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The Ultimate Guide to Law Firm Website Content Writing

Typewriter Showing Text For Content Marketing

Photo by Markus Winkler on Unsplash

As a lawyer, you understand that words have power, and are most essential to the performance of your legal tasks.  Choosing the right words can very well mean the difference between winning or losing a case. So when it comes to your law firm website, it’s important that you are well represented by your written content.

Website content writing used to be unheard of in the past but is now a core part of any marketer’s arsenal. It’s a cost-effective way to boost your overall online profile and showcase your brand to the right audience.

Content writing for law firms is no different from other industries. It follows the basic principles of Content Marketing but makes allowances for the firm’s brand persona and the type of audience a particular law firm website caters to.

There are several types of law firm content writing that your company can choose to engage in. Each type can help establish and showcase your law firm website’s authority in your practice field.

If you’re just starting out with your content marketing, we recommend taking on one type at a time so you can produce quality content for your law firm’s website. As an alternative, you can also seek the help of an agency with experience in Content Marketing for law firms. They will be able to help you out in the planning, execution, and analysis of your content marketing campaign.

Here are the 5 types of content writing for law firms:

Type 1:  Website content writing for law firms

Contrary to how it looks, it’s not as easy writing content for the internet.

In a market with so much competition and noise, you need to be smart and strategic with your law firm content writing. Your law firm website content should stand out and ensure that your message reaches your potential clients.

With your advanced writing skills, you may already be considering writing your own law firm website content. Keep in mind, however that content writing for a website requires a different type of skill from writing legal documents.

In writing for the web, you must strike a delicate balance between being engaging, entertaining, and informative, but also highly relevant to the needs and desires of your clients. You wouldn’t want to ruin their experience on your law firm’s website through poor web copy.

To achieve your content marketing goals, you need a variety and combination of customer data analysis, web design, and content writing skills.

Furthermore, working knowledge of Search Engine Optimization (SEO) is ideal in law firm content writing because it ensures that there are efforts in place to make your pages rank well in your customer’s searches. Without it, your potential clients just may not be able to see your web pages.

Type 2:  Blog content writing for law firms

Meme by HubSpot 

Mediocre blog content won’t get your law firm website anywhere. With  95% of companies producing average blog content, it should be your goal to join the minority in writing outstanding articles.

A blog is a must-have for any law firm that wants to cement a leadership position in their practice area. The articles you write provide a non-intrusive platform for sharing your news, showing off your proficiency, educating your audience, and bringing your distinctive voice and personality to life.

Your law firm website blog can be a platform to communicate new insights, generate engagement from potential clients, receive feedback from your audience, and establish a presence in social networks and the mainstream media.

So, what are the key elements to consider for a compelling blog post?

Creating content is crucial, but if it not well-purposed, it is almost as good as useless. That’s why you need to develop a good strategy when doing law firm content writing. It will help you manage all the different forms of content you create and own across all digital marketing channels.

In a nutshell, a content strategy is the piece of your marketing plan that consistently manifests your expertise and uniqueness in the industry.

The key elements to consider when developing a content strategy include:

1. Goals

In itself, content creation is not a goal, but a means of achieving a higher objective.

You can decide to publish up to 10 blog posts a week, but this is not an effective content marketing plan if you cannot explain why such a schedule makes sense.

You may be looking for more traffic, growth in social media following, higher search engine rankings for specific keywords, or just quality leads. Regardless of your niche, you must clarify what your content is set to achieve as well as your metrics for success.

For example, let’s assume that your goal is to double the traffic on your site for the next 6 months. Let’s say that currently, most of your traffic comes from 10 existing blog posts.

To accomplish this goal, you will need 10 new blog posts that are as popular. But since not all of them may become as successful, you will want to create at least 15 to 20 posts, just to be sure.

Also, you have to allow for some time for the posts to get ranked in search engines and build organic traffic. Therefore, the content must be ready within the first 3 months, which translates to about 5 to 6 blogs per month for three months. Now ask yourself, is this possible? If not, it’s back to the drawing board.

Knowing your goals before you begin creating your law firm content writing will give you an easier time and help come up with more useful and relevant content.

2. Buyer Persona

Buyer Persona Template by HubSpot 

Without a buyer persona, you are shooting in the dark with regards to what your customer wants. A persona is simply the multi-faceted sketch or model of the target market based on established common features, not assumptions.

The persona informs content strategy, thus boosting buyer engagement and increasing the chances of converting your traffic into sales.

