They’ve just been in a car accident, or they’re worried about how to protect their family with a will. They’re not starting with a phone book or a referral list, they’re opening Google and typing in the questions that are keeping them up at night: “Do I need a lawyer after a car accident?” “How do I deal with the insurance companies?” 

Your website can be there to answer. It’s often the first true impression a potential client has of your practice. If they can’t find you, you’re not part of their decision. If they do find you but the words feel stiff, cold, or hard to follow, they’ll move on. That’s where SEO and human-friendly copy matters.

At NOMOS Marketing, we believe SEO copywriting should do two things equally well: make your firm more visible online and make your practice more relatable to real people. Here’s how to strike that balance.

Write for People First, Search Engines Second

Search engines reward clarity. So do clients. That means writing in language people actually use—not in legal jargon. A person is more likely to search “Do I need a lawyer after a car accident?” than “tort liability representation.” Copy should answer those natural questions, the way a real conversation would. Algorithms notice, but more importantly, so do readers.

Use Keywords Naturally

Yes, keywords matter. They’re the signals that tell search engines what your site is about. But the key is to use them with intention. Place your main keyword in headlines, subheadings, and naturally within the body copy. Beyond that, let variations flow naturally.

For example, if you’re a personal injury attorney in Dallas, you might include phrases like “Dallas personal injury lawyer” or “injury attorney in Dallas.” But the copy still needs to read like a real human wrote it. If it sounds forced, it won’t resonate with readers—and that means fewer calls and consultations.

Organize Copy for Readability

Good SEO copy is easy to skim. Many people landing on your site are in the middle of a stressful situation—they don’t have time to decipher long, dense paragraphs. Use short sentences, clear subheadings, and bulleted lists where appropriate. Not only does this make your site more user-friendly, but search engines also favor content that’s well-structured.

Tell Your Firm’s Story

SEO is about building trust. Your website copy should highlight what makes your firm unique—your experience, your approach, your connection to the community. Testimonials, case results, and clear explanations of your services help potential clients picture themselves working with you. That’s what turns clicks into calls.

Keep It Fresh

Search engines value updated content. Adding blog posts, FAQs, or updating service pages keeps your site relevant. More importantly, it shows clients that your firm is active, informed, and engaged in the issues that matter to them.

The Bottom Line

SEO-friendly copy isn’t about gaming the system. It’s about creating a website that helps people find your firm and gives them the confidence to reach out. At NOMOS Marketing, we help law firms strike the right balance: crafting copy that ranks well, reads naturally, and makes the law more human. Reach out to us today.