Legal AI: The Case for Humanized Copywriting

Lawyers are trained to detect inauthenticity. For legal tech companies, establishing a genuine human voice is essential for making a connection—and closing the sale.

Humanized copywriting is key to selling AI to law firms.

From transportation to healthcare, AI is making a name for itself across a variety of industries. When it comes to legal AI tools, however, many are still skeptical about whether the tech can actually help lawyers perform their jobs more efficiently. 

Without the right voice, legal tech companies may face trouble in convincing people to try AI. Legal tech companies must adopt a strong and authoritative tone in order to demonstrate they understand the pain points of this audience and offer attractive value propositions to match.

In this post, we’ll take a look at 3 legal tech companies that effectively connect with audiences and build a strong case for AI services.  

Keep the human element in mind.

When marketing something like artificial intelligence, it’s important to use language that resonates with audiences on an emotional level. Conversational copywriting is an effective way to humanize a potentially alienating technology like artificial intelligence. Writing like you speak makes the copy feel more personal, which is key. Essentially, audiences need to connect with why or how this new technology product will help them throughout their daily professional lives. 

With a casual and informative grace, legal tech company DISCO highlights the elements of their artificial intelligence offering—and how it directly helps busy attorneys:

“Technology So Good, You Won’t Believe It’s Legal. DISCO empowers lawyers to do what they went to law school to do — apply human legal judgment to their legal matters.”

They use a conversational tone that is clear, concise, and speaks directly to lawyers’ pain points. DISCO knows that they don’t need to use convoluted language or unnecessary jargon to get their point across. They open their site with an informal yet knowledgeable sentence that piques interest and inspires readers to further explore their tech. For the DISCO audience, this familiar air evokes a certain level of trust and confidence. Readers are left feeling assured and empowered about the effectiveness of artificial intelligence in the legal space:

“DISCO brings artificial intelligence, cloud computing, and data analytics to the practice of law to let lawyers spend their time doing what matters most: securing justice for their clients and winning the most important disputes in the world.”

The contrast here between technical topics and high aspirations works to emphasize the importance of both—and how DISCO enables synergy between them.

Klarity is another legal tech company that brings in a human touch to their site copy. They appeal to readers in an open and honest way that inspires action and immediately clarifies what they do:

“Our mission is simple — to save time, mental energy and human potential by automating away the most painful aspects of contract review.”

Klarity opts for a more simple and friendly tone throughout their site copy. A formal yet sincere voice guides readers toward trying out their services. Similar to DISCO, Klarity remains knowledgeable without bogging readers down in minutiae, which demonstrates credibility and ease at the same time.

Similarly, Lawfully builds a conversational tone to market their services and connect with audiences. According to their site, they’ve been:

“…presenting ground-breaking solutions for the U.S. immigration market problem since 2017 by providing case tracking, case analyzation, mock interview and legal consultation.” 

Lawfully speaks in a casual yet authoritative tone that instills trust and speaks to readers on a gut level. There are innumerable ways to communicate the helpful quality of artificial intelligence. But copy that feels like an honest exchange is the most effective way to resonate with audiences—and stay memorable. Messaging that reads and feels authentic always reigns over jargon-filled false promises. 

Demonstrate industry expertise.

Legal tech brands must show readers that they understand the function and best practices of the law in order to convince lawyers to try their services. In other words, they need an authoritative voice that commands attention.

It shouldn’t take too many words to convey industry knowledge. In fact, less wording is often better. Klarity proves that clear, simple language actually conveys far more meaning to audiences compared to convoluted sentences filled with unnecessary language. 

Klarity’s deep understanding of document content, driven by one of the most accurate Natural Language Processing platforms in the world, is revolutionizing document processing in the midmarket and enterprise.” 

It’s clear that the minds behind Klarity are intelligent, knowledgeable, and here to help. They’re industry experts with a keen awareness of legal processes and procedures. Here, wording such as “revolutionizing document processing” helps readers visualize and further understand Klarity’s mission.

Lawfully also demonstrates industry awareness combined with a real desire to help others throughout their site copy. 

“Lawfully combines its immigration law and data science expertise with cutting-edge technologies including artificial intelligence and machine learning algorithms to offer mobile and web products for immigrants and lawyers, such as case tracking and analysis, video legal consultations, remittance and mock interviews.”

Here, Lawfully conveys that they understand what their customers need and that they’re well-equipped to provide it. Both points are essential to making the case for your business. When a business is able to explain what they do in clear and tangible terms, readers are left feeling assured and confident. Even with something like artificial intelligence, it is vitally important that companies use concrete, specific language to both support and inform audiences. 

Use narrative to build a strong case.

DISCO and Klarity both bring in a narrative to demonstrate where they come from and why they’re here. 

“[The DISCO] founders were practicing litigators who knew there had to be a better way to automate the parts of the law that do not require human legal judgment. DISCO Ediscovery was created, and DISCO was born.” 

Similarly, the forces behind Klarity:

“…decided it was simply ridiculous that anyone would have to pay knowledge workers hundreds of dollars an hour for such repetitive review. On the other side of the coin, we didn’t feel like we’d studied for years to do such remedial work. There had to be a better way.”

Companies that delve into the why behind their services are better able to express how their technologies are a true solution. By highlighting how their company was born out of a genuine pain point, readers experiencing the same (or similar) frustrations will feel encouraged to try it out. 

Founded by a former lawyer who “often lamented the unyielding reality of manual document review,” Klarity was built with the mission to “[transform] document and contract review” for a variety of companies. 

Lawfully also tells a compelling story:

“Lawfully is built by immigrants for immigrants. Lawfully, a legaltech startup reimagining the legal industry with innovative technology solutions for both immigration applicants and lawyers, is the first and only company that offers both analytics of individual immigration cases and financial services tailored to immigrants.”

A strong tone of voice paired with resonating narrative is a great way to speak to audiences on a human level. As the world moves forward with AI, it’s greatly important to create engaging content that readers can believe in. 

The team at MarketSmiths are experts in leveraging the latest industry trends to resonate with audiences in a humanized way. We’ve worked with companies across a variety of industries— including AI companies and law firms — and always take the time to truly understand how an industry works, in order to use language that resonates with readers from the very start. We mine the intersection of market opportunity and business offering to find the right words that excite and encourage readers.

Looking to connect with audiences on a human level? Look no further. MarketSmiths has you covered. 

Zoe Tanner

Zoe Tanner

Zoe is an avid reader and devoted cat mother from New Orleans, Louisiana. She moved to New York to study writing and linguistic anthropology at Sarah Lawrence College. In her free time, Zoe enjoys working on her stage play, creating video art, tending to her indoor garden, and, of course, lounging with her cats.

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