At some point in their lives, almost everyone will need the help of a law firm. It’s understandable to think that content marketing is only for companies looking for brand ambassadors. However, this isn’t true. Content marketing can help out those in almost any industry.

What can you do to make sure that these people are choosing your firm and not your competition? To do this, you’ll want to learn about content marketing for law firms. Here are 6 amazing tips you can start using to improve your law firm’s content marketing strategy right now.

What is Content Marketing for Law Firms?

Content marketing for law firms takes place when firms utilize web-based content to market themselves to the public. Examples of content marketing strategies include, but aren’t limited to:


With that in mind, let’s go over how to succeed in creating a law firm marketing plan.

content marketing for law firms

1. Choose Topics Your Audience Finds Interesting

As you know, there are many subjects law firms specialize in. Generally speaking, most of these firms tend to stick within one or a few specialties. What does this have to do with legal content marketing? Quite a lot, actually.

If you’re matching content to what your potential clients are looking for, you’re implementing a targeted content marketing strategy. By doing this, you’re creating law firm marketing content that is appealing to your target audience.

So, how can you do this? First, you’ll need to write down the topics you specialize in. Let’s say you’re a car accident lawyer, as an example. You’re not going to want a bunch of calls from people going through estate planning issues. Instead, it’s best to create content for people who have recently been in this type of accident.

To give you a few free ideas, several topics I’ve written for auto accident attorneys in the past included titles and ideas like:


I could list more, but, you get the idea. These are all topics filled with information that’s relevant to the audience of a car accident attorney or law firm.

An essential part of content marketing for lawyers is coming up with a great list of topics.

2. Avoid Legal Jargon Whenever Possible

legal content marketing team

There’s a reason why many people hire help from a law firm: because most people (myself included) don’t have a lot of knowledge about how laws work. With that in mind, when visitors come to your website, make sure they’re not greeted by walls of “legal mumbo-jumbo.”

When it comes to law firm content marketing, complicated terms and getting great results rarely mix.

Understandably, you’ll need some way to make sure that clients see all of this language before signing a contract. However, it shouldn’t be when they’re just trying to visit your website. Save that for later. We’re not marketing to lawyers; we’re marketing to clients.

What you’ll want to do is keep things in a language that’s easy to understand. How can you do this? One way is to have an outside pair of eyes read over what you or someone else has written. Hearing “what is that?” or “what does that mean?” means what you’re writing needs a little more explanation.

You can also hire an outside content writer to solve this problem for you. Right now, there are plenty of talented people trying to earn money from home. This is great because you might not be able to hire a full-time, salaried employee at the moment.

Just make sure you set clear expectations over what writers can and can’t say about your law firm. Don’t think that this is going overboard, I’ve almost come to expect this every time I write for a client in the legal field.

3. Come Up With a Keyword Plan

One key aspect of law marketing is having a keyword plan. As you probably know, having a game plan is helpful for success in many endeavors. When it comes to creating a law firm digital marketing plan, you’ll need to start with keywords. These are words that someone types into a search engine to find what they’re looking for.

If you’re a divorce lawyer, your content should target or include keywords that your audience (people about to or currently going through a divorce) find relevant. How can you do this? I recommend using websites like Answer the Public as a way to start planning out your articles.

To use this website, you’ll only need to enter one or several keywords of interest. Next, this website automatically displays a relevant list of keyword-related questions for you to use.

After you have some keyword ideas, start planning law content around these pieces. You don’t need to go too crazy here. Start out by writing about a few topics and see where it takes your law firm’s website.

You might also consider Google’s Keyword Planner to help you find the right results. To start out, you’ll only need to have a Google email account. Next, you’ll begin by listing one or several keywords you want to learn more about.

Google also provides keyword ideas and their respective monthly search volume totals. You can even find out estimates of your competitor’s bid ranges to enter paid advertising spaces. Doing all of this helps to ensure you are financially wise while marketing your law firm.

It might seem like a simple step to ignore, but coming up with keywords is an extremely important aspect of content marketing for attorneys.

4. Promote Your Content

writing content

Now that you’ve written content that’s relevant to your law firm’s audience and easy to understand, we need to cover how to promote it. Promoting your content is a key way to get even more traffic and potential clients from what you or an employee writes. How do you do this? By following these law firm marketing tips.

