Rank in the most competitive legal vertical.
Get leads from those seeking defense.
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Scale leads from people seeking financial help.
Capture demand with the highest intent.
By Cesar Cobo | on Feb 1, 2024
You’re already aware that content is an important piece of the digital landscape for your law firm.
…but do you really know what “content” means or how it applies to your practice?
If you’re like our 100+ other law firms clients, you probably don’t (and that’s ok).
In this guide, we’ll cover absolutely everything you need to know about structuring, formatting, distributing and optimizing law firm content to boost visibility, engagement and lead generation.
Specifically, we’ll cover:
Let’s dig in…
Far too often, attorney web content aims to accomplish the wrong goal entirely.
Law blogs meant solely for industry thought leadership. Pages showcasing achievements more appropriate for legal award submissions. Content better suited to impress prospective hires than clients.
Here’s the golden rule when it comes to creating SEO content:
Tailor your messaging and topics specifically to what searchers are looking for when they land on your pages.
Call it searcher intent, call it demand fulfillment. If your content doesn’t satisfy the informational needs and expectations behind common legal queries, visitors will quickly bounce to competitors who do.
You must also carefully guide website visitors further down the marketing funnel towards becoming leads and clients.
Someone searching for advice after a car accident has different needs and readiness than a searcher exploring average car accident settlement amounts in their state.
Your content presentation, calls-to-action, and pathway through the site should adapt accordingly.
As part of their official quality rater guidelines, Google specifically calls out E-A-T: Expertise, Authoritativeness, and Trustworthiness.
These three factors evaluate the knowledge level, credibility, and transparency of page content when determining search rankings.
For law firms, optimizing content to improve E-A-T alignment means clearly communicating:
Expertise
Authoritative Content
Trustworthy Presentation
Pages rich in expertise, authority, and trustworthiness receive preferential treatment by Google’s ranking algorithm. But more importantly, they also convert visitors into clients at higher rates.
No one wants to hand over a complex, expensive legal case to an unknown firm with questionable qualifications.
With the expanding volume of web pages, search engines require improved methods to categorize site content by theme and relevance. This is where architectural approaches like content hubs and clusters play a crucial role:
Together, pillars and clusters create a strong foundation for your website’s SEO strategy. Not only do they help search engines better understand and categorize your content, but they also provide valuable information and resources for potential clients.
Effective law firm SEO involves creating a content ecosystem with two key structures: pillars representing main practice areas and locations, surrounded by interconnected clusters of subtopics that provide further depth and advice.
These main topic pillars serve as the foundation of the site. Often targeting geographic relevance as well, pages like “Philadelphia Family Lawyers” cover high-level legal categories.
These pages inform and persuade searchers on critical issues while linking out to supporting pages in specialized clusters.
Best Practices
The other key content type lives within blogs, guides and tools clustered around subcategories within each practice pillar. For example, a “Car Accidents” cluster may link out to pages on:
These clusters help attract visitors earlier through valuable queries and broaden topical reach.
Best Practices
Without this combination of conversion pages and informational hubs, law firms miss out on the full power of search visibility. Approach your website as an integrated content engine rather than a static brochure.
When developing content pillars, you want to focus on legal topics directly tied to your practice areas and service offerings. This will help attract targeted visitors interested in your services.
Ask yourself:
EXAMPLE:
A law firm website offers 5 key services:
These services form the foundation of the firm, and it’s crucial to pinpoint the core areas of expertise for each. In other words, we must identify the subjects that can attract potential clients for each service.
For example, to attract clients for our intellectual property services, we should determine the key aspects of intellectual property law that clients are interested in learning about and create content around those topics. Subjects like “patent registration” and “trademark protection” play a significant role in intellectual property services, so our content should center around them.
Creating a high-performance content machine is one thing. But optimizing based on real data is how law firms maximize SEO results.
Implementing analytics is crucial for continually improving website visibility and conversions. Specifically, focus tracking on three key areas:
Rather than “set and forget,” law firms must continually track performance data to isolate what content and acquisition channels work best. Then further optimize to maximize results.
Treat your website as a complex business system, perfected over time through meticulous measurement, testing and refinement. The data doesn’t lie — let it guide your path to more visibility, engagement and conversions.
Modern law firms must approach their website as far more than an online look book. Think of it instead as a specialized lead generation machine fueled by search visibility.
With practice area hubs attracting clients, supported by tailored content clusters capturing broad queries, you can systematically pull in prospective clients as long as optimizing for SEO remains central to your strategy.
Measure engagement and conversions diligently. Improve page content and funnel coordination continually. Stay tirelessly focused on searcher intent through every piece of content.
Do this, and your law firm will win more cases than competitors still treating their website as an afterthought or vanity project. Lean into SEO and let your content engine run full throttle 24/7/365.
If you’re ready to unlock the full potential of digital to attract clients and grow your law firm, schedule a strategy call with our team today. We’ll assess your current digital presence and provide specific recommendations tailored to your practice.
Using data from your website, our Traffic Projection analysis can accurately forecast how much traffic (and revenue) your website could be getting from Google.
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