Without this crucial information, you are more likely to create law firm content writing that is built around what you’re good at (your products and services). There is nothing wrong with this, but since you want to boost traffic and sales, you should talk about the things your customers are actively seeking and care about instead. Otherwise, your competition will be able to relate better to your audience and snatch them away.

Also, remember that your buyer persona may keep evolving, depending on both external and internal factors. In addition, you may want to target a new group of people to expand your target market. This then entails revisiting the parameters in your buyer persona by carrying out frequent market research.

3. Search intent

Types of User Intent by Neil Patel 

Search intent or ‘user intent’ is simply the main objective a user has when typing a search engine query. Today, people use a plethora of channels to search for information, including voice search, and with each channel, they manifest a specific intention.

Thanks to technological advancements such as voice assistants and artificial intelligence, search engines have evolved. They now incorporate algorithms that identify what the user is looking for by analyzing search queries.

In other words, matching the users’ search intent is currently Google’s number one aim, as evidenced by the most recent edition of their Quality Rater Guidelines.

Therefore, if you want to outrank your competition, search intent must be a big consideration of your law firm content writing.

Moreover, Google recently published a report dubbed ‘How Search Intent is Redefining the Market Funnel,’ which further illustrates its fixation with search intent.

Simply put, backlinks and other traditional Google ranking indicators still count. Even so, if your page does not satisfy search intent, it is not going to rank.

4. Brand voice

Photo by Kristian Egelund on Unsplash

Many law firms handle brand voice as an afterthought in their content marketing action plans, yet this is the primary representation of a company’s personality and values.

Of course, it is essential to ensure that you are creating engaging content, publishing regularly, and refining your content strategy often enough. Nevertheless, all that matters very little without a cohesive and consistent brand voice. Inconsistency may end up confusing your most loyal customers and deter potential ones.

As different goals require different strategies, your tone may sometimes vary from time to time, based on:

  • The audience – if you target more than one persona.
  • The channel – Facebook posts will vary from LinkedIn or Blog posts.
  • The goal – e.g., a news piece will be different from an ad copy

Notwithstanding, your brand voice must be consistent and observed in every piece of content related to your law firm. If you do this successfully, your brand will be easily recognizable even without a logo or company name attached to your law firm content writing all the time.

Benefits of having a clearly defined tone of voice

5. SEO and Keyword Research

Keyword research is simply the effort put to search for and determine the keywords to target in your digital marketing content. It also involves crafting this information into a wide variety of posts in a way that satisfies both the user and search engines.

You may think that you already know what you want your site to rank for. But more often than not, what you want to rank for and what your audience is looking for are worlds apart.

Infographic by Content Marketing Institute 

Learning more about your audience and using keyword data to direct your content will improve the success rates of your campaigns compared to arbitrary keywords.

The power of keyword research is that it gives you a more in-depth insight into your target market, shedding light on how they search for information, services, and products. It answers questions such as:

  • What content are people interested in?
  • How many people are searching for it?
  • In what format do they consume that content?

Long-tail keywords

Long-tail keywords are search phrases with comparably low search volume and competition. Also, long-tail keywords are typically longer (3 words or more) compared to head keyword types.

Even though fewer people search for long-tail keywords, they still form the lion’s share of all Google searches. This trend is growing as more and more people adopt voice search. According to Ahrefs, 92% of all keyword terms that people type into search engines are long tails.

These types of keywords are crucial for SEO for the following reasons:

Reduced competition for long-tail keywords makes them easy to rank for.

For example, the term ‘law firm’ has 1.1 billion results. To become number one in Google for this keyword, you will need to beat them all. On the other hand, the long-tail ‘law firm in Florida’ has only 56 million results while ‘best immigration law firms in Florida’ is further reduced to 39 million.

Long-tail keywords have higher conversion rates

Besides being longer, long-tail keywords are also more specific. To put it differently, people searching for long-tail keywords usually are more advanced in the buying cycle compared to people searching for head terms.

Law Firm Content Writing Plan: How many posts should I post per week for the best SEO results?

It comes as no surprise that the SEO experts have done the math to establish a sweet spot with regards to how much content you should post.

In its article, HubSpot keeps track of the relationship between traffic volume, blog volume, and blog posting frequency, and they are quite revealing. In summary, the more the amount and rate of blog posts, the higher the traffic volumes.

The same relationship holds for inbound leads. In fact, still according to HubSpot, sites that post over 401 blogs per year attracts almost three times as many inbound leads compared to those that post under 200 times a year. So, the optimum number of blog posts loosely translates to around eight articles a week.

