How to Write Good Legal Content for Law Firm Websites

The legal industry is so competitive that you can be the best attorney in your field and still struggle to succeed. The reason for this comes down to visibility. If potential clients don’t know where to find you or have difficulty learning more about your expertise, they’ll turn to a competitor quickly.

You can solve this problem by having informative and engaging content on your firm’s website. The next challenge is that someone has to write it. If you plan to take a crack at it, here’s what you need to know about writing the best possible legal content that produces results.

How to Write Good Content for Your Law Firm Website

Creating good legal content for your law firm’s website involves much more than putting words onto a page (or screen). Many legal marketing plans fail due to a lack of planning. Even if you have a list of ideas, you’ll get better results if you take a systematic approach to your content that includes:

1. Understanding Your Target Audience
   Before you begin writing top notch legal content, you need need to know who you’re writing for. If you have several practice areas, you might have more than one target audience. In many cases, it’s helpful to create buyer personas as an ongoing guide.
2. Investing Time in Keyword Research
   Keyword research is an essential part of legal content creation. It helps you identify the questions, phrases, and terms your target audience is likely to type into the search engine. This research can direct your content choices and help you create content that will rank well in the search engines. At the same time, you don’t want to “stuff” keywords into your content, making it unreadable or awkward.
3. Creating Your Content Calendar
   Your next step should be to create a content calendar. This is simply a list of the topics and types of content you plan to create, when you’re going to write the pieces, and a posting schedule. You’ll want to create a mix of different types of content for your website, such as practice area pages, local landing pages, legal blog content, and in-depth guides or data studies.
4. Producing Engaging Legal Content
   If you aren’t sure how to write an engaging piece of legal content, start reading what your competitors have produced. Take note of what you think works and what doesn’t. Successful legal content is written for regular people, not other lawyers, so you should avoid a lot of legal jargon. Using plenty of headers also keeps your content organized and readable.
5. Considering Google’s E-E-A-T Model
   If you’re going to write legal content, you want it to perform well in the search engines so your law firm’s website gets the visibility it needs to attract credible leads. Google has specific guidelines for trustworthy content, which it has simplified with its E-E-A-T Model, which is short for:
   – Expertise — Your law firm should demonstrate its expertise in a specific subject matter to ensure readers are getting information from reliable sources.
   – Experience — You can demonstrate experience by sharing your firm’s history, testimonials, and related success stories when producing content.
   – Authoritativeness — This relates to the credibility of the content creator, which you can boost by featuring certifications and positive client reviews or by getting endorsement from reputable sources.
   – Trustworthiness — Your legal content will be seen as trustworthy if you are using reliable sources in your writing and securing your website with an SSL certificate.
6. Include High-Quality Images & CTAs
   No one wants to read a wall a words. In addition to using plenty of section headers and spacing to organize your content, include some high-quality image that also convey your content’s message. Finally, don’t forget to include multiple calls-to-action (CTAs) so your readers know what their next steps should be.
7. Promoting Your Legal Content
   Hitting “Publish” or “Post” on your first piece of content might be exhilarating, but you can’t click a button and expect the views to pour in, at least not initially. You’ll want to promote your content using social media sites and your email newsletter to pique interest and get clicks.
8. Measuring Your Results
   Every digital marketing strategy, including legal content marketing, needs to be tracked so you know if your plan is working or requires adjustment. For example, some key performance indicators (KPIs) you can track include traffic volume received, conversion rates, and Google rankings.

9. DIY or Outsource Legal Writing — Which is Better?

   There are two options for creating good legal content for your law firm website — do it yourself (DIY) or outsource it. Which one is better depends on your goals, skills, and resources. It may be preferable to handle your content in-house if you are on a tight budget or want to have the ultimate level of control over what gets posted. On the other hand, writing content can be more time-consuming than you realize, which may not save you money in the long-run if it is taking you away from more profitable activities.

   When you outsource your legal content writing, you can choose to work with an agency or writer with experience in legal marketing. Once you get the right team established, you create a diverse catalogue of content that appeals to your target audience. Finally, outsourcing allows you to scale your content strategy quickly without having to worry about a strain on your internal resources.

   Contact Too Darn Loud Legal Marketing to Learn More About Content Marketing Strategies

   Now that you know how to write good content for your law firm’s website, you might decide that it’s something you’d rather hand off to professionals. At Too Darn Loud Legal Marketing, we can help you take your law firm’s digital marketing strategy to the next level. We are a full-service legal marketing agency that has helped law firms of every size nationwide achieve their goals through content marketing and other effective strategies.

   You never get a cookie-cutter solution when you partner with us. We take the time to learn about your law firm and your particular goals so you only get the services that we believe will produce the best possible results. Contact us today to schedule a free initial consultation and website evaluation.