SEO – Showing up in all the right places

To get your law firm’s content out there, you don’t necessarily have to choose paid methods. If you or someone you know is handy with search engine optimization (SEO), your law firm might be able to quickly start gaining more traffic. Basically, SEO is the practice of optimizing content to have it rank well in search engine results. With knowledge of SEO, implementing a great lawyer content marketing strategy becomes much easier than normal.

Social Media – Creating connections

If you’re stumped for legal marketing ideas, it’s time to take to social media. Hopefully, your law firm has registered accounts on the major social media platforms (Facebook, Twitter, etc). This is an essential way to succeed in the world of legal marketing in 2020. What makes posting on social media so important? It gives you an instant way to share content with your law firm’s social media audience. This is also great to help get your content shared among clients and seen by even more people.

Paid Advertising – Well worth the cost

In certain situations, I’m a big fan of paid advertising. This is where your law firm pays for advertising space within search engine results. These can placements can be above or below search engine results, typically on page one. 

Typically, you’ll set a certain amount of money that your law firm will pay for each click from a visitor. Other companies sometimes give customers the option of paying a flat fee based on ad impressions or views. This is also a great strategy for small law firm branding.

Here’s a great post to check out if you’re new to paid advertising.

Email List – An essential aspect of content marketing for law firms

One of the most underutilized parts of a law firm marketing plan is having an email list. Did you happen to open an email from a company you like recently? If so, this is a great example of the effectiveness of email marketing. 

Don’t worry if you’re new to email marketing, there are several popular email marketing management services that take care of almost anything. A few popular companies to help you with this goal include MailChimp, HubSpot, and Constant Contact.

Once you get comfortable with creating emails and sending them out, you’ll soon realize how beneficial a large list is for a law firm content marketing strategy.

Outreach – Making partnerships

Unless you’re finding a job quickly, a salesperson, or someone trying to get a date, you’re probably not used to a daily outreach process. While it can seem a little intimidating, it gets easier to do this. It’s also one of the best marketing channels for law firms or any other business, for that matter. This can come in the form of a guest post, content partnership, or something similar.

5. Make Sure to Include Images and Videos in Your Content

So I’ve covered ways to help you out with the content you’ll want on your website. However, it’s also important to mention that you’ll also need access to images and videos. Images and videos make it much easier for your visitors to stay on your law firm’s website. Therefore, effective content marketing for lawyers requires the use of images and videos.

Being that you’re most likely involved in the legal field, you probably don’t need me to explain the importance of using your own images and videos. If you’re unable to do this, make sure that you’re selecting media from non-copyrighted sources. A few of my favorites include Pexels and Pixabay.

6. Always Measure Your Results

If you’re writing lots of content, you’re utilizing one of the best marketing methods around. With that said, you can take this strategy to the next level by analyzing your content marketing results. At this point, you might be wondering what I’m talking about. Let me explain.

When you create content, there’s many ways to judge how effective it is at helping to grow your law firm. The ways to do this include looking at:

Search Impressions

This is another term for how many times your website is showing up in search engines. If you own a law firm in, let’s say, Las Vegas, you want your firm’s website to show up in searches related to that city and what you specialize in. If people are searching for terms and your website is showing up in the results, you’re gaining impressions.

Now, I don’t want to burst your bubble. Impressions are good, it’s a sign you’re showing up at least in the top 100 results of Google.

But, if you really want to start getting results from your traffic, you’ll need clicks.


If impressions are great, clicks are even better. This happens when someone clicks through to visit your website. Most often, this type of traffic will come from other search engines or social media pages. If you’re good with outreach, these links and traffic can often come from other websites.

Keeping an Eye on Website Traffic

By now, you’ve gotten several keywords that your law firm wants to rank for. If you start ranking high in search engines for these keywords, your rankings should bring in lots of new web traffic or visitors. Fortunately, there are many ways to keep an eye on this type of traffic. For something popular and easy to use, I recommend connecting your website with Google Search Console.

Number of Clients

Another great way to understand how well your law firm marketing plan is working is by the number of new clients you’re gaining. If you’re running multiple marketing methods, ask your clients what source of advertising brought them to you. In the event that you see lots of results mentioning Google on your website, your content marketing strategy is working well.

Taking the guesswork out of marketing law firms

Thank you for checking out my guide on content marketing for law firms. To find plenty of other helpful tips, I recommend checking out the Content Marketing Life homepage. There you’ll find lots of great content with examples and actionable tips you can begin using right away, especially in our recent article about how content marketing leads to more sales.