The ultimate guide to content marketing for lawyers: get more clients, stand out from the competition and increase revenue

Guide to content marketing for law firms

When it comes to marketing your law firm online, does it ever feel like you’re shouting into the void? Turns out, you might not be entirely wrong.

In today’s world, the sun never sets on the clutter of advertisements vying to be noticed and clicked on. It has been estimated that an average person sees up to 5,000 ads every day. For lawyers looking to market their products and services, this is less than ideal as it becomes increasingly difficult to be heard over all the noise.  

That’s where content marketing strategies come in.


Content marketing for lawyers works for multiple types of potential clients

Content marketing works for multiple types of clients
The right content reaches the right client at the right time.

Your law firm is likely trying to increase revenue from several audiences. Legal content marketing can touch all of them:

  1. Your content can be positioned to reach potential clients who are researching their problems before they know the name of your firm. Potential clients are searching Google for answers 24/7. If your content marketing is optimised to be found in Google, those clients could find the answer they need on your website. Because the potential client finds your content useful, not only do they now know who you are, they’re likely to choose you to ask for legal advice.
  2. Your content can be positioned to educate existing clients about additional services (and problems your clients might not have known they had). That content might be on your website or you might put it in the post, email it or share it on social media.
  3. Content marketing on your website can give referred clients confidence that you can deliver the advice they need. (You might get a referral to a lawyer from a trusted source, but there’s a good chance you’ll still review the firm’s website.)

Content marketing makes a lawyer’s first impression

It’s important for potential clients to feel like they can trust you before investing time and money in your legal advice. Most clients look for an honest voice that holds authority. But that voice should still come across as caring and concerned about their individual needs.

This is especially true in the legal industry, where the issues clients deal with are never “just business”. They might be deeply personal issues or they might be career make-or-break deals. One of the ways to ensure your law firm is always top-of-mind with your clients is by offering relevant content that speaks to those issues. And by choosing the right tone and sending the right signal, you can be building relationships with people you’ve not even met yet.

Law firms know that content marketing is critical

According to Semrush’s 2022 State of Content Marketing Global Report, “law firm content marketing” is a top-trending topic with 18,100 searches. 

In this guide, we’ll walk you through everything you need to know about content marketing for law firms:

  1. The basics of what content marketing for law firms means
  2. How you can use content to market your law firm
  3. How to build a long-term content marketing strategy that works

With the right knowledge and tools at your disposal, you’ll be able to speak to your clients in a way that resonates.

What is content marketing for law firms?

Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and retain a target audience. The ultimate goal of every content marketing strategy is to drive profitable customer actions. 

When done correctly, content marketing can be an extremely effective tool for a law firm. Content marketing for law firms can help build trust and credibility with potential clients. An effective content marketing strategy will also establish your law firm as a thought leader in your industry. It’ll generate more leads for your law firm and open doors to business opportunities. 

Of course, law firm content marketing is not a silver bullet. It takes time, effort, and dedication to create a successful content marketing strategy. But if you’re willing to put in the work, legal content marketing can be a powerful tool in your arsenal.

Why is content marketing for law firms important?

Legal content marketing cuts through the clutter
A law firm’s website is its way to stand out from the clutter.

If you’re like most law firms, you’re probably wondering why you need to bother with content marketing. After all, law firms have traditionally relied on networking and word-of-mouth for client opportunities. And it’s worked out pretty well. 

But times are different now. The modern client is bombarded with thousands of marketing messages every day. So it’s more important than ever for a law firm to cut through the clutter and reach their target audiences. The way law firms achieve that is with targeted, valuable content.

What’s more, potential clients are increasingly doing their own research online before choosing which law firm to reach out to. And if your law firm doesn’t have a strong online presence, you’re likely to lose out to your competitors.

That’s true whether:

  1. Your clients are at the stage of looking for a law firm
  2. Your clients are not ready to talk to a lawyer, but they are online researching their problem and your website could be where they find the answer

Content marketing can help you build a strong online presence that speaks to your target clients. By creating informative and engaging legal content, you can attract potential clients to your law firm’s site. And the right content marketing strategy, you’ll be able to successfully convert your website traffic into leads.

Content marketing is also an effective way to build relationships with your target clients. You position yourself as an expert in your field by offering important information through your online content. Demonstrating your legal expertise leads to trust with prospective clients. And when you build that trust with your target clients, you’re more likely to win their business.

Why does a law firm need a website?

Why does a law firm need a website?
Your website might not make you look good enough to eat, but it should make you look good enough to instruct.

