How confident would you feel if the lawyer representing you in a case wasn’t sure about how he or she could help you?

What if they gave you the same answer that you’ve heard from every other lawyer in your state? You probably wouldn’t want to work with them.

That’s how it feels when lawyers visit your landing page and see the same generic information.

Lawyers are some of the most skeptical people, especially when it comes to technology. They’re trained to search for ways in which something can go wrong.

That’s why you want to earn their trust as soon as possible through legal SaaS copywriting.

In this blog post, I’ll break down how to write a SaaS landing page that builds trust with lawyers and increases demo requests, consultations, and signups. 

Why Legal SaaS Landing Pages Require a Different Approach

When searching for software, lawyers have different concerns. They may ask questions around:

• Risk
• Security and reliability
• Efficiency
• Workflow improvement
• Saving time.

How secure and reliable is your software? Can it help the law firm save time and increase productivity? 

How can it reduce risk without disrupting the law firm’s current workflow?

Your landing page needs to address these concerns quickly for them, and fortunately stating your value proposition is one of the ways to do that. 

Begin Your Page with a Clear Value Proposition

Having a clear value proposition helps you stand out amongst other legal tech companies. 

With each headline on your landing page, you want to state what your software does, who it helps, and what outcome it produces for your clients. 

A great example of this would be Case Management Software That Improves Workflow for Personal Injury Law Firms. 

Headlines are one of the most attention-grabbing parts of copy. Why not use it to directly tell potential clients how your software helps them?

One of the greatest tips you can apply when writing your headlines is to be as specific as possible. Don’t use vague words like revolutionary, cutting-edge, and game-changing. 

Include some of the benefits that your software can produce for law firms, like efficiency, compliance, organization, document automation, and client communication. 

Include a Section That Promotes Outcomes, Not Features

How do I say this?

Sharing the latest technical features of your software is boring your visitors to death. 

Lawyers don’t care about the technical features of your software. They care about how your software solves their problems. 

By the time that the lawyers have scanned your landing page, you want to share with them what specific problem your software solves, how it improves their workflow, and what benefits it will bring to them and their firm. 

Let’s say that your software has a feature that automatically organizes client information for attorneys. Instead of stating that on your landing page, you would write Increases productivity by eliminating manual client intake.

Include a Section That Builds Trust

Ironically, some of your software’s best features are the ones that make lawyers the most skeptical about trying it out. 

When it comes to areas like billing, case and document management, client communication, and confidential information, lawyers are very reluctant to try new tools. That’s why it’s important to include certain trust signals on your landing page as soon as possible. 

Some of the different sections you can use to help build trust are:

• Law firm case studies.
• Testimonials from other attorneys
• Security/compliance messaging
• Usage statistics.
• Years in business. 

These types of social proof are more powerful than just your words alone. Lawyers trust other lawyers. The more specific your results, the more likely lawyers are to trust your software. 

Address Common Objections Directly

Next, you want to include a section that addresses your clients’ concerns head on. 

You could look at this as another way to build trust. The best way to ensure that you have a firm  grasp on the problems that lawyers face is to address any concerns they may have about using your software. 

More importantly, you want to spell everything out on your landing page. The last thing you want to do is assume that the attorney will come back to visit your website.

What are some of the concerns that attorneys may have when it comes to your software?

• Whether it will be difficult to implement
• Whether the data will be secure 
• Whether it will actually be used by their staff
• Whether it’s worth the cost 
• How much training will be required
• Whether it will be integrated with any existing systems that they have.

To address these concerns, FAQ sections and security & compliance sections are best. You can even include a section where you share the implementation process of your software. 

The more you eliminate uncertainty, the more likely you can build trust with your potential clients. 

Create a Clear and Simple Call to Action (CTA)

Just like every other section in your landing page, your call to action (CTA) needs to be direct and easy to understand. 

The purpose of the call to action is to influence your audience to take a specific action. But if your website visitors don’t know what specific action to take, it’s all for nothing. 

Some examples of vague CTAs are Learn More, Discover, and Explore. What’s going to happen once an attorney takes those steps? How is that going to take them one step further to requesting a demo or booking a consultation with you?

That’s why some of the strongest CTAs you can make are Schedule a Demo, Book a Consultation, Start Your Free Trial, and See the Platform in Action.

Additional Insights

The first step that you want to finalize is making sure that each of these sections are included in your landing page:

• Value Proposition section
• Outcome- oriented section
• Social proof (Testimonials, reviews, etc.
• Objections Section
• Call-to-Action (CTA)

The next step you want to make is optimizing your page for success.

What does this look like? 

• Incorporating SEO keywords strategically into your copy.
• Proofreading your landing page for readability.
• Making sure your page is optimized for mobile use.
• Avoiding technical jargon throughout the page. 

These are tips that can better optimize your page for SEO. The last thing you want to do is spend time drafting a landing page that your audience doesn’t want to read. 

Making sure that you avoid large chunks of text and testing your page for mobile optimization are just extra steps that ensure that your landing page lands at the top of the search results page when attorneys search for legal software. 

Final Thoughts 

When deciding on legal software, lawyers search for companies that emphasize trust, clarity, and practical value. 

You want to make sure that each and every one of these values are reflected on your landing page. Understanding the way that an attorney thinks is the first step; the next step is conveying that thought process through your landing page.

 Before publishing, make sure that your landing page

• Explains the software’s value proposition clearly.
• Focuses on the law firm’s outcomes. 
• Reduces uncertainty.
• Builds credibility, and
• Make the next step easily.

Need Help Writing Legal SaaS Copy That Converts?

I provide professional legal tech copywriting services for SaaS companies, legal platforms, and legal tech brands. 

Contact me today to discuss your legal tech copywriting project.