content marketing for law firms

6 Best Practices Of Attorney Content Marketing



It’s a must for any legal firm that wants to succeed with its overall digital marketing strategy and continually enhance lead generation to invest in content marketing. Further, content marketing for law firms it’s regarded that it’s critical to provide valuable content to would-be legal clients to capture their attention in a sea of Internet advertisements.

To help you reach your potential customers better and encourage them to seek your legal services for their individual justice system needs, here are some of the best content marketing practices that an attorney should know.

Here are the 6 steps of content marketing for law firms:

1. Always Research Information About Your Target Market

The first step for content marketing for law firms is to ascertain who you want to reach.

For instance, if you’re a personal injury attorney, your ideal client is someone who has been a victim of a vehicular accident, medical malpractice, and the like. It’s advised that you craft a marketing plan fit for them. On the other hand, if your field of business involves personal bankruptcy, you should generate content for financially disadvantaged individuals.

However, the whole process doesn’t end there; you must ascertain to them your value and how you can assist them.

For example, an automobile accident victim is unlikely to read a treatise on the finer aspects of comparative negligence vs assumption of risk. Instead, they’re more concerned with how long their case will take to settle or whether they’ll have to go to trial. Similarly, many prospective personal bankruptcy customers are concerned about retaining their houses or acquiring credit following a bankruptcy filing.

If you can identify and understand the mentioned pain spots, you’ll be well on your way to creating content that your future clients will read and find beneficial – the first step for them to trust your legal expertise that increases your chances of securing their business. By knowing your audience, you’ll be able to form the right content and law SMM (social media management) techniques to grow your online presence.

2. Conduct Keyword Research For Search Engine Optimization (SEO) Goals

Keyword analysis in content marketing for law firms reveals the specific terms individuals use on search engine platforms to find law establishments. While market analysis elicits information about your audience’s challenges and requirements, keyword research pinpoints details about an online user’s keyword use habits to look for a law firm that they’re planning to work with.   

Keyword research instruments can assist you in determining which keywords your target audience utilizes, the level of competition for these terms, and the frequency with which they’re searched on the web. These tools may be used to discover similar keywords, conduct competitor analysis, and identify backlink opportunities, among other things.

It’s critical to use law firm search engine optimization (SEO) tools to identify localized keywords relevant to your service zone and the legal assistance you provide. Create a list of potential site keywords and determine appropriate ones for individual pages, blog posts, or other content support.

3.Create A Content Marketing Workflow

It’s believed that effective content marketing for law firms requires a large volume of high-quality content. Not only does adding more content enhance your chances of acquiring new clients, but it also signals to search engines that your website is the certified go-to authority when it comes to various legal topics and cases.

One reason law firms with a clear content marketing strategy outperform those without is that having one enables them to develop an integrated structure that allows continual content generation. A system for idea generation, a content creation strategy, and the utilization of a content calendar are all critical components of a well-designed content marketing workflow.

4.Make Your Site Mobile-Friendly

Having a mobile-friendly website is regarded to be very important for lawyers, law firms, and legal service providers. If you develop a mobile-friendly website, you’ll reach a larger audience and they’ll be more likely to stay on your site longer. Make sure that buttons are large enough and spaced sufficiently apart to allow visitors to easily navigate your webpages on their mobile device’s screen.

Instead of specifying a fixed width for your website, you should determine whether it’s responsive for it enables mobile users to have a seamless experience with your online site. Finally, ensure that text is readable and legible on smaller screens. Skip on bombarding web surfers with too large word quantities that’d look crowdy and cramped on tinier viewing devices. The mentioned tips are just some of the well-regarded SEO-friendly site construction ideas your law firm can consider.

Allow your staff members to thoroughly examine your website using their smartphones and tablets to ensure that it has been adequately tested.

5.Provide Leads, But Don’t Oversell

Although it may be tempting, the purpose of content marketing is believed to not to promote your products or services inside your content. Rather than attempting to sell your legal services to prospective clients, your objective should be to position your company as a trustworthy resource of legal information to those who are in dire need of it.

Having a firm grasp on the issues and concerns that are most important to the people who comprise your target audience enables you to create content marketing for law firms that speaks directly to their needs and interests. It also provides them with actionable information they can use immediately after going through and consuming your marketing material.

To-do lists and checklists are just two types of content that can be used to create effective action-oriented content. Further, provide them with relevant, helpful, and substantial points.

6.Use Analytics For Better Content

Analyze the best and worst-performing content on your website, email and clients newsletter marketing, and social media accounts to acquire additional insight into which information resonated most with your audience. Examine the body copy, postings, and headlines for commonalities and topics that may assist you in creating more intelligent and effective material in the future.

Give your audience more ways to consume your content. Remember that you can reuse and repurpose your old body of work across various channels. As a result, a client alert can be used to spark a podcast, video, or webinar. Every piece of text you write has the potential to be brought to life in a new way, all it takes is a little creativity and imagination.


It’s no secret that content marketing continues to reign supreme when it comes to capturing legal clients’ finite and fiercely guarded attention today. When done correctly, well-thought content marketing for law firms can create game-changing strategies and generate more business leads for your practice. If you write content with the end-user in mind and follow the above-mentioned suggestions, you’ll be well on your way to content marketing success.

Read More:

Tags content creation strategy for law firms Content Marketing content marketing law firms Content Marketing Workflow
author image

Mashum Mollah is a digital marketing expert and contributor with over 10 years of experience in the industry. He is skilled in search engine optimization, social media marketing, and content marketing. Mashum is passionate about helping businesses achieve their online goals and is committed to staying up-to-date with the latest digital marketing trends and strategies.

Leave a Reply

Your email address will not be published. Required fields are marked *