39 min read
Updated: May 23, 2023

How to Get More Clients Through Content Marketing for Law Firms [2023 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 constantly looking for law firms and attorneys who have built authority online. However, many lawyers we talk to haven’t ever considered the content for their law firm websites. What your website says — literally and visually — ultimately makes up a person’s mind over whether to contact you.

Simultaneously, 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—should define you as an expert in your field.

A few years ago, a top-quality inbound & content strategy for law firms was a choice — you could use it to improve your online presence, or you could stick to more traditional law firm marketing methods.

Today, providing valuable content is an absolute must. All your competitors do and if you don’t, you won’t stand a chance.

What Is Content Marketing for Lawyers?

Content marketing for law firms is the creation and distribution of different types of helpful content (with 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, attorney 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, and that you can solve an issue. Become their guide.

How to Get More Clients For Your Law Firm
2023 edition
How to Get More Clients For Your Law Firm

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How to Do Content Marketing for Law Firms

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

1. Do your research. Before you create content you need to know what to write about. Keeping your hand on the pulse of your own practice area and of practice, doing keyword research, and targeting specific clients can help you know in what direction to develop.

Making a list of frequently asked questions is also helpful: the questions you answer daily in emails, during phone calls, and during in-person meetings with prospects. This is a surefire way to create content your prospects will actually read.

2. Create engaging content. Create blog posts, videos, social media posts, and more, based on the results of your research. Don’t just write for search engines, though. Write for people. Make your content engaging and interesting to read or watch.

3. Have somewhere to post it. Having good law firm content is great, but you also need a place to post it. Social media is an important channel of any law firm’s marketing plan, so use Twitter, Facebook, and other platforms to distribute your written content more effectively, including your website.

Next, look for platforms – like local publications, www.quora.comwww.medium.com, and attorneys directories that may need your type of content. Write short articles for them and include links to your detailed posts. This enhances your website’s authority, which optimizes your page for higher Google rankings.

4. Convert organic traffic into new leads. Yes, we told you earlier to not just sell your services but to 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 own marketing efforts or even your content accordingly.

Follow these steps and legal content marketing 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 your own? Work with an agency that provides content marketing services. They’ll create, publish and monitor the content for you.

How Content Marketing for Lawyers Works

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 the “buyer’s journey”.

There is a lot to be said about the buyer’s journey and how it works with legal content marketing, but we’ll just touch on it now.

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 knows the worst is coming, they’re aware they may need an estate lawyer, but might unsure as to how professional legal counsel will help.
  • Consideration. This is where they’re already aware of the issue, but aren’t looking for providers yet—just 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 require? How much would an estate attorney cost me?
  • Decision. This is the stage where one is actively looking for providers and choosing a lawyer, i.e., deciding who can deliver the right service at the right price.

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

In fact, if you attempt to sell at this stage, chances are you will compromise the connection between you and a prospect—a clear sign that you don’t really understand the goals of a sound content marketing strategy!

Law Firm Content Marketing Ideas

Five content marketing formats

Regardless of what type of content you invest in, each piece should aim to build your brand, improve relationships with customers, create a trustworthy entity and prove credibility, which drives sales.

Anything you produce that people read, listen to or watch is part of your content marketing. Popular formats and content ideas include:

  • Blogs
  • eBooks
  • Videos
  • Podcasts
  • Infographics

Blog posts are great for answering questions in-depth, whereas short videos work best on social media and should be under two minutes. Here, you’re looking to provide brief answers to questions or simple explanations.

Now, you’re probably thinking, this sounds like a lot of work. Make no mistake, creating content for law firms is. However, there are smart ways to generate law firm content. You can follow this simple method below:

  1. Write a blog post.
  2. Divide it into three short LinkedIn posts.
  3. Formulate eight tweets from your LinkedIn content.
  4. Turn those tweets into videos.
  5. Post them on social media.
  6. Turn your blog into a YouTube post.
  7. Send a summary of the main points to your email list.

Can you see how one piece of content actually translates to 22 pieces?

The Goals of Content Marketing for Lawyers

The goals of content marketing

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 read it. Now, you have one more website visitor!

If your content for your law firm website is top quality, this visitor will spend more time on your page, which boosts your search engine optimization performance (bringing more potential clients to your website). It also helps you achieve an important content marketing goal.

Get the contact information of potential clients.

Answering one of your prospect’s questions will lead to 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, offering useful attorney content marketing assets that periodically engage with them until they’re ready to engage with you. This can be automated (Ask us how.)

Is Attorney Content Marketing Good for SEO?

Creating extra content on landing pages allows you to rank higher for additional keywords and draw in relevant website traffic. For example, users searching for “how much does divorce cost”, are likely looking for a divorce lawyer.

Valuable content for law firms can take several forms. A common one is an FAQ section placed on a designated page on your site. This section could contain questions and answers to the client inquiries you hear most often. If you’re able to write answers succinctly, you may even end up having them show up in a featured Google snippet (high in SERPs).

A content strategy for law firms accomplishes 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.

YMYL and Google EAT for Law Firms

YMYL (Your Money or Your Life) and EAT (Expertise, Authority, and Trust) are relatively new search guidelines used by Google to determine the reliability of a law firm’s website’s content.

YMYL content is how Google refers to content that could potentially have a negative impact on the quality of people’s lives and/or finances. Because this content has such a profound influence on people’s lives, Google holds it to a much higher standard and actually has a team of people to assess its credibility.

Of course, legal content marketing falls under this banner. As a search engine, Google wants to deliver the best content for every query, and know it can trust those search results, which is where EAT for lawyers comes in.

One of the ways to make sure your YMYL content is shown by Google is to ensure it embodies expertise, authority, and trust. Search Engine Land says EAT is about value, reliability, and integrity.

While it’s not an exact science, content that finds a balance between being comprehensive and keeping it simple and following SEO best practices will achieve a higher EAT score. And that translates to better SEO.

Is Law Firm Content Marketing Worth It?

Content marketing is the only way for law firms to cut through a highly competitive and saturated online market, especially when it comes to collecting leads and converting them into cases.

In fact, 84% of law firms generate leads through organic social media traffic, and considering 38% of people use the internet to find an attorney; it’s well within a law firm’s interest to invest in content marketing.

When executed properly, effective content marketing strategy for lawyers has numerous benefits, such as increased business exposure, more leads, and a high ROI. Email marketing, for instance, can generate an ROI of over 4000%!

However, to achieve a consistent stream of high-quality legal leads, you need to map out their legal services buying journey from the first touchpoint to booking a consultation. Then, build a content lead generation process and consistently optimize the pipeline to streamline a potential client’s journey.

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

Want to speak with an expert?
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Call us at (312) 265-0580

How Can a Law Firm Content Marketing Agency Boost Your Revenue?

Comrade is a Chicago-based digital marketing company specializing in website design and content marketing strategies for attorneys. Our inbound and content marketing team 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 prospective 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, or to hire the best content marketing services for lawyers.


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
Tiffany Gabbay
Tiffany Gabbay serves as Editor-in-Chief for Comrade Digital Marketing. Tiffany spearheads the editorial strategy for Comrade and its clients and oversees the production of high quality marketing copy designed to inform, delight, and above all, enlighten readers.
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