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Syntactics - OMT - October - Content Marketing For Law Firms_ Top Strategies

Content Marketing For Law Firms: Top Strategies

Creating content for a Law Firm Website can be challenging for the legal staff. Lawyers don’t necessarily have to handle Content Marketing, especially Legal Content Marketing. However, they can have a hand in how the content turns out. Here’s what lawyers need to know about Content Marketing For Law Firms.

Law Firm Content Marketing may seem complex, considering its many topics. Not only that, but you must explain jargon or industry terms to people unfamiliar with them.

However, the right Content Marketing Strategy can deliver your Law Firm’s message to the right audience. In a 2021 study, 97% of businesses claimed that Content Marketing was “an important part of their overall marketing strategy.” As a result, it’s critical to post content for your Law Firm Website. It can educate potential customers on the value of your legal services.

Thus, with the right Content Marketing Experts, lawyers can create understandable, relatable Legal Content for their firm’s website. There are plenty of strategies and tips Content Marketers can follow to improve Search Rankings.

Law Firm Content Marketing Can Educate Potential Clients

Content that can advertise your legal practice will vary depending on its purposes. Some content is meant for ads, while others are intended to shed light on industry concepts. It’s no different for legal advice.

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Content Marketing generally means creating relevant, engaging content tailored to a particular audience. Its goals are to:

  • Spread awareness of a business;
  • Educate customers on your industry, company, or specialization;
  • Establish your business as an industry expert;
  • Grow an online community with a common interest; and
  • Generate leads or increase sales.

Content Marketing can assist Lawyers by improving their websites’ SEO Rankings. With high rankings come organic traffic, and your firm won’t have to pay to get your website on search results.

Additionally, Customer Education means giving prospective clients insights into your brand and what it has to offer. Your Law Firm Website is essential to educating customers, but you can also do it through Social Media posts. But overall, with informative content, lawyers can earn the trust of people looking for legal advice. Well-informed and authoritative content can lead people to become legal clients.

Legal Content Marketing Tips to Increase Search Rankings

Set Your Goals for Content Marketing

Before embarking on your Content Marketing journey, creating objectives is critical. Think about what sort of results you want your legal content to provide. Lawyers need to lay them out as achievable goals. Common Content Marketing goals include:

  • Improving your legal website’s organic search rankings;
  • Spreading brand awareness of your Law Firm; and
  • Attracting potential clients.

Lawyers need to hone in on marketing objectives and tailor strategies to them. These goals are also critical for lawyers and marketers to measure campaign progress. For instance, you want to use additional channels such as Email and Social Media. Thus, you can track newsletter subscribers and followers.

Conduct Marketing Research in Your Industry

Check out your industry competitors, especially your top-performing rivals. Then, lawyers must ask these questions to learn how rival firms are handling their Content Marketing efforts:

  • What content do your competitors post, and how often do they post on their dedicated Law Firm Site?
  • What do your industry competitors’ site traffic metrics look like? How high is their Domain Authority?
  • What are the keywords they use to optimize their content?
  • Besides their websites, what marketing channels do your competitors use? Are they posting on Social Media or sending Email Newsletters?
  • Do your industry rivals have a dedicated podcast, and do they post episodes regularly?

boosting visibility for your practice

Lawyers can factor the insights from this analysis into their strategies.

Settle on Your Target Audience

Content Marketing generates leads for 79% of companies. To ensure that your Law Firm gains plenty of qualified leads, lawyers must understand their audience to create high-converting content. So before producing your first piece of content, your legal practice needs a target audience or demographic.

Knowing your audience can assist you in learning the topics that interest them. These may be related to their challenges and the legal services they need to overcome them. Not only that, but you’ll learn about the tone of voice and language they understand best. As a result, marketers can learn how to create legal content a target audience can easily digest.

Choose the Best Channels for Marketing Your Content

Content Marketing for Lawyers requires posting content on the proper channels. Your valuable, high-quality content will go to waste if you don’t send it via the channels your audience uses.

One critical way to make your site more visible is to use Search Engine Optimization practices. In addition to a dedicated website, lawyers can use Email and Social Media as their firm’s marketing channels. However, Social Media isn’t the best marketing channel for certain law practices.

