37 min read
Updated: September 08, 2022

How Successful Attorneys Get More Clients Through Content Marketing [2022 edition]

We get a lot of questions about content for law firm website from lawyers looking to get more clients through their websites. Here are the most popular ones: "What is content marketing?" "Does it work?" "How is it done?" "Is it right for me?" Have you been wondering the same? Read on, we’ve written this article to answer all those questions and more.

Content Marketing for Law Firms

Despite the obvious fact that legal prospects are always looking for law firms and attorneys who have built authority online, many lawyers we talk to haven’t ever considered the content on and off their website. What your website says — literally and visually — ultimately makes up a person’s mind over whether or not to contact you.

How to Get More Clients For Your Law Firm
2022 edition
How to Get More Clients For Your Law Firm

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At the same time, the content you provide outside your website, be it in the form of answering questions on social media groups, writing articles, and/or blog posts that provide valuable information, that define you as an expert in your field.

A few years ago, a top-quality inbound & content marketing strategy was a choice — you could use it to improve your online presence or you could choose to stick with more traditional digital marketing methods. Today, providing valuable content is an absolute must. All your competitors do it and if you don’t, you don’t stand a chance.

What Is Content Marketing for Lawyers?

Content marketing is the creation and distribution of different types of helpful content via SEO copywriting for the purposes of marketing your law firm. Creating content can take different forms, like making a blog post, video, etc.

Unlike traditional advertising, content marketing is supposed to relay your message without selling a product. It is a pretty fine line. You need to show your target audience that you’re an expert, that you can solve an issue. Become their guide.

How to Do Content Marketing for Legal Firms:

Content marketing itself has several steps you need to keep in mind if you want to create a successful strategy.

  1. Do your research. Before you create content you need to know what to write about. Keeping your hand on the pulse of the latest interest in your sphere (here being it being legal sphere), doing keyword research, targeting specific clients can help you know in what direction to develop.
  2. Create engaging content. Create blog posts, videos, social media posts, and much more, based on the results of your research. Don’t just write for search engine though. Write for people. Make your content engaging and interesting to read or watch.
  3. Have somewhere to post it. Having good content is great, but you also need a place to post it. Social media is an important plan of any law firm’s marketing plan, so if you are already working on your presence online, use Twitter, Facebook, and other platforms to distribute your content effectively.
  4. Convert new leads. Yes, we told you earlier to not just sell your services, become a guide. This step does not contradict that. Because still, any content strategy is all about attracting new clients. Learn to use call-to-actions to convert your traffic into leads.
  5. Measure and adjust. Always check your statistics online. Your law firm’s content can give you a lot of insight into what people are interested in, what works, and what doesn’t. To attract new clients you need to always be in the know and adjust your marketing or even your content accordingly.

Follow these steps and marketing content will be easier than ever for you. These pieces of content will help you boost your online presence and generate a lot more new leads. You draw people in with your content, not just outright sell them a service. Not ready to do it on you own? Ask content marketing agency for law firms right now to create your content plan today.

How Content Marketing for Lawyers Works

Anytime you, me or anyone purchases something with considerable value, be it a service or a product, we go through what marketers call “buyer’s journey”. There is a lot to be said about the buyer’s journey, but we’ll just touch on it now for the purpose of better explaining the use of content marketing.

The buyer’s journey consists of 3 stages:

  • Awareness. This is the stage where we’re aware that there may be a problem in the near future, but we’re still looking to define it and figure out whether we have to do something about it and what. Here’s an example: if an elderly parent without a will is ill and we know the worst is coming, we’re aware that we may need an estate lawyer down the line, but we are not even sure what we would need him to do.
  • Consideration. This is where we’re already aware of the problem, but we’re not looking for providers yet, we’re looking for information. At this stage, people ask questions like: Do I need to hire an attorney, or can I prep a will myself and just have it notarized? What kind of attorney would I need? How much would an estate attorney cost me?
  • Decision. This is the stage where one is actively looking for providers and choosing a lawyer. This is where a consumer is deciding who can deliver the right service at the right price.

How content marketing for lawyers works

Essentially, because prospects do not reach out to lawyers in the initial two stages, content marketing is the only sensible way for you to connect with them during these stages. This is not the time to sell, but the time to be helpful while showing your expertise. Be a helpful friend and build trust.

In fact, if you make an attempt to sell at this stage, chances are you will hurt the connection between you and a prospect and a sign that you don’t really understand the goals of content marketing.

