Content Marketing for Law Firms (+ Real World Examples)

These days, traditional advertising is like trying to win a case with only circumstantial evidence – it might raise eyebrows, but it won’t seal the deal for you. 

Online content marketing, however, is your star witness. It’s how you present your expertise, build your reputation, and show clients why they should choose you.

Our research finds that content marketing generates three times as many leads as outbound marketing, while costing 62% less. 

That’s a win for any firm.

We’ve been in the trenches with over 150 law firms, helping them develop content strategies that have markedly improved their ability to attract clients. 

We’ve seen firsthand what works, what doesn’t, and how to get the best results.

In this article, you’ll learn:

• How to establish yourself as a trusted authority in your field.
• The types of content that will engage and inform your readers.
• Strategies for getting your content in front of the right people.
• How to create a content strategy that consistently delivers results.

Let’s show you how to build a content marketing strategy that’s as ironclad as a Supreme Court decision.

What is Content Marketing, and Why is it Beneficial for Law Firms? 

 Let’s walk you through the client journey step-by-step. Picture this with us:

1. Awareness: Someone realizes they have a legal problem. Let’s call her Sarah. Sarah gets into a car accident and suddenly needs legal help.
2. Interest: Now, Sarah is looking for information. She goes online and searches for personal injury lawyers.
3. Consideration: Sarah finds a few law firm websites, including yours. She reads your blog post about what to do after a car accident and starts comparing your firm to others.
4. Conversion: Sarah is convinced by your expertise and decides to contact your firm for a consultation. She ultimately hires you to represent her.
5. Advocacy: Happy with your services and the outcome of her case, Sarah recommends your firm to a friend who also needs legal help.

So, content marketing guides people through each stage of their legal journey – starting when they realize they need help.

But how does it specifically benefit law firms? Let’s take a closer look.

Build Trust and Authority

Content marketing is like presenting a winning case. Each piece of content you create – a blog post, a video, an ebook – adds weight to your argument. You’re displaying your knowledge and gaining credibility.

Increase Brand Recognition and Loyalty

Similarly, the more helpful content you share, the more your firm’s name and reputation will grow: 

• You’re establishing a presence in the legal market and creating connections with clients
• By creating content with a unique voice and perspective – you give your firm a distinct personality.

Improve Online Visibility

A study by Backlinko found a strong correlation between time on site and higher search engine rankings. 

Specifically, they uncovered that the average time on site for a Google first page result is 2.5 minutes. 

Pro Tip: Engaging content keeps people on your website longer, which can indirectly improve your visibility in search results.

Generate Leads Cost-Effectively

Content marketing is also a powerful way to attract and engage your target audience without the high costs of traditional advertising. It’s a smart investment that can yield substantial returns. 

In our experience working with law firms, we’ve seen firsthand how a single, strategically crafted blog post can generate multiple new clients. This kind of return on investment is often difficult to get with traditional paid advertising methods.

Here’s some more statistical evidence that caught our eye:

• 82% of marketers actively invest in content marketing.
• Only 35% of law firms report clients retaining them directly through their website. This statistic underscores the need for a strong content strategy to convert website traffic into paying clients.

With these benefits in mind, let’s explore the various types of content that can improve your law firm’s marketing strategy.

Types of Content for Law Firms 

We’ve built and executed content strategies for hundreds of law firms, tracking what consistently delivers results. 

Let’s walk you through the proven approaches that fill your calendar – from useful articles to videos that turn interest into meetings.

Blog Post

Compelling content is key here. In fact, 83% of marketers agree that quality tops quantity when it comes to content creation.

Let’s explore the different types of blog posts your law firm can create:

• Legal updates: Keep your audience informed about new laws and regulations.
• Case studies: Share anonymized client stories to demonstrate your expertise.
• FAQs: Answer common questions about legal issues.
• Local How-to guides: Offer step-by-step instructions on how to handle legal matters.
• Client stories: Share anonymized client testimonials to build trust.

SEO Optimization

From our experience, we know that using relevant keywords and, more importantly, keywords’ context in your blog posts can substantially improve your search engine rankings. 

This involves using relevant terms, understanding search intent, and addressing the questions that people are actually searching for when looking for legal help online.

Let’s look at some real-world examples:

Example 1 – Ardalan Law

Here’s why we believe Ardalan Law  ranks highest for “What to Do if You’re Injured on the Job in California blog post”

1. Comprehensive Content

Ardalan & Associates provides content that directly addresses the core search intent of “what to do if injured at work in California,” thoroughly covering the key aspects of this specific topic.

2. Clear Structure

We can see how they’ve structured the article for readability, using clear headings, bullet points, and concise paragraphs. This suggests they prioritize user experience – a key, positive signal to Google. 

3. Strong E-E-A-T

The firm presents a detailed author bio, highlighting P. Christopher Ardalan’s credentials and experience. This, combined with their established law firm branding, builds trust and authority.

