Legal copywriters always want to stay cutting edge. You always want to know how you can solve the copywriting issues that law firms are facing.

But to know how you can help, you have to know the problems firsthand.

In October of 2023, the Legal Marketing Association (LMA) and Above the Law conducted a survey with 100 law firm marketing and business development decision-makers.

In the survey, the participants shared key insights on effective legal marketing techniques. Let’s see what the insights are and how legal copywriters can use them to be successful in legal marketing.

Marketers Play a More Strategic Role

Legal copywriters are doing more than just writing legal blog posts for law firms. They’re playing a more influential role in their legal marketing strategies.

In the survey, more than half of the respondents reported that they were directly involved in strategic planning for legal marketing. Nearly 20% reported that they were the primary authors of the content marketing plans.

What does this mean for legal copywriters? Law firms are coming around to the importance of legal marketing and are eager to partner with legal copywriters for strategic planning.

Technology Adoption is a Major Priority

Law firms are placing importance on technology adoption.

Seventy percent of the respondents reported cited that they were taking on greater responsibility in this area, particularly with AI.

Because law firms are still in the early stages of AI adoption, this is a great opportunity for legal copywriters. They can show law firms how to use AI not for content creation, but to position and differentiate the firms.

Written Content Development Reigns Supreme in Legal Marketing

According to the marketing leaders, one of the most important marketing activities is written content development.

This, along with in-person speaking engagements and branding and profile building, were the activities that were ranked most effective for attracting and retaining clients.

In comparison, the least effective marketing activities were focusing on directories and awards, arranging secondments, and maintaining alumni networks.

What does this mean for legal copywriters? When working with law firms, you can strategize and produce the content that matters most.

Coaching Lawyers on Business Development is Important

Another insight revealed was the importance of coaching lawyers on business development tactics.

A majority of marketing leaders agreed that coaching lawyers on business development and gathering client feedback are the two most important business development tactics.

How can copywriters use this to their advantage? Legal copywriters can create high-quality content that covers every aspect of the buyer’s journey.

As a legal copywriter, you can create engaging content that resonates with potential clients. The more informed clients are about the legal process, the more trust built between them and the law firm.

A Majority of Law Firms Outsource Content Marketing Services

According to the survey, a majority of marketing departments have seen an increase in their budgets.

Seventy-one percent of law firms reported engaging with outside vendors for marketing technology, while fifty-seven percent reached out for PR/media relations.

For legal copywriters, this means that there are ample law firms for you to work with. More than half of the law firms are open to seeking outside assistance for strategic business development.

You have the necessary expertise to help solve their business development and marketing problems.

Schedule a Consultation Today!

If you’re a legal copywriter or a law firm who needs help developing a content marketing strategy, click here to schedule a consultation.

Share your thoughts about the survey in the comments below.