7 Handy Tips for Writing Content for Lawyers in 2023

Want to create impactful content for your law firm, dominate Google search result pages, and attract genuine clients who are actively seeking legal services or help?

You need to learn and follow the best practices when creating content writing for lawyers. We strongly recommend you do the following:

1. Define Your Audience

As a lawyer, you probably do case reviews and interact with clients daily. Maybe you also offer consultancy services or deliver keynote speeches at conferences. You may also be an astute negotiator and have enviable litigation experience.

Before you start creating and publishing law firm content, it’s crucial to define your audience. Think about the people who’ll read your articles or blog posts, and how best to convey your message or ideas to them.

Here are some examples of legal content you can create and their ideal target audiences.

Legal blog posts: Individuals with burning questions on specific legal issues.
Facebook posts: Active social media users looking for answers to share with their friends
Law review articles: Lawyers in your practice area.
PPC landing pages: Potential clients in your city or state or with a specific legal problem.

2. Hyperfocus Your Articles

Your law firm website will likely feature some general articles, FAQs, resource pages, and descriptions of practice areas. All these help your potential customers know where to start or what help they’ll receive. However, most of the content will likely be razor-focused. Ensure each article provides specific information and how your law firm could help them.

3. Organize Your Information

Remember, you’re creating content for real readers, not search engine bots. So, you want to make sure your content is easy to read and understand. We often adhere to some guidelines, such as the ones below:

  • Break up chunks of text using headers (H1, H2, H3)
  • Use bulleted lists
  • Create short, scannable paragraphs
  • Include relevant videos and images to increase the visual appeal
  • Include relevant visuals, such as diagrams, videos, or photos
  • Use strong calls to action
  • Use interesting article titles
  • Keep intros short and interesting

4. Adhere to Ethical Guidelines

A crucial thing to note when creating your law firm content is to know the advertising ethics for your jurisdiction. These differ from state to state and may include the following:

  • Avoiding superlatives or misleading language that would suggest your law firm is categorically better than competitors
  • Using clear, predictable hyperlink text, especially when citing outside sources
  • Using appropriate disclaimers for specific practice areas
  • Encouraging potential clients to contact the law firm for advice or case review while providing disclaimers about the client-attorney relationship
  • Citing specific qualifications, credentials, and people when talking about specialist attorneys
  • Ensuring information and details about the law are relevant and accurate for your jurisdiction

5. Establish a Writing Style (and stick to it)

Your writing style should ideally reflect the atmosphere within your law firm or company. A family lawyer who tactically handles thorny issues in divorce matters would probably use a tone that’s different from a criminal defense lawyer who actively defends the rights of their clients in violent crime cases. When writing legal content, you want to give your readers a snippet of what they can expect when they contact your law firm. Ultimately, you want all your communications to support or dovetail your brand image.

6. Use High-Performing Keywords in Your Content

One of the key pillars of content writing for lawyers is SEO. It’s good to write content for your target, but it’s also to optimize so it appears on the first page in Google search results. To ensure your content dominates local search results, use a primary keyword and LSI or variations of the main keyword.

Tools such as Keyword Planner and SEMRush can help you uncover keyword phrases that people use to find local law firms or attorneys near them. The more relevant your articles are, the more likely Google will match your website with specific searches. And the more people read or share your page, the more online credibility you’ll have.

At Contentzai, we can help you identify the best keywords and integrate them into your website content so you can get the results you want.

7. Track Website Performance Using Google Analytics

Once you publish your content, you’ll also want to keep track of how it performs online. You can monitor and record visitor behavior or activity as they browse your website.

  • Website visitor count
  • Click on various page elements (buttons, forms, links)
  • How long do visitors spend on each page
  • Where people go after landing on the homepage
  • Whether visitors contact you using forms

Armed with these data, you can understand visitor behavior and what works and doesn’t for your website. If visitors call or send a message after reading your law firm content, you might have an effective CTA (call to action.

Contact Contentzai for Lawyer Marketing Today

We understand you have a busy schedule and have a dedicated content team that can help you create, optimize, and monitor the performance of your content online. We use the best SEO writing practices to provide value to your readers and grow your law firm’s exposure online.