4. California Targeting

Ardalan & Associates targets searches related to California law by incorporating key terms like “workplace injury,” “California,” “workers’ compensation,” “injured at work,” and “claim.” This focus on California-specific legal information likely improves their visibility in relevant searches.

5. Solid Backlink Profile

Using Ahrefs Backlink Checker we can see – although their Domain Rating isn’t substantial – they have acquired a decent number of backlinks from a variety of sources, which contributes to their site’s visibility.

6. Supporting Clean Site Navigation

Finally, Ardalan & Associates has built a very comprehensive website that ticked many boxes for us. They provide valuable resources like case studies, client testimonials, and in-depth blog content covering various legal topics.

This breadth of content is good for SEO as search engines prioritize websites that demonstrate expertise and trustworthiness through diverse, high-quality information.

In a nutshell: 

Ardalan Law’s success shows how focusing on what clients need and the right keywords can bring in business. Your firm can do the same by creating helpful online content and a website that positions you as the expert.

Example 2 – David M White law firm 

And here’s what stood out for us with this example: 

1. Specific Long-Tail Keyword Targeting

The focus on “Understanding Bail in Texas” targets a niche audience, increasing relevance for specific searches. This resulted in the firm ranking as the highest organic result and winning the Google Snippet: 

2. Practical, Question-Driven Content

The article directly answers common questions about bail, addressing real-life scenarios, making it highly valuable for users.

3. Prominent Call to Action

The “Contact Us” CTA section is placed high on the page, encouraging immediate engagement from future clients.

Internal Linking Strategy

The article also includes links to other relevant pages within the website, improving site navigation and distributing link equity.

In a nutshell: 

We believe the hyper-focused long-tail keyword is doing the heavy lifting here, especially on an established law firm website. For your firm, this demonstrates the value of targeting niche legal topics to draw in those seeking specific expertise.

A well-optimized blog post can be a powerful tool for attracting new clients. In fact, 85% of all blog traffic comes from organic search: 

But don’t expect overnight success. Only 5.7% of pages rank in the top 10 search results within a year of publication. So, be patient, consistent, and focus on creating high-quality content.

Pro Tip: Most people skim blog posts, with only 27% consuming them thoroughly. So, make sure your posts are scannable and easy to read. Use headings, subheadings, bullet points, and visuals to break up the text.

Website Content 

Here are a few key elements of a successful law firm website:

Homepage

This is your first impression, so make it count. Your homepage should have a clean design, clear messaging, and easy navigation. It should also be optimized for search engines and conversions.

Here’s five reasons this Homepage from law giant Morgan & Morgan has hit a home run: 

1. Strong Headline: Morgan & Morgan uses a clear, bold headline (“America’s Largest Injury Law Firm”) to communicate expertise.
2. Prominent Call to Action: The “Free case evaluation” CTA is large and above the fold, encouraging immediate action.
3. Easy Contact Form: The contact form is concise, with minimal fields, making it quick and easy for visitors to submit inquiries.
4. Credibility Indicators: The “As Seen On” section features logos of major news networks, building credibility and trust.
5. Multiple Contact Options: In addition to the contact form there’s a phone number and a text option – this covers all bases (and demographic preferences). Baby Boomers (those aged between 61 to 79 years old), for example, might prefer to call and speak to their lawyer instead of emailing them. 

Think about what you want visitors to do when they land on your homepage:

• Do you want them to contact you for a consultation? 
• Download a free guide? 
• Learn more about your practice areas? 

Remember, 75% of lawyers consider their website to be their most valuable marketing tool. So, make sure yours is working hard for you.

To give you a good start, here’s a homepage template that we’ve found works for our clients:

Practice Area Pages

These pages provide detailed explanations of each service you offer. Visitors want to know what types of cases you handle before contacting you. 

In fact, a survey found that 72% of clients prioritize knowing the types of cases a law firm handles before contacting them.

Here’s another template for practice-area pages that we’ve found works for our clients:

About Us

This section introduces your firm’s history, mission, and values. Sharing your firm’s story can build confidence and credibility.

A well-written About Us page should reinforce why your firm is qualified to handle legal matters and how it stands out.

Here’s a real-world example from the Jack Man Firm:

Attorney Profiles

Attorney profiles allow visitors to learn about individual lawyers. They should include background, education, and areas of expertise.

In fact, our research found that 77% of clients rank a lawyer’s experience and credentials as the most important factors in their hiring decision: 

Premium Content (Lead Magnets)

A lead magnet is a bit like a sample at a grocery store. It gives people a taste of what you offer (legal expertise) and makes them want to buy more (hire you).

A study by GetResponse found that lead magnets have a success rate ranging from 5% to 24%, depending on the medium. Video was the most successful method, with a 24% conversion rate.

For example – like Rafi Brown Stokes did here – you could offer a video webinar on a life skill everyone needs, in this case negotiation skills: 

But don’t discount the written word. It was the second most successful method in that GetResponse study, with an almost 23% conversion rate. So – with that in mind – ebooks, white papers, and guides are still great options for lead magnets.

