Content Marketing for Law Firms and Lawyers: 6 Tips You Need to Know

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

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:

  • Publishing pages or posts on your law firm’s website.
  • Creating content for your firm’s social media pages.
  • Writing a new email newsletter to send to your firm’s mailing list.

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

1. Choose Topics Your Audience Finds Interesting

content sweet spot

Source: Twitter

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:

  • “5 Things to Do After You’re Involved in a Car Accident”
  • “What Should You Know Before Hiring a Car Accident Lawyer?”
  • “6 Important Reasons Why You Need a Car Accident Lawyer on Your Side”

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.

2. Avoid Legal Jargon Whenever Possible

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.”

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 content marketing for law firms is having a 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 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. For this example, I’m using the keywords auto accident law firm and car accident attorney.

After entering your keywords, just select the “Get Results” button at the bottom of your screen.

legal content marketing with keyword planner


When this happens, you’ll see a screen that looks like the one below.

google keyword results

While it might look a little confusing, it’s got all of the information you need to start a content marketing plan. You’ll see the search volumes of the keywords you provide. 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.

4. Promote Your 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?


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.

Social Media

One of the best ways to automatically promote your law firm’s content is by placing it on social media websites. 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

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.

Email List

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.


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.

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.

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. Be careful when looking at these numbers, as about 80-85% of searchers aren’t going past page one of Google to find what they need.


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.

To Summarize

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.