Cloud-based infrastructure! Automated document generation! AI-powered workflows!

If you’re a legal tech company, this type of information excites you. But to lawyers? They don’t care about any of this. 

This is the main issue that legal tech companies run into when it comes to marketing to law firms. They highlight the features of their software, not the benefits. 

You can’t market to your audience properly if you don’t speak their language, and that’s what I’ll teach you to do in this blog post.  

What’s Killing Your Legal Marketing? 

The heart of legal copywriting is speaking to the clients’ pain points. 

Now really sit down and think. What are some of the issues that would cause law firms to purchase software in the first place? 

• Spending too much time on administrative tasks
• Losing effectiveness from manual procedures
• Missing deadlines 
• Missing embarrassing errors in documents
• Failing to properly communicate with clients, and 
• Potential disruption when introducing new software.

Do you address any of these pain points when you just focus on your software’s latest features?

That’s your goal. When marketing to law firms, you want to think about two critical things: risk and efficiency.

Why? Because those are the two main issues that are running through a lawyer’s mind when they’re thinking of purchasing your software.

Will your software save their law firm time? How will your software improve profitability? How can your software reduce risk for the law firm? 

How hard is it going to be to implement your software, and how will it disrupt their current workflow?

If you can answer these questions throughout your marketing, you’re closer to establishing a stronger connection. 

How Can Legal Tech Companies Turn Features into Benefits?

If you don’t take anything else from this post, remember this: focus on the benefits, not the features.  

Let’s break down one of the simplest ways to do this with your copywriting.

A feature is what your legal software does. A benefit is how your software helps the user. 

When you speak about the benefit, you want to emphasize the outcome that it can produce for law firms.

For example, let’s use one of your software’s features, document automation. Instead of just promoting this feature, you would speak about how it would cut down on manual drafting time (a benefit).

To turn your features into benefits, use this simple method:

• Start with the problem. 
• Introduce the solution.
• Highlight the result. 

Let’s take a look at some problems that law firms face, and transform those problems into solutions. 

More Billable Time

Any law firm would be willing to purchase your software if you could reduce the amount of time they spend on administrative tasks.

And by administrative tasks, I mean the nonbillable tasks – like file organization, scheduling, and following up with clients – that take up most of their time. 

Let’s say that one of your software’s features is “advanced workflow automation.” You would take that feature and transform it into the following benefit: “Reduce repetitive administrative work so attorneys can spend more time serving clients.”

Greater Efficiency

Similar to boring administrative tasks, attorneys also struggle with outdated manual procedures.

Some of these outdated procedures affect important aspects of the law firm, including:

• Client intake 
• Billing
• Document creation, and 
• Docket management.

If one of your software’s features is “integrated document management”, you can take that and transform it into a benefit like this: “Find, organize, and access casefiles in seconds.”

This benefit shows how your legal tool helps increase efficiency for law firms. 

Reduced Risks and Errors

Risk. That’s the one thing that attorneys are obsessed with when it comes to legal software.

Will this software help reduce risk, and how?

The better you can explain how your tools can reduce errors and improve accuracy, the stronger your messaging.

Take a feature like “automated calendaring functionality.” Turn this into a benefit like: “Help prevent missed deadlines with automated reminders.”

Easier Client Communication

When it comes to legal marketing, speed matters. Clients expect fast responses. 

A law firm’s response time can be the difference between acquiring new clients and constantly being overlooked. 

That’s why you want to emphasize how your communication tools can make communication easier between lawyers and their clients. 

Let’s say that one of your features is a “client collaboration portal.” Take this feature and transform it into the following benefit: “Keep clients informed with secure messaging and real-time case updates.”

Better Client Intake 

Guess why so many law firms lose out on leads? 

Terrible client intake processes.

Law firms experience so many issues with their client intake funnel, from not following up as soon as possible to wasting time on the wrong types of leads.

You want to emphasize how your feature better streamlines the client’s journey from inquiry to consultation. 

Let’s take your feature “ client intake solutions.” Instead of promoting this as is, transform it into the following benefit: “Convert more website visitors into consultations with automated client intake.”

Strong Security and Compliance 

Managing sensitive client information is another pain point for law firms. One of the main reasons lawyers hesitate to try new legal software is the threat of a data breach.

If their clients’ information were hacked and used for nefarious reasons, they could face serious legal consequences and a huge blow to their reputation. 

For this pain point, you want to stress how your software enhances strong security. 

Let’s say that one of your features is “enterprise-grade security.” Take this feature and transform it into the following benefit: “Protect confidential client information with secure data storage and access controls.”

Smooth Implementation

Last but certainly not least, lawyers are looking for an easy transition when they purchase a new software.

Lawyers are already reluctant to try something new. If there is a long learning curve or it disrupts the firm’s daily routine, they’re going to look elsewhere.

To address this pain point, emphasize that your software is easily adaptable. 

Let’s take a feature like “comprehensive implementation framework.” Turn this feature into the following benefit: Get up and running quickly with guided onboarding and dedicated support.”

Final Thoughts 

When it comes to legal software, lawyers are just like the rest of us.

They want software that can solve their problems.

And what are some of those problems?

• Time spent doing boring administrative tasks.
• Outdated manual procedures
• Risks of embarrassing document errors
• Slow response times to clients 
• Terrible client intake processes
• Security and compliance issues
• A smooth transition process for legal software.

Strengthen your messaging by focusing on the outcomes that your software can bring to law firms.

Need Help With Your Legal Marketing?

As a legal copywriter, I help legal tech companies create persuasive, client-focused content that speaks directly to the needs of law firms. Contact me today to discuss how strategic legal copywriting can help your software stand out and attract more law firm clients.