Here are a few more examples of lead magnets that law firms can offer:

• Ebooks: “2024 New York Estate Planning Guide”

• White papers: “The Complexities of International Trade Law”

• Webinars: “How to Protect Your Assets from the Expenses of Probate and Long-Term Care”

• Checklists: “Checklist for Preparing a Prenuptial Agreement”

As we’ve seen it firsthand with our own clients, lead magnets are a valuable tool for any law firm looking to grow its business and attract new clients. 

It’s win win really, your prospective client gets free value and you get their email address (and hopefully their future business too). 

Videos

You’re a busy lawyer, and a well-made video on your website can handle those repetitive legal explanations – freeing you to focus on each client’s unique needs. 

Did you know? Visitors spend 1.4 times longer on pages with video.

And short videos (under 10 minutes) get 2.5 times the engagement.

Here’s how video can work for you:

Start with your website. A welcome video on your homepage sets the tone and we like how the Washington Law Center did it here: 

Here’s the video they have used on their homepage:

For social media, share helpful content on YouTube and LinkedIn. For example – Forman & Associates have their highly successful “DUI Guy” YouTube channel: 

Client testimonials (with signed releases) build trust. The Debt Lawyers embedded theirs on their website here: 

And in your email marketing, video links in newsletters grab attention, and a video series on a topic can nurture leads.

Pro Tip: Consider adding subtitles or closed captions via a simple to use app like Captions.ai. This makes videos accessible to a wider audience and improves SEO.

Social Media Content

A report from Hootsuite mentions that 71% of lawyers gain new clients through social media – so a strong online presence is key for legal professionals. Let’s explore how to make social media work for you:

LinkedIn

The top platform for lawyers, with 83% of firms using it. If you’re in the legal industry, being on this platform is a non negotiable.

Facebook

Still relevant for law firms, especially for local connections. But you really need to pay to play to have any impact on here. Just look at how low organic reach dropped on it for all business pages in 2024: 

Instagram & TikTok

Gaining popularity, especially for those targeting younger audiences. Just look at attorney Erika Kullberg, who has amassed over 9 million followers by sharing legal tips on TikTok: 

X (formerly Twitter): 

Our research found that – as of 2023 – a quarter of law firms use X to share insights and discuss legal news.

Content That Stands Out

Forget the usual clichés. Here are three fresh ideas for your law firm:

1. “Throwback Thursdays” with a Twist: Share historical legal documents or cases and connect them to current issues.
2. “Legal Hack” Series: Share quick tips on legal topics like writing a will or understanding contracts.
3. “Behind the Gavel” Interviews: Interview judges or other legal professionals to give your audience a behind-the-scenes look.

Channels for Law Firm Content Promotion and Distribution 

But strong content alone isn’t enough. Without the right distribution, even the most well-crafted legal insights won’t reach the right audience.

Let’s take you through each channel – including some real world examples that caught our eye. 

Owned Media Channels 

When you control your own media channels, you control how your content reaches your audience. And while each channel plays its own part in building authority and keeping your legal clients engaged, they all work differently:

Website

Take your website for starters – and this might surprise you – almost 97% of pages get no organic search traffic from Google: 

Which means even your brilliant legal content stays invisible without solid SEO. 

The fix? Focus on the questions your clients actually search for and build comprehensive content around those specific topics.

Newsletters

Looking at newsletters, there’s a reason why – according to CMI – 71% of B2B marketers use them.

They’re perfect for sharing case updates, analysis, and law firm news that actually matter to your readers.

Podcasts

Meanwhile, podcasts have become a huge platform for marketers – with 47% of U.S. adults listening monthly:

Leading law firm White & Case understood this early – their “On the Record” series naturally connects them with a brand new audience: 

Webinars

As for webinars, it’s telling that 64% of B2B marketers ran them last year.

They’re particularly strong for breaking down complex law topics while maintaining that valuable direct connection with your audience.

Earned Media Channels

In the legal world, reputation is currency. And your owned media channels – website, blog, social media, email – are your firm’s mint. 

By controlling these channels, you shape the narrative surrounding your firm.

Media Relations and Press Releases

Think about using press releases – not just to announce news – but to really show big wins and important developments. If you can spot emerging legal trends and offer your attorneys’ insights to reporters, you’ll start to be seen as a go-to source for legal expertise.

Example: 

Here’s a look at how several law firms use press releases on NewsWire: 

Guest Posting on Legal Publications

Thoughtful guest posting offers a way to demonstrate your firm’s analytical prowess and industry-specific knowledge. Instead of rehashing recent case law, offer unique insights into how these decisions impact clients within particular sectors. 

Example:

Jasin Hanson of Chamberlain Hrdlicka did this for Bloomberg Law: 

And – in doing so – got his law company a valuable backlink from a major publication: 

Speaking Engagements and Conferences

Even with the best digital strategy, you still can’t beat face-to-face interactions. Attorneys might find valuable speaking opportunities at bar association events, industry conferences, and CLE seminars. 

