Episode Overview

Podcast: The Law Firm Marketing Minute
Episode: Why Your Best Legal Blogs Shouldn’t Be Written by Lawyers
Date: January 13, 2026
Host: Spotlight Marketing + Branding

This episode explores a commonly debated topic for law firm owners: whether legal blogs should be written by lawyers or entrusted to skilled copywriters at marketing agencies. The host argues that non-attorneys can—and should—write legal blogs, emphasizing the importance of clear communication, connection with potential clients, and accessibility over strict legal expertise or jargon.

Key Discussion Points & Insights

1. Who Is the Audience for Legal Blogs?

• (00:15–00:40)
  • The host notes that legal blogs are not written for other attorneys, but for potential clients: people “of all wakes of life, all sorts of backgrounds, varying education levels.”
  • The focus should be on relating to a broad, non-specialist audience, who are generally not interested in technical legalese.

“If you're a family law attorney or a criminal law attorney, who is going to be reading your blogs? They're going to be people… with varying education levels.” — Host, (00:15)

2. The Goal of Legal Blog Content

• (00:40–01:15)
  • The aim isn’t to showcase legal expertise or dense analysis but to answer real client questions and display approachability and credibility.
  • Prospective clients aren’t “judging you based on how well or how badly you write,” but on your ability to solve their problems and connect with them.

“They're not in a judgment phase… They're looking: am I connecting with this person?... Are you able to solve my problem?” — Host, (00:58)

3. The Copywriter’s Process

• (01:15–02:15)
  • Copywriters interview attorneys to extract key insights and real-world answers to client questions.
  • The attorney provides the expertise, but the marketer translates it into clear, relatable content.
  • The process may involve transcribing attorney thoughts and then repackaging them in accessible, easy-to-read language.

“I talk to attorney… If you had a DUI, what would I want to know? And they'll probably talk to me for 10, 15 minutes… I'll take notes… then write it in a way that makes sense [and] connects with people.” — Host, (01:30)

4. The Importance of Clear, Simple Communication

• (02:15–02:50)
  • The host aims to write at about an eighth-grade reading level to maximize accessibility.
  • References were made to public standards, noting even widely respected outlets like Forbes aim for a seventh-grade reading level.
  • Legal blogs should not be “complex,” “dense,” or overloaded with statutes—connection and clarity matter more.

“A lot of times I try to write on an 8th grade level. That might sound low, but I think Forbes… writes on a 7th grade level. That's just what it is.” — Host, (02:25)

5. The Value Copywriters Add

• (02:50–03:26)
  • Copywriters specialize in forming a connection with the client, making complex topics clear and actionable.
  • The role of the blog is to guide prospects to take the next step, such as contacting the firm—not to replace legal consultations.

“So we don't need to be complex. We don't need to be dense. We don't need to cite law and statutes… You're there to form a connection.” — Host, (02:45)

Notable Quotes & Memorable Moments

• Audience-Centric Approach:

  “We're trying to encompass a wide audience. We don't necessarily need someone to speak legalese to them directly.” — Host, (00:22)

• On the Reader’s Mindset:

  “They're looking: is am I connecting with this person? And every time you write…that connects to them with what their problem is, they're more apt to actually go to that contact me page.” — Host, (00:50)

• Copywriting as Translation:

  “I'm writing it from their mindset. So with that in mind, we sit down, I talk to [the] attorney… I transcribe that and I'll write it in a way that makes sense.” — Host, (01:40)

Key Takeaways

• Legal blogs are most effective when written for clarity, connection, and accessibility, not legal complexity.
• Prospective clients visit a law firm’s website looking for solutions, not for academic legal arguments.
• Skilled marketing professionals can work alongside attorneys to ensure content is accurate, approachable, and compelling for the intended audience.
• Aim for a reading level that invites and informs the broadest possible audience.

For solo and small law firms, entrusting blogs to marketers ensures the content speaks directly to prospects—addressing their needs, easing their anxieties, and compelling them to reach out.