A strong brand voice is more than just a “nice-to-have” for a law firm. It’s a key part of how potential clients recognize, relate to, and ultimately choose your firm. Think of it as the personality behind your practice. When that voice is clear and consistent, it sends a powerful message: “We understand your needs, we speak your language, and we’re the right firm for you.”
However, even law firms with well-established brand identities often overlook one major area: short-term or temporary content, such as sales pages, service promotions, or limited-time offers. It’s common to see generic language used in banners, pop-ups, or announcement bars with text that feels flat, impersonal, and disconnected from the rest of the firm’s messaging.
The truth is, even a few throwaway sentences can influence whether a potential client takes the next step or leaves your website entirely. So, how do you ensure your firm’s voice remains strong and steady, even in your promotional or short-term copy? Let’s walk through how to define, refine, and apply a consistent brand voice across all of your law firm’s marketing content, especially in the places where it might be easy to forget.
Define Your Brand Voice
The first step is crucial but straightforward: Define what your brand voice is.
A family law firm may want to convey a sense of reassurance, warmth, and empowerment. A personal injury firm might need a tone that’s confident, compassionate, and clear. Meanwhile, a firm specializing in corporate law may aim for a professional, sharp, and solution-focused approach.
Without a defined voice, your copy risks sounding inconsistent, or worse, forgettable. When your message varies too much from page to page or offer to offer, it can confuse your reader and erode trust. Instead, treat your voice as a compass that guides every piece of content, regardless of its duration.
Ask yourself:
- How do we want clients to feel when they interact with our firm?
- What are the core values and missions that guide our practice?
- Who is our ideal client, and what language resonates with them?
Summarize It Into a Core Message
Once you know your voice, the next step is refining it. Can you describe your brand in a single sentence? Think of it as your “elevator pitch” tone.
For example:
- “We’re the calm in our clients’ legal storms.”
- “We fight fiercely for those who’ve been wronged.”
- “We bring clarity to complex legal problems.”
These distilled ideas act as a foundation for all communication. They make it easier for everyone on your team, from attorneys to marketers, to stay aligned.
Next, identify your tone. Do you tend to be more formal or conversational? Do you use plain language or legal jargon (sparingly, we hope)? Is your style more matter-of-fact or emotionally driven?
Consider your client base, too. If you’re targeting seniors navigating estate planning, the tone might be steady and comforting. If your audience is younger professionals facing employment disputes, a tone that’s empowering and informative could work better.
Bring It Into Your Promotional Content
It’s easy to pour energy into your homepage and service pages, but sales and promotional content need just as much attention, if not more. This is where first impressions are often made. Let’s look at an example.
Say a law firm specializing in employment law is offering free consultations for a limited time. A generic version of the banner might read: “Book Your Free Consultation Today!” There’s nothing wrong with this. It’s direct, but it’s also forgettable.
Now imagine this version, tailored to the firm’s brand voice: “Your career deserves protection. This week only, we’re offering free consults to help you stand up for your rights at work.”
See the difference? One speaks in a flat tone; the other connects emotionally, gives context, and still drives action. Promotional content, such as banners, ads, and landing pages, is an opportunity to reinforce your brand, not deviate from it.
Use a Brand Voice Reference for Your Team
Once your brand voice is clear and well-defined, document it. A brand style guide isn’t just for logos and colors; it should include a section dedicated to voice and tone. Whether you’re working with internal staff or external partners, this guide ensures every piece of content aligns with your firm’s identity, especially during busy promotional periods.
For law firms, this can include:
- Do’s and don’ts for tone and vocabulary
- Sample phrases or taglines
- Preferred writing style (e.g., “We prefer active voice and direct, jargon-free language.”)
- Specific messaging for different client types or practice areas
Audit and Adjust the Existing Copy
With your voice guide in hand, it’s time to evaluate your current sales and promotional content. Look at past banners, email campaigns, landing pages, and ads. Ask:
- Does this sound like us?
- Would our ideal client connect with this language?
- Does it reflect our values, tone, and purpose?
When you spot a copy that feels flat or off-brand, revise it to make it more engaging. For example, a criminal defense firm running a weekend campaign could go from: “Call Now for a Free Case Review” to: “Legal trouble doesn’t wait, and neither should you. This weekend only, book a free case review with a defense team that knows how to fight.”
Let Conroy Creative Counsel Help Ensure All of Your Content Reflects Your Unique Identity
Your law firm’s brand voice isn’t just for your website homepage or social media posts; it should echo through every word you write, including promotional content and temporary copy. When you treat even your shortest messages as brand-building moments, you send a powerful signal to potential clients: You know who you are, you understand their needs, and they can trust you.
At Conroy Creative Counsel, we specialize in crafting compelling brand voices for law firms. We’ll work closely with you to create content that resonates with your ideal clients and stands out in a competitive market. Your firm deserves a voice as confident and clear as the legal expertise you provide.
Contact us today for a consultation.