You’re putting in the effort. You’ve got a nice-looking site, some thoughtful blog posts. So why are your inquiries coming from the wrong people—or none at all?
Here’s what most attorneys get wrong: Even good writing can be bad for business.
The problem might be that your current website copy is speaking to the wrong clients. Even well-written content can push away the people you really want in your books.
We see this happen often. An attorney invests in a clean design and pays a fancy copywriter to produce impressive text. The result looks pretty nice but when the phone rings, it’s not the client or case they want.
The good news is that the right copy can connect with the clients you want—just avoid these five writing mistakes on your website.
#1. Ignoring your audience
Potential clients need something specific from your content.
- Instead of complicated verbiage, try plain language
- Instead of lengthy explanations, give quick answers
- Instead of generic platitudes, offer emotional reassurance
If you’re unaware of your clients’ needs, you might wind up with copy that sounds like it’s written for your peers instead of your prospects. Legal jargon doesn’t make you sound smart to someone who’s stressed and in urgent need of an attorney.
Your website copy should be extremely simple and to the point. What do you offer? What will they get out of working with you? How will they feel if they hire you?
#2. Weak headlines
You have mere seconds to stand out and communicate your offer. Your headline will make or break the deal.
- Instead of vague headlines (“Welcome to our law firm”), be specific (“Welcome to Jersey City’s Friendliest Family Law Firm”)
- Instead of navel-gazing headlines, highlight client benefits (“Winning custody agreements for single fathers since 2005”)
- Instead of a boring headline, grab attention with something relevant (“Dad-owned, dad-approved: Highest case success rate in the county, 2025”)
There’s a secondary benefit to a powerful headline: it increases time on page. That’s a strong signal to Google that your page is useful, and it can help you rank higher and reach more people.
#3. Poor structure that makes it hard to scan
The words matter, of course, but so does the way they’re laid out on the page. Scannability matters.
- Instead of long, unbroken paragraphs, be concise and use white space
- Instead of walls of text, break it up with subheadings, bullet points, and pull quotes
The trick here is to make sure your scannable layout works on both desktop and mobile. Imagine your prospect on a subway car or scrolling in bed after putting the kids to bed.
Use a structure and a legal website design that helps busy, stressed prospects find answers quickly. Keep it simple, according to Hick’s Law.
#4. Lack of a clear call-to-action
A stressed prospect sometimes needs a little nudge to reach out. It’s appropriate to encourage them with a helpful callout.
- Instead of a link buried at the bottom of the page, try a sidebar Contact Us or a floating nav
- Instead of bare bones information, tack on a CTA (“Schedule a Consultation,” “Download a Guide”)
It doesn’t have to be salesy. CTAs just keep your visitor on track. Guide them toward conversion by making it extremely easy to visualize the next steps. Write as if they’re scanning quickly and are open to working with you.
#5. Not thinking about the overall strategy when choosing topics
Every piece of content you create on your site should fit into a bigger strategy based on your clients’ interests. Trending and evergreen topics should somehow align.
- Instead of writing only about firm updates, talk about client-focused topics
- Instead of using generic keywords, use the high-value keywords clients actually use
Content strategy is not something you decide in a day. It takes investment, and that means time and money. When you understand your audience’s legal needs, you can craft an SEO-focused strategy that will attract the right prospects to your site.
Good content (and a diversity of content) is how you achieve lead quality and visibility.
Final tips
Attorneys, hear this: good website copy is part empathy, part strategy.
If you’re not confident you can execute on either, then work with a legal copywriting expert. Do not rely purely on AI. Craft a marketing strategy based on topical coverage and then deploy human oversight before anything gets published.
If your copy only informs, you’ll be one of many. If it informs and inspires action, you’ll be the one they call.
Set yourself up for success with a website design that’s built to convert clients for legal professionals like you. From tested templates to expert content advice, we’re the one-stop shop for attorneys who need help building their digital presence.
