The number of law firms turning to online legal content marketing is on the rise, and with good reason. The days of getting cases by running an ad in the Yellow Pages are long gone.

The competition grows as more firms adopt content marketing strategies. But legal marketing has its own nuances, and if you craft your content with them in mind, you can stand out above the rest.

If you’re writing and marketing legal content, we hope you do these six things.

1- Use multiple channels.


Maintaining a blog builds brand awareness and helps establish your niche. By constantly adding new, unique content, you are aiding SEO efforts and establishing authorship in the eyes of Google.

Social media builds communities. It’s where you can humanize your firm by sharing photos of your attorneys volunteering at a local event, for example. Social media allows you to share useful things with current and past clients free of charge, establishing goodwill and crafting an image of a law firm committed to helping ordinary people.

If you want to dominate your local competition, a local SEO strategy is probably in your best interest. If you’re looking for mass tort case leads, you might best be served by a pay-per-click campaign that dives head-first into the search habits of your target demographic to get the best ROI.

We recommend all of the above. Individually, each channel serves a slightly different purpose; collectively, they form a cohesive marketing strategy.

2- Don’t forget who’s reading. Be human.


Looking for car accident cases? Your reader is likely in physical pain and financial turmoil. Looking for wrongful death clients? Your reader is likely a grieving loved one, grappling with a horrible, senseless loss. The people looking for an attorney are often having the worst day of their lives, and you come across as insincere when you forget that. Let’s face it: every public opinion poll shows that Americans don’t think very highly of attorneys to begin with. Don’t make your job even harder.

You are in a unique position to offer these people the help they need to get their lives back on track. Tell them why they need an advocate, and why that advocate should be you.

3- Use real examples.


Everyone knows that you can’t promise a specific outcome to a potential client. But you know what’s more effective than that, anyway? Telling a potential client how you have helped a real person in a similar situation. People find it comforting to know they aren’t alone. It’s reassuring for them to hear that others have faced the same struggle, and knowing that your firm has helped those people might seal the deal.

Get testimonials from satisfied clients willing to offer one, and feature them prominently on your web assets.  

4- Know the rules of legal content marketing.


Practicing law carries with it a detailed set of ethical obligations, and attorney marketing is no different. Be sure you’ve read the American Bar Association’s Model Rules of Professional Conduct. Keep in mind that state bar associations may impose stricter ethics rules.

Always err on the side of caution in all advertising media. You’re not only safest when you stick with the facts — your marketing is more effective, too. Can’t say you “specialize” in securities law, for example? That’s no problem if you can accurately say that your firm has been handling securities law cases for 20 years.

5- Track everything you can.


OK, some metrics are pretty useless (ad impressions, for one.) However, you’ll never improve if you never know where you’re lacking.

There’s another angle to tracking, though, and it comes after a conversion. Have you read what a person wrote in the contact form, or listened to their intake if your calls are recorded? Every legal marketing writer should.

These are real people with real problems. Putting a name and voice to them humanizes what can sometimes feel like a disconnected process.

6- Make sure your assets are responsive.


At the end of last year, about 56 percent of all traffic to the most popular U.S. websites came from mobile devices. Do your web assets take this into account?

You need a site that knows what device your reader is using and adapts accordingly. This affects far more than just the design and layout of your site. Make sure you’ve considered:

  • Text size
  • Readability
  • Click-ability (Are your links too close together for someone’s finger?)
  • Loading speed

When people can’t navigate your website as soon as they arrive, they don’t stick around. They go elsewhere.

Any Suggestions?

Of course, there are more than six things you need to do to succeed when marketing legal services. Legal content marketing is a unique niche, and a rather important one, as well. Your goal is to pair a prospective client with an attorney who will try to right the wrongs that have been committed against them. It’s not your conventional product to market, and rightfully so.

What strategies have you found effective in legal content marketing? We’d love to hear them.

Free Download: Legal Advertising Guidelines

These guidelines will help you grasp the differences between lawyer advertising and solicitation, learn what can and can’t be said, leverage social media and blogs and understand how images are supposed to be used in a legal ad.

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