What does legal copywriting look like when it's done right?
It sounds like you. It opens with the client's problem, not your firm's history. It uses the words a real person types into Google or asks ChatGPT. And every page passes ABA Rule 7.1 and your bar's advertising rules before it goes live.
Most law firm copy reads like every other law firm.
"Serving the community since 1998. Aggressive representation. Personalized attention. Free consultation." Every firm. Every page. Buyers gloss past it because they've already read it on six other sites in the same search results.
The other half of the market has now flipped to AI-generated copy. Generic ChatGPT output, lightly edited, pumped through a template. Same template, same cadence, same hollow middle paragraph. AI engines can spot AI writing, and they're starting to deprioritize it in citations.
Original copy. Real writers. Your voice.
Foundation includes copy for every page of your 5-page launch site. Growth and Authority retainers add ongoing articles and page expansions.
Practice-area page copy
One page per practice area, written for the searcher who has already decided what they need. Real depth, real specifics, real client-facing language. Not 300-word generic blurbs padded with synonyms.
Long-form articles
Four a month on Growth, eight on Authority. Each one answers a question a prospect actually asks. 1,500-2,500 words. Fact-checked. Linked into the practice-area pillar.
FAQ blocks, AEO-structured
5-10 Q&As per service or practice area, phrased the way clients type into ChatGPT and Perplexity. Each answer is the 40-to-60-word snippet that AI engines extract directly.
Bar-compliance review
Every page reviewed against ABA Model Rule 7.1 (no false or misleading communications) and your state bar's specific advertising rules. No outcome guarantees. No prohibited specialization claims. No hidden compliance debt at launch.
Voice first. Then content. Then review.
Most "copy services" skip step one and it shows. The voice doc is what makes the rest of the work sound like you.
Voice doc
Week 1 of every build. We pull your tone from intake transcripts, your existing writing, the way you describe cases on calls. Result: a 1-page voice doc the whole content team writes against.
Outline before draft
Every page and article gets an outline first. You see the angle and the structure before any prose exists. Catches misalignment in 10 minutes instead of after 1,500 words.
Human writers
Real writers, working from the voice doc and the outline. AI tools are used for research and structural checks, not for generating prose. You can tell the difference in two paragraphs. So can AI engines.
Bar-rule pass
Final review against ABA Rule 7.1 and your jurisdiction's specific rules before anything goes live. Flagged language gets rewritten, not just removed. Submitted for formal bar pre-review where required.
Launch copy is in Foundation. Ongoing is in Growth.
Foundation includes copy for every page of your launch site. If you want monthly articles after launch, that's part of Growth ($2,500/mo) or Authority ($5,500/mo). Full breakdown on the pricing page.
About legal copywriting.
If your question isn't here, drop it in the audit form below. We answer everything within a business day.
A second pair of eyes on your current site.
Send us the URL. Within 48 hours, we'll come back with a 6-page report covering what's converting, what's leaking, and where your firm shows up (or doesn't) in AI search.
- Homepage + top 3 practice-area pages reviewed
- AI citation check across ChatGPT, Perplexity, Google AI Overviews
- Schema markup & page speed audit
- Top 3 highest-impact fixes, ranked by ROI
- Competitor citation comparison
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