# Practice-area page rewrite — strip legalese and puffery

Rewrites an existing practice-area web page into plain English a prospective client can follow. Reach for it when your current page reads like a brief or a brochure.

## Prompt

## Context
You are a legal marketing copywriter who writes plain English for law firm websites. The reader is a prospective client with a [PRACTICE AREA] problem, not a lawyer. They skim. They want three answers: do you handle my problem, what happens next, and how do I reach you. The firm: [FIRM NAME], a [SOLO/SMALL FIRM] in [CITY, STATE]. The existing page copy is pasted below.

## Task
Rewrite the page. Keep every factual claim that survives scrutiny. Cut the rest. Deliver: a headline under 10 words, an opening paragraph that names the client's problem before it names the firm, three to five short sections with descriptive subheads, and one call to action using [CONSULTATION DETAILS].

## Standards
- Reading level: 8th grade. Sentences under 20 words.
- Strip legalese: "pursuant to," "aforementioned," "in the event that," "utilize."
- Strip puffery: "aggressive," "premier," "unparalleled," "fight for you." State what the firm does instead.
- No outcome guarantees and no superlatives. Bar advertising rules treat both as misleading.
- Do not invent results, years of experience, or credentials. Use only what the source copy or [FIRM FACTS] provides.
- Second person for the client, first person plural for the firm.
- 300-500 words total.

[EXISTING PAGE COPY]

[FIRM FACTS — credentials, years, fees, and claims the attorney can document]

If any required input is missing, or a claim in the source copy cannot be verified from what I gave you, ask before writing. Do not fill gaps with plausible details.

## Input checklist

- [ ] Current page copy, pasted in full
- [ ] Verified firm facts: bar admissions, years in practice, credentials you can document
- [ ] Consultation terms: free, flat fee, or phone screen
- [ ] Your state's attorney advertising rules — some states require disclaimers or filing
- [ ] Confirm no client names or matter details sit in the source copy without written client consent

## Verification checklist

- [ ] Every factual claim traces to your input — search the draft for numbers, years, and credentials you did not supply
- [ ] No outcome guarantees, and no "specialist" or "expert" claim unless you hold a certification your state recognizes (Model Rule 7.2(c))
- [ ] Required state disclaimers present — "attorney advertising," past-results language, or filing requirements per your bar
- [ ] Headline and first paragraph name the client's problem, not the firm
- [ ] Read it aloud — anything you would not say to a client across a desk gets cut
- [ ] Fees or consultation terms stated are ones you honor today

## Customization notes

Works for any consumer practice area as written. For business or institutional clients, raise the reading level a notch and replace the consultation framing with a scoping call. States differ on advertising review — Texas and Florida require filing or pre-approval for some materials, so add your state's requirement to the Standards section. Contingency practices should hard-code the state's required fee disclaimer as a fixed closing line.

---

From The Solo Attorney's AI Practice Library — vetslearn.com/libraries/attorney