Content rules
For website copy, landing pages, blogs, campaigns, ads, social and email. These apply across all services and departments.
What all content should do
Objectives
Reassure before it persuades. Explain before it sells. Build trust through clarity and tone. Demonstrate service, not just expertise.
Assume the reader
Is not legally trained. May be under stress or time pressure. Wants clarity, not complexity. Values good communication as much as technical expertise.
The test
If a piece of content does not help someone feel more confident or informed, it is not doing its job. Write for real people, not for peers.
Language
Use
- Plain English
- Short to medium sentences
- Active voice
- Clear headings and subheadings
- Reassuring phrases that show process and support
Avoid
- Legal jargon, unless explained immediately
- Over-promising outcomes
- Sales-led language: best, leading, unmatched
- Corporate buzzwords: solutions, synergies, leverage
Demonstrate service, do not claim it
Better
- We will explain your options clearly, so you can make informed decisions.
- You will be kept informed at every stage.
- We take the time to understand what matters to you.
Avoid
- Exceptional service
- Client-centric approach
- Industry-leading
Structure for a service page
| Section | What it does |
|---|---|
| Reassuring introduction | Acknowledge the situation the client may be in. Avoid jumping straight into legal detail. |
| How we help | Explain the service in practical, human terms. Focus on what the client experiences. |
| What to expect | Process, communication, next steps. Reduces anxiety and builds trust. |
| Why Walker Foster | Service-led differentiators. Local presence, continuity, communication. |
| Clear next step | Contact, enquiry, conversation. Not pressure. |
Calls to action
Preferred
- Speak to our team
- Get in touch
- Talk to us
- Find out how we can help
- Start a conversation
Avoid
- Get a quote now
- Act fast
- Limited time
Paid search and paid social
The same CTA rules apply to paid media. Character limits are not a reason to switch to urgency-led wording. Where space is tight, shorten rather than sharpen: 'Speak to our team' before 'Enquire now'. Urgency comes from the situation, not the wording.
AEO & SEO, without killing tone
Good practice
- Use clear question-style headings
- Answer directly in the first sentence
- Expand after the answer, not before
- Use natural language people actually speak
Avoid
- Keyword stuffing
- Over-optimised copy that reads unnaturally
- Repeating the firm name excessively
Consistency rules
- Do not vary tone dramatically between departments
- Do not invent new taglines without approval
- Always align to the core messaging pillars
- When in doubt, choose clarity over cleverness
One-line rule for agencies
If it sounds impressive but is not immediately clear to a non-lawyer, rewrite it.