3 Key Elements to Marketing Content That Converts
If you’ve ever written a blog post, recorded a video, or sent out an email to your list — only to hear crickets — you’re not alone.
I’ve been there. For years, I wrote informative content for my law firm website. It was accurate, professional, and educational. The kind of thing I was proud to put my name on.
But it didn’t convert.
People read it, sure. But they didn’t call. They didn’t schedule a consultation. They didn’t even click through to another page. And I realized: I wasn’t just missing a few tweaks—I was missing the point of what makes marketing copy actually work.
Once I learned how to write with a structure that grabs attention, builds connection, and invites action—everything changed. Clients didn’t just find me—they chose me. Now I coach other solo and small firm attorneys to do the same.
That structure? It comes from Russell Brunson, a well-known online marketing strategist. He teaches a simple but powerful approach to messaging called Hook–Story–Offer, and it works just as well for lawyers as it does for internet marketers.
Let’s walk through how this structure creates marketing copy that gets legal clients — whether it’s a web page, a video script, or an email.
It Starts With a Hook — and No, “Welcome to Our Law Firm” Doesn’t Count
The job of the first line of your content is simple: get them to read the second line.
Most lawyers open their content with a summary of their credentials or a generic phrase like “We understand legal challenges can be stressful.” It sounds professional… but it’s forgettable.
Instead, start with a real hook. A strong, clear problem that your ideal client is already thinking about. For example:
“If you’re facing a DUI charge and don’t know what to do next, you’re not alone — and time is not on your side.”
Or:
“Writing content for your law firm but still hearing crickets? Here’s why it’s not working—and how to fix it.”
You’re not trying to show them everything you know. You’re trying to show them that you get them and that you have the solution to their problem. In short, you have something worth reading or watching.
Tell a Story That Builds Connection and Authority
This is where many attorneys get stuck. They write “educational” content that explains the law or outlines procedures, but forget the reader isn’t looking for a legal lecture. They’re looking for confidence, clarity, and connection.
The best marketing copy that gets legal clients isn’t just a list of facts—it’s a story, a narrative, even if it’s short. Maybe it’s the story of a past client (with names changed). Maybe it’s your own journey. Or maybe it’s a day-in-the-life moment that shows your approach, your values, your focus.
Here’s the key: you’re not just transferring knowledge—you’re transferring belief. You want the reader to believe that:
- You understand what they’re going through.
- You have the experience to help.
- You care about the outcome.
Educational content builds authority. But narrative builds trust. When you blend the two, you create marketing content that sticks—and converts.
This is the “Story” part of Brunson’s framework—and it’s what separates forgettable content from content that builds relationships.
End With a Clear Offer (Because “Contact Us” Isn’t Enough)
Here’s where most lawyers drop the ball completely: they don’t end with a real offer. Or if they do, it’s buried under bland phrases like “contact us for more information” or “we’re here to help.”
Look—if someone has read your entire article or watched your video, you’ve earned their attention. Now you need to guide it. Tell them exactly what to do next, and why.
“If you’re a solo or small firm lawyer and you’re tired of creating content that no one responds to, let’s change that. Click this link to schedule a free initial call and we’ll walk through how to rework your messaging so it gets results.”
That’s a real offer. It’s not pushy. It’s purposeful.
Remember: attention without direction is a wasted opportunity.
You Don’t Need to Be a Copywriter—You Just Need a Framework
You already know how to communicate—it’s what you do for a living. But writing marketing content isn’t about showing how much you know. It’s about showing how well you understand the people you want to serve.
The Hook–Story–Offer model gives you a reliable way to do just that:
- Hook them with a problem they care about.
- Tell a story that engages them and builds credibility and connection.
- Make a clear, compelling offer they can act on today. Tell them what to do next.
And if you want some guidance on how to put this into practice in your own firm—without wasting time guessing what works—click this link to schedule a free initial call.
Let’s make sure the next piece of content you write doesn’t just sit there. Let’s make sure it gets results.
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