Let’s get down to it:
Having quality legal content on your website and social profiles is the difference between a predictable number of leads each month and you waiting for the phone to ring.
Who has time to stress about that? You have enough going on –
- Your caseload is taxing.
- Your to-do list extends beyond one page.
- And you have to fix that now because that person couldn’t follow through…again.
The last thing you want to do is spend hours on content that won’t convert for you.
So let’s get you started on the right foot with the following content writing tips from our legal content writers.
First things first.
What is legal content writing?
Legal content writing is more than producing helpful, long-form blog posts. It’s a network of strategic, original content linked by your expertise.
It’s a way to show up in your prospect’s search results when they’re looking for a lawyer.
Without it, your billboard ad will only reach those driving by. Or people will click on your Facebook ad and not find what they’re looking for on your site.
Demand Metric shows that content marketing is 3X more effective at generating leads than outbound marketing. And it costs a whopping 62% less.
Create your content network, and you’ll reach more people. And you’ll do it with content that lives on the web for years – not ads that disappear once you stop paying for them.
Ok, we know what you’re thinking:
How do I improve my legal content writing?
To improve your legal content writing, focus on building your content network.
If you’re optimizing your law firm web content to attract potential clients, but ignoring your Linkedin presence, you’re missing out on a funnel of leads.
HubSpot’s 2021 State of Marketing Report says websites are the #2 channel used in marketing, behind social media. Here, marketing = getting leads.
Look beyond your website for leads
It’s essential to use different methods of reaching people. You have to publish content where your potential clients are looking, and different clients will be looking in different places.
That means you have to be everywhere on the web.
You might think: “being everywhere” sounds like more work I don’t want to take on.
We get that, and that’s why we’re here. You can build your content network, without having to do it yourself.
Creating your successful content network is about working smarter, not harder.
Better Legal Content Tip #1: Use your email contacts
To work smarter, reuse content across your platforms. Effective law firm content writing means getting someone’s attention and holding it until they reach for the phone.
If you don’t already have a newsletter, start one.
Newsletters are a great tool to keep your contacts up-to-date on your latest content and wanting more. They also deliver a strong ROI.
Check this out:
Oblerlo, an online product sourcing platform reports that for every $1 you spend on email marketing, you can expect an average return of $42.
Your email contacts are full of potential clients. And you’ll grow your list with a compelling “newsletter sign up” CTA button on your website.
Plus, of course, through your “sign up” social posts. (See? It’s all about interlinking your content.)
Newsletter content tricks
- Focus on your subject line
- Send consistently
- Remain 90% educational, 10% promotional
- Offer an easy opt-out method
- Include images
- Use a CTA button
Newsletters offer a platform to showcase recent blogs or high-performing blogs from the past. Just be sure not to over-share the same blog.
If you’re short on blog content, share a quick list of valuable tips or insights.
Fizzle, an online entrepreneurship training company, does this well:
Your newsletter doesn’t have to be a chore. Keep it simple and engaging.
You can also hire a content writing team to do it for you.
Better Legal Content Tip #2: Avoid these ranking-killers
Ranking is SEO-speak for your content’s position in the search engine results pages (SERPs). The goal is to achieve and maintain top positions — “rankings” — on the first page of the search engine results for your firm’s keywords.
Commit any of the following no-nos with your law firm website content and you’ll kill your chances of ranking:
- Too little content
- Complex legalese
- Minimal details
- No or too few images
- Unoriginal content
Better Legal Content Tip #3: Follow these traffic-boosters
Traffic is also SEO-speak for the number of new visits to your pages. There are ways to boost your traffic (tips below) and ways to divert it to your competitors.
Here’s the truth:
People’s attention span is down to five seconds. If your content is confusing and void of practical advice, you’d better believe they’re hitting the back button and continuing their search for something helpful.
Instead, attract and meet your potential client’s needs by sticking to this formula:
- Write a killer headline (here’s a cool tool)
- Answer your reader’s question: what’s in it for me?
- Write for your average client (most businesses should write at an 8th-grade level or lower)
- Be clear and concise with your language (save the legalese for your briefs)
- Share a story or use examples
Take a look at this example from Copyblogger: 3 Simple Steps to Write Better Content. They keep their steps simple, write with purpose, link resources for clarity, and offer a unique perspective.
These content dos keep the reader engaged.
How to do legal content writing and free up your schedule
To do legal content writing effectively takes time, but it doesn’t have to interfere with your schedule.
An agency like We Do Web Content has a team of legal content writers who specialize in writing for law firms and gaining traction online.
By working with legal content writers, you rank higher and take stress off your plate.
What sets expert legal content writers above the rest?
Expert legal content writers know the legal world and the specific marketing needs that come with it.
Writing content is one thing, but complex legal writing takes experience and a specific understanding of the field.
If your content writers don’t understand you, your firm, or your next potential client, then the content you get won’t impact your readers (or your rankings).
Your legal content writing team should…
- Be proactive, responsive, & flexible
- Take time to understand the results you’re after
- Give real answers to your questions
- Deliver high-quality content on time, every time
- Explain results & reasonings clearly
- Produce sustainable, qualified leads
- Handle everything from research to site management
How we write content for law firm website success
We Do Web has been driving traffic to law firm websites since 2008. We defined “expert legal content writers,” and we continue to refine our process by staying on top of the ever-changing world of SEO.
We’re here to get you a steady stream of leads. And show you how much effective content marketing can do for your firm.
Call us at (954) 425-9081 or reach out to us here. We’ll just say:
Your phone should be ringing right now.
Be sure to check out our glossary of content marketing terms to deepen your marketing strategy knowledge.
Yvette Valencia is the Latina founder and CEO2 of We Do Web Content, a content marketing agency for law firms and one of Inc. 5000’s fastest-growing private businesses in America. She’s a 14-year content marketing veteran and Six Sigma-certified Green Belt credited with developing the proven (and repeatable) process for creating top-ranking website content at scale for attorneys.