise, that doesn’t always translate to compelling, accessible content.
That’s where a legal copywriter steps in.
Marketing legal services isn't like marketing anything else
At Coven, we partner with law firms and legal providers who need more than just grammatically correct blog posts. They need clarity. Accuracy. And content that positions their firm as a trusted voice. Without overwhelming the reader with jargon.
A skilled legal copywriter can bridge the gap between specialist knowledge and everyday language. The result? Copy that connects, informs, and converts.
What exactly is content marketing, and why does it matter to law firms?
Put simply, content marketing is about offering genuine value through articles, web pages, and digital assets, without the hard sell. For law firms, it’s a powerful way to:
- Build credibility
- Improve visibility online
- Deliver relevant traffic
- Generate qualified leads
But not all content is created equal. Legal audiences need clarity, not confusion. Your clients aren’t looking for a mini law degree – they’re looking for solutions.
Writing for real people
It’s no secret: lawyers are trained to write for other lawyers. That’s perfect for contracts and courtrooms. But when it comes to engaging clients, clarity trumps complexity.
Legal copywriters are trained to strip back the technical language without losing accuracy. That means your message lands every time, whether it’s a startup seeking advice on IP or a family navigating probate.
Three truths every legal marketer should know:
1. Your audience matters more than your accolades
We’ve seen it countless times – law firms investing hours into detailed bios, only to find that their potential clients bounce off the page. Why? Because people care less about where you trained and more about what you can do for them. A good copywriter knows how to strike that balance.
2. You can’t afford to sound boring
If your content reads like it was written for a legal textbook, it’s not going to win over hearts or clients. That doesn’t mean being casual for the sake of it. It means being relatable, clear, and relevant.
3. Time is money. And fee-earners don’t have spare hours
Even when solicitors can write, they rarely have the bandwidth to do it. A freelance legal copywriter can take that pressure off your internal teams, delivering high-quality content while your legal experts stay focused on billable work.
Choosing the right marketing team for your firm
We believe every brand has a unique story.
The best copywriters understand the nuances of the legal sector, from regulatory constraints to tone sensitivity. They know how law firms work, how lawyers think, and what legal clients need. And they’re adept at shaping copy that reflects both the brand and the brief.
Whether you need a content partner for a long-term campaign or an extra pair of hands for your internal team, we’ve got the talent ready to go.
Work with writers who understand law - and marketing
At Coven, we match you with expert copywriters who know the legal world inside and out. From corporate firms to niche practices, we help legal brands connect, engage, and grow through strategic, compelling content.
Ready to elevate your legal marketing? Let’s talk.