Best SEO Content Writing Tips for Law Firms [Updated 2023]

However, not all law firms did well, and many remained on the spot. Unlike some laggards in the industry, the legal profession understands that digital marketing is an essential piece of an effective global marketing strategy.

Lawyers understand that the days of securing the back cover of a phone book to take advantage of the “yellow pages” or run a new business are passed. Law companies should take advantage of several digital marketing strategies, including paid ads on Google and Facebook, but SEO is a particularly effective strategy for content writing lawyers.

The law is based on knowledge, and the written word is conducive enough to disseminate that knowledge to an online audience. So for law firms and SEO agencies working with lawyers, let’s take what I think is one of the most effective digital marketing strategies for law clients: writing effective SEO content.

Effective Content Writing for Law Firm Clients:

No matter what a person’s circumstances are, the need for a lawyer is likely to cause a lot of stress.

Lawyers handle complex legal situations every day, but many clients are unlikely to do so. Seeking the services of an attorney can be a very emotional experience, depending on the details of the situation.

People probably won’t judge the first lawyer they see; They will put the job upfront and research the right lawyer for them. Before making a decision, potential clients need to realize that this lawyer is someone they can rely on during a difficult time.

Building trust and authority is probably the most crucial objective of content marketing.

Law firms have the perfect opportunity to showcase their skills and encourage potential clients to use their services thanks to the Internet. SEOs working on client-lawyer accounts should keep all this in mind when designing the strategy for law firm blogs.

The posts on that blog can be a factor in determining whether a person on the fence will make that call and hire the company.

Therefore, the content should be new, authoritative, and relevant to the company’s target audience. Suppose the topics are relevant to the position. In that case, the descriptions are accurate, and the writing is natural and engaging; the company will not only move up the rankings but ideally begin attracting more, higher-quality clients.

Write Keywords for Topics

When starting SEO content, the first concepts that come to mind are keywords and keyword research.

Keywords are a component that should be in all written SEO content. This is in part how customers can systematically find their content when they search online.

But the days are gone when keywords were all it takes to get content to rank on Google.

As Google has gotten smarter with the way it interprets queries, it has also gotten smarter in letting people evaluate the quality of their results. Writing about SEO keywords is an institution from a bygone era, and content that does so will stand out for all the wrong reasons.

Instead, the content of a law firm’s blog should be based on real issues relating to the legal industry. Writing content to the topics helps match what potential customers are looking for more than keywords alone.

When you write content for keyword topics, you create a way to target multiple keyword phrases, not just one blog post. So how do you do this?

You can use many methods.

Tools like Answer Public and the SEMrush topic research feature can help you generate content ideas based on key phrases.

Or you can search the topic and remove the SERPs to see what you’re already ranking.

These methods will undoubtedly guide you to content that directly addresses user questions. Then it’s up to you, the digital marketer, to improve your content for your law firm’s client blogs.

How do you do that?

You can target your topic research to your audience’s needs and write posts like a pro.

Let us see how it works.

Define the Client’s People

To focus on superior user quality, like someone ready to hire a lawyer today, we need to determine the various people of the client.

A client persona represents the types of people who would be the best clients for your law firm client.

The number of clients varies widely between different law firms, depending on the type of law.

That’s why you must look specifically at client people for your law firm clients.

You may already have a good idea of ​​what the target customers of a particular company are just because of their experience in its digital marketing.

In any case, it is essential to determine the personality of the target customer before writing any content. By understanding who you’re writing for, you’ll have a better chance of creating something relevant and valuable.

Types of Materials to Make

Blog posts allow the company to expand on those legal issues by adding details, giving examples, or illustrating recent developments in legal cases across the country.

Law firms targeting certain cities or other geographic areas can also benefit from creating pages.

Company location pages do not have to target all local municipalities on the map.

Prime locations are essential, but remember that people will travel relatively short distances to access high-quality attorney’s services.

Podcasts are popular right now.

Producing a podcast is relatively easy because you don’t have to worry about perfecting any scenes.

A few of the firm’s lawyers are up in the air and detail a legal matter.

Essential Properties of Materials

When writing law firm content, you need to consider what it takes to create the highest quality piece.

In addition to the vast amount of SEO content written, blog posts and service and location pages must know the basics of good writing.

Who would trust lawyers who confidently post grammatical errors on their websites?

Also, remember that a law firm may have a lot to say on a wide variety of legal issues, but its potential clients will not be able to digest a large amount of information at once.

Ensuring content is readable by a specific audience is critical to its effectiveness.

Promote Your Content

Ideally, if you’ve done everything right, you’ll have potential customers who will systematically search for the content of that law when searching for legal information.

That’s what you expect when you publish any content, but sometimes it’s not enough to publish something, and that’s the end.

Often, content needs a little nudity to be impressive.

After creating content, the next step is to promote it.

Sharing new content on your social media channels is an easy way to keep you in front of an audience and ensure that you have something to post consistently.

But social media isn’t the only place you want to put your content.

One of the best places to promote content is by email.

People should know if the law firm that hired your SEO agency has provided you with email addresses for potential clients.


Optimized content is an effective way for law firm websites to climb the Google SERPs and be seen by high-quality leads who take legal services.

The material in all its forms serves to educate the public on legal matters and demonstrate that the law firm that published it is an expert in that part of the industry.

SEO agencies that manage multiple legal agency clients would follow this guide to writing legal content.

Building a rich material repository for a law firm will take some time, but the effort involved will be worth it in the end.

Scroll to Top