Example:

Levin Papantonio Rafferty built its reputation on high-stakes mass tort cases, and Mike Papantonio turned that success into the Mass Torts Made Perfect conference – a bi-annual event attracting over 2,100 participants from more than 700 law firms.

By running this conference, Papantonio brings in lawyers, litigation funders, and referral partners who help drive the cases his firm takes on. 

We think it’s a very shrewd and clever move that expands Levin Papantonio Rafferty’s reach and keeps business flowing.

Awards and Recognitions

Don’t think of awards as being vanity plates for your firm, but rather a clear signal of competence, a way to build trust with prospective clients. Displaying these accolades on your website, in email marketing, and across social media is a smart move.

Example:

Jones Day’s “Practice Group of the Year” award from Law360 gives a strong signal of their expertise in Appellate and Bankruptcy work: 

Paid Media Channels 

Your marketing budget is valuable – every dollar must work harder than a first-year law associate pulling an all-nighter to meet a deadline. 

Here are some successful strategies that worked for us to drive targeted traffic to website content: 

PPC

Pay-per-click advertising can generate many leads, but only with a smart strategy. We’ve proven this by helping over 100 law firms build PPC campaigns that deliver results, such as 10-11% conversion rates for immigration law firms. 

Good PPC also delivers leads and saves money. For example, we helped family law firms lower their cost-per-lead to $105-$115 through precise keyword targeting and better landing pages.

In addition, our research unearthed some interestings stats: 

• 58% of all legal traffic originates from paid search. 
• 97% of lawyers indicate that advertising costs are a significant challenge.
• 75% would increase PPC spending if larger budgets were available. 

Targeting

If – for example –  you’re an estate planning lawyer in Chicago, you don’t want to waste your money showing ads to people searching for ‘divorce lawyers.’ You need to hone in on keywords like ‘estate planning attorney Chicago’ or ‘will and trust lawyer Chicago.’ 

You can even use PPC to promote your upcoming webinar on ‘Estate Planning Essentials for Seniors’ to reach the right audience at the right time.

The Power of Precise Targeting

Precise targeting is the key to controlling costs. For example, by concentrating on particular locations and practice areas, we’ve achieved average Cost-Per-Clicks as low as $5 for estate planning lawyers in Knoxville, TN.

Know Your Client

To really nail your targeting, you need to get crystal clear on who your perfect client is:

• Where do they live? 
• What are their legal needs? 
• When are they most likely to be searching for a lawyer like you? 

Answer these questions, and you can create ads that speak directly to their needs. At La Grande, we look beyond basic demographics; we analyze why people search – are they researching, finding a firm, or ready to hire?

Local Targeting

For many lawyers, a strong connection with their local community is vital, here’s some key strategies for maximizing local reach we use at LaGrande:

1. Google’s Local Service Ads (LSAs): These ads appear above standard search results, putting you right in front of people looking for your services. Because LSAs link you directly with people actively searching for your services in your specific area, they’re a remarkably cost-wise use of your budget. Plus, you can earn a “Google Screened” badge, building immediate trust.
   
2. Precise Geo-Targeting: Within your PPC campaigns, we can target specific cities, zip codes, or even a defined radius around your office. This level of focus prevents wasted ad spend on those outside your service area, and it lets you adjust your bids based on how competitive different locations are.
   
3. Competitor Monitoring: Strategic targeting isn’t limited to location. We closely monitor your competitors’ ad positioning and bidding; this allows us to fine-tune your campaigns, maximizing impact and keeping you one step ahead.

Example: 

If you’re a family lawyer in suburban Atlanta, consider geofencing specific counties where your ideal clients live, like Cobb or Gwinnett: 

Ad Copy: Ditch the Legal Jargon, Speak Human

No one wants to be bombarded with stuffy legal terms and cheesy clichés. Instead, write ad copy that speaks directly to your clients’ worries and concerns.

• Drop this: “Experienced Family Law Attorney”
• Try this: “Going Through a Divorce? We Can Help You Protect Your Kids and Your Assets.”

Track Your Spending

Just as you’d relentlessly gather evidence and refine your arguments in court, track every detail of your campaigns, using that data to secure your desired verdict – signed clients.

For example: personal injury ads might cost you $200 per lead, but if each case brings in $10,000, that’s a very strong return on your investment.

Social Media Advertising

Social media can be a goldmine for your industry – one study found that as many as 71% of lawyers get leads from social media. 

Beyond client outreach, firms can use paid ads to promote checklists, webinars, and eBooks to the right local audience. 

Here’s some examples of how we’d create a strategy to do this for our clients: 

Facebook Ads

A disability benefits lawyer in Boston could offer a “Social Security Disability Approval Checklist” to Massachusetts workers. This helps them prepare their claims while keeping the firm in mind if they need representation.

LinkedIn Ads

A business litigation firm in Dallas might promote a webinar on “Avoiding Lawsuits in Vendor Contracts” to small business owners in Texas. Targeting people with titles like “Operations Manager” or “Business Owner” ensures the content reaches those responsible for company legal matters.