For a law firm website, this volume can be ridiculous. It would be difficult to churn out so much content without compromising on quality. Furthermore, it would be expensive and time-consuming to accomplish.

Therefore, we recommend keeping your law firm content writing manageable but consistent. Even publishing just one blog per week will go a long way in boosting your overall online presence.

Type 3:  Social media content writing for law firms

Photo by Glen Carrie on Unsplash

With more than 3 billion users and growing, social media is perhaps the wealthiest and most feasible marketing channel right now if you know how to utilize it properly.

It will help you grab the attention of customers, clients, followers, and potential clients. It directs your audience to the more ‘meaty’ content on your site and increases conversion rates.

Nonetheless, with more than 30 billion posts per month on Facebook alone, you can imagine the amount of competition you are contending with for people’s attention.

To cut through this static, you must use your law firm content writing to stand out from the mess, and speak directly to the needs of your audience. This feat is easier said than done, but the benefits of content marketing are long-lasting and will enable you to:

  • Improve your online reputation
  • Access your target audience
  • Access new audiences and markets
  • Establish yourself as an authority in your niche
  • Improve your search rankings
  • Boost site traffic and conversion rates

Promoting your business in social media is an art. It entails striking a balance between solving your clients’ needs without being intrusive or irritating. It is a powerful content marketing tool that allows any firm to showcase itself, but it takes robust strategies and care.

Type 4:  Ad copywriting for law firm websites

Nobody clicks an ad because they thought, ‘Wow, what a beautiful looking ad!

Audiences do so because the ad promises to solve their problem or help them accomplish a certain goal. To achieve this kind of engagement, your ad copy must mirror your user’s intent.

When you are writing your ad copy, consider the user and what they want to achieve. Then phrase your ads in a manner that appeals directly to these needs.

Get to the point quickly and creatively. This can be a tricky scenario in the legal field, considering you would have to deal with themes such as injury, divorce, loss, and the like.

The important thing is to keep in mind what your potential client wants to accomplish and then speak to that need. Communicate your expertise in your practice field and be the reassuring voice your audience is looking for.

There are many strategies for accomplishing this, but one of the techniques we’ve proven most effective is including numbers or statistics. These provide added credibility to your copy.

Type 5:  Ebooks and lead magnet content writing for law firms

Law firm content writing for Ebooks

At the end of the day, the greatest benefit you can offer to your law firm website audience is your expertise. Although they are often underrated as a content marketing technique, Ebooks are an excellent way of showing your clients exactly what you can offer.

Besides fostering consumer loyalty, improving website traffic and social media sharing, and promoting press coverage, Ebooks perform two functions really well:

1. Generating hot leads

An Ebook is a rich resource of information, and you do not want to simply hand it out to strangers. Think about it. You are more likely to get a customer’s details if you offer them an incentive.

So, how about an Ebook in exchange for an email address? As long as it solves your audience’s challenges, users will be more than willing to share this personal information in exchange.

2. Establishing authority

Most of your law firm content writing efforts will be geared towards establishing your law firm as the authority in your practice field.

Blog and social media posts can only go so far in making people come to you. An Ebook, on the other hand, can be a truly informative guide and a valuable resource for the user with your branding tucked away in there every chance you get.

Law firm content writing for Lead Magnets

Lead Magnet by DigitalMarketer 

A lead magnet is something special that you offer the people engaging with your website or other marketing campaigns designed to get your prospects interested in your services.

Lead magnets perform two core purposes:

  • Provide your clients with a valuable resource for free

  • Get direct access to interested clients

A lead magnet must be intriguing, exciting, and worthy to entice customers to leave their names, email, or other contact details behind. Once this communication channel is open, you have a higher chance of converting your prospects to actual sales.

Apart from Ebooks, the following can also make for an excellent lead magnet when crafted appropriately:

  • White papers
  • Special reports
  • Info-graphics
  • Tipsheets
  • Long-form articles
  • How-to articles
  • Checklists
  • Templates
  • Instructional videos


Law firm content writing is more than just telling your potential clients about how great your legal practice is. Content Marketing allows your law firm to communicate to your market through various platforms and guide them to the actions you want them to take.

Content is king they say, and we are its master.  With the points we’ve presented, you can now work on creating effective content for your law firm’s website.

If you will be hiring someone and agency that offer services for content marketing for law firms, your understanding of law firm content writing will enable you to take an active part throughout the duration of your content marketing campaign.

To get a quote for your law firm’s website content writing, get in touch with us today. 

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