Law firms can claim to be next-gen, world-class, or strategic until the cows come home. None of it matters if clarity and proof are nowhere to be found.
“[Firm X] is a premier law firm offering premium services” – this is taken almost verbatim from the homepage of a law firm in the region.
How hard can one roll their eyes before it counts as exercise, I wonder.
As exhausting as this generic language is, it’s unfortunately all too common in the legal world. Leading, premium, premier, cutting-edge, and innovative are among the terms that law firms should be banned from using.
Diving into these firms’ practice pages, blogs, or press releases, things get even worse. It’s wall-to-wall legalese, with sentences so long you begin to respect (albeit begrudgingly) the author’s sheer determination to drag a single idea through a complex maze of words.
Yet it’s all pointless. Saying you’re premier on repeat doesn’t magically convince prospects that you are. Claiming you are next-gen is meaningless without proof. And legalese-stuffed sentences that require a break halfway through don’t signal expertise. They scream pretentiousness.
Because true expertise is the ability to explain complex matters simply. Clarity signals mastery.
Instead of hiding behind empty, overblown, unnecessarily complex language, write copy that actually talks to your prospects. Use plain words and clear sentences to show that you understand their pain points. Have an identity that goes beyond tired buzzwords and generic claims. Don’t try to sound impressive. Be impressive by demonstrating your high level of mastery through case studies, testimonials, and concrete examples that show real results.
Skip the hype. Focus on what matters.
By Saida Ayupova, Founder, Five-o-eight
