Content Marketing For Law Firms – What You Need, What You Don’t

About the author

Cesar Cobo

I’m a data-driven marketing professional with 10+ years of experience. I help lawyers generate a steady and predictable stream of leads online so they can focus on serving their clients and growing their practice.

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:

  • Organizing content around topics to appeal to search engine algorithms
  • Crafting compelling formats that persuade and convert legal readers
  • Conducting audits to refine and improve existing on-site assets
  • Applying conversion rate optimization techniques to turn visitors into leads
  • Putting it all together into a high-performance law firm content marketing strategy

Let’s dig in…


Understanding SEO and Structuring Law Firm Content Accordingly

In order to rank highly in search results and drive significant organic traffic, your content needs to appeal to both user search intent and Google’s algorithm requirements.


The Shift to Topic Clusters

In recent years, Google has increasingly favored websites organized around comprehensive topical themes known as “topic clusters.”

This means content built around specific subjects (rather than one-off pages) tends to perform better in search results.

Google wants to satisfy user search intent by surfacing websites and resources that provide extensive, interconnected information about a particular topic.


How Topic Clusters Work

Topic clusters utilize a “hub and spoke” model with one foundational pillar page linking out extensively to niche subtopic cluster pages.

  • Pillar pages are the hub. They serve as the primary authority on a broad subject or practice area.
  • Cluster pages are the spokes branching off the hub. These pages dive deeper into a sub-niche of the pillar topic.

By thoroughly interlinking related pillar and cluster pages, you demonstrate expansive expertise on a particular legal subject. Search engines interpret these internal cross-links as signals of authority and may reward your site with higher rankings.

Essentially, the more interconnected niche pages you have around a core topic, the stronger your expertise appears.


The Benefits of Topic Clusters

This strategy provides two major advantages:

UX Benefits:

  • Allows website visitors to fully explore niche subtopics around a theme. This results in deeper engagement.

SEO Benefits:

  • Signals subject matter expertise which search engines tend to reward with higher rankings.
  • Provides opportunities to target long-tail, low competition keywords across all cluster pages.
  • Funnels relevance signals back to pillar pages, helping them rank for competitive head term and short-tail keywords.


Identifying Pillars Relevant to Your Firm

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:

  • Does this pillar relate to our services? There should be a clear, direct relationship between pillars and what you offer. The goal is creating clusters that attract qualified prospects.
  • Are our attorneys knowledgeable about this subject? Google wants to surface content created by true legal subject matter experts. Avoid content unrelated to your expertise just for visibility. Remain focused on pillars your lawyers have legitimacy around.

legal content marketing pillars


We provides 5 services: social, PPC, SEO, design, and website development. These five services are the heart of the business and we need to identify what the pillars of each them are. Put another way, we need to identify the topics that would help us generate leads for each of these services.

For example, to generate leads for our SEO services, we need to discover the topics that make up SEO, or what our potential clients might be looking to learn about SEO and create content on that. Topics such as “link building” and “technical SEO” are an important part of SEO services, so the content should reflect that.



Crafting Compelling Law Firm Content

Now that we’ve covered structuring content for SEO appeal, let’s explore how to create content that engages and persuades readers in the legal industry.

Certain types of content and formats have proven particularly effective for generating engagement, backlinks and leads.


Top Performing Law Firm Content Types

Here are some of the top-converting content formats and types to incorporate into your strategy:

  • Calculators / Quizzes: Interactive tools like a child support calculator or personal injury case evaluator that provide value by helping visitors quantify their situation.
  • Original Research / Data: Present proprietary research data or insightful statistics to establish expertise. For example, an analysis of law firm website traffic sources and conversions.
  • Attorney Spotlights: Share background and insights directly from law firm partners or staff attorneys. This offers an interesting insider perspective and personalizes your firm.
  • Thought Leadership Articles: Take a stand on an industry trend, legal development or innovation to showcase unique perspectives. Publish these on sites frequently visited by attorneys such as legal news publications, attorney directories etc.
  • Checklists / Guides: Create your own signature legal frameworks, processes or analysis methods. Promote them heavily to establish your firm as the go-to authority. For example, a proprietary trademark registration checklist or framework.
  • Client Success Stories: Highlight specific quantifiable examples of legal results you’ve achieved for clients. Focus these case studies on strategy and measurable ROI rather than just processes.
  • Expert Opinions: Quote perspectives, insights and commentary from well-known legal authorities to reinforce arguments made in your content.
  • Trending Topics: Connect evergreen content assets to current events and developments within the legal industry. For example, content discussing how COVID policies impact employment law and wrongful termination cases.
  • Linkable List Posts: Numbered list posts like “The 10 Most Effective Law Firm Link Building Techniques” perform well for SEO while simultaneously enticing clicks and social shares.

Continuously test content types and analyze performance to determine what resonates most with your potential clients. Refine and adjust your strategy accordingly.


Auditing and Refining Existing Law Firm Content Assets

While managing your law firm’s technical SEO is crucial, optimizing on-page content is equally important for maximizing search visibility and traffic.


The Law Firm Content Audit Process

Here is an overview of the key steps involved in an effective website content audit:

1. Gather Data Inputs

Use a site crawler tool such as ScreamingFrog to pull a complete list of all URLs on your site. Compile key metrics for each URL including organic traffic, bounce rate, conversions and backlinks.

