Law firms and content marketing go together like a judge and gavel. However, creating content and making great content aren’t the same thing. If you’re putting the time and effort (and sometimes money) into content writing, you want it seen by its intended audience.
I’m here to help make that happen by showing you how to avoid law firm marketing mistakes.
I’ve had the pleasure of creating and editing law firm content for nearly a decade. During this time, I’d notice several recurring problems impacting a client’s rankings and overall success.
Learning about legal marketing mistakes can help your law firm avoid making them.
Table of Contents
1. Too Much Jargon
Jargon refers to words and terms typically used within a specific industry. Habeas Corpus, double jeopardy, and indemnification are all important. However, they also require explaining in simple terms.
According to recent research conducted by Gloria Mark, PhD, an expert on the impact of digital media, the average person’s attention span on any screen is 47 seconds. Marketing experts recommend making the most of this time by engaging your readers and keeping their attention.
Having lots of jargon is a law firm marketing mistakes that can puzzle readers, stopping their progress or causing them to stop reading, watching, or listening.
2. Irrelevant Topic Choices
Another lesson nearly every content creator learns is what they find interesting isn’t always what interests their audience.
While news about a recent piece of legislation might be a major development, remember that most of your audience doesn’t have your shared background knowledge or interest in this specific subject.
That’s not to say you must avoid topics that are too complex or ones that may seem initially irrelevant. Just make sure you walk your audience through complicated subjects.
Here’s a list of tips to help you avoid law firm marketing mistakes and come up with content ideas:
- Google keywords related to your practice areas
- Create content around commonly asked questions from clients
- Take inspiration from topics competing law firms cover
- Use a free tool such as Google Keyword Planner
- Ask your audience in a marketing email or social media post
3. Not Properly Sharing Your Content
Many lawyers make law firm marketing mistakes by creating and publishing content without sharing it. I’m a firm believer in the power of sharing content.
Each time you share content, especially on social media and popular content distribution websites, your law firm gains the chance to gain new readers and potential clients.
Proper content distribution should include more than a quick Facebook share. Ideal ways to share content can include:
- Legal social media groups
- Your law firm’s email newsletters
- Legal forums
- Industry-specific publications (print and digital)
- Press releases
I know – that’s a lot to throw at you.
I recommend starting with all the methods mentioned above (or at least as many are manageable). Give it a little time, and you’ll see where your most valuable leads come from. Then, double up your efforts for those specific platforms.
4. Content That’s Too Lengthy
In most cases and with most keywords, long-form content tends to outrank short-form content. But not always. To put it bluntly, some keywords and topics don’t require thousands and thousands of words.
Understandably, many broad legal topics require extensive content to explain. However, as things get more specific, you can probably get away with more brief explanations.
You can get a good idea of ideal content lengths by checking out the results on the first page of Google for your keyword of choice.
5. Improperly Formatted Content
Other common law firm marketing mistakes I see involve poorly formatted content. Some law firms have storytelling elements in place or otherwise have content that requires little editing or updating. Unfortunately, they also put this information in page-long paragraphs that no reader can get through without zoning out or leaving your website.
So, how do you keep your readers engaged? That’s where the power of images, videos, gifs, and infographics can enter the picture. If your law firm doesn’t have its own professional images, visit royalty-free image websites, including Pexels and Pixabay. You can also check out paid memberships that offer access to more expansive image libraries.
Does your law firm have a YouTube channel? Include relevant videos in your content. In most cases, adding a YouTube video to your website or in a social media post is as easy as copying and pasting your video’s URL.
Get High-Quality Content From an Experienced Legal Copywriter
Working for a law firm can include fast-paced days and late nights. If you don’t have time to write content for your law firm’s blog, contact me today. I’ve spent the majority of the past seven years as a full-time writer creating content for law firms nationwide. I’ll help ensure you’re not making any law firm marketing mistakes. Visit my portfolio or contact me to see if we’re a good fit.
Alex Eagleton is a copywriter and digital marketer passionate about helping companies connect with customers. Throughout the past decade, he’s worked with companies including Referral Rock, Connecteam, and Ramsey Solutions. He’s a versatile writer who understands how to align with companies, truly matching their voices and tones.
When he’s not writing, he enjoys spending time with his dogs, reading, and playing guitar.
You can reach him by emailing alex@contentmarketinglife.com.