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

Law firm marketing funnels identify the path people take on on their way to becoming prospective clients. The best law firm content is geared to each stage of the marketing funnel. It starts out broadly in raising brand awareness 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.  

Blue Seven Content Helps Law Firms Reach Their Marketing Goals

If you want the best law firm content, you need the best law firm content writers. Professionals who not only understand marketing funnels and how they work but how to cater them 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. 

How to Get the Best Law Firm Website Content: 7 Essential Steps

You want the best content law firm website content, but how do you get it? Do you turn to your attorneys, paralegals, or legal assistants?

Maybe.

Do you find an all-in-one legal marketing agency?

Perhaps.

Those are options, but probably not your best ones. When you’re searching for the best legal content writers, there are seven essential steps you can take to ensure you’re on the right path.  

1. Quality: Rise to a Higher Standard for the Best Law Firm Content

Quality is key. However, all too often, we see that content on law firm websites is sub-par quality. Now, you do not need to have college reading levels on your website, but you do need to have content that is well-written.

What we have discovered is that everybody thinks they are a writer. After all, anyone can type out some words on a keyboard and make them appear on a screen. That does not mean, however, that the writing is any good. You have to be honest with yourself and your abilities. Some people are great orators. Some people are great researchers. This does not necessarily mean that they are great writers. Writing is a skill that some people have, and some people don’t have.

Great writing skills are not the only ingredient for quality content. You also have to understand how these pages should be formatted. You need to find a writer who understands how to use headings appropriately and how to craft a clear message with shorter paragraphs, short sentences, and bullet points.

Importantly, you have to find a legal content writer who understands keywords and how to implement them into your content without seemingly forcing them down a reader’s throat.

Finding the best legal content writing quality is tough, but not impossible.

2. Pricing: Don’t Reach for Rock Bottom Pricing

Go to Upwork and type in “law firm content writer.” I dare you. You’ll see plenty of people looking for exactly what you are looking for – someone to craft the content for their particular website. If you have never used a website like Upwork, then what you do not know is that every post is going to get hundreds of applications from individuals all vying to become the lowest bidder. Yes, I am sure you would get very excited to pay $10 for a 1,000-word blog post for your law firm. At those rates, you could create pages and blog posts for your entire website for a few hundred dollars.

What I know is that you’re likely going to be very disappointed with the work that you get if you chase the lowest rates.

Perhaps you are a legal professional. Maybe you are a legal marketing agency looking for writers right now. You are a professional, and the only way for you to maintain your professional reputation is to work with other professionals. Writing is a profession, and you have to treat it as such when looking for the best legal content providers.

Search around for the best pricing options, yes, but the lowest price is almost never going to be your best option. Time and time again, we have worked with clients who went with the lower-priced option only to discover that it was a complete disaster. We have been asked to redo other writers’ work more time than we can count, and it pains me. It pains me because I know the client has already paid for content once and is now having to pay us for content again.

By the way, we usually just scrap the old content and create fresh content anew in these situations.

It does not matter what field you are in or what kind of services you need; experience matters. I say this (Allen) as a person who had absolutely no legal content writing experience when I first started in this field. I was swimming without floaties. But I learned. I also know this only worked because I was already an experienced writer. But even then, it took me a significant amount of time to really understand how to write quality legal content. When I go back and look at the first law firm practice area pages I wrote, I cringe. They were just not that great. However, they were better than some of the content that I still see getting put up on law firm websites, so that’s saying something.

You want to find a team of content writers who have experience handling law firm practice area pages, law firm blog posts, law firm landing pages, and any other type of content that you need.

Have you ever worked with an employee or contractor who just could not communicate well? It can quickly become a nightmare, particularly when you have deadlines and a need for your content right away.

When you are working with legal content writers, we understand that this is usually through a contract or freelance writing situation. Since these individuals are not actual employees, you cannot dictate when or how they complete their work. The only thing you can really do is give them a deadline and ask for the work to be done by then.

However, just because a person is a freelancer does not mean that they shouldn’t communicate regularly. The best law firm content writers in the business stay in regular contact with their point person. You want a content writer who asks you more questions, not less. You want a writer who will let you know if there are any issues coming up with deadlines.

Good communication skills between clients and writers are perhaps one of the most important parts of this whole relationship.

5. Ability to Meet Deadlines: Is the Content Turned in On Time

Deadlines are important. If they weren’t, then there wouldn’t be any deadline, I suppose. Everything has a deadline, and one of the most important skills law firm content writers learn very early is that deadlines need to be met.