2. Bulk Check URLs and Categorize

Cross-reference your comprehensive URL list with the metrics data points. Apply logic rules to categorize pages as “leave as is”, “delete/404”, “redirect” or “review”.

For example:

  • Pages with traffic + high conversions = Leave as is
  • Pages with traffic + high bounce rate = Review
  • Pages with no traffic + no links = Delete or 404
  • Pages with no traffic + links = Redirect to similar better content

Here’s a process diagram showing how we can eliminate URLs to review manually applying the data + logic:


3. Manual Quality Reviews

For pages marked “review”, complete an in-depth manual assessment evaluating whether the content is well-written, relevant, and aligned with your law firm’s brand. Determine next actions:

  • Rewrite / update
  • Delete
  • Redirect
  • Leave alone

The end goal is deciding the optimal action for each URL — rewrite, delete, redirect or leave intact — based on both site metrics and qualitative factors.


What To Do With Low-Quality Law Firm Content

When you identify pages that are outdated, irrelevant or just poorly optimized during the audit, here are some potential ways to handle them:

  • Delete: Remove pages that offer no value and have no backlinks directing equity. This declutters your site.
  • 301 Redirect: For pages with existing backlinks, redirect them to similar better content to retain and pass on link equity.
  • Update Content: Rewrite or refresh pages to improve content quality, formatting, keywords and optimization.
  • Noindex: Use noindex tags to remove pages from search without deleting them completely.
  • Canonicalize: Consolidate near-duplicate or overlapping content by pointing multiple similar URLs to one canonical URL.

The goal is to prune, consolidate and redirect low-value pages so search engines only index and rank your law firm’s very best content assets.


Optimizing Law Firm Content for Increased Conversions

Getting traffic to your website content is only step one. You also need to convert those visitors into leads, calls and clients using proven conversion rate optimization techniques.


Why Law Firm Content Fails to Convert Visitors

There are a few common reasons content might drive traffic but minimal conversions:

  • Top Funnel Focus: Informational content without calls-to-action doesn’t prompt visitors to take action, so they leave. For example, you might drive a lot of traffic with “what do I do when I get a DUI”, but without a clear “free trial sign up” CTA, many visitors may leave without converting.
  • No / Poorly Placed CTAs: With no clear calls-to-action, or CTAs buried in hard-to-find locations, readers don’t know what you want them to do next.
  • Mismatched Audience Targeting: Content doesn’t directly address pain points and questions from your potential clients, so they disengage.
  • Lackluster CTAs: Vague, generic or completely irrelevant CTAs have little chance of compelling visitors to take action. For example, a simple “Contact Us!” CTA.
  • Overemphasis on Macro Conversions: Pushing big form fills or sales too aggressively early in the buyer’s journey causes visitors to leave rather than convert.


Proven Techniques for Higher Converting Law Firm Content

Here are actionable tactics and best practices for generating more law firm leads from your existing content assets:

  • Lead Gen Pages First: Build conversion-focused pages first such as lead forms, calls-to-action and service pages. Direct other content to these destinations. For example, you could create a “Get a Free Case Evaluation” page with a form to capture lead details.
  • Strategic Macro CTAs: Place highly visible, relevant macro CTA opportunities in multiple locations – top, middle and bottom of posts. Your law firm blog post could have a “Schedule a Consultation” CTA at the top, a “Request a Case Evaluation” CTA in the middle, and a “Contact Our Attorneys” CTA at the bottom.
  • Micro Conversion Offers: Supplement with CTAs promoting smaller commitments like downloads, video views, related post clicks. These help move visitors through the funnel. For instance, you could promote downloading a tip sheet on “The 10 Biggest Mistakes in Divorce Proceedings” or offer visitors a checklist for “Filing an Accident Injury Lawsuit.”
  • Behavioral Retargeting Ads: Create remarketing campaigns and tailored audiences to re-engage your website visitors elsewhere online via Facebook, LinkedIn, Google Ads etc. Visitors who spend over 60 seconds reading one of your blog posts on personal injury claims could be added to a remarketing list. Then targeted with FB/Google ads for your PI legal services.
  • Scroll-Based Pop-ups: Use scroll depth triggers to launch pop-ups after visitors have spent time reading and engaging with your content. Avoid pop-ups that appear immediately.
  • Relevant Multimedia: Embed videos, podcasts, presentations and visual aids directly into posts to improve engagement time. You could curate or create legal-focused multimedia relevant to your law firm.
  • Constant Testing: Continuously run A/B experiments testing CTAs, titles, topics, page designs, content formats etc. to determine what resonates and converts best with your audience.

With the right combination of content formats, strategic positioning, ongoing optimization and relentless testing, you can convert that high-value traffic into tangible ROI.



Executing an effective law firm content strategy requires significant time and expertise. The paid search and organic visibility alone can be a full-time job.

If you don’t have the bandwidth or skills in-house, getting help from a specialized legal marketing agency is advised.

At WEBRIS, we work with law firms of all sizes to set up, manage and optimize their entire digital presence. From technical SEO to content creation and promotion, our team serves as an extension of yours.

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.

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