Most professions have their own special language or, at the very least, their own cluster of terms and phrases that are essential to the job. Sometimes, it’s fairly easy for outsiders to deduce what these terms mean. But other times, it’s tantamount to listening to someone speak another language.
When it comes to the practice of the law and the legal jargon it involves, the range of terminology is vast and tremendously difficult to understand—sometimes even for attorneys themselves. And because the job of a lawyer is to represent people in various meetings and proceedings, many clients are left feeling totally at a loss of what’s going on right in front of them.
This is part of the apprehension that comes with consult an attorney. No one wants to feel as if they’re powerless to understand the legal issues they’re facing, and they certainly don’t want to have to ask for a simplified explanation that might make them feel inferior.
This challenge also presents itself when attorneys and law firms try to market themselves, particularly online. The legal copywriting on a firm’s website and blog needs to properly communicate on a level the average legal consumer can understand, and must be largely free of legalese. It’s difficult, however, for attorneys to step out of their bubble of expertise and communicate with potential clients in an easy-to-understand and consistent way.
Is your law firm actively blogging?
A legal blog, for its part, is a fantastic way to take complex terminology, concepts and situations out of the world of law and communicate them simpler terms. This creates better understanding for potential clients and a heightened sense of comfort for those seeking to learn more about the services a firm offers.
A good legal blog will do two things: it will dissect legalese down to its simplest form and will align your practice with the traits and values your prospective clients are looking for—namely patience, communication and authority. Through a blog, a skilled legal copywriter will serve as a translator, setting the tone for more effective communication between attorneys and clients.
Most law firms today have blogs, but the problem is they are not always leveraging them to their full potential. A good legal blog needs more than a post every six months or a constant stream of accolades—it needs to be an information hub for visitors who are looking for the legal services your firm is offering.
Is your law blog doing its job of simplifying complex legal subjects for your prospective clientele? Is it being updated regularly, with quality content that’s serving your firm’s capacity to educate and communicate with clients? If not, you might consider the services of an experienced legal marketing copywriter to help you make the most of this essential content marketing tool.
Kyle Danowski is a senior editor with ProPRcopy, a legal copywriting firm that specializes in developing blog content, website copy, articles and more for attorneys and law firms.