Copywriting for a law firm means the pages that ask someone to make contact: practice area pages, landing pages, biographies and campaign copy. It is persuasion, and it is also a communication about a lawyer's services, which means the conduct rules constrain the claims that would ordinarily do the persuading.
The claims that are restricted are the persuasive ones
Results achieved, being the best or leading firm, specialisation, and comparisons with other firms are exactly what a copywriter would reach for and exactly what the rules restrict, with several states requiring qualifying language on results. Effective legal copy works through specificity, clarity and evidence of process instead.
What works when superlatives are unavailable
Telling the reader what happens next, how long it takes, what it costs and how it works; naming the lawyer who will handle the matter; explaining the process so the reader feels less at sea. Clients choose on trust and clarity, and these do more than adjectives would even if the adjectives were permitted.
Review has to be fast enough to function
Copy queues behind billable work. A named reviewer per practice area, a fixed slot, a word limit on the review and a default of not publishing unreviewed copy is what keeps a programme alive. Agreeing it before the first brief is the difference between a live site and a stalled project.
Jurisdiction and dating
Rules and law vary by state and change. Say which jurisdiction a page describes, date it, and hold a register mapping pages to the rules they depend on so a change can be traced. An out of date page about a changed statute is worse than no page, because a reader may act on it.
Questions people ask about legal copywriting
Can a firm say it is the best in its field?
Superlatives that cannot be substantiated are restricted, and several states are explicit about comparative claims. Specificity is both safer and more persuasive.
Who should write law firm copy?
A writer working from interviews with the lawyers, reviewed by them. Copy written from other firms' sites reads generic and often imports claims the firm cannot make.
Does a disclaimer solve the problem?
It addresses the attorney client relationship question and does not cure an inaccurate or misleading claim. It supplements accurate writing rather than replacing it.