Content Optimization for Lawyers

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Whether someone is searching for an interesting new recipe or needs information about a pressing legal question, they’re most likely going to turn to the internet for answers. According to HubSpot, 88% of consumers turn to search engines to answer their questions online.

This is why content plays such a vital role in search engine optimization (SEO).

As an attorney, organic search remains the best way to generate valuable traffic for your practice, satiate users’ curiosity, and connect with potential clients. However, to do that, you need a well-rounded content optimization strategy that helps you earn and retain a top spot on search engine results pages (SERPs). 

Join us as we explore law firm content marketing and content optimization strategies that you can use to get more out of the digital assets you publish. Let’s dive in. 

What Is Law Firm Content Marketing?

Content marketing is a digital brand-building strategy that uses relevant and valuable assets like images, text, and video to connect with and retain a specific audience. It’s an inbound marketing strategy designed to present your target customer base with educational, informative, or entertaining content. 

The most basic form of law firm content marketing is blogging. This involves publishing written content that is educational, not salesy. However, your landing and service pages, the “About” section on your website, and all other written materials also fall under the umbrella of content marketing.  

Audio clips, videos, and images are also critical components of your law firm’s content marketing strategy. Ideally, you need to use a mix of complementary content and publish it across multiple platforms, such as your website, paid ads, and social media. 

The goal is to maximize your reach and visibility while simultaneously connecting members of your target audience with relevant information. 

Whether someone needs to hire you as an attorney or simply has a legal question related to your practice area, you should have some content to accommodate them. By building out your content library, you can establish your authoritativeness, increase your organic ranking, and generate quality leads. 

Why Is Content Important for Law Firms?

Digital content, such as landing pages, blogs, and social media posts, helps your law firm be more visible and accessible to potential clients who are increasingly relying on online searches to find legal services. Additionally, producing great content will showcase your experience and well-roundedness as an attorney.

Content optimization for lawyers also maximizes client engagement and education. This is especially true when you are presenting clients with free, useful, and relevant information. They can use this information to educate themselves on important topics and, when necessary, seek out legal advice.

Content creation plays a key role in your branding and marketing strategy. Through target digital content, you can increase your ranking on search engines like Google and become more visible in relevant queries. Moreover, digital content acts as a sort of calling card for your law firm, conveying your style, professionalism, and brand voice.

Perhaps most importantly, content marketing gives you a competitive advantage. You can highlight unique selling points, showcase the results you’ve achieved for past clients, and increase the odds that potential customers will find you when searching for the services you provide.

What Types of Law Firm Content Should You Create?

Content optimization isn’t about creating great individual pieces of content. If you want your content marketing strategy to support your growth goals, you need a holistic approach that leverages multiple types of complementary content. Here are a few types of content you need to add to your marketing mix. 

Practice Area Pages

Practice Area Examples - Practice Area Examples - Above The Bar

Practice area pages are the foundation of your digital presence. You need a separate practice area page for every service you focus on. For instance, if you are a family law attorney, your practice area pages might include:

  • Divorce
  • Child custody
  • Child support modification
  • Contested property issues

Additionally, you should create a unique practice area page for each city you serve. Let’s say you work in Hillsborough County, FL. In this instance, you should have a separate practice area page for Tampa, Brandon, Riverview, and any other major cities you serve. 

Doing this will help you connect with users who share their location when searching for services. 


Service and landing pages are meant to showcase the depth of your offerings and encourage prospective clients to connect with your firm. Conversely, blogs are designed to be educational and informative. While it’s acceptable to include a call-to-action (CTA) in your blogs, minimize the sales-oriented language and stick to an educational tone.

When creating your blogs, target keywords that align with your services and the intent of user queries. This increases your odds of ranking highly on SERPs and generating quality organic traffic. 

Also, make sure to pack your blogs with informative content, but don’t reveal too much. Share just enough to incentivize readers to book a consultation. 

Case Results

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Publishing case results is a great way of demonstrating the value you provide to clients. It’s one thing to tell prospective clients how good you are at your job; it’s another thing to show them with quantifiable data.

For instance, if you operate in personal injury law, you could create case studies showcasing some of your biggest settlements. Providing clients with hard numbers is more powerful than conjecture and can encourage them to book a consultation. 


Over 50% of marketers consider visuals to be a critical part of their content marketing strategy. While video is best, images are still a powerful tool for increasing engagement and retaining the attention of your audience. 

That said, don’t bombard consumers with images. Instead, use a more nuanced approach. A few high-quality images will elevate your blogs, and one well-chosen visual aid will increase the impact of your social media posts. 


Infographics are a great way of presenting lots of valuable data points in a short, digestible format. Publishing infographics on social media or sharing them in email marketing campaigns can help you showcase your skills and the results you’ve achieved for clients.

Infographics are also an excellent tool for educating readers about an important issue. For instance, if you focus on car accident-related injuries, use an infographic to share car accident data about the area you serve. You could highlight the total number of crashes in the past year, accidents involving injuries, and fatal incidents. 


According to Statista, YouTube, Facebook, LinkedIn, and Instagram are the most popular video marketing platforms worldwide as of late 2022. During a survey conducted among marketing professionals, researchers found that 90% of respondents were using YouTube for marketing, 86% were leveraging Facebook, and 79% were using both LinkedIn and Instagram.

