Law Firm Content Marketing

How to create the perfect content strategy for your law firm

You’ve heard the saying, “content is king.” But when it comes to law firms and professional services, content takes it up another notch. It doesn’t matter if we are talking about blog posts, podcasts, or videos — all of them are online material that gets people aware of your firm.

Let us break down why your law firm should have a content marketing strategy. Law firms with blogs get 3x more leads from their content marketing efforts than those without blogs; small businesses – including solo or small law practices – with blogs see lead growth 126% higher than those without one. Law firm content marketing generates conversion rates 6x higher than other methods!

When we stop and take a step back to understand why this is the case, the answer is quite simple; the general population knows nothing about legal procedures and best practices. Your potential clients are lost, looking for help, and often, they don’t know what direction they should go.

On the other hand, your potential clients don’t want to be sold; they want to be taken care of.

Note: Did you know that the average consumer sees around 6,000 ads in a day! The noise of advertisements has become so overwhelming that ads are waiting for you at every turn. Even in the privacy of your phone, as soon as you turn it on, Facebook is showing you new deals and offers almost immediately.

Your clients are looking for authority and authenticity. They want to feel connected with your firm before they hire you for legal counsel. This is especially true for legal services because the issues your potential clients face are deep-rooted in their lives and often affect them personally.

Now, keep in mind that online ads or other strategies can be successful, but they have their place, and it is often alongside content marketing.

The Five Stages of a Client’s Journey

Potential clients and consumers of any product or service will always go through 5 stages during their engagement with the said product or service. Law firm clients are not an exception to this rule. But by taking time to analyze these stages, we can understand why content marketing is so powerful and when we should opt-in to a different marketing strategy like paid ads or even billboards spanning across the highway.

Note: You need to understand exactly how your potential clients move through these stages and how you can create a unique experience for them to see the highest success.

Problem Awareness

When a potential client first runs into a legal problem or battle, they will go through a phase called “Problem awareness.” This stage or phase is the first time they realize they might be in trouble or need legal help to protect their assets better.

Depending on the type of law you practice, this ‘awakening’ moment or instance where they realize they need help will be dramatically different. For example, suppose you are a personal injury attorney. In that case, the moment they know they need help might be after they got out of the

best law firm marketing content strategy

hospital and are scared or worried about their ability to pay for their medical bills, let alone attorney fees. Or, if they are a new inventor, they might be excited about how they plan on changing the world and not worry about their horizon.

Are you starting to see the stark contrast?

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Information Search

After a potential client is aware of their problem, they will head to Google or their favorite search engine. They will visit forums, ask questions in Facebook groups, or even call a friend and ask for their advice. This stage is all about the mass consumption of information so that they can make better decisions

The higher the stakes, the more a potential client is going to do research. For example, if you were asked by your romantic partner, “What do you want to watch on Netflix tonight?” You are not going to do hours of research because the stakes are not high. But if you had to get brain surgery, how much research would you do on the doctor performing it or the procedure itself before you walked into the operating room?

This stage is where content marketing shines. Your potential client knows they want to solve their problem, but they don’t know how to solve that problem. A well-positioned content strategy will help lead those customers from confusion to certainty when signing your engagement contracts.

Comparing Alternatives

Comparing alternatives is similar to information search, but instead of gathering information, your potential clients are comparing data. They want to make sure that they are making the best decision, and frequently that means combing through all of the fine details they have researched over the last couple of days.

On the other hand, they could often be going through this phase while they are searching for information. Think of your clients making mental notes or keeping track of a virtual scoreboard — when they feel like they have done enough research, they will look at that scoreboard and select the winner.

It would help if you were thinking about this stage when you create your content and not necessarily when you do keyword research for your content.

Comparing Alternatives

Comparing alternatives is similar to information search, but instead of gathering information, your potential clients are comparing data. They want to make sure that they are making the best decision, and frequently that means combing through all of the fine details they have researched over the last couple of days.

On the other hand, they could often be going through this phase while they are searching for information. Think of your clients making mental notes or keeping track of a virtual scoreboard — when they feel like they have done enough research, they will look at that scoreboard and select the winner.

