Content Marketing For Law Firms: Best Practices For Publishing

Attracting new potential clients to your law firm can be a daunting task. Content marketing involves digital marketing, landing pages, SEO content, blogging, white paper, website content, and so much more.


Striking the perfect balance between practicing law and carrying out effective content marketing can be tricky and sometimes exhausting. The best-case scenario would be to run your law firm and trust your marketing in the hands of an expert content creator. Content writers know how to reach your audience, create compelling content, appeal to their pain points, and convince them that your firm is the best solution to their problem.


However, if you would like to take a shot at content marketing yourself, here are some best practices for publishing.


1. Set Your Marketing Budget

Before you can begin your marketing efforts, you need to set a well-thought-out marketing budget. What are your goals for your marketing? How much revenue do you expect to have? And how does this translate in terms of cases you have to take on annually to make this revenue a reality? Consider whether you are operating in a big city with plenty of competition or whether your law firm is the only available one in your small rural town. There is not a one price fits all for your marketing budget. Set the budget that is the best fit for your needs, and make sure that you stick to it.


2. Create A Compelling Website

Your prospects will form an impression on you and your law firm before they even get to know you. First impressions count, and in this digital age, the first impression comes from your website. A website that has been well-thought-out and expertly designed will exponentially increase your chances of acquiring new clients. Make sure that you include all relevant information, your areas of expertise, the services you provide, and a clear list of all your credentials, recognitions, and awards. Prominently display your contact information and include a high-quality professional photo of yourself - people are more inclined to trust a lawyer if they can put a face to the name. A compelling website is, first and foremost a user-friendly one, so you have to optimize your site for mobile users.


3. Optimize Your Site For Search Engines

Creating a unique website is not enough if nobody can find it. A well-thought-out website is primarily search engine optimized. You have to ensure that your site follows SEO best practices to become visible. Best practices include using keywords throughout your text (title tag, description tag, headings and subheadings, the web page’s URL and evenly spaced out in your paragraphs), long tails (such as the name of your city), and quality content that offers value to your audience. SEO is critical for law firms since organic search traffic is responsible for more than one-quarter of firms new clients.



4. Build A Strong Social Media Presence

If you want to attract new clients, you have to meet your readers’ eyes where they are; social media. Building a solid social media presence is one of the best practices a law firm can follow to accelerate its growth. There are a plethora of social media platforms out there to choose from. You could set up a law firm Linkedln page, a business Facebook page, or a Twitter account where you can engage in meaningful conversation by following prominent legal figures. Make sure you adhere to social media etiquette and remain politically and ethically correct throughout your posts.

5. Use A Client-Centered Marketing

Compelling content will put the client in the center. If you want to attract new clients, you have to concentrate your marketing efforts on your client. Take a client-centric approach and show your prospects that you understand and even share their pain points. Make your content all about their problems and how you can help them find a solution. Do not just highlight your expertise, do not make the mistake of putting yourself in the middle. Your clients matter, and you should make them feel important, valued, and prioritized.


6. Measure Your Law Firm Marketing Efforts

Regardless of how you decide to market your law firm, you must remember that one of the best practices is to measure the return on investment of your efforts. Without measurement, you will not be able to identify how well your marketing efforts fare and which of your campaign efforts hit the jackpot and which fail to rise to the occasion. The easiest way to track the success of your marketing attempts is by using website tracking such as Google Analytics. Such tools can tell you precisely the number of visitors per page, your bounce rates, click-through rates, etc. Find out which of your published content works does not work and either improve or discard it altogether.



Forbes recognizes the importance of content marketing for law firms. Compelling content marketing can significantly impact your firm’s visibility and increase your client base. Follow these best practices for publishing if you would like to give marketing a go. Alternatively, if the art of striking the perfect balance between running your firm and advertising becomes too hard to handle, trust your marketing campaigns in the expert hands of writers. Iris Writing International promises to give your firm the unique voice that will make it stand out from the crowd.

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