YouTube Ads

An estate planning attorney in Atlanta could create a short video series on “Top 5 Estate Planning Mistakes in Georgia,” running ads for people searching for terms like “wills” and “trusts” in Fulton County.

Instagram & TikTok Ads

An employment lawyer in Los Angeles could promote a free eBook titled “Do You Really Have to Work for Free? A Guide to Unpaid Internships and Workers’ Rights.” Targeting Gen Z users interested in job hunting, workplace rights, and career advice ensures the ad reaches those most likely to need legal guidance.

Sponsored Content

Want to get your name out there? Try sponsoring content.

Here are two ways we’d do it: 

• Option 1: Team up with a local news site to sponsor articles about legal topics related to your practice area.
• Option 2: Secure a prominent listing in a reputable online legal directory. With some directories – like Avvo – you can pay to be listed above the organic results: 

Retargeting Campaigns: Reel Them Back In

Ever browse a website and then see ads for it everywhere you go online? If someone visits your website but doesn’t get in touch, you can use retargeting ads to remind them you’re there. 

Stand out stat: Our research and first hand experience has found that these retargeting ads have a click-through rate 10 times higher than regular display ads. So it’s something we’d definitely recommend for your campaign. 

Social Media Distribution

As a lawyer, you understand the power of communication. Social media provides new ways to interact with clients and colleagues.

LinkedIn

With 77% of law firm owners calling it their top marketing platform, LinkedIn is where you can engage with other professionals and demonstrate your legal knowledge. Sharing insightful articles or participating in relevant discussions can establish you as an expert and attract clients.

Trending Post Example: 

Lawyer Mitch Jackson wrote a very timely post about AI and its possible impact in his industry. 

X (Twitter)

33% of law firms already use Twitter to promote their services – so why not join them? Consider using it for sharing quick updates, joining legal discussions, and posting industry news.

Trending Post Example: 

Attorney Rilee Harrison got over one thousand reactions by showing the relatable side of his industry: 

Facebook

Did you know: over half of law firms (57%) use Facebook daily? This platform is ideal to engage with your community, share client testimonials, and interact with local audiences.

Trending Post Example: 

The Empower Wills and Estate firm had a huge response to this post – with over 1,500 interactions. What’s even more impressive is it wasn’t boosted or sponsored – so it clearly struck a chord with people. 

This post worked because it spoke directly to real concerns – inheritance disputes, will contests, and family tensions. It posed direct questions that people worry about, then offered a clear next step: a blog post with real legal guidance. 

Pro Tip: If you want your firm’s content to bring in more cases, you could use the same approach.  Tap into common legal anxieties, keep your social media posts brief but compelling, and then guide readers to your website for deeper insights and an easy way to get in touch.

Instagram

With 90% of its users following at least one business profile, Instagram is a great platform for visually telling your law firm’s story and reaching a wider audience.

Trending Post Example: 

Law By Mike is trending again on Instagram with one of his “answering relatable questions for the everyman” videos.

This one – where he answers “What to do If you’re left with the bill?” – has a very impressive 355k views in less than 10 hours.

View this post on Instagram

A post shared by Mike Mandell | Lawyer (@lawbymike)

YouTube

Since 79% of people looking for legal information online prefer YouTube for video content, consider creating explainer videos, client testimonials, or even recordings of webinars.

Trending Post Example 

And the Legal Eagle channel answered the contemporary question of “Is it legal to ban Tik Tok?” and racked up almost 2.2M views in doing so.  

Note: We go into this topic in much more detail for you in our “Social Media Marketing Strategies for Lawyers & Law Firms” guide – including more real-world law firm examples.

Content Syndication and Aggregation 

Want to get your content in front of more eyes? Content syndication and aggregation can help.

• Legal directories like Avvo can increase your visibility – 33% of lawyers use Avvo to improve their search visibility.
• Content syndication platforms like JD Supra and Lexology can broaden your reach – Lexology alone reaches 1.2 million people each month.

So, how can you make the most of these tools?

1. Legal Directories and Review Sites: Make sure your profiles are complete and up-to-date on popular directories. Encourage clients to leave reviews, and keep an eye on your online reputation.
2. Content Syndication Platforms: Share your best articles on platforms like LinkedIn and Medium to reach a wider audience. Many law firms also republish articles via networks such as PR Newswire or Business Wire, extending their reach to audiences on third-party sites.
3. Legal News Aggregators: Share your insights on platforms that curate legal news, like Law360 and Google Scholar.

Pro Tip: When syndicating your content, always link back to the original article on your website. This can help drive traffic back to your site and improve your search engine rankings.

Collaborative Content Promotion 

Think of this as like networking at a legal conference – but online. You can partner with other businesses, team up with legal influencers, and participate in joint webinars and podcasts.

• Co-marketing with complementary businesses can introduce you to new audiences.
• Legal influencer partnerships can help you reach engaged followers.
• Joint webinars and podcasts can provide shared expertise and build credibility.

