content marketing for law firms

Content Marketing for Law Firms: The Complete Guide

by | Apr 25, 2024 | Content Marketing, Legal | 0 comments

Even though 60% of law firms have a blog, and over 80% use social media, only about 10% manage to create content regularly. That’s like having a phone line but hardly ever answering calls. If your practice is struggling to get results from advertising efforts, our guide to content marketing for law firms can help. Learn step-by-step how to create a content marketing strategy for legal topics.

What Is Content Marketing for Law Firms?

Content marketing is a type of online marketing that relies on blog posts, guides, ebooks, newsletters, videos and social media posts to connect with your audience. Your law firm can use these avenues to get valuable leads and make an excellent impression on potential clients. Content marketing for lawyers requires greater finesse than for other industries.

How Important Is Content Marketing for Lawyers?

content marketing for law firms

Even though legal content needs specialized writing and extra investigation, it’s still one of the best investments a law firm can make.


Billboard advertisements are expensive — one estimate calculated the cost per customer at $1,000 — and they often don’t translate into good leads. Drivers notice the ads, but they’re not likely to remember phone numbers or names of law firms.

On the other hand, the internet is a fantastic place to capture attention. It’s the number one place people go when they have questions about the law. Over 80% of these users use search engines and websites to get advice about legal topics. Engaging content marketing for law firms helps you take advantage of these online opportunities.

Search Rankings

When ranking websites, Google focuses on expertise, experience, authority and trust signals. Excellent content helps your website show all of these qualities. Well-researched legal writing can be the difference between showing up on page one and not ranking at all.

Website Traffic

Improving search rankings with content marketing supports a long chain of benefits. When blog articles rank well for search queries, people are more likely to visit your website. The more articles they read, the more they trust you. The result is more calls and leads.

Legal Writing Your Clients Can Trust

We’ve created expert blogs for lawyers for over 15 years. See how our legal writing team crafts bespoke content for your law firm.

Reputation and Client Reviews

Blog articles and other types of content marketing for law firms can show readers your qualities and qualifications. For example, blogs with a compassionate voice can make injury victims feel more comfortable calling you.

Articles that guide parents gently through the process of divorce can convince single mothers or fathers that you’re the right choice. People who follow your blog or social media account may end up giving you positive reviews online or referring you to friends and family.  

Valuable Leads

Roughly 30% of law firms with blogs get leads from readers clicking on article links. Social media posts can also be a major source of referral traffic for lawyers.

Even better, many of these leads are individuals actively looking for legal help. Showing them that your team is friendly and knowledgeable via content marketing can be the “nudge” they need to schedule an appointment.

How Do You Create a Content Marketing Strategy for a Law Firm?

law firms content marketing

Effective content marketing for law firms is like building a strong court case. The better you prepare, the better your results when it counts.

1. Set Specific Goals

For lawyers, content marketing can contribute to many goals:

  • Increasing website visits
  • Persuading people to call your law firm
  • Cultivating business leads
  • Building a long-term relationship with current clients
  • Increasing your firm’s local recognition

The type and size of content you focus on — such as shorter blogs, longer guides or quick social media posts — depends on your campaign objectives.

2. Plan Content Topics That Your Target Audience Cares About

At its core, content marketing is always about people. Valuable content helps your readers in some way: answering questions, guiding them or offering tips.

How can you discover what your audience cares about?

  • Make a list of the most common questions your clients ask.
  • Check Google’s “People also ask” section for your main practice areas.
  • See what topics other legal websites in your field cover.
  • Think about the most important information your main customers need to know.
  • Look at questions people ask on your social media account.

With this information, create a content calendar to cover one or two topics every week.

3. Use Search Engine Optimization

Search engine optimization connects closely with content marketing for law firms. SEO uses keywords, blog articles and web pages to help your website rank higher in search results.

