Law firm website content is one of the key pillars of successful legal marketing. Learn how to create content that brings clients and get an actionable content strategy.
“Businesses either grow or they die.” To fuel the growth of your law firm, you need a constant influx of new potential clients (or leads, as marketers call them). Digital Marketing is one of the most efficient ways to attract and convert leads, and content is one of its key pillars.
Law firm web content
High-quality law firm website content can attract new potential clients and convert them into existing ones.
Unlike most professionals in other industries, lawyers have the necessary skills to write consistent, high-quality content. That doesn’t mean they should create law firm web content, and here’s why.
Many lawyers work overtime, meaning they don’t have enough time to complete their main work. Finding time for creating content on top of their main work responsibilities can come at the expense of the time they need to rest, spend with their loved ones.
The success of content marketing heavily depends on the regularity of publishing and updating. As main work responsibilities take priority, writing blog posts will be pushed aside. As a result, lawyers lose promotion opportunities and positions in Google SERP.
Many lawyers find it hard to create copy that maintains the balance between readability, engagement, and informational value for potential clients. Excessive legal jargon, long, complex sentences, and excessive details can overwhelm people who are already stressed.
Creating content for a lawyer website requires a profound understanding of how law firm marketing works. Conducting keyword research, optimizing texts for humans, search engines, and AI, and many other aspects of legal content writing are essential for your copy to attract the right leads and convert them.
According to Indeed, the average hourly rate of a lawyer is twice as big as that of a legal content writer. Therefore, the cost of an article written by a lawyer will be at least twice as high. With a lack of experience, creating a copy of a similar quality will take more time for the lawyer. As a result, the ROI of the content will be lower.
Generally, the website content should achieve several goals:
To meet these goals, marketers set several requirements for the law firm website content. Let’s discuss them in-depth.
To attract prospective clients, content should be generally discoverable on the Internet. Simply publishing it on the website and not promoting it will not help achieve this goal. Optimization for Search engines and AI can help content discoverability and increase website traffic.
Search engine optimization has many different techniques, from keyword research to linkbuilding to on-page optimization. Overall, if you do it right, your webpage should appear in the top of the Google Search Results Page, where it can be discovered by your prospective clients. We’ll talk about some content-related SEO techniques later on in this article. If you want an in-depth guide, we suggest you read our Search Engine Optimization Guide for Law Firms.
Lately, an increasing number of people use AI to look for information. Instead of offering a list of websites, where people can read about a topic that interests them, tools like ChatGPT generate content based on what they “read” on these pages. They have their own search engines, and they also sometimes provide links to websites to support their claims.
AI search contributes to the overall global decrease of traditional search. However, with the amount of fallacies (or “hallucinations” as AI experts call them), it will not replace the search engines for a while. AI SEO optimization uses a lot of SEO practices, but requires more work with technical aspects like schema markup and more structured content.
Learn more about Generative Engine Optimization.
Educating potential clients is one of the key goals of the content. Demonstration of your profound expertise in the subject is instrumental in building trust with potential clients. Many people want to understand their legal situation before making the ultimate decision to contact an attorney.
Every content should be fact-checked to avoid misleading the readers. However, it’s even more critical for legal copy. Providing factual fallacies can not only damage a law firm’s reputation but can also potentially have a negative impact on the decisions of the readers.
This is why it’s critical to return to revisit your copy from time to time, especially after the major legislative changes in your country, and update it.
To convert website visitors into leads, content for a law firm website should include elements that boost conversions.
These elements include:
These elements will help you earn the trust of your potential clients as well as make it easier for them to contact you and schedule a consultation.
In this section, we discuss the best practices that lawyer marketing agencies utilize to attract attention and boost potential client engagement.
For SEO, each content piece should be built around one or two focus keywords and include multiple LSI keywords and phrases.
The choice of particular focus keywords is determined by three characteristics: volume, difficulty, and search intent. Volume shows the number of monthly searches within a certain region. Difficulty (measured in %) describes what needs to be done to get to the top of search results. Intent shows what users expect to find (information, service page, or transactional page, like contact us).