A website is the first stop for many when they need legal advice or assistance. It’s a window into your law firm. It’s a window that prospects will use to get an idea of who you are, what you do, and whether you’re the right fit for them. You of all people know that lawyers are not all the same, so it makes sense that clients would want a feel for the firm before making contact. That is why content marketing for law firms isn’t really complete without a law firm website.

A well-designed website for your law firm will help you to stand out from the competition and attract new clients. But a website is not just a digital brochure. It should be an essential part of your law firm’s content marketing strategy. Your website’s primary responsibility is to generate leads and grow your law firm.

Creating content is the first step toward building a successful law firm website. By creating informative, engaging, and keyword-optimised content, you can attract more visitors to your site. And once they’re there, you can use carefully crafted client-centred content to encourage a call to action.

Case studies of powerful law firm websites

You might be interested in these examples of law firm websites that work to bring in leads:

How to create high-quality content for your law firm

Great legal content marketing starts with understanding the potential client.
Great legal content marketing starts with understanding the potential client. Where are they at in their decision making?

As a law firm, you need to make sure that your content is of the highest quality. After all, it’s your reputation that’s on the line. Here are some tips to help you create content that will make your law firm stand out:

1. Identify your audience

The first step to creating valuable content for your law firm is to identify your target audience. Create a buyer persona by understanding their needs and preferences. That’ll make it easier for you to create content that connects with prospects in a meaningful way.

2. Make sure your content is well researched.

Research is the secret key to 80% of effective content marketing for law firms. Always double check your facts and figures. If you’re unsure about something, it’s always best to err on the side of caution.

3. Keep it simple

No potential client wants to read a first-year university essay on a point of law. A potential client should understand your content without needing to hire a lawyer first. So when creating content, get to the point (from the reader’s perspective) and make your points clearly. Use simple language and avoid using legal jargon wherever possible.

5. Make your content scannable

You need to assume a potential client won’t have the time to mine blocks of text when they’re researching a legal problem online. Use formatting, headings, and images to make your content easy to scan and digest.

6. Incorporate visuals whenever possible.

Pictures, videos, GIFs, infographics… These are all great ways to add visual appeal to your online content. Not only do they help keep people engaged, but they may also improve your search engine optimisation (SEO).

7. Be consistent

In order for your content marketing to be successful, you need to capture the attention of search engines. One of the ways to do so is producing quality content on a regular basis. There is an art and a science to this, which we cover in our SEO content marketing course.

These tips should help you create valuable content that will appeal to your readers. And in turn, this will help build a loyal following for your law firm.

Types of content law firms can use in their marketing

Types of content for law firm content marketing

There is a wealth of content that law firms can use to engage prospective clients and market their services. The type of content you choose to market your law firm will depend on your audience, legal practices, and budget. However, there are some general types of content that can be useful for any law firm.

1. Blog posts

A blog is a great way to share your thoughts and ideas with the world. It can also be a powerful content marketing tool. In the 2022 State of Content Marketing report, legal blog posts ranked near the top in attracting free traffic.

When writing a blog post, focus on topics that are interesting and relevant to your target audience. Don’t forget to include calls to action throughout your posts. Use your calls to action to direct readers to your website, email list, or social media profiles.

2. Newsletters

A newsletter is a great way to keep in touch with existing and prospective clients. In your newsletter, you can share news about your firm, articles you’ve written and upcoming events. You can also use newsletters to promote special offers or discounts. If you have an email list, you can send out regular newsletters to keep your audience engaged and informed.

3. Social media posts and ads

Social media platforms like Facebook, Twitter and LinkedIn are powerful content marketing tools for reaching potential clients and engaging with existing ones. 

You can use social media to share a blog post, run paid ads or promote events and webinars. The key is to find the right platforms for your firm. Once you’ve decided on a platform, create content that engages your target audience by solving their problems or answering their questions.

4. Videos

Video content is growing in popularity year after year. So much so that it’s fast becoming one of the most effective types of content marketing tools available today. YouTube has long been the world’s second most popular search engine.

Creating videos can be a great way to separate yourself from other law firms. Whether you’re creating short marketing videos or recording client testimonials, be sure to focus on crafting high-quality content that speaks to your target audience.

5. Infographics

Infographics are a great way to present information in a visually engaging format. They can be useful for explaining complex concepts. Inforgraphics can also be used to provide important statistics that help build trust with prospective clients. 

You can create infographics using online tools like Piktochart or Or you can work with a professional graphic designer if you want something more polished for your content strategy.