It would help if you were thinking about this stage when you create your content and not necessarily when you do keyword research for your content.


This phase is often quick, but it can also take a couple of weeks. For example, if you are a criminal defense attorney, your clients are going to have a short deadline, and they are going to need to act faster than a real estate attorney’s clients, who are often slowed down because of the sellers or some other hiccup in the buying process.

Content marketing doesn’t play a substantial role at this stage, but it could help nurture or build relationships with buyers waiting to sign on the dotted line.

Post Purchase

This phase is after the potential client has become a client and engagement has begun. For content marketing, you might create a series of blogs that guide the client through their doubts and fears. Or, if you are an IP attorney, you might create a monthly newsletter that goes out to past clients to stay top of mind for when they want to patent another invention.

Content Marketing for Law Firms and How to Apply It

The perfect strategy is often simpler to say than accomplish, create a goal, and figure out how to achieve that goal. To be successful in content marketing, we can’t just blast a couple of tweets or post a couple of blog posts twice a year. We need to map the customer journey and place our content along their path, influencing them to pick us instead of another firm.

The law firm that thrives on inbound marketing will be the one that has a clearly defined content strategy, with goals set for what they want to achieve and benchmarks by which their progress can be measured.

The following guide is designed as an educational toolkit for your business: providing you with all of the tools needed to launch your successful campaign, so you’re not left wondering where to start or how things are supposed to work when it comes time to execute.

How to create a law firm marketing strategy

Armed with your tools and an understanding of the importance of creating quality content, you’ll start attracting clients while you sleep because once you publish a blog or upload a YouTube video, it does the work for you.

What is Inbound Content Marketing for Law firms?

Content marketing is all about creating and sharing valuable, consistent content with your target audience. It’s the art of getting a clear message to an individual without selling anything. Instead, it focuses on giving information that helps your audience solve their problems more easily in life - they become clients who trust you as their advocate.

The following steps are necessary when carrying out effective content marketing:

  1. Research how your clients are searching for solutions to their problems. (keyword research)
  2. Match up where your audience is with the skillset inside your firm or what your budget will allow you to hire out.
  3. Create a schedule for when content will go out and how you will measure the success of that content.
  4. Execute, measure, and tweak your strategy based on results.

Put simply, inbound law firm content marketing is the process of using content to draw potential clients into your line of work. Its aim is not only to get fresh leads for you but also to establish yourself as a reliable and trustworthy resource that will make people feel good about approaching your firm with their business or personal legal needs.

Law Firm Keyword & Topic Research

Keywords are what potential clients are typing in Google or searching for on channels like YouTube. They are a snapshot into a potential client’s mind and how they are trying to solve their problem. But not all keywords are created equal.

For example, some keywords have zero competition, and others have what seems like half the world trying to show up in Google for the search. We want to find keywords that your website can rank for but also gives you enough traffic to capture potential clients. It is a balancing act that, when mastered, allows you to rank for more difficult keywords over time.

Now, if you got lost because you have no idea what determines a website’s strength, or what are good keywords and what are bad keywords, then no worries. Let us break it down this way.

There are three types of content that you should create.

  1. Content that will solve your clients’ questions
  2. Content that your clients would enjoy reading
  3. Content that will create links (backlinks) from other websites to your blog.

And that is it. Focus on those three things when you are deciding what you or your team should write about. And then, when you are ready to dive in deeper and learn more about website strength, you will have a strong foundation that will allow you to be more aggressive in your content approach.

You can follow our completely free guide for keyword research here.

Create Valuable, Authority-based Content

When creating your content, be it for YouTube, a blog post, and even new social media sites like Tik Tok, you will want to create valuable content. What classifies as valuable content will be determined by your audience and the platform. But remember, we are creating content for our target audience based on where they are in their client journey, as outlined above.

Your content should answer their questions and guide them down to their next step. Now, you might be worried about giving away your secret sauce or too much information that they won’t need to hire you anymore. And for some intense DIYers, that might be true but ask yourself this question: How many times have you thought about hiring a marketing agency like Growth Bound Marketing to create your content just while reading this article?