Choose keyword phrases that revolve around the services and solutions you offer, such as:

  • Personal injury law firm
  • Can you fight a DUI?
  • What type of lawyer helps with car accidents?
  • How to file for worker’s compensation
  • Family divorce attorney

The good news is that when you focus on important topics and FAQs, there are many opportunities to include related keywords.

4. Build a Knowledge Library

One of the best things about content marketing is that it provides long-term value. Blog articles keep attracting clicks for months or years. This wealth of knowledge supports your search ranking efforts and gives visitors a convenient place to find answers to legal questions.

Create a separate category for your most-read guides. Organize topics for business clients and family needs, or by practice area.

Does SEO Work for Law Firms?

Almost 80% of law firms list SEO as their most effective avenue for marketing. That said, for legal content marketing and SEO to work, they need time and attention.

National and international law firms often have significant competition. To stand out, your content quality and expertise must be better than those of other websites. You should also invest in professional backlink management.

What if you mainly offer legal services to customers in your city or region? In that case, search success involves local SEO. When people who live in your area search Google for “personal injury lawyer in Miami,” you have a better chance of showing up when your content contains geographical keyword references.

How Do You Write Content for a Law Firm?

law firms and content marketing

Every law firm needs content marketing, but it’s important to choose advertising partners carefully to avoid sensitive legal issues. Only work with experienced legal content writers who follow your project guidelines carefully.


High-quality, accurate information is a must for law firms. Legal articles need in-depth research and professional fact-checking.

Research helps you avoid embarrassing mistakes, like what happens when AI “hallucinates” cases that don’t exist. Clients want a law firm they can trust, and precise legal guides show that your team is an industry leader. Accurate content stands out among a sea of vague Quora-level “answers.”

Simplified Language

Some individuals who need legal assistance are hesitant to contact a lawyer. Law topics can be inherently intimidating, and complicated legalese doesn’t improve things.

Professional content marketing for law firms must balance correct terminology with everyday language that families and small business owners can understand. Simple and helpful blog articles help people feel comfortable with your team.

Ethical Considerations

Depending on the state where you practice law, you may have to adhere to certain limitations on advertising. Content on your website may need to avoid:

  • Superlatives: Saying you’re “the best” or have “the highest win percentage in the state”
  • Claims: Promising clients they’ll get the compensation they deserve
  • Representations: Using the words “specialist” or “expert” for lawyers who aren’t officially certified in a specialized field
  • Misleading statements: Suggesting that every client will have the same results as other customers who enjoyed legal victories or large awards

Don’t forget to include disclaimers. Make it clear that the information is for educational purposes only, not legal advice.

Can Your Law Firm Do Content Marketing In-House?

Some lawyers choose to write blog articles themselves. This strategy has pros and cons.


Having a legal expert provide the information for blog articles has definite advantages:

  • Accurate, trustworthy content
  • Personal voice that creates a connection with clients
  • Ability to respond to frequently asked questions that your customers care about
  • Blog articles that contain state-specific legal guidelines

No one can understand the intricacies of local and state regulations better than a lawyer.


In practice, trying to coordinate content marketing for law firms in-house often provides less-than-ideal results:

  • Difficulty balancing marketing tasks and caseload
  • Tendency to word things in terms readers don’t understand
  • Lack of experience with content marketing
  • Poor search rankings
  • Low volume of blog articles

Put simply, even though in-house writing has its advantages, few lawyers have the time to handle it.

A better solution is to combine your team’s legal expertise with the advantages of professional content creation. Your law firm can offer guidelines or clarify local law FAQs. Our writing team can take care of the rest, performing in-depth research, creating articles that connect with your audience and representing your team well.

Why Choose Our Content Marketing for Law Firms?

At BKA Content, we have a reputation for quality content that combines professionalism and personality. We’ve worked extensively with lawyers and content marketing for law firms, including several top-ranking websites. Need more evidence? Request a sample legal article from our stellar team.

The BKA Writing Team

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