Our research found that 93% of marketers agree that cross-team collaboration drives results, and a Meltwater study noted a 41% year-over-year increase in marketing and collaboration discussions.

So, how can you get started?

• Co-marketing: Partner with businesses that serve a similar target audience, such as financial advisors or real estate agents..

• Influencer Partnerships: Consider collaborating with legal influencers like Adam Juratovac, who has gained over 579K TikTok followers by sharing clear legal insights, to reach a wider audience.

• Joint Webinars and Podcasts: Participate in joint ventures to expand your reach and provide valuable content. Cox Media Group’s hybrid model, which unites General Counsel and Legal Operations teams, is a great example: 

Pro Tip: When collaborating with influencers, make sure you’re both on the same page about FTC guidelines – especially when it comes to disclosing any financial arrangements. This will help you avoid any ethical or legal headaches down the road.

Offline Promotion Channels 

Want to get out from behind your desk and meet people in person? Offline promotion can be a great way to build relationships and grow your practice.

Print Publications and Legal Journals 

Consider submitting a scholarly piece to the American Bar Association Journal or pitching an idea to them to be interviewed. 

The ABA Journal – first printed in 1915 and still published monthly alongside its online edition – offers a great opportunity to display your expertise and build credibility within the legal industry.

Example: Noella Sudbury of the Rasa Legal firm was prominently featured in a recent ABA edition as part of their Legal Rebels series. 

Local Community Events and Sponsorships 

Getting involved in your community can help you raise your profile. You could take inspiration from Talai Law Offices, who host free estate planning seminars for their community.

Networking Events and Bar Association Meetings

Face-to-face interactions can help you build relationships with other legal professionals. Consider attending the American Bar Association’s regular meetings (see below) or local events organized by your state’s bar association. 

And remember to bring your business cards!

Pro Tip: Consider hosting your own offline event – like a seminar on a legal topic relevant to your community. This can help you position yourself as an expert.

Key Steps to Create An Effective Content Marketing Plan for Your Law Firm

Law firms that bring in real cases structure their content around client needs, competitor blind spots, and a strategy that stays relevant over time. Here’s how we’ve seen firms succeed – who they reach, how they stand out, and what keeps their content driving results.

Understanding Your Target Audience 

Did you know: 72% of consumers ignore marketing that doesn’t feel relevant to them? 

For lawyers, that means generic messaging won’t cut it – your content needs to match what your clients actually care about.

Conducting Audience Research

A clearer picture of your audience comes from real data, not guesswork. Some tools are designed specifically for law firms, while others help track general audience behavior.

1. Legal CRM Systems – LexisNexis InterAction tracks your law client relationships, mapping out communication trends, referral sources, and common case types. 
2. Client Feedback Software – Client Savvy collects structured feedback, helping firms assess client satisfaction without relying on one-off comments or reviews.
3. Website Analytics – Google Analytics and Ahrefs Webmaster Tool break down who’s visiting your site, where they’re coming from, and what content keeps them engaged.
4. Social Media Analytics – Brand24 and Brandwatch track content engagement and online discussions, offering a broader look at audience interests and trending topics.

Putting it into Practice

Buyer personas turn raw data into a clear picture of your ideal client.

Example:

A family law attorney’s ideal client might be a 35-year-old teacher, married with children, facing divorce or custody disputes. Protecting assets and ensuring stability for their kids could be top concerns. They’re likely scrolling through Facebook, Instagram, and parenting forums, looking for guidance through blog posts and videos.

Pro Tip: 

For a structured way to build detailed buyer personas, tools like HubSpot’s Make My Persona help map out demographics and behaviors into something useful.

Analyzing Your Law Firm Competitors

Competitor analysis sharpens your content strategy and there’s plenty of powerful AI driven tools to help you: 

1. Identify Content Gaps – Use Harvey.AI to assess case law depth in competitor blogs.
2. Track Social Engagement – Use the aforementioned Brandwatch to analyze which legal topics gain traction.
3. Compare SEO & Keywords – Use Ahrefs’ Content Gap Tool to spot ranking gaps.
4. Assess Contracts & Drafting Trends – And use Robin AI to review publicly available legal agreements.

Key Questions to Ask When Auditing Competitor Content

• Which firms compete for your target clients?
• What topics do they cover, and what’s missing?
• How well do they rank for legal searches?

Pro Tip: Competitors often produce blatantly AI generated, surface-level content. Find where they lack depth and publish more detailed, client-focused insights to stand out.

Setting Clear Goals and Objectives

As a lawyer, you’re all about achieving results and content marketing should be no different. Setting SMART goals works the same way as drafting a strong legal brief – it gives your content marketing a clear direction.

Here’s how:

Specific

“Get more clients” is vague. Whereas “Increase website traffic from relevant legal searches by 15% this quarter” – that’s a targeted goal.

Measurable

You can’t hit a target you can’t see. “Generate 5 qualified leads from legal blog posts each month” – that’s measurable progress.

