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Why attorneys need content marketing

As the legal landscape changes, so too must the way attorneys market themselves. In order to remain competitive, it is essential for attorneys to build a visible presence wherever their prospective clients are looking. These days, that's on search engines, like Google or Bing.

Content marketing is a type of inbound marketing that seeks to attract and engage potential clients by creating and sharing content that is relevant and valuable to them. Content marketing can take many different forms, such as blog posts, infographics, eBooks, white papers or even video content.

When used effectively, content marketing can help attorneys to build trust and credibility, establish thought leadership, increase organic visibility and generate new leads and clients.

6 benefits of content marketing for law firms

1. Get found on search engines

Creating high-quality content for your website and social media profiles can help you rank higher on search engines for relevant keywords. The higher you rank on Google and Bing, the more likely high-quality leads are to find and click on your listings.

2. Drive low-cost, high-quality leads

Content marketing can help you generate leads at a fraction of the cost of traditional forms of advertising, like print or television ads. Not only that, but content marketing also tends to attract higher-quality leads than many other marketing activities. That's because these leads are actively searching for your legal services online.

3. Become a thought leader

By sharing your expert insights and thought leadership content on your website and social media channels, you can position yourself as an authority in your field. This is especially important for attorneys who are looking to build credibility and trust with potential clients.

4. Build trust and credibility

In order for potential clients to hire you, they need to trust you. By regularly publishing content that is relevant to your practice area and target audience, you can position yourself as an expert in your field and build the trust and credibility needed to convert leads into paying clients.

5. Educate and inform your client base

Your content should be designed to educate and inform your target audience. By providing relevant information that answers common questions or addresses common pain points, you can establish yourself as a trusted resource that potential clients can turn to when they need legal help.

6. Control the conversation

By creating content that is designed to educate and inform your target audience, you can control the conversation around your firm. With content marketing, you can ensure that potential clients are seeing the information that you want them to see.


How to find the right keywords for your law firm

Keyword research is the foundation of SEO (search engine optimization) and content marketing. That's because the right keywords can help you get found on search engines and drive high-quality traffic to your law firm website.

Not sure how to find the right keywords for your content marketing? Start by putting yourself in your clients' shoes and thinking about the search terms you would use to find your law firm or legal services online.

Once you've identified a few potential keywords, it's time to start creating content around those keywords and use them to optimize your website.

Best content marketing types for lawyers

Blog posts

One of the most effective content marketing types for lawyers is blog posts. By regularly publishing blog content, you can attract new website visitors, build trust and credibility and generate leads for your law firm. When writing blog posts, be sure to include relevant keywords throughout your content to help you rank higher on search engines.


Video content is another great content marketing type for lawyers. Videos can be used to educate potential clients, build trust and credibility, and generate leads for your law firm. Best of all, you can use videos on your website, in ads, on your social media profiles and beyond.


If you're looking for a content marketing type that is both informative and visually appealing, then infographics are a great option. Infographics can be used to educate your target audience and generate leads for your law firm. When creating infographics, be sure to include a call-to-action (CTA) to encourage website visitors to contact your firm.


E-books are another content marketing type that can be used to educate potential clients and generate leads for your law firm. Offer access to your e-book in exchange for email addresses from your website visitors to build up your subscriber list.


Whitepapers are a wonderful content marketing type for lawyers who want to position themselves as thought leaders in their field. By creating a whitepaper, you can establish yourself as an expert, build trust with your audience and generate leads.

Social media posts

Posting regularly on social media is key to building an active social presence for your law firm. Use social media to share your blog content, videos, infographics and more to reach a wider audience. Just be sure to include relevant keywords and hashtags so potential clients can find your content.


Email marketing is ideal for lawyers who want to keep in touch with their subscribers and generate leads. Use email to share your latest blog posts, videos, infographics and more. Make sure to include a CTA so recipients can contact your firm if they're interested in learning more about your legal services.