Apart from keyword research, you also need on-page optimization. The latter consists of adding metadata to ease bots’ analysis of the page and strategic placement of keywords on the page in headers and metadata.
For AI optimisation, writing high-quality content, establishing authority on the topic, and turning your website into a valuable resource of information on the chosen legal topics play a critical role. AI doesn’t look for the exact words. Instead, it focuses on the meaning of the words (semantics) and their relations with the text as a whole.
Tips for AI SEO include:
When we talk about competitors, we mean three types of companies. First, these are law firms that you compete with locally. The second type are websites that get to the top of search engine rankings for particular words (e.g., family lawyer Hamilton). The third type is the websites that AIs offer to people when they answer legal questions.
What to analyze:
You don’t need to conduct an audit every day. The key moments would be:
Usually, clients contact service providers in the later stages of their buyer journey after they’ve invested a significant amount of time and effort into the researching the topic and the market offerings. At this stage, their mind is pretty set on several options. The key to a successful law firm website content marketing is to understand what they are doing before contacting you.
Part of this process will be a simple guessing game. You can make it easier if you find a way to talk to your past clients about their journey of law firm research. Some marketers ask people to specify how they learned about the company or the website.
Tools like Google Analytics can help you identify the source of website visitors (direct, organic, social, or paid). Others can show user sessions so that you can see the recording of users’ actions on your website and which content they interacted.
These activities will help you find content gaps and provide more information and conversion opportunities to your leads.
A buyer persona is a description of your desired client. It’s always the amalgamation of many existing people. You can have many buyer personas for each of your practice areas.
Buyer personas include information that is relevant to the services you provide. It can also be a description of your ideal clients. For example, you only want to work with high-net-worth individuals.
For example, if you run a family law firm, an immigration law firm, an estate planning, or a criminal defence law firm, at least one of your buyer personas will include an adult who has children because they are either a subject of the legal dispute (e.g., custody battle), or can impact the case (e.g., in cases of refugees).
Once you’ve described the buyer personas, you’ll see the opportunities for creating the relevant content for them and publishing it on your law firm’s website.
When discussing the reasons why attorneys shouldn’t write content on their own, we mentioned the importance of regular postings. Indeed, competition is severe, and new lawyer websites emerge every day, battling for a higher place in search engine results. You need to keep up.
There’s no golden rule around the frequency of postings. We suggest producing at least one content marketing piece monthly.
In our previous section, we discussed the importance of the regularity of content creation. To improve it, we suggest formalizing the content creation process. It will help you in several ways:
Several things will help you formalize the process of content creation for your website:
There are many conversion elements like CTAs, contact forms, or pop-ups. You can learn about them on our Lawyer Website Design page. In short, we suggest finalising each blog post with a clear CTA. Talk about the ways your law firm can help the reader solve their problem and achieve their goals, and then link you your contact us page.
Gated content is an additional conversion element that can work for the law firm’s website visitors. Offer your target audience downloadable resources, like a checklist or a list of documents necessary for a certain legal procedure in your practice area. Gate this content behind a form and ask people to leave their email and name.
You can then nurture these contacts with more valuable content and eventually convert them into paying clients.
To make the most out of your law firm website content, we suggest adding several more channels. You can use them for individual campaigns as well as to promote your site.
Content promotion will help you reach the part of your target audience that you can’t otherwise get and turn them into your website visitors. There are several ways you can promote the content and attract more web traffic:
To ensure the best law firm’s website performance, we suggest creating a content strategy. It will help you plan your content activities ahead. Provide you with the necessary Goals and KPIs. We discuss the strategy in the next section of this article.
Content strategy is a key document that helps marketing specialists better plan their weekly, monthly, and quarterly activities. It sets clear goals in creating content and key performance indicators.
Analytics is the backbone of marketing activities. It helps you make informed decisions, look for ideas and inspirations, and monitor the performance your your strategy. There are several things that require analysis:
At this stage, we also suggest beginning to form your Marketing team or hiring a law firm marketing agency to plan and carry out your strategy.
