A Complete Guide to Impactful Legal Content Writing & Creation

There are more than 1.3 million attorneys in the U.S. If you want your practice to get noticed, you’ll need to master the art of legal content writing. A cohesive content strategy will help you attract and convert clients so you can grow your business.

Law firm content creation is the process of crafting blogs, articles, videos, and other digital assets to engage with prospective clients. Done right, legal content marketing can educate your audience and strengthen your firm’s reputation.

Here’s everything you need to know about creating an engaging marketing content strategy for law firms.

Why Should Law Firms Invest in Content?

Investing in content marketing for law firms can help you accomplish the following critical goals:

Build Trust and Credibility with Clients

Today’s consumers do their homework before paying for products or choosing a service provider. They’ll do the same before selecting an attorney.

Legal content writing helps foster credibility and trust with your target audience. In turn, readers may be more likely to call you when they need legal services. 

Increase Online Visibility

If you want to draw in new clients, they have to be able to find you. Sure, you could run paid ads. However, this can’t be the primary driver of business growth.

The legal industry typically ranks in the top five for the highest average cost-per-click (CPC). In 2023, the average CPC in Google Ads search was nearly $7 in the legal sector.

Becoming adept at law firm content creation allows you to build your online visibility organically. This can be a major benefit, as organic leads may have higher intent and better understand the type of services they need. 

Differentiate Your Firm from Competitors

There are likely dozens of competing practices in your service area. Legal content writing gives you a chance to stand out by showcasing your unique knowledge and services. Use this opportunity to provide free information to potential clients and focus on niche legal areas.

Target Local Clients 

Local clients are the key to your success. You can connect with audiences near your firm by using geo-targeted content, such as blog posts that incorporate the name of the city your practice is located in. This kind of law content writing can improve your visibility in local searches and give you an edge over the competition. 

How to Create Effective Law Firm Content 

If legal content writing were easy, everyone would do it. The fact is, you’ll have to do more than simply create engaging content — you must craft a strategy that addresses the right prospects at the right time in their journey. Here’s how.

Understand Your Law Firm’s Clients

The first step to successful law content writing is to identify who you want to reach. Start with individuals who need the type of legal services you offer and focus on specifics like demographic data and location.

Customer relationship management platforms like TitleTap CRM make tracking, managing, and connecting with clients easy. TitleTap organizes important details about each client or prospect, allowing you to easily determine what kind of legal services they need and how you can help. 

Create Educational and Engaging Content

Next, brainstorm some content ideas for lawyers and build a plan to create some engaging digital assets. Lead with educational content that answers common legal questions. Step-by-step guides, legal checklists, and explainer videos are all great options for grabbing your audience’s attention. 

Establish Thought Leadership and Authority

Clients want legal representation from experienced professionals they can trust. Your law firm can demonstrate its authority by:

• Offering commentary on legal news
• Publishing in-depth reports
• Hosting Q&A sessions

Establishing thought leadership will help potential clients see your firm as the go-to source for legal information relevant to your practice area. 

Optimize for Local Search

Make sure your content is tailored to attract local clients. Your posts should:

• Use state and city-specific keywords
• Address local policy changes
• Include location-specific service pages

Localized content improves visibility for potential clients in your area searching for legal assistance. 

Write in Clear, Client-Friendly Language

Try to avoid legal jargon unless absolutely necessary. When you have to use complex terminology, explain it in plain language. You don’t want readers to be intimidated by your content. Instead, you should aim to showcase your knowledge while making the information accessible to laypersons.

Diversify Content Formats

Not all clients consume content the same way, which means diversifying your content formats can increase engagement. Some of the types of content you should create include:

• Blogs
• Social posts
• Videos
• Guides
• Infographics

Want to diversify your legal content writing campaigns without spending dozens of extra hours behind a keyboard? TitleTap’s AI content generator empowers you to create great content at scale, ensuring that you’ve always got fresh blogs and social posts for your audience. 

Legal and Ethical Considerations in Law Firm Content Marketing

As an attorney, you’ll face some additional ethical hurdles when creating content. When crafting content, it’s crucial to:

• Respect client confidentiality
• Use clear disclaimers
• Avoid misleading claims
• Omit any terms that are prohibited in your state (e.g., “maximize” or “expert”)

When in doubt, check with your state bar association to get familiar with the latest rules for law firm marketing.

Take Your Legal Content Writing Capabilities to the Next Level with TitleTap

Legal content writing is undeniably one of the best ways to connect with and convert new clients.

High-quality content builds trust and improves your visibility online. However, you don’t have time to create every piece of content yourself. That’s why you need TitleTap.

Our specialized legal marketing services help law firms win at SEO, digital marketing, and content creation. TitleTap equips you with AI-driven tools so you can publish standout content at scale.