Looking for legal copywriting inspiration? You’ve found it.
It’s hard to find examples of law firm copywriting that isn’t boring.
And with everyone and their mother now using AI to write their website copy, it feels downright impossible!
But actually, it’s not. Because I’ve found them.
Why Matt? Why have you found examples of law firm website copywriting that isn’t boring? That sounds like…a boring thing to do.
Well yeah. Until I find them!
So here you go. My favorite examples of creative, unique, outside-the-box, and (crucially) clearcopywriting for lawyers. My hope is that you use these copywriting examples as inspiration to improve your own.
Psst, real quick…
Juris Digital is the only law firm marketing agency that’s StoryBrand certified. What the hell does that mean? It means we’re really good at writing really good copy for law firms. Could your brand messaging use an upgrade?
Selden & Company sets the standard for authentic and impactful law firm website copy. Over the course of my 15-year career, I have never found an attorney website with more interesting copywriting than this one.
This is what greets you as soon as you land on the homepage. One of the reasons that the copy on this site is so effective is that it’s paired with evocative imagery.
This is from the section just above the main banner on the homepage. I love it because it’s not only a compelling message, it’s also a compelling visual. It’s good words structured for maximum clarity.
This is from the homepage as well, in the section following the above. It’s as clear a mission statement as I’ve seen on a law firm website.
Have you ever seen a law firm website that says “we love you”? I haven’t. I love it.
This is the text that is found in the footer of the website, you know, where you normally find disclaimers. My favorite bit is: Things have a way of working out. Most people are good. Everyone’s just trying to do their best. We all want the same things for ourselves and our families. Be excellent to each other.
This is the banner on the blog page. I like it because a) it’s funny and b) it’s transparent and ethical. A law firm blog is free legal advice, and it is worth exactly what you (don’t) pay.
Ps. I love the copy on this website so much that I made a TikTok about it. Check it out 👇
Most of the writing on personal injury lawyer websites is god-awful. Here’s an example of a site that completely breaks that mold – some of the best law firm copywriting I’ve ever seen. #legalmarketing#lawyersoftiktok#lawyermarketing#copywtriting
This is from the homepage banner. The copy on this site conveys the attorney’s personality. It engenders trust because it sounds like it was written by a human, not AI or a marketing agency.
This copy is in the Services menu dropdown. I really like the phrase “pick my legal brain”. It’s fun to read and it communicates very clearly a service – legal consulting – that firms often struggle to articulate.
The way this site pairs personal voice with photos of the attorney is so effective. It makes you feel like you’re having a conversation with the attorney.
Law firms often mess up their website by trying to describe every single service they offer. This is a great example of using clear copy to communicate the firm’s capabilities without writing a novel about it.
This is from the Legal Subscription service page. The copywriting does a great job of describing the service while remaining entertaining and easy to understand.
Once again, I liked this so much I made a TikTok about it. Check it out 👇
Atticus is an interesting law firm that I stumbled upon several years ago. Their site has always really impressed me, and the current iteration has some really solid copywriting. This example doesn’t have the flare of the previous two, but it offers two things that are more important: Clarity and transparency.
This is the homepage banner. This copy is great because it is clear. It immediately drives home the point that you have a right to aid, and that Atticus can help you get it.
I really like the testimonial they chose here because it speaks to the exact situation that the firm’s typical client faces.
This is the second example of footer fine print I’ve given, which tells you what kind of freak I am. I admire the plain language used here. Rather than wasting space with legalese that no one cares about, they’ve chosen to give transparent, useful information to help readers understand who they are and what they do.
This blurb appears on the website’s about page. I am a big fan of attributing words directly to leadership. These few paragraphs, paired with the founder’s headshot, explain the firm’s why: “Our mission is to make it easy for any person in crisis to access the life-changing aid they deserve”.👨🍳💋.
It is so rare for law firms to disclose how they make their money. Kudos to Atticus for being super transparent and explaining clearly how their business functions.
LAW FIRM COPYWRITING EXAMPLE 4
James Hugh Potts II
I don’t know much about this firm, but what I do know is that “We Win. Things Change.” is an absolute banger of a tagline for a plaintiff law firm.
As I already said “We Win. Things Change.” is a genius tagline for a plaintiff law firm that handles high-stakes cases.
This is the blurb you get when you click on “Win Win” in the menu. On this page, the firm links to several short audio clips where the lead attorney discusses his philosophy for taking cases to trial. It’s really unique and impactful.
I find this little blurb inspiring. I like how it humanizes the firm. It puts people at the center of the mission.
LAW FIRM COPYWRITING EXAMPLE 5
Lay Roots
Lay Roots is an asset protection and estate planning firm that helps rich folks keep more of their money. I know that because, like JHP II, their tagline is excellent!
Again, great tagline. But I also love the text in the button. The conventional wisdom is to make button copy like this super short (eg. “Contact us”), but I like how this copy tells you exactly what to expect.
Does creating sympathy for the wealthy jive with my own personal ethos? Not really. But it works really well for a firm whose clients are wealthy people who want to avoid paying taxes.
LAW FIRM COPYWRITING EXAMPLE 6
Porta Law
Porta Law is an employment law firm in Vancouver. I found their site while researching this post. What I love about their site is how short the homepage is. Because it’s short, it’s clear and easy to use.
Not many employment law firms talk about their area of law in terms of human rights, but I think it’s such a smart way to position it. I love how clear and direct the headline is here, especially “solving your problems at work”. I also really love the simple presentation of their services.
This is from the “Our Blueprint” page. It’s rare for law firms to talk about their values, and this visual, paired with the paragraph beneath, is really effective.
LAW FIRM COPYWRITING EXAMPLE 7
Silva Injury Law
Disclaimer: Silva Injury Law is a Juris Digital client, and yours truly played a role in writing their website copy. But still. It’s good.
This firm makes *incredible* episodic video content. I mean really good. They do not act like a typical personal injury firm, and we decided to put that message front and center on their website.
Right below the main banner, we added client testimonials, written and video. The idea was to immediately invite the user to see themselves as someone the firm can help.
In this section, which introduces the attorneys, we decided to embed YouTube shorts rather than stuffy-looking photos of lawyers in suits. We thought that worked with the idea of the firm being “unapologetically ourselves”.
Want to learn more about this site? Here’s another TikTok, from me to you 👇
I sincerely hope you found these examples edifying. Go forth and write better copy for your law firm!
Oh, also, I am going to keep this post updated regularly. If you have examples of great law firm copywriting, please send them to me on LinkedIn or via email.
Matt Green
Hi, I'm Matt. I am the VP of Innovation here at Juris Digital. I love SEO, content marketing, and brand development, and I am so grateful that my job is to help exceptional lawyers deploy these marketing tools to help more people. If you have specific topics you'd like to discuss with me, please feel free to email me.