When setting goals, you need to keep your analysis close. If you have a one-page website, 2-3 new clients per month coming from referrals, and a limited budget, increasing your website to 50 50-page conversion machine that delivers 10 clients a week within 12 months is unrealistic.
Chances are, your website will need more than just adding another page or two. Working on its performance, like speed, navigation, and UX, is alone a pricey and long process.
Another aspect is that SEO will start bringing results only in 5-6 months after you begin actively posting. In other words, content marketing is a long-term game that requires meticulous, uninterrupted work with regular tasks and performance checks.
That’s why it’s much better for lawyers to focus on providing legal assistance to their clients and entrust marketing to professionals.
We mentioned above that the best way to promote content for the legal industry is to use several channels at once. They can be especially helpful for your website by driving traffic as well as keeping your audience engaged for a longer period of time.
We suggest starting with PPC and email, as well as at least creating social media accounts for your law firm and making several posts there. Social media provides a direct communication channel, which can be especially handy if your website doesn’t have a solid contact form yet.
Content types include pages, blogs, gated content, videos, and audio podcasts. If you haven’t created content before, we suggest starting with the most essential content, like pages and the blog. Once your website has enough pages with relevant keywords, you can begin creating other types of content, like videos.
Content works best in clusters (a group of website pages dedicated to a single topic). We suggest picking one topic, then creating a practice area page and at least 5 blogs with supporting content
Use your competitor analysis and conduct keyword research. Check what keywords they rank for. Don’t stop there. Play with synonyms and word order; it may help you find a better keyword with similar volume but lower difficulty. Consider using long-tail keywords.
Once you have a list of keywords, you can create a content plan based on it. It specifies when you’ll be creating each content piece, who will be involved, and the critical stages of content creation (like writing, expert reviews, proofreading, etc.)
Your content strategy needs key performance indicators to measure the process of your content. At this stage, you can also research the tools that you’ll need for strategy implementation (e.g., Google Analytics).
In this section, we discuss 6 must-have pages for each law firm website.
Choosing a lawyer to fix your legal issues or even represent you in court is a sensitive and difficult matter for many people. The About Us Page is essential in building trust and helping your potential clients choose you.
We suggest adding Attorney bios to the information page about your law firm or even creating individual pages for each of your lawyers. Make sure you add their photos, diplomas, and certificates. Apart from trust, it can also help you generate website traffic as part of your target audience might be looking for a specific attorney by their name.
Client feedback helps you establish your trustworthiness. That’s why we suggest creating a separate page with client testimonials. We also suggest adding quotes to other pages of your law firm website.
Pro Tip: Add client ranking in your schema markup to signal AI tools that your law firm services are
Location Pages will help you achieve two goals simultaneously. First, you’ll drive organic traffic to your law firm website by going after a “local keyword” (e.g., Personal Injury Lawyer Toronto).
Second, you will be able to filter out people who live too far away and are not your potential clients. It will save both you and them some effort.
These are success stories of your satisfied clients. They are essential for building trust in your law firm as they prove your experience and expertise. We also suggest adding client testimonials to your case studies to further the impact.
Pro Tip: Use storytelling and divide your success story into three parts:
Practice areas pages are conversion pages that describe in great detail a certain legal service you provide. Their key goal is to persuade your potential clients that your law firm is the best provider of the said legal service.
We suggest creating a lot of supporting content for each practice area page. Mostly, these will be blogs that refer to the page with internal links. It shows Google that the page is important and helps increase its position in SERP.
The rule of thumb is one practice page per one legal service.
A blog is essential to show your law firm’s expertise.
Suggested topics for blog:
We suggest monitoring several metrics:
As mentioned before, planning and carrying out a successful content strategy can be a difficult task for a lawyer, especially if you’re handling a lot of ongoing cases. We suggest hiring a professional instead.
dNOVO is a leading law firm marketing agency that can help you craft and implement a content plan across multiple channels. We have the necessary tools, experience, and expertise to build and grow a law firm website that attracts visitors and converts them into paying clients.
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