Achievable

Don’t aim for the moon if you can barely reach the courthouse steps. Start with achievable wins and build from there.

Relevant

If you’re a personal injury lawyer, your content shouldn’t be about intellectual property law. Stay focused on your practice area.

Time-bound

Deadlines keep you on track. “Publish one in-depth legal article per month” – consistency builds a case for success.

Key Questions to Consider

Before drafting your content strategy, ask yourself:

1. What’s the legal objective?
2. How will you measure success?
3. What are your KPIs?
4. Does your content strategy support your overall business goals?

Setting clear, SMART goals keeps your content focused. A well-defined content strategy will help you reach your target audience, establish expertise, and achieve your business objectives for your law firm

Developing High-Quality Content 

Consider your content as the judge and jury of your online reputation. It ultimately determines how your firm is perceived by the public and the legal community.

Accuracy and Ethics

You know accuracy matters in everything you write. Keep your sources clean and stick to the advertising rules. Mistakes kill credibility.

Clarity and Accessibility

Lawyers can talk about complex statutes to each other, but clients need plain English. 

Take the term “adverse possession” for example. 

It will chime with very few of your clients when it’s phrased like that. But they will understand when you tell them “Yes, your neighbor can legally take part of your yard if their fence has been on your property since 2010 and you never complained.”

Content Formats

Here’s what we’ve seen work:

• Blog posts when new cases drop
• Articles answering common questions
• Good old-fashioned legal guides
• Webinars for the full explanation
• Social media for sharing legal insights and updates

In addition, keep in mind how visually driven many people are and how short attention spans can be these days. 

Here are two options we love using for clients – including real-world examples: 

Videos – perfect for visual learners

Infographics showing how legal processes work are also a great idea. Tools like Venngage will let you edit an infographic like this: 

Content Creation Checklist

And remember, before you hit “publish”:

• Will someone learn something useful?
• Are the facts bulletproof?
• Could a non-lawyer follow this?
• Would another lawyer respect this?.

Optimizing Content for Search Engines (SEO) 

Legal SEO works differently than other industries. While a pizza place can rank for “best pizza near me,” you’ll need more finesse to connect with someone searching at 2 AM about their upcoming custody battle.

What Actually Works

• A worried parent types, “can my ex take my kids out of state” – your content should answer this exact question
• Someone searching “bankruptcy lawyer atlanta reviews” wants proof you’ve helped others like them

A Real Example That Converts

Brown and Crouppen rank #1 for “workers comp settlement amounts” by showing real case results: 

SEO Best Practices 

• Your title tag, “Atlanta Divorce Lawyer | Child Custody Cases | Sarah Smith Law” tells Google exactly what you do
• A meta description like “Helped 100+ Atlanta parents keep custody rights. Free consultation – 20 years experience” gets clicks
• Headers matching questions like “How Much Does a DUI Lawyer Cost in Texas?” mirror how people actually search

Pro Tip:  Our research found that an increasing amount of searches start with questions. So try to write like you’re explaining things to a client.

Promoting and Distributing Content 

Strong legal content only works if the right people see it. Business owners, in-house counsel, and industry peers aren’t scrolling aimlessly – you need a clear plan to reach them where they already are.

How to Get Your Content in Front of the Right Audience

We’ve already covered many of the key distribution channels – your website, social media, email marketing, and legal directories. Now, let’s refine it for you with some modern AI helpers: 

• Match Content to Search Behavior – Surfer SEO analyzes legal search trends, helping you structure content around real client queries.
• Post When Engagement Peaks – Shield tracks LinkedIn activity, showing you when legal professionals interact most.
• Repurpose Content for Multiple Formats – Lumen5 converts blog posts into short videos suited for LinkedIn and YouTube.
• Stay Within Marketing Compliance – While no tool focuses solely on legal advertising, IBM Watson Regulatory Compliance can track regulatory updates affecting law firm marketing.
• Optimize Email Marketing – ActiveCampaign personalizes your law firm’s email campaigns with AI-driven automation and predictive insights.

Expanding Your Reach

AI tools also help law firms focus distribution efforts where they matter most.

1. Where Are Legal Audiences Most Active? Lex Machina pinpoints where legal professionals and clients engage with industry discussions. (This is different to our previously mentioned LexisNexis InterAction, which focuses on client relationship tracking)
2. Which Platforms Work Best for Your Practice? Bloomberg Law AI Assistant identifies trending legal topics across different digital platforms.
3. Are You Maintaining Client Engagement? CoCounsel by Thomson Reuters drafts structured email updates for client retention.
4. Are Your Legal Articles and Guest Posts Solid? Clearbrief verifies citations and case law before submission. In a world with an increasing amount of Chat GPT babble, tools like this are more important to you than ever. 

Measuring & Analyzing Law Firm Results

In our experience, here are some of the metrics that matter the most for law firms.

Case Inquiries from Content

How many prospective clients contact your firm after reading a specific blog post, visiting a service page, or downloading a resource? A family law firm, for example, might track inquiries after publishing an article on “Understanding Prenuptial Agreements.”

