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Why Specialized Legal Content Marketing is Essential For Your Law Practice

The legal industry is highly competitive, especially if you practice areas of law similar to other firms in your area. Creating a customized content marketing strategy is a reliable way to differentiate your services from the law practices around you.
May 3, 2022

When most people think of businesses most in need of marketing, they may picture apparel companies, restaurants, and other businesses selling goods or services. However, law firms need strategic content marketing just as much—if not more—than these types of businesses. The legal industry is highly competitive, especially if you practice areas of law similar to other firms in your area. Creating a customized content marketing strategy is a reliable way to differentiate your services from the law practices around you, and these efforts can help you reach more of the clients you are hoping to serve. Here are some tips for building an effective marketing strategy for your law firm in the near future.

You Need a User-Friendly Website

As more people turn to search engines for information on legal topics or to locate a particular service, it’s essential to have a user-friendly website that appeals both to searchers and the search engine algorithm. Think of your website as your first chance to make an impression on a potential client. Every detail matters, from the loading speed to the layout of each page. You’ll want to consider how much text a site visitor will encounter on the home page, whether the text and background colors support easy reading and navigation, and how visible “contact” buttons are on each page. The more accommodating and clean your firm’s website is, the more impressed your visitors will be when they come across your site.

Don’t Forget to Make Your Website Mobile-Friendly

With more users performing web searches from a mobile device than a desktop or tablet, you need to make sure that your website loads quickly and displays correctly on a smartphone. Keep in mind that certain images on the desktop version of your website may not translate well to a mobile device. Also, consider the amount of text on your home page and practice area pages. Short, easy-to-read paragraphs of information separated by blank space promote readability, while dense blocks of text may not load properly and tend to intimidate or bother site visitors. Find ways of helping your visitors locate the information they need as quickly and simply as possible.

Search Engine Algorithms Matter, Too

While you should prioritize the user experience when designing your website layout and content, you should know that the search engine algorithm needs to be able to scan, identify, and categorize your content as well. Fortunately, advancements in these algorithms have started to prioritize sites and content that sound organic, factually correct, and localized. This means that you can write your legal content with your ideal client in mind, providing them with the information they are looking for and encouraging them to contact your firm to discuss the situation in greater detail. By organically incorporating your location into headings and clarifying the areas of law you practice, the search engine algorithm will start displaying your website to users searching for information or legal services in your community.

Write Content That Speaks to Your Clients

Effective law firm marketing strategies create content that anticipates and responds to common client needs and concerns. Remember, many potential clients may not realize they need an attorney—they simply start with a legal question and perform a basic search. If your website provides clear and quality content that responds to their question, the search engine algorithm will recognize this and steer the searcher toward your website. From there, the individual may realize they want more information, and they can contact your firm then and there.

Building Trust and Authority Through Client Reviews

Another component of a specialized content marketing strategy is harnessing the power of client reviews. Client reviews can serve as a positive feedback loop, with satisfied clients endorsing your services and the search engine viewing your firm as increasingly trustworthy and ranking you higher among the search results. As you create or tweak your digital marketing strategy, consider how you can request client reviews in a natural way and simplify the process for your clients as much as possible. Additionally, prepare for how you will address negative reviews, as responding with respect can go a long way in showing other potential clients that you genuinely care about the client experience.

Synthesizing These Tips Into a Comprehensive Strategy

By now, you probably recognize that a compelling marketing strategy is multifaceted. Before you start to feel overwhelmed by all of these nuanced considerations, focus on the bigger picture. Your clients are at the heart of your marketing strategy—build everything with their needs and experiences in mind. This client-focused approach will establish your law firm as invested in your clients’ journeys and outcomes, gradually differentiating you from other firms in your area offering similar services. You don’t have to build a comprehensive content marketing strategy overnight; instead, by focusing on one element at a time, you can slowly grow your law practice and engage more of the types of clients you are meant to serve.


If you are ready to take your law firm marketing strategy to the next level, call LegalRev today at (800) 893-2590.

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