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Drive In More Leads

    Picture of Mike Rand
    By Mike Rand in May, 2017 | 3 minute read

    Content Marketing - Legal

    Every Law Firm Needs a Legal Content Writer

    Content is one of the most important tools for generating leads online. Every law firm needs a legal content writer to create blogs, eBooks, and informative copy.


    Individuals in need of legal assistance look for lawyers online. According to a survey of consumers by Thomson Reuters, 38% of respondents claimed that they would first use the internet to find a lawyer before switching to other channels. That’s compared to 29% who would ask a friend and just 4% who would rely on the yellow pages. The internet is now the most popular way to find a lawyer, and producing digital content is the easiest and most affordable way to get found. That’s why every law firm needs a legal content writer.

    Digital marketing content usually takes the form of web page copy, blog posts, and content offers. Legal content experts write with two targets in mind: search engines and the person reading the content.

    Ranking In Search Results

    When you enlist the help of a legal content writer, they should know how to make their content speak to search engines. Without search engine optimization (SEO), the likelihood of someone reading your content is much lower. A legal content writer creates every piece of content with a focus keyword or keywords.

    They determine keywords based on your target audience, keyword measurement tools, your practice areas, and educated guesswork. They represent the queries that your clients are likely to type into search engines. To get results, keywords need to be used naturally in body text, alt texts, meta descriptions, and other locations.

    Some keywords are harder to rank for than others. An experienced legal content writer uses special software to research keyword ranking opportunities.

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    For example, if you are a personal injury lawyer, you may have trouble ranking for a keyword like “personal injury lawyer.”

    With this keyword, you’re competing against every other personal injury lawyer online. You’re also competing against any other pages that cover the topic, such as news publications.

    If you happen to be looking for clients in New York, you may have better luck ranking for “personal injury lawyer in New York.” Marketing professionals can help you determine your best keyword options. They have access to software that helps them identify relevant keywords and optimize written content.

    Once your legal content writer has created a large body of content, you’ll start to see high rankings for search queries. Optimize each web page and blog post for a specific keyword to expand your reach to multiple queries. SEO isn’t an exact science because the internet is dynamic. With an ongoing content effort, you’ll ensure that you’re always achieving plenty of rankings.

    Encouraging Clients to Contact

    Of course, keywords and SEO aren’t everything. The ultimate goal of every content effort is to encourage website visitors to contact you. To reach this goal, you have to build trust, project your expertise, and provide quick incentives for contacting you.

    To built trust, a legal content writer creates content that is actually useful to readers. They may do this by answering frequently asked legal questions, providing insight into local laws, addressing news topics, and other means. The best legal writers have experience conducting research and synthesizing their findings into trustworthy legal copy. When readers find your content useful, they are more likely to reach out for a consultation.

    Marketing professionals know how to combine SEO strategy and meaningful writing into powerful marketing content. They also benefit from your expert input. When you outsource your law firm’s content effort, you don’t have to take time to write content. But you do get to approve and provide feedback to any legal content before it gets posted online.

    Where Do You Find a Legal Content Writer?

    There are plenty of legal marketing firms that claim to do SEO. Some will even provide you with content. But too often, they write content entirely for search engines. Copy filled with awkward keyword repetitions and meaningless messaging won't build trust and convert leads. Many of these firms specialize in fast website production, which means they won’t take the necessary time to develop web copy that gets results.

    Marketing agencies serve businesses in a number of different industries. Each project they undertake is unique, which means the web development, content writing, and search engine optimization they do is different for each client. When you enlist the help of a legal content writer at a marketing agency, you aren’t just another lawyer on their task list. You have special needs that require specialized skills.

    Agency writers are multi-faceted digital marketing professionals. They’ll work with you directly to determine your messaging, your SEO strategy, and your monthly content goals. If you need to update your website, an agency web developer can give you the personal touch. An agency can even help you with design work, social media management, digital ads, and more.

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