The Goals of Content Marketing for Lawyers Websites

  1. Attracting potential clients. When a prospect Googles a question that relates to your niche and sees a post that matches their search query, they will click on it and they will read it. Now, you have one more visitor to your website! If your content is top quality, this visitor will spend more time on your page, which boosts the lawyer’s site SEO performance (brings more potential clients to your website) and helps you achieve the second goal of content marketing.
  2. Get the contact information of potential clients. The answer to one question brings up more questions. Now is the time to offer a so-called “lead magnet” — a downloadable document with additional information or with other helpful functions (check-list, report, or other) — in exchange for your visitor’s contact details. Having their contact info lets you communicate with them in the future, providing more useful information and periodically engage with them until they’re ready to engage with you. This can be set up and done automatically (ask us how).

The goals of content marketing

Content Marketing and SEO

Creating extra content can not only offer more information that your clients are desperately looking for, but it can also give you more room to rank higher for keywords and draw in relevant traffic. For example, users searching for “how much does divorce cost”, for example, are likely looking for a divorce lawyer.

Valuable content can take several forms. A common one would be a FAQ section placed on a designated page on your site. This FAQ section could contain questions and answers to the inquiries that you hear most often. If you’re able to write answers succinctly, you may even end up having your answer show up in a featured Google snippet and get you high up in the SERPs.

You can also use content marketing to accomplish the same goal. Blogging gives you a way to create ongoing content to stay relevant in search engines while generating new content for relevant keywords. Having a blog that fits in with your brand can also help you earn trust early on if potential clients stick around to check it out.

How to Do Content Marketing for Lawyers?

It’s really not that difficult. The first thing to do is make a list of frequently asked questions: the questions that you answer daily in your email, during phone calls, and in-person meetings with prospects.

Then create videos to answer those questions and write those videos up into blog posts — this is what we do for our business and it works wonderfully. Just get a decent microphone, a tripod for your phone, find a room with satisfactory lighting and start! Don’t let your perfectionism stop you.

The last part is distributing this content — start with your website and social media. Post there first, as it is free and takes little time to do. Next, look for platforms – like local publications, www.quora.comwww.medium.comattorneys directories that may need your type of content. Write short articles for those platforms and include links to your detailed posts. This enhances your website’s authority, which optimizes your page for higher Google rankings.

legal content marketing

Is Law Firm Content Marketing Worth It?

It’s worth sharing that while content marketing works wonders for some attorneys, it only works to a limited extent with others. For example, content marketing is a great thing to do if you are a criminal defense attorneypersonal injury, or an estate attorney. It doesn’t work that well for DUI and traffic attorneys, as the need there is more immediate and people do not consume content, but rather call law offices.

The way to think of it is, the more time your prospects have to do research and the higher the stakes for them, the more you should invest in content marketing.

If you find that content marketing would work well for your lawyer’s practice, we urge you to start creating helpful, relevant content as soon as possible, because your competitors already are. Don’t forget that you should post new content continuously so that it has the effect you want, so it’s best to create a content creation plan (list of topics and schedule when you’ll produce each piece of content) and stick to it, or else hire an experienced online marketing agency for lawyers to help you.

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How Content Marketing Agency for Law Firms Can Boost Your Revenue?

Comrade is a Chicago-based digital marketing company specializing in website design and marketing for attorneys. Our inbound and content marketing team, for law firms, has developed a specific methodology to help your company stand out from the crowd. We can create or re-work your content to ensure it is simple (your clients do not understand your terminology), well targeted (this could only be guaranteed upon our extensive buyer persona modeling), and written to inspire further interest in your services without going directly for a sales pitch. We are also recognized as a top Illinois Web Design Agency on DesignRush. Contact us for a free consultation, and will get to customizing the best content marketing strategy for your law firm!


Frequently Asked Questions

Where can I find your company?

Comrade originates in Chicago, but we worked all around the United States. We can help your business grow and increase revenue whenever you are. We have offices across most major cities in the US. For example, we can offer digital marketing services in New York or Indianapolis. You can even find our internet marketing experts in San Francisco! If you want to know more about our Houston digital marketing agency or find out how exactly we can help you, contact us via the phone or email.

I hope you enjoy reading this blog post.

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About the Author
Sasha Berson
Sasha serves as Managing Partner and VP of Client Solutions for Comrade Digital Marketing, a Chicago-based marketing agency dedicated to solving client’s most pressing digital challenges.
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