Client Acquisition Cost (CAC) per Practice Area

What does it cost to gain a new client in each practice area? A business law firm could compare the CAC for contract disputes versus mergers and acquisitions.

Lead Conversion Rate by Content Type

Which content formats are most productive at converting leads? A real estate firm might find video testimonials have a higher conversion rate than written case studies.

Analyzing Your Success 

To measure these metrics, these tools and techniques are helpful:

1. Google Analytics 4 (GA4) with Custom Dimensions: Use custom dimensions to track the specific practice area associated with each website visit or lead. This allows a criminal defense attorney to analyze website traffic related to specific charges, like “DUI” or “drug possession.”
2. Google Search Console: Monitor keyword rankings. An immigration law firm should track keywords like “visa application,” “deportation defense,” or “family-based immigration.”
3. Legal-Specific CRM: A CRM (like Clio or MyCase) tracks leads from first contact to signed agreements. A personal injury lawyer can use this to see how many website form submissions turn into signed clients.

Pro Tip: Don’t just track what content drives traffic; analyze why it converts. Is it the specific legal topic, the format (e.g., FAQs, white paper), or the call to action? Understanding the “why” allows you to create content that directly addresses client needs and generates more billable hours.

Content Strategy and Maintenance 

Do you remember Sarah at the very start of this guide? Each step of her search for legal help was shaped by the content she found. Law firms that structure their content the same way stay visible when it matters most.

A structured content strategy includes:

1. Topics that match common legal concerns at every stage.
   Example: A white-collar defense firm might publish content explaining federal fraud charges, helping executives understand potential penalties and legal defenses.
2. Formats like blog posts, case studies, and FAQs that guide decisions.
   Example: A medical malpractice firm can use case studies to highlight past verdicts, helping claimants understand the strength of similar cases.
3. A publishing schedule that keeps content fresh and relevant.
   Example: A real estate law firm handling commercial lease agreements must update content as new local regulations impact tenant and landlord obligations.
4. Regular updates to ensure legal information stays accurate.
   Example: A tax law firm publishing content about deductions must revise it annually to reflect IRS updates and prevent misinformation.

Law firms are already prioritizing this approach:

• 54% of law firms publish legal articles on their site, showing that written content is a key client resource. 
• 64% of firms are increasing their budget for website optimization, proving that content maintenance is a long-term priority.

Maintaining Momentum

Law firms don’t lose visibility overnight – it happens when content sits untouched, outdated, or inconsistent. Even firms with strong strategies see traffic and engagement drop when publishing slows down. 

In fact, 58% of legal firms have already experienced this issue firsthand. 

Here’s how we prevent that decline with a structured, ongoing approach:

1. A content calendar prevents publishing gaps and maintains visibility.
   Example: A securities law firm that updates content on insider trading regulations before major legislative changes can attract high-intent traffic from businesses seeking compliance guidance.
2. Covering every stage of the client journey builds trust and engagement.
   Example: A civil rights attorney can publish content covering the entire process, from “How to File a Discrimination Complaint” (awareness) to “What Happens in a Civil Rights Lawsuit” (retention).
3. A steady publishing schedule strengthens SEO rankings over time.
   Example: A trust and estate law firm that consistently publishes content on probate disputes can build authority in niche legal searches, driving long-term traffic.

Pro Tip: Did you know 29% of law firm websites gained clients through blogging? Consistently updating content ensures it remains relevant and visible, leading you to real case inquiries. 

Tips for Successful Law Firm Content Marketing

Let’s wrap up with 8 key content strategies that will keep your law firm visible and relevant.

1. Audit and Plan – Review existing content before creating new material.
2. Repurpose and Diversify – Turn blogs into videos, infographics, social media posts, or case studies.
3. Use Strong CTAs – Guide readers toward inquiries or consultations.
4. Optimize and Promote – Improve SEO while sharing content across multiple channels.
5. Maintain Consistency – Use a style guide for a uniform voice and structure.
6. Stay Current – Update content with new laws, cases, and rulings.
7. Keep it Clear – Use accessible language without sacrificing credibility.
8. Outsource When Needed – Use professionals if time or resources are limited.

The Bottom Line

As we’ve seen, successful law firm content marketing follows clear, proven principles:

• Win clients before they need you – Structure content for each stage, from awareness to advocacy.
• Make your expertise count – Create authoritative content across blogs, video, and premium resources.
• Get found where it matters – Combine owned, earned, and paid channels strategically.
• Write for humans first – Clear language and real answers beat legal jargon.
• Track and measure results – Focus on inquiries, costs, and conversions by practice area.

We’ve partnered with over 100 law firms nationwide, turning their expertise into content that commands attention and converts clients. 

From personal injury to estate planning, from immigration law to workers’ compensation – we’ve seen firsthand how our strategies translate into real growth for our clients.

Contact us today, and let’s build your content online as meticulously as you build your arguments in court.