For you and your firm, nailing down a content strategy means more clients, but not nailing it down doesn’t mean bankruptcy. For your clients, not hiring you means potentially losing thousands of dollars, losing custody of their kids, getting their idea stolen and mass-produced in China, etc. The stakes are higher for your clients, and by providing enough information, you will only comfort their fears and build trust with your firm.

When you are creating your content, you will want to add calls to actions or specific moments where you are asking your audience to take action. Here is our example of a call to action.

Take our free call to action course that will convert your blog readers into paying clients by clicking here.

Domain Authority & Your Legal Content

Domain Authority is Moz’s way to track how strong a website is. Ahrefs has its own scale called Domain Rank. Each SEO company, including Zampi, has its own scale that is its best attempt at understanding the complex algorithm that is Google Search.

But it is only that, the best guess. You can use these numbers as a gauge to better understand if writing a blog post for a certain keyword will be worth your time. If you are not going to show up on Google and the goal of the post is to bring new clients (not educate current or past clients), then you might want to wait until you increase your website’s strength before spending your team’s time on said article.

Higher scores correspond with a more significant ability to rank on search engine result pages. It is out of the scope of the article to go into deep domain authority and rank potential, but you can learn more and how to use the SEO tools included in your Zampi plan here.

build Marketing Funnels Around The Client personality

Now that we know we have to pick keywords that we want to show up for, we know what type of content we should be creating, and we know if we can show up for said keywords with our content, it is time to tie it all together with a marketing funnel.

A marketing funnel can be described in many ways, but for the purpose of digital marketing and law firms, we will define it like this: a marketing funnel is a predetermined set of actions a firm wants to guide potential clients down to increase the value exchange between the client and business.

For example, if you were a part of a firm that focuses entirely on DUIs, then your funnel might look like this.

  1. Potential client lands on a blog article titled “You just got your first DUI, now what?”
  2. A potential client reads an article, and in the article, there is a call to action that says, “Take our free quiz to see how much trouble you could be in.”
  3. The potential client takes the quiz and gives his or her email to the firm in return for the quiz results.
  4. Based on the data gathered from the quiz, the law firm will customize the thank you page of the quiz, customizing it to their unique situation.
  5. Additionally, the potential client got dropped into an email sequence that will send informative emails to the client, answering a lot of the questions people in their position have.
  6. Lastly, a representative of the firm will reach out to the potential client and see if they can help get them out of their predicament.

Now you might be thinking that a 6 step funnel like that is complicated and difficult. But, the good news is that you only have to set it up once, and after that, everything is automated. All of this can be set up inside of Zampi.

The main point that we are trying to make here is that your content strategy shouldn’t end at just getting your content in front of your audience, but it should continue to bring your potential clients into your firm as actual clients.

Honesty is the Best Policy

As an expert in your field, you’re aware of the ethical guidelines that should be followed, and it’s important to remember these when creating content for your site. Be 100% transparent about what you know- don’t mislead clients by employing covert or sleight-of-hand sales tactics on your site. Make sure every article is written with honesty and integrity at the foundation: this will help give them a feeling of trustworthiness. Disclaimers are also necessary where appropriate.

what type of content to create for an attorney

After implementing a law firm content marketing plan, you’ll need to measure your results and revise often. The key here is to set macro goals that are realistic to where your firm is at.

If you are just starting and you bought your website’s URL yesterday, then you are going to have to do a lot more work to rank your articles than a firm that has been around for 15 years — this is simply the nature of SEO.

Understand the road ahead of you and create content that isn’t taxing on your firm. That might be to focus on link building, local SEO, and creating content for existing clients or social channels instead of blog articles to rank. Then once your website is strong enough, you can convert that content into ranking juggernauts that will flood your firm with new clients.

The key here is that a content strategy builds on top of past efforts. Stay consistent, and you will see success. Or, if you don’t want to worry about it, think about hiring out a marketing agency like Growth Bound Marketing.