Tips for law firm content marketing

By creating and sharing quality content, you can generate leads, attract new business, and improve your search engine rankings. Some good tips for law firm content marketing include:

  • Writing blog posts that are relevant to your target audience. For example, you can post articles on legal tips or news about recent changes in the law. But more powerfully, you can work out what questions your potential clients are asking then position your content to rank in those searches. (This is the essence of our SEO content marketing course.)
  • Create informative videos or podcasts that provide valuable information to your audience. This could be anything from answering legal questions to discussing important cases or legislation.
  • Ensure your content is easily shareable. Include social sharing buttons on your website, online publications or emails you send out.
  • Offering free resources like white papers, ebooks or other digital content. That’s a good way to build trust with potential clients and establish yourself as an authority in your field.

Does a law firm need SEO?

SEO is important for law firms
SEO is important for law firms to distribute their thought leadership

The answer is a resounding yes. All businesses, including law firms, need SEO to ensure that their website appears prominently in search results. After all, what’s the point of having a website if potential clients can’t find it?

Some law firms may be reluctant to invest in search engine optimization. But the reality is that it’s an essential tool in content marketing for law firms. One that can generate leads and grow your law firm. 

How does SEO help law firms?

SEO is one of the most effective ways for law firms to promote their legal services and reach more clients. There are many different SEO strategies that you can use, including keyword research and link building.

SEO can help your site rank higher in search results for Google and other search engines. This in turn enables potential clients will find it much easier to discover your legal practice online.

Some of the benefits of SEO for law firms include these…

1. Increased business exposure

When your site ranks high in Google analytics, your law firm’s content gets more visibility online. This means more people will see who you are and what you offer. This can really help with generating interest in your legal services. 

Most search engine users never scroll past the first page of Google search results. So having a content strategy built on keyword research and search engine optimisation ensures your law firm’s website is seen by as many potential clients as possible.

2. Improved credibility

The higher you rank for relevant keyword phrases, the more potential clients view you as a reliable source. When you provide valuable and targeted content for readers who click on your site, it goes a long way to building trust with prospects. And as your reputation as a trusted authority in the field grows, prospects will be more likely to choose your law firm over your competitors.

3. More targeted traffic

One great thing about SEO is that it can help you attract the right kind of client base. For example, say you offer estate planning legal services in Sydney. Ranking well in relevant keywords such as “estate planning lawyer Sydney” means you’ll show up at the top of search results.

That makes it easy for users to discover you when they type these terms into their search engines. You’ll attract more clients while minimising the amount of time and money you spend on content marketing.

Case study of a law firm using SEO

We have an example of a law firm successfully using SEO to rank in Google.

Measuring the success of your content marketing campaign

One of the key challenges that law firms face when implementing a content marketing strategy is measuring the success of their efforts. This can be particularly difficult when law firms use different channels and platforms for their content marketing. Another factor to consider would be the variety of ways users can engage with it. 

There are a number of different metrics that you can use to measure the success of your content marketing campaign. But it’s important to choose the ones that are most relevant to your goals. Some common metrics include these…

1. Website traffic

This is one of the most basic indicators of success. The number of visitors to your site will give you an idea of how well your content is performing. If you see a spike in traffic after publishing a new piece of content, then chances are that your content is resonating with your audience. 

2. Engagement

Another way to measure the success of your content is by looking at the engagement that it receives. This can include things like social media shares, comments, and likes. If people are taking the time to engage with your content, then it’s a good sign that they’re enjoying it.

3. Lead generation

Another key metric is the number of leads you are able to generate as a result of your content marketing efforts. You can track the number of leads that your content generates by looking at things like newsletter sign-ups and contact form submissions. 

4. Conversion rates

Ultimately, you want your content to drive sales. That’s why it pays (literally) to measure how many generated leads actually convert to paying customers. You’ll get a better understanding of how much of an impact your campaign has on your bottom line. 

Creating content that wins cases

Content marketing for law firms starts with producing engaging, client-centred content. Content that will not only improve their online presence but help to establish them as experts in their field.

Content marketing for law firms should be an ongoing effort. Law firms should ensure their website stays updated with the latest news and information related to their legal services.

Content distribution through social media platforms and other online channels is another great way for law firms to reach a larger target audience. By following these tips, you can use content marketing to attract potential clients and build lasting relationships with existing clients.

Content marketing that delivers results

To be successful in a highly competitive legal industry, you need more than an agile mind and sharp wit. You also need an engaging and captivating content marketing strategy that showcases your unique value proposition to your best advantage. 

Here at Taleist, we specialise in designing comprehensive content marketing plans for law firms large and small. Whether you’re just starting out or have been in the legal game for a while, we know how to take your content strategy up a notch. So if you’re looking for quality content backed by experience rather than fluffy promises, pick up the phone and let’s talk. 

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