Content marketing is critical for SEO ranking, credibility, and lead generation. For lawyers, having a sound content marketing strategy will help their website become visible on Google’s first page. 

But why is content marketing for lawyers so important? Because the people in need of your services are using search engines to find legal advice and attorneys for hire. A solid content marketing process gives your law firm online visibility, but it has other short and long-term benefits as well. 

At inThink, we offer a range of content marketing services for lawyers. In this post, we’ll explain the benefits of content marketing for lawyers and why it can be a source of more clients for you. We’ll provide actionable tips and strategies for using content marketing to find new clients and rank your website. 


Law Firm Content Marketing: What the Statistics Say

lawyers discuss with digital marketing consultants

Prospective clients still use word-of-mouth referrals for finding an attorney. But 38% of people looking for a lawyer use a search engine exclusively to find them. And, 96% of people in need of legal advice will use Google search to find it. Of those who visit a lawyer website, 87% will contact an attorney and hire them. 72% will only contact one attorney. 

Because so many potential clients nowadays are using Google to find and contact an attorney, content marketing gives your law firm a competitive advantage. It’s the vehicle for ensuring that your law firm’s website gets in front of prospective clients.

Not only will content marketing efforts help your attorney website become visible online, but it will also help increase your credibility. 

Here’s how:

In many cases, a prospective client isn’t ready to hire an attorney immediately. They’re using the internet to search for answers and information on their legal issue, which may not be pressing at the moment. But in their search for information, they may land on a website that answers their questions and demonstrates the lawyer’s expertise in their field.

 In this way, creating content marketing builds trust and generate leads that can lead to a conversion. When the reader needs to contact an attorney, who do you think they’ll call first? The law firm they trust.


Content marketing is a trust-building tool.

content marketing for lawyers can help you build your client pool

The average person sees 5,000 ads per day. Most of us are being bombarded with sales messages. While direct sales messages have their place, content marketing is more about building trust than leading to an immediate conversion — although it can do that too. 

The content you create for your firm website must provide value to the reader. By value, we mean content that draws readers in, and they’re the readers you want as clients. Answering legal concerns, assuaging fears, and demonstrating your expertise in a given area will help build trust and credibility. 

Law firm content that’s search engine optimized and valuable to your target audience will help your law firm become visible to the search engines. It’s also essential to experiment with different content types and see which resonates the most with your readers. 

Some forms of content to consider:

  • Website pages
  • Blogs and articles
  • Videos
  • Emails
  • Podcasts
  • Guest posts
  • Infographics

As you can see, publishing blog posts shouldn’t be the only thing that forms part of your content marketing program.  In that plan you can also include social media posts, how you’re going to do keyword research and find relevant keyword research and content ideas, etc.

Why Domain Authority is critical for law firms

quality content can help you rank higher on Google search

Domain authority is a search engine ranking score that aggregates a number of factors to predict how well a site will rank in search. Higher scores have a greater ability to rank higher on the search engine results page than lower scores. In essence, your domain authority is what Google considers your online reputation. 

Producing high-quality content is the best way to increase your domain authority. But for law firms and legal websites, this is even more critical. 

Legal services are part of a group of websites called your money or your life websites, where the advice and content on the site can significantly influence a reader’s wellbeing. So, Google looks at law firm websites with more scrutiny. Content generated on your website must be valuable, informative, and trustworthy. 


Quality trumps quantity When it Comes to Content Strategy

What does high-quality mean when it comes to content? High-quality content is informative and helpful to the reader. It’s much better to invest in one high-quality article per month than four fluff-filled pieces per week. This normally begins with a solid and well documented content marketing strategy. In addition to being informative, content should also be:

  • Digestible — Use short paragraphs, bullet points, and make white space your friend when creating your attorney website’s written content. Long paragraphs and text walls can induce reader fatigue and prevent people from consuming and enjoying your content.
  • Actionable — After consuming the content, people should have something to do. Give your audience instructions and steps for solving their problem. In some way, your content should aim to improve a person’s life. 
  • Accurate — Sources, advice, and pull quotes should be accurate and high-quality. 
  • Edited — The content should be edited for clarity, accuracy, and grammar. Be sure to fix typos and punctuation errors. Remember, you want authoritative, credible content. So keep grammar in mind. 


Content archetypes for law firm websites

There are two content archetypes for law firm websites:

  • Practice area pages, which are basically sales and firm services pages
  • Blogs and articles are used to build links, improve ranking ability, and increase credibility and awareness.

The goal of content archetypes is to construct information to reach a particular goal. These goals could be to improve website ranking ability, convert website visitors into clients, or to build online awareness of your law firm. 

Practice area pages best practices

Practice area pages are bottom-of-the-funnel pages. Meaning, readers are ready to contact a lawyer now. One best practice for crafting practice area pages is to cover only one specific practice area at a time. 

For example, let’s say you’re a family law attorney. So, you’d want to create separate pages for different parts of family law, such as a divorce page, remediation page, and custody page. Personal injury attorneys will want to create individual pages for car accidents, truck accidents, workplace accidents, etc.

Use the word attorney or lawyer in your practice page title tag. Also, be sure to include your geographical area in the title tag. If you serve different cities and locations, create separate pages that are geographically specific. 