However, LinkedIn, Emails, and Facebook are some of the top Legal Marketing channels. Thus, lawyers can count on these marketing channels to promote a Law Firm’s content.

Generate Content Ideas with Client Questions

Did you know that you can get content ideas from potential clients? Thus, Competitor Analysis may be a great way to get the attention of current and future clients. Also, customer queries may inspire new content strategies, especially questions that people repeatedly ask. For example, if visitors ask questions about a legal topic, you can create content that’ll attract people looking for advice.

Content Marketers can check on the topics with SEO Tools and see how much traffic they can bring in. Also, marketers can find the right Long-Tailed Keywords to attract attention on the right Search Engine Results Pages.

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Research on Legal Keywords Related to Your Practice

Search Engine Optimization improves organic traffic by making it more visible to search engines and getting higher rankings. Keywords are vital to optimizing legal content, so marketers must utilize Keyword Research. With it, you can find Long-Tailed Keywords to ensure you rank on SERPs with less competition. Also, you can find ways to rank site content higher than your competitors.

So, when researching, check Keyword Volume, Competition, and Relevance. Before you apply your findings to website posts, the type of content dictates how you can optimize them. So, ensure your keyword counts fit, whether you’re using blog articles, landing pages, videos, images, podcasts, etc.

Utilize Tools for Keywords and SEO

There are Automation Tools for almost all aspects of Digital Marketing. Of course, marketers need the right SEO Tools to assist their Legal Content Marketing efforts. Thus, the most important ones are Keyword Research Tools.

Such tools can identify the perfect keywords for your Law Firm’s marketing goals. Helpful SEO Research Tools include Ahrefs, Semrush, and Moz.

Naturally, the more you pay for a tool, the better its functionality. However, there are plenty of free or cost-effective tools on the Internet that can do the job. Still, marketers must select the right tools to help a legal practice gain more visibility via SERPs.

Ensure Low Bounce Rates with “Snackable” Content

A third of potential clients start researching for legal assistance online. So, Law Firm Websites can take advantage of this by providing snackable content. Thus, lawyers must ensure that their firm’s legal content can catch and retain the attention of website visitors.

boosting visibility for your practice

The more time spent on your Law Firm Site’s web pages, the better your standing with Google. As a result, your website will gain better SEO rankings. Snackability means ensuring your content is neatly divided into sections.

As a result, you should avoid massive text blocks by breaking them up into smaller paragraphs. So consider limiting paragraphs to four lines or less. Headings are also helpful for telling readers where they can find specific information. It’s also beneficial to use readable fonts.

Optimize Your Law Firm Site’s Content for Search Engines

Lawyers must also consider keyword placement in their legal articles. Also, they may optimize copy for more than one keyword. Fortunately, some tools, such as Yoast SEO, can tell you an article’s keyword density. So if you’re creating content that’s 1,000 words or more, you can add keywords about four or five times.

So, Content Marketers should spread out keywords evenly across their copy. In addition to the body, they must also place keywords in the following:

  • the headings;
  • Title Tag;
  • Meta Description;
  • URL slug;
  • tags.

If you’ve added visual media such as images or video, marketers need to include keywords to the Alt Text.

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Establish a Content Marketing Calendar

Lawyers should post content frequently but at crucial times, according to your analytics. Thus, marketers must develop a content posting schedule to maximize their marketing efforts. To ensure you can create a consistent and effective schedule, you must consider your audience engagement, your platforms, etc.

So, a Content Marketing calendar organizes the legal content you’re creating and when and where to publish it. Then, marketers can visualize and manage how your postings will look over a period of time. As a result, lawyers can see how progress is coming along. Then, check on your strategies and adjust your approach as needed.

Post or Distribute Content Regularly

After creating Content for your Law Firm’s Website, you must distribute it. Naturally, the calendar from the previous tip will outline the plan for posting the content. So, take advantage of your digital channels, such as your dedicated website!

Posting content at any time will only waste your efforts. Fortunately, your analytics will tell you when peak posting times are. Also, marketers can learn the best times to post on their marketing channels to maximize engagement.