Press releases

If your law firm has news to share, then consider distributing a press release. Press releases can be used to get the word out about your firm, build trust and credibility, and generate leads. Always include relevant keywords and links back to your website in your press releases.


Podcasts are a great content marketing type for lawyers who want to build trust and credibility with their target audience. By sharing your expert knowledge on a specific legal topic, you can establish yourself as a thought leader in your field. You can also use podcasts to generate leads for your law firm by including a CTA at the end of each episode.


How to write blogs for your law firm website

Pick a catchy headline

Your headline is the first thing potential readers will see, so make sure it's attention-grabbing. A great headline will make potential readers want to click through to read your blog post.

Use short, easy-to-digest sentences

No one wants to read a wall of text, so make sure your sentences are short and easy to read. Use bullet points or numbered lists whenever possible to break up your text.

Include images, videos or infographics

Make your blog post more visually appealing by including images, videos or infographics. Just be sure to use relevant, high-quality visuals that add value to your content.

Use keyword-rich phrases

Including relevant keywords throughout your blog post will help potential clients find your content when they're searching online. But beware of keyword stuffing, which is when you include too many keywords in your content in an attempt to improve your SEO. This can actually hurt your ranking and turn potential readers away.

End with a call-to-action (CTA)

Make sure your blog post ends with a CTA, such as "contact us for more information" or "schedule a consultation." This will encourage potential clients to take the next step and contact your law firm.

Blog topic ideas for attorneys

Answers to FAQs

Having an FAQ page is a great way to address the common questions you get in your law firm, but oftentimes, you can't give a satisfactory answer in a paragraph or two. Devote blog posts to giving in-depth answers to your most frequently asked questions. Not only will this be helpful for your website visitors, but it will also show that you're an expert in your field.

Case studies

If you've had success with a past client, why not share their story? Case studies are a great way to show off your successes and generate leads for your law firm. Be sure to include relevant keywords throughout your case study so potential clients can find it when they're searching online.

How-to guides

If you have expertise in a certain legal area, consider sharing your knowledge with how-to guides. These types of blog posts can be used to educate your target audience and generate leads for your law firm.

Legal commentary on current news or high-profile cases

When something big happens in the legal world, be sure to share your commentary on your blog. This is a wonderufl way to show clients that you're up to date on current events and build trust. Plus, it can help to give you a voice in the conversation, which can lead to more traffic and leads for your law firm.

Client testimonials

If you've received positive feedback from past clients, why not share their testimonials on your website? Testimonials can build trust and credibility with potential clients. When featuring testimonials on your website, be sure to include the client's name, title and photo so visitors can put a face to the name, and always get their permission before sharing.

Your law firm's story

Your website visitors want to know who you are and what makes your law firm unique. Share your story on your blog to give potential clients a behind-the-scenes look at your firm. This gives clients an introduction to your law firm and builds trust and credibility with your target audience.

Content marketing FAQs for lawyers

Why is content marketing important for law firms?

Content marketing is important for law firms because it helps to build trust and credibility with potential clients. By sharing helpful, informative content on your website, you can show potential clients that you're an expert in your field. Plus, it increases your organic visibility and helps you get in front of people actively looking for keywords relevant to your law firm.

How often should you be blogging?

There's no hard and fast rule for how often you should blog, but aim to publish new content at least once a week. Consistency is key when it comes to content marketing, so try to stick to a regular schedule. If you don't have room in your schedule to publish content regularly, consider working with a Marketing 360® Content Marketing Specialist.

How do you optimize your law firm website for search engines?

Search engine optimization (SEO) is the process of optimizing your website content to rank higher in search engine results pages (SERPs). This can be done by including relevant keywords throughout your website content, creating unique alt tags for images and videos, and publishing fresh content regularly.

How do you monitor your content marketing performance?

There are a number of metrics you can use to monitor your content marketing performance, including website traffic, organic search traffic, organic impressions and keywords rankings. The Marketing 360® Content app can help you do it all from one place.

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