Proven Content Marketing Strategies for Law Firms: 9 Tips


Content marketing for traffic is all about getting people’s attention. How to get their attention? You give them what they want.

What is a proven content marketing strategy or tip for law firms to drive traffic online?

To help your law firm drive more online traffic, we asked content marketing experts and legal professionals this question for their best advice. From taking a localized approach to addressing hot topics, there are several marketing strategies that can help your law firm drive more online traffic.

Here are nine content marketing strategies for law firms:

  • Take a localized approach
  • Have an active presence on social media
  • Include a persuasive call to action
  • Focus on state-specific keywords
  • Use paid or sponsored advertising content, but be honest about it
  • Understand your audience and write content for them
  • Incorporate rich visual content
  • Use your established credibility
  • Dealing with hot topics and current concerns

Take a localized approach

Since laws vary from state to state, targeting general keywords and topics can generate a lot of traffic that isn’t the best fit. Instead, create informative content around laws specific to the region your business serves. While search volume may be lower for these state or city-specific terms, they attract users from your area. In addition, you will send signals to Google about the area served by your business.

Claire Routh, Markers

Have an active presence on social media

An active social media presence, combined with sponsored ads or boosted posts, has served many law firms well. With so many potential customers on platforms like Facebook, there is huge potential to attract people who need your services. So be on social media, update your profile regularly, post often, and boost posts that you think will catch the attention of those who need your help. There is no better or cheaper way to drive online traffic to you.

will of court, Will will

Include a persuasive call to action

Creating the right content at the right time for the right audience is key to successful law firm content marketing. If you want to convert a prospect into a customer, reducing your bounce rate is an important strategy. In split A/B testing, you can determine the most effective copy for your site, including designing the best layout and exploring SEO-rich keywords. Include a strong, persuasive call to action and turn your site visitors into customers. Persuasiveness is one of the many attributes lawyers possess. Use this skill and use it to your advantage in your site’s CTA.

Nick Shackelford, Structured agency

Focus on state-specific keywords

One content marketing tactic that I’ve seen work extremely well for law firms is to focus on state-specific keywords. Many law firms tend to focus on keywords showcasing their local, metropolitan area, or more general high-funnel keywords. By targeting keywords specific to the company’s home state, it offers a few advantages. For one thing, it reduces competition by about 98% (law firms in the other 49 states aren’t likely to search for this keyword). Second, it allows the firm’s attorneys to display their specialized knowledge, since most of the laws practiced are state laws – not federal or local. In other words, it gives lawyers the opportunity to show off their smarts while reducing competition, which results in their content ranking higher and more relevant traffic.

John Ross, Overview of test preparation

Use paid or sponsored advertising content, but be honest about it

When rolling out paid content, be sure to let your audience know that the content is sponsored. This is especially true if you’re experimenting with native advertising, where the ad replicates or matches the look and tone of standard content found on the platform it appears on. Without expressly stating that such advertising is paid and sponsored content, it may appear dishonest, which may put off your audience and potentially damage the reputation of your law firm. Native ads should be ethically and stylistically consistent with the rest of your content, and they should provide your viewers with relevant information. Native ads that are not disruptive or fake have been shown to drive traffic to a website. Just make sure they’re honest, aligned with your company’s core values, engaging, and of good quality.

David Bitton, door loop

Understand your audience and write content for them

For law firms, many issues affect their potential clients and partners. The key to content marketing isn’t to produce generic information that’s already there, it’s to really find your potential customer’s pressure points and address them. If you offer real value without trying to sell, you are more likely to be considered when a client needs your services. Some things that work well in law are talking about the latest hot topics in your industry and adding a business view, publishing reports or white papers on important topics, asking experts to contribute to the content and write detailed guides/FAQs that address common questions and concerns. .

Ben Foster, SEO works

Incorporate rich visual content

Chart of Settlement Agreement; image courtesy of Clker-Free-Vector-Images via Pixabay,

Visual material, in my opinion, is one of the most effective ways to attract a wider audience. Rich media draws visitors in and encourages them to come back for more as you create or improve your blog entries. Surprisingly, search engines also pay attention to the graphics of your content. With SEO-based captions and descriptions, you can simply optimize the photos and videos embedded in your posts. Images, screenshots, infographics, illustrations, quote snippets, and videos are all examples of rich visual content. Overall, using proper graphic content will not only benefit your posts, but your users will start to see your website as a trusted source of valuable, high-quality content.

Lauren Cook-McKay, Divorce Answers

Use your established credibility

The best leverage that law firms have over all other companies that distribute content on the Internet is the reliability of the information they provide. The digital space is full of dubious and misleading legal information. It is therefore essential that law firms firmly establish that their content really comes from real legal experts.

Since digital consumers have short attention spans, short-form infomercial videos are today’s most popular and effective marketing tactics that law firms can adopt. Bearing in mind that the target audience is made up of people who need legal advice, it is essential to ensure the visibility of the law firm’s representative as a true legal authority. A legal authority should be seen as providing the information to ensure trust and credibility. It’s also essential to keep quality content concise while keeping it relevant to today’s trends. This ensures that the dissemination of information does not intimidate potential leads and will effectively generate engagement and traction.

Michael Knight, Overview of embedding

Dealing with hot topics and current concerns

Content marketing for traffic is all about getting people’s attention. How to get their attention? You give them what they want. What questions does your ideal client always ask you? What are hot buttons? The burning issues that others are reluctant to be transparent about? Answer these.

Use the questions as blog post titles and link to as many sources as needed in the answer. End with a clear call to action to take your traffic to the next step: get in touch with you.

Annelise Worn, Annelise Port

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