Once you’ve settled on the best time frames for postings, you must commit to posting regularly. That way, your website visitors can anticipate new legal content.

Create Marketing Content with a Suitable Word Count

Lawyers can post short content for your Law Firm Website. However, Long-Form Content is the best way to get the attention of both search engines and Internet users. After all, articles with word counts of 3,000 or less are among the best content assets that generate excellent results. With that many words in a single piece, lawyers have ample space to provide expert, authoritative, and trustworthy information.

It is also essential to add desirable Long-Tailed Keywords evenly throughout your work. Therefore, in addition to the body, marketers must also place them in the headings, Title Tag, Meta Description, etc.

Ensure that the Website is Optimized for Technical SEO

Content Marketing for Lawyers doesn’t just mean creating articles or posts. Marketers must also ensure that the platforms they’re posting on are noticeable to search engines. Thus, a Law Firm Site should be optimized for Technical SEO so that it’s easy to crawl and index. Without this aspect, a firm’s legal content won’t appear on the desired SERPs.

boosting visibility for your practice

With the right Technical SEO experts, lawyers won’t have to worry about issues like:

  • slow page load speed;
  • broken links; and
  • bad User Experience.

So, Law Firms need SEO Services because experts can also provide Technical SEO assistance.

Create a Website With a Seamless UX

The Content for your Law Firm Website is critical for your practice. High-quality blog posts or articles convince people that you’re the right legal firm for the job. As a result, your website’s User Experience or UX should invite people to look at your educational content.

Additionally, it’s critical to indicate website sections such as your blog posts and services. So, Content Marketers must ensure the site has an appropriate amount of menus and a visible scroll bar. Overall, you must make your legal website navigable for potential clients. But more importantly, you should balance UX with your Law Firm’s Branding and Website Design.

Set Up Conversion-Optimized Landing Pages

When handling Legal Content Marketing, it’s critical to create a webpage that specializes in converting visitors. So, lawyers can use a Landing Page to detail your legal firm’s services. As a result, people can better see how you can help them with their legal concerns.

Creating Long-Form Content for your Landing Page can significantly benefit your Conversion Rates. It can also help your Landing Page gain better SEO Rankings.

Marketers can add enticing Calls-To-Action on your Landing Pages as with other content types. So overall, Content Marketing for Lawyers will convert visitors into qualified leads. Part of achieving excellent Conversion Rates is the usage of analytics.

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Monitor Content Performance Often

Tracking campaign progress is critical for all Digital Marketing Strategies. Naturally, lawyers need to see if Content Marketing efforts are generating results — such as more traffic and better-qualified leads. It’s recommended to monitor your Content Marketing efforts daily or weekly.

Also, marketers can apply tracking tools to provide data on content performance. For example, Google Analytics can show page traffic, time spent, user behavior, leads generated, etc. With such data, lawyers and marketers can gain insights for refining their marketing tactics and providing better content to their audience. Lawyers can count on analytics to improve their Content Marketing and SEO rankings.

Final Thoughts

Content Marketing can display your Law Firm’s expertise, especially if you specialize in a particular practice. Thus, the strategy can boost online awareness of your firm and its services. In this day and age, people begin their journey for legal advice with a Google search. So, optimized and educational content can help lawyers find more clients.

Content Marketing is based on SEO to gain more visibility on search results pages. Lawyers must use compelling copy to achieve goals, including gaining more website traffic and getting qualified leads. Content Marketing also needs a boost from your platforms, especially your Law Firm Website.

After all, your dedicated website is chiefly responsible for representing your firm. If your website is poorly-designed and challenging to navigate, visitors won’t stick around to read your content. So, your website must be user-friendly while showing off your legal practice’s branding. A seamless UX can be as helpful as a well-optimized Long-Form article.

If you need help with Legal Content Marketing, consider hiring skilled Web Content Writers.

Axel May Rivera


Axel is an avid fan of many dramas and songs. She is always eager to explore and discover more when it comes to movies and entertainment, especially in Korean and Filipino culture. In her free time, she enjoys reading books and playing badminton.

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