Legal Copywriting and Long-form Landing Pages

You might have heard about copywriting and the use of long-form landing pages to increase conversions, such as website enquiries.

But what are they, and how do they help you achieve your goals?

First, let’s start with some definitions.

Q. What is legal copywriting?

A. It is a special form of content marketing which fits within your content marketing strategy.

This is because legal copywriting is a purpose-driven form of content, crafted with a specific goal in mind. For that reason, it is frequently seen in long-form landing pages which form the backbone of good paid online advertising (also known as “pay per click” ads).

Q. What are long-form landing pages?

A. Long-form landing pages in the legal context are website pages which provide extensive information about a firm’s service to persuade readers to take action.

Often, they include pages of content, social proofing (such as client testimonials), and carefully placed prompts (known as “calls to action”).

The psychology of long-form landing pages

Long form landing pages are part science and part art.

These website pages focus exclusively on the reader’s perspective and the desire to take a particular action (known as a “conversion” in the industry). Often those actions will be to complete a website enquiry form or make a call seeking legal help.

But sometimes, especially in cases where the lawyer is seeking to develop brand awareness, they can be for other things, like downloading a how-to guide or information brochure in exchange for an email address (from which you can then start an email marketing campaign).

Ethical approach

As a lawyer, you already know that your marketing materials must be accurate and not misleading. Good legal copywriting takes on another dimension. It is powerful and can motivate people to act. This means that lawyers who use it must be confident that they are acting responsibly and ethically.

This is why I make sure any copywritten content is written to the highest standards and that it is always cleared for publication by my clients first. When I was a practising solicitor, I expected this from anyone who worked on my firm’s marketing campaigns. You can trust, and expect, the same from me. (Read more about me and why you can feel confident using my services by clicking on the links.)

Interested in working with me? Then complete the online form on this page.