The Best Law Firm Content For Each Stage of The Marketing Funnel

Law firm marketing funnels identify the path people take on their way to becoming prospective clients. The best law firm content is geared to each stage of this sales funnel for lawyers. It starts out broadly in raising brand awareness and then narrows to address specific needs. The final stage encourages action, converting website visitors into qualified leads. Find out more about the role law firm marketing funnels play in developing a successful content strategy and funnel models the best legal content writers use in helping you achieve your goals.

Law Firm Marketing And Content Strategy

According to the American Bar Association (ABA), of the close to half a million law firms in the United States, nearly 90 percent have a website. This translates into more than 350,000 teams of attorneys, all competing for prospective clients. To stand out from the crowd, you need a strong content strategy.

This is where marketing comes in. The goal is not just to create content that puts your law firm’s name in front of as many people as possible. Instead, marketing efforts focus on creating a buyer persona and identifying key actions throughout the conversion process. A marketing funnel plays an important role in this process, clarifying goals and informing content strategy.

Law Firm Marketing Funnels: The AIDA Model

Marketing funnels have been around for over a hundred years and are highly effective in law firm marketing. The funnel begins at the top (the widest part) where you aim at attracting a targeted audience. It narrows as you focus your efforts on informing and engaging readers. The final step is converting them into prospective clients.

The first marketing funnel was the AIDA model, created in the late 1800s by U.S. sales and advertising pioneer Elias. St. Elmo Lewis. Highly regarded among the best legal content writers, it continues to inform and influence content strategy today. AIDA stands for:

Attention – Capture the attention of your audience and raise brand awareness by engaging on social media and gearing content toward increasing search engine rankings.
Interest – Once you have your target audience’s attention, use content to pique their interests. Provide details about your firm, practice areas, and the services you provide.
Desire – Create desire by showing empathy with your target audience, addressing their concerns, and elaborating on pressing legal issues they face.
Action – Emphasize the value your law firm offers and encourage readers to take action, either through a phone call or submitting online forms.

The AIDA Model, though it’s been around a while, still explains consumer behavior.

How To Customize Law Firm Content For Marketing Funnels

The AIDA model is just one type of marketing funnel. Another model popular among marketing professionals goes under the acronym ToFu, MoFu, and BoFu. Named for each specific area of the funnel, it provides an efficient and effective strategy for creating the best law firm content. The following details what each abbreviation stands for and the types of content best geared to that particular stage of the marketing funnel:

Top of the funnel (ToFu)

The focus is on capturing attention and increasing brand awareness. The best law firm content to achieve this goal includes:

Landing pages: These help to increase ranking in search engine result pages (SERPs). Create a page for each location, each area of law you practice, and the different types of cases you handle. Being thorough could pay off and trigger a Featured Snippet. This attracts further attention, increases brand awareness, and helps establish you as an authority.
About us pages: Create a page providing details about when your firm was established, the types of cases you handle, and notable awards or professional affiliations. Include one for each attorney who works at your office. List their education, background, professional achievements, and brief information on hobbies or their personal life.
Reviews/Top Case Results: Share positive reviews from other clients and top results from cases you have handled.
Blog posts: Post frequently on topics that cover specific areas of law, address common concerns, and highlight local news or events. Share links to these posts on your LinkedIn or other social media pages.
Videos: Script videos on a variety of topics and share on YouTube, TikTok, or other social media sites to gain followers.

Landing pages, infographics, videos, and more will all get visitors to your website towards the end goal – becoming clients.

Middle of the funnel (MoFu)

This is where you focus on deepening your client’s interests in your law firm and addressing specific issues and concerns they have. Common types of content for middle of the funnel marketing includes:

FAQ pages: Answer questions about the law, specific types of cases, and why someone might need an attorney.
Blog posts: Continue to post blogs regularly and cover more specific information. As an example, a personal injury attorney might want to elaborate on different causes of accidents, common types of injuries, and damages available in a claim.
White papers: Create in-depth reports on complex cases and provide opinions on trending legal topics relevant to your practice area.
Infographics: These offer a quick way to share facts and figures with your readers.

Bottom of the funnel (BoFu)

This is where you focus on converting website visitors into clients. Content for this stage of the marketing funnel includes:

Blog posts: These should reiterate the need for an attorney, detail important matters to discuss, and outline what to bring to a consultation.
Downloadable guides: Create long-form articles and booklets that provide in-depth information on relevant topics. Makes these available as free downloads in exchange for an email address or other contact information.
Contact page: This should summarize your services, emphasize the importance of getting legal help, and reiterate the value your law firm offers. Include your contact information and an online form.
Calls to action (CTA): These encourage the reader to contact your law firm and request a consultation. Include them in other content and make them visible on each website page.

Law Firm Marketing Funnel – Tips for 2024

Leveraging AI in Law Firm Content Creation

You can use AI to your advantage, particularly when looking at how users are engaging with your page. If you download your recent keyword data from Google Console. Input the keywords into ChatGPT and ask about search intent. Are your readers using informational or transactional keywords to land on your website? You can determine where your focus should be on your marketing funnel, or at least you can see how the funnel has worked for your audience so far.

If readers are looking for information that shows they need a lawyer right now, you can beef up the areas of your website that focus on the bottom of the funnel – the calls to action and focus on contacting a lawyer.

However, if you notice there are other keywords that focus at the top of the funnel, maybe someone who has just been in a car accident and is asking if they should call their insurance carrier, you can adjust your overall marketing strategy. This is helping you gain a reader’s trust, guiding them towards using your services later on.

Understanding Google’s E.E.A.T. for Law Firms

Experience, expertise, authoritativeness, and trustworthiness, or E.E.A.T., should always remain at the forefront of your marketing efforts. As AI and SGE content floods the internet, now is the time to beef up your law firm’s website authority. Focusing on E.E.A.T. for law firms with content at each level of the marketing funnel is a must.

Integrating Video and Multimedia for Better Engagement

We like videos and other types of media for a few reasons. The way we view content has changed so much over the last two decades. We’re in a faster-paced world where you have to capture readers’ attention quickly (thanks TikTok and Instagram).

Videos can help capture an audience that’s used to interacting with multimedia instead of mostly words on a webpage. As you pull readers down the law firm marketing tunnel, you want to make sure there’s sufficient video and multimedia content to catch the readers who need it.

If you haven’t made videos for your law firm before, that’s okay. There are several reputable marketing agencies that specialize in law firm video production and who understand how this fits into your client acquisition funnel.

Blue Seven Content Helps Law Firms Reach Their Marketing Goals

If you want the best content for your law firm marketing funnel, you’re in the right place already. The professional legal writers at Blue Seven not only understand the sales funnel for lawyers and how it works but also how to cater the content to your specific needs. At Blue Seven, we create compelling, custom content to engage readers at each stage of their journey to becoming clients. To discuss a content strategy, call or contact us online and request a free consultation today.

Written By Kim Zackowski – Legal Content Writer

Kimberly Zackowski is an experienced freelance writer/journalist from Myrtle Beach, SC. With her background as a paralegal, she creates website content for law firms throughout the country. Connect with Kim on LinkedIn or follow her on Instagram @coastalcontentwriter.

Updated by Allen Watson – CEO and Co-Founder of Blue Seven Content

The Best Law Firm Content For Each Stage of The Marketing Funnel

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