If you want to snag the attention of your target audience and attract more clients, video is the way to do it. While you still need text-based content, adding video to the mix will take your marketing strategy to the next level. 


Testimonials are a powerful form of social proof that illustrates your skills and efficiency as an attorney. Prospective clients love hearing from those you’ve helped, as it demonstrates what’s possible by partnering with your firm.

As you wrap up cases with existing clients, ask them to provide you with a testimonial. If they are up for it, obtain a video testimonial, as this is the most powerful content format. However, written reviews and testimonials are very effective, too. 

How to Optimize Your Law Firm Content

Once you’ve created a content marketing strategy and identified the types of content you want to produce, it’s time to optimize. Here are some factors to consider.

Heading Structure

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Your headings need a logical structure. They also need to be eye-catching and relevant to the content underneath them. The goal is to make your content both engaging and skimmable, as 73% of readers will skim your blogs. 

In general, you should aim for a header or subheader for every 100 words of content. If you are diving into a complex topic, it’s acceptable to exceed 100 words for a single header. However, try to avoid huge chunks of text and make sure to keep paragraphs short. You can also break things up with bulleted or numbered lists. 

Long Form Content

Many blogs can be short and snappy. However, you need to publish long-form content as well so that readers can dive deep into more complex legal topics. Many websites use a pillar and branch method to structure their content.

Under this method, you create a long-form blog that ranges from 1,500 words to 3,000 or more. Then, you unpack specific subtopics covered in the core blog using shorter content, which usually ranges from 500 to 1,000 words. You can have as many branch posts as needed, but limiting yourself to 3-5 per pillar posts helps keep each piece of content focused. 


Don’t limit yourself to a single type of media. Combine multiple formats to increase the reach and impact of your content.

The most common approach is to combine photos or infographics with blogs. You can also embed videos into your blogs or service pages. For instance, you might want to embed some testimonial videos into your “Reviews” page. 


When creating service, landing, and blog pages, you have to target the right keywords. Make sure the keywords align with user search intent and the theme of the content. 

However, don’t just spam the content with keywords, as it will diminish the user experience. Google and other search engines penalize you for keyword spamming, too, meaning you’ll fall in the rankings. 


Geotargeting is the process of including location-specific keywords in organic content. For instance, you might include terms like “Divorce attorney near me” or the name of the city you work in, followed by keywords relevant to your practice area. 

When running ads, geotargeting involves customizing where your ads are displayed. Depending on your platform, you can run ads targeting specific neighborhoods, demographics, and more. 

Showcase E-E-A-T

Experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) are part of Google’s search quality guidelines. Apply these concepts when creating your content to ensure it aligns with Google’s quality standards.

Regardless of what type of content you are creating, it should demonstrate your experience. You should also showcase your authoritativeness and trustworthiness by supporting your claims with reputable third-party links, testimonials, case studies, and factual evidence. 

Content Refreshes

Creating content is hard work. It would be a shame to toss high-performing content to the side once it’s lost its appeal to audiences.

This is where the content refresh comes in. It’s a popular concept that involves giving existing assets a facelift. For instance, let’s say that you published a guide on child custody laws in your own state. The guide performed great, but it was published in 2022 and isn’t generating much traffic these days. 

Content like this is a perfect candidate for a refresh. Come up with a snappy new title that includes the current year, make some adjustments to the content and layout, and re-publish it. 

Monitor Content Performance

Content marketing isn’t a set-it-and-forget-it process. You must continuously monitor your content and measure its performance. As content ages, it’s normal for it to generate less traffic. However, new content should generate a healthy amount of traffic. 

If a piece of content is underperforming, use analytics data to find out why. Did you target the wrong keyword, fall in the rankings, or misunderstand your users’ search intent? Once you determine what is leading to underperformance, you can pivot. 

Don’t just look at the performance of individual pieces of content. Consider the overall performance of your content marketing strategy. Look at big-picture metrics like site traffic, leads generated, and click-through rate. These data points will tell you if your firm is trending up or down in terms of visibility and reach. 

Get Noticed With Great Content 

Winning the content race isn’t easy, but it’s vital if you want to grow your practice and expand your reach. Fortunately, you don’t have to embark on this marketing journey alone.

Many leading law firms leverage third-party content marketing services to get noticed and accelerate their climb to the top of the rankings. 

Whether you are new to content marketing or need to retool an existing strategy, bringing in experts who understand the nuances of content optimization for lawyers is a great way to get noticed. Before you know it, you’ll be onboarding new clients, taking on exciting cases, and hitting your growth milestones.

All SEO For Law Firm Chapters

SEO For Lawyers: A Beginners Guide
Chapter 1
Google Ranking Factors For Law Firms
Chapter 2
Link Building For Law Firms
Chapter 3
Content Optimization For Lawyers
Chapter 4
Local SEO For Law Firms
Chapter 5
Keyword Research For Law Firms
Chapter 6
On Page and Off Page SEO for Lawyers
Chapter 7
Tracking and Monitoring SEO Results
Chapter 8
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