Yes, there are times when emergencies arise. However, this should not be the norm. If a content writer experiences an emergency, they should communicate this to their client as soon as possible. What we have found is that early communication typically means that arrangements can be made. Clients appreciate it when you let them know what is going on so that they can adjust. Usually, the client extends the deadline, but that may not be possible. If the writer communicates early enough, the client can find someone else to handle the work. There is nothing worse than a client finding out the day before the deadline or the day of the deadline that the work will not be complete. This can really put clients in a bind.

If you are ever working with a legal content writer who consistently fails to meet deadlines, this is a problem, and you should probably look somewhere else for another writer.

You need a law firm content writer who consistently meets deadlines.

6. Willingness to Accept Feedback: How do Your Writers Handle Feedback?

No two clients are exactly alike. It does not matter how long we have been in the legal writing business, we know that every time we sign a new law firm or agency on board that we will have to adjust to their specific formatting and styles.

One of the first things that we tell clients is that before we officially start working with one another, we would like to do a few test pages (paid of course – NEVER ask a writer to work for free). These test pages give the client and us a good idea about whether or not this will be a good working relationship moving forward. The client can give us feedback about their expectations, and we can adjust moving forward with future content.

Additionally, there will never be a case when a client gets perfect content 100% of the time. While you should expect your legal content writer to produce content that is almost always error-free, there will be mistakes that go through. Even if the law firm content writer uses Grammarly, Hemingway Editor, or another type of editing software, mistakes happen. The important thing to determine is how a writer responds to feedback and moves forward.

7. Rewrites: How Much Will Rewrites Cost Your Law Firm?

Rewrites do happen, though not often. When you begin working with a legal content writer, ask them how much they charge for rewrites. At Blue Seven Content, we have a few policies regarding rewrites.

If we make a mistake, we do not charge for a rewrite. Sometimes, spelling or grammar errors slip through the cracks. Of course, we would not charge to fix this. In other cases, we misinterpret what the client wanted and provide a piece of content that just does not work. Again, if we are the ones who misunderstood what the client needed, we will do the rewrite for free.

If a client fails to properly communicate their expectations, or if they change their mind and decide that they want something else after we finish, then a rewrite will be full price. We own it if we make a mistake, so we expect our clients to own it if they make a mistake.

Get Started With the Best Law Firm Content Today

Finding the right fit for your law firm is tough. It’s like forming a partnership, and that involves trust. We always encourage clients to start with a trial run, perhaps a few pages, to see if they’ve found the best legal content writer for their needs. If you’re interested finding the best law firm website content services, we are ready to get to work. We handle:

To reach out to Allen or Victoria about getting started with Blue Seven Content, you can schedule a free consultation by clicking here or calling us at 843-580-3158.

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

Law Firm Blog Post Ideas – How to Come Up With Them

Every so often, a blog writer spends hours banging their head against their computer monitor searching for good law firm blog post ideas. Unfortunately, it can be challenging to publish relevant topics that provide readers with exciting and engaging content. However, we at Blue Seven Content have found a few ways to maintain a steady stream of quality law firm blog posts for our clients.  

Look at What Others are Doing

We were all taught in 5th Grade English that plagiarism is wrong and copying someone else’s work would land you in big trouble. However, effective legal advocates identify and utilize tested cases, arguments, citations, and strategies to serve their client’s interests. Blog writing is similar, but with a few caveats.

No, this post is NOT encouraging you to copy/paste someone else’s writing and pass it off as your own. Unlike in law, plagiarizing blog content can cause many issues, including copyright strikes, legal action, and search engines diminishing traffic to your website. Oh yes, many search engine algorithms can identify and flag blogs and web pages that consistently plagiarize other sites to decrease their overall ranking when users utilize their search engine.

Instead, blog writers can look to other blogs for ideas and create their own work based on their unique specifications. In addition, many popular legal databases and legal news sites do an outstanding job of keeping readers informed in nearly every practice area. Although directly using this content is highly discouraged, using these resources as a jumping off point for ideas, can help clear writer’s block.

Talk to Your Colleagues

If you are the designated blogger at your firm and you are looking for new law firm blog post ideas, tap your best resource: an attorney. Many practitioners keep updated on relevant topics that impact the areas of the law they practice. Whether it is a notable appellate court case poised to change a substantive issue relevant to your client base or a new bill making its way through your state’s legislature, there is bound to be someone at your firm