In this section, we will discuss content marketing for law firms. You want to create content that brings new cases to your firm by ranking high on Google when someone is searching for your practice area.
You’ll learn:
The content on your lawyer website needs to serve a purpose. Writing content without a strategy is a waste of time and your law firm’s budget. Essentially every page on an attorney’s site needs to be designed for a specific purpose.
Content for lawyers needs to go beyond being telling people about the firm or services. A law firm’s content strategy has to align with its user’s search intent. Successful content drives people to take specific actions. Law firm content should provide visitors the information they need about their legal situation and ultimately hire an attorney.
Quality Content That is Relevant to Potential Clients
Google is sophisticated now—it doesn’t just look for keywords, it gets the context and meaning behind your content. Its algorithm pairs user searches with pages that have the right words and solid, relevant info. People typing into Google want answers.
If your law firm’s site delivers those, you’re not just getting clicks—you’re earning trust. Top firms write content to do two things:
Crafting strong legal content starts with nailing the basics. Whether you’re writing it yourself or hiring an SEO agency, a legal content writer’s job is to make your firm’s services and expertise clear to your audience. Here’s what your law firm’s content marketing needs to be:
To write content that clicks, figure out who you’re talking to and what they need. Here’s how:
Check Competitors: Look at what other firms are writing and spot where you can do better or fill gaps.
When a user searches the internet for information, the intent of that user allows us to understand the needs of our target audience.
Good content needs to be planned out and constructed. Different types of content are used to accomplish a specific goal (e.g., ranking well in search, converting a visitor to a client, answering informational searches, etc).
These pages are the most important page on your law firm’s website. Practice area pages are essentially sales pages for a law firm. These would be bottom-of-the-funnel pages in our sales funnel, where prospective clients are converting (i.e., hiring an attorney).
Getting the Most out of you Practice Area Pages
DIscuss one specific area of practice or sub AOP to enhance keyword targeting. Generally lawyer website’s will target specific geographical locations, so it’s best to make practice area pages location-specific
For example, personal injury lawyers should have separate pages for:
Car accidents – “Miami Car Accident Lawyer”
Truck accidents – “Miami Truck Accident Lawyer”
Motorcycle accidents – “Miami Motorcycle Accident Lawyer”
Instead of creating a personal injury page that includes all of those sub-AOP’s.
Placing that keyword in your page’s title tag makes it clear to Google what keyword it should rank you for. It also lets searchers know what content they’d see if they clicked on your page in the search results.
Every page you write should deliver real value to your audience. If it doesn’t match what they searched for, they’ll bounce back to Google and find a competitor who gives them what they need.
Spice it up with interactive stuff like explainer videos or client testimonials to grab their attention and build a connection. Sure, you can just slap words on a page—but don’t expect to outshine competitors who put in the effort to win.
Every service page needs one clear action for people to take. Show it in a few spots, but keep the goal obvious—confusion kills conversions. Visitors should instantly know how to reach you when they’re ready.
Give them options: a sidebar contact form, a chat window, or a clickable phone number in the navigation. Some won’t fill out forms but will call; others avoid calls but love chat. More options mean more leads.
Don’t overdo it—chat popups that block content annoy people. And make sure your phone numbers stand out. Ever notice how hard it is to spot contact info on cluttered pages? Avoid that.
If you serve multiple areas, build practice pages (we call them local landers) for each service in each city. For example, a Southern California firm could target:
These location-specific pages boost your chances of ranking when Google tailors results to a user’s location or when they search with a city name. More pages, more shots at the top.
Blog content is important for users seeking information about their legal issues. For lawyer SEO campaigns, blog posts provide informational content which serves as “top of the funnel” content.
The visitors it attracts to your site are those who are in a discovery mode.
Blogs are a staple of successful search engine optimization campaigns. Studies show that websites that contain blogs, have at least 3x as much traffic than those that do not.
These pages can serve multiple purposes, split into two tiers.
To get the most out of your blog content, use it to reach potential clients early—before your competitors can grab their attention.
Picture every question an accident victim might ask about a lawsuit.
Then, write content that answers them all.
Tips for running an effective law blog:
Learn more about how to do keyword research for the legal industry.