For example:

  • Personal injury attorney Boston
  • Workplace accident lawyer Worcester
  • Car accident lawyer Salem
  • Truck accident attorney Boston

In-depth, lengthy, useful and valuable content will hold the reader’s interest and increase their chances of converting. Adding relevant videos to the practice pages can help you achieve this goal. 

Include multiple calls to action (CTAs). This makes it easy for the viewer to take action when they’re ready to contact your office. Contact forms in the sidebar, page header, CTA buttons above-the-fold, and chat windows can help you here. 


  • People who visit practice area pages are likely to want to hire an attorney asap
  • Practice area pages help you target and rank for different locations


  • Practice area pages aren’t the best vehicle for editorial outreach or building backlinks to your firm’s website. 


Blogs and articles best practices


Blog content helps your website rank, build credibility, and online awareness. This is top-of-the-funnel content, and readers are likely not ready to contact an attorney just yet. Instead, they’re looking for answers to a legal question. 

Be strategic with your blog content. Target relevant keywords and try to craft articles around queries people are already searching for, like, what should I do after a trucking accident? How much does a personal injury attorney cost? Etc.

Create informative content that’s helpful to your reader. You’ll want to create content that is the best source of information on a specific topic. In-depth blogs and articles that answer a specific question and give actionable advice to build credibility and trust. 

Suppose you’re using a blog for editorial outreach. In that case, you don’t necessarily want to include a specific location in the blog title. You’ll want to reach a broader audience with your blog content. For example, writing a blog with a title of What to Do in Worcester After a Truck Accident only appeals to Worcester’s readers, limiting your reach. 


  • Helps build links
  • Increases reach and awareness
  • Builds trust and credibility


  • People usually aren’t ready to hire or contact an attorney when visiting these pages.


Law Firm Content Marketing: Distribution and Promotion

Content helps drive potential clients to your website and, ultimately, your contact information. It’s not enough to create the content. An integral part of a content marketing strategy for lawyers is distribution and promotion.  

Distribution is the process of sending your content to different online channels to build awareness. Promotion involves paid advertising strategies to get your content in front of target audiences. 

  • Social media 
  • Email
  • Community groups
  • Online forums
  • Social media ads
  • Google Ads

You have many different options for distributing content. Promotion can help you quickly get in front of prospective clients, but it does come with an upfront cost. 


Converting website visitors into clients

website traffic growth for lawyers

Content creation, distribution, and promotion get eyeballs onto your law firm’s unique service offerings. But you’ll want to move those people down through your marketing funnel. As people visit your website and consume the content, you’ll want a strategy for converting them into clients. 

  • Landing pages — If you’re investing in paid ads, those ads need to send readers somewhere, and that place is a landing page. A landing page captures clicks from paid ads.  
  • Calls-to-action — Make sure your website pages have calls-to-action throughout the content. CTAs should stand out from the rest of the text in contrasting colors, bold font, etc. Be direct with your CTAs and tell them exactly what you want them to do, eg., download our guide, call the office, contact us online, etc. 
  • Content upgrade — Content upgrades are bonus, gated content website visitors can download. Usually, content upgrades are given in exchange for the reader’s email address. Checklists, whitepapers, webinars, and infographics are just a few examples of content upgrades.


Measuring Results

measuring results

Being able to measure content marketing results will help you refine and tweak your strategy and ensure that you’re publishing relevant content. Here are a few metrics you’ll want to keep an eye on:

  • Website traffic — If you add new, relevant content to your attorney website consistently, you will see a steady increase in website traffic. Search engine optimization is an integral part of any successful website. Google Analytics can help you track and analyze your website numbers. If you find that a particular blog post or practice area page is getting a lot more traffic, this indicates it’s resonating with readers. So, build out your content on that topic. There are other things you can see with your Google analytics account such as traffic source, traffic location, average time each user is on your website, etc. 
  • Lead quality — Are your ideal clients contacting your firm or downloading your content upgrades? Then your content marketing strategy is generating quality leads. One way to track quality leads is to ask people how they found you and mark it down on an intake questionnaire. This can also help you build out content based on the specific content leads are consuming.
  • Sales Google Analytics can also help you analyze conversion rates on your website. You can see if visitors are moving from a particular piece of content to a landing page or contact page. 


Content Marketing for Lawyers: The Benefits of Outsourcing

Content marketing doesn’t offer overnight fixes. With content marketing, you’re playing the long game, and it requires a long term strategy to get results. But lawyers face unique challenges when it comes to content marketing. 

Often, they don’t have the time to do it themselves. Their in-house marketing team may not have the skills and experience necessary to make content marketing successful. And, building an in-house team for content marketing can be cost-prohibitive. 

Hiring a content marketing agency for lawyers solves these unique challenges. And it doesn’t have to cost a fortune. Improvements in technology have made outsourcing your content marketing strategy an affordable option for even solo law firms. A high-quality, professional, and effective content marketing strategy will enable you to compete with larger firms online. 

Investing in a content marketing agency for lawyers can be a real game-changer for your law firm. You’ll drive qualified traffic to your website, increase your visibility, rank for your geographical service area, and take on new clients. 


Take Action Today

Are you ready to become a content marketing powerhouse? inThink is your marketing and strategy team. We’re ready to offer personalized consultancy services to help you take your content marketing to the next level — at a fraction of the cost of hiring an in-house team. 

Set up a meeting with us. Or take our free five-minute Business Diagnostic test to see where your law firm needs additional law firm marketing support.