Avoid These Legal Copywriting Mistakes to Stand Out

? "The single biggest problem in communication is the illusion that it has taken place." — George Bernard Shaw

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Legal copywriting isn’t just about words. It’s about trust.

A single line can make or break a client’s decision.

So, if you’re ready to connect, keep reading. Here are the mistakes, plain and simple — and how to fix them.

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Mistake #1: Using Legal Jargon

Your readers aren’t lawyers. They’re everyday people with a legal problem. When you use complicated terms, it can confuse them, leaving them feeling lost or even intimidated. Jargon might sound impressive, but it often creates a wall between you and your clients.

How to Fix It:

Translate legal terms into everyday language. Think about how you’d explain the concept to a friend over coffee. Words like “liability” or “damages” could be replaced with “legal responsibility” or “money awarded for harm or loss.”

Explain any necessary legal terms. If you must use a technical term, give it context. A quick, simple explanation helps readers feel informed rather than confused.

Remember your audience’s perspective. They aren’t lawyers. They want solutions, not a vocabulary lesson. Clarity is key.

Bonus tip: Test your wording on someone outside your usual circle. Legal terms can sound simple to those who hear them often, but someone less familiar will catch confusing spots right away.

Mistake #2: Overloading Sentences

Legal writing is known for long, complex sentences. But clients can get lost halfway through. When sentences go on and on, readers lose track of your point. It becomes harder to keep their attention and to communicate effectively.

How to Fix It:

Keep each sentence focused on one main idea. A clear sentence lets your reader process the information easily, increasing understanding. For instance, “Our goal is to help you get compensation” is clear and to the point.

Use punctuation to break up thoughts. Commas, periods, and bullet points all help readers absorb each part before moving on. It’s like giving the reader a mental breath.

Trim unnecessary words. Reread each sentence, asking, “Can I say this in fewer words?” If the answer’s yes, cut the excess.

Mistake #3: Forgetting the Reader

Many lawyers highlight their achievements, thinking it builds credibility. But your clients? They care about their problems. They want to know if you’re the one who can solve their problems. When your writing focuses on your experience alone, it can feel disconnected from their needs.

How to Fix It:

Shift the focus from “I” to “You.” Instead of writing about your awards, try: “You deserve a lawyer who understands your challenges.” This shows that you prioritize the client’s needs, not your own.

Address their specific concerns. Think about the questions they’d ask, like “Will I lose my house?” or “What are my legal options?” Tailor your writing to answer these questions directly.

Empathize with their situation. Reflect their emotions in your words. Say things like, “We understand that facing a legal battle is overwhelming.” Showing empathy helps clients feel comfortable and supported.

Mistake #4: Ignoring Emotions

Legal issues are often stressful and emotional for clients. If your writing feels cold or overly technical, they may feel you don’t understand what they’re going through. Without some warmth, it’s hard to build a connection.

How to Fix It:

Use words that comfort and reassure. Simple phrases like “We’re here to walk with you through this journey” or “You don’t have to face this alone; we’re in this together” can make a big difference. They show you’re supportive.

Acknowledge their feelings. Statements like “We understand how unsettling this can be” or “We recognize the weight this situation puts on you” make clients feel seen.

Write as if you’re speaking to a friend. Imagine the person on the other end and use words that feel natural, personal, and sincere. Clients respond to genuine empathy.

Mistake #5: Focusing Only on Selling

It’s tempting to push for business, but a hard sell can feel insincere. Clients often need time to understand your approach and feel confident in their choices. When your writing feels like a constant pitch, it can be a turn-off.

How to Fix It:

Provide value first. Share helpful information or advice related to their issues. For example, instead of saying, “Hire us for all your family law needs,” you could offer, “Here are three things to consider in a custody case.” Valuable insights build trust.

Show your expertise without pushing. Write from a place of service. Share examples or case stories that help them see your experience without saying, “Hire me.”

Use soft calls to action. Instead of “Sign up now!” try “If you have questions, we’re here to help.” This approach feels more inviting than pressuring.

Mistake #6: Leaving Out the Call-to-Action

Even the best-written copy can leave readers wondering, “What’s next?” Without a clear next step, clients may not know where to go and may just click away.

How to Fix It:

Include a clear call to action. End with friendly instructions like, “Call us to learn more” or “Schedule a free consultation to discuss your case.” This will guide clients through what to do next and help them understand exactly what will happen.

Use friendly language. Your call to action doesn’t have to be pushy. Phrases like “Let’s chat” or “We’re here to answer your questions” create an inviting atmosphere.

Keep it simple. While there’s no magic formula, using clear and approachable language encourages confidence and connects you with those who need your support the most.

Now . . . Go . . . Nail it!

Stacey Mathis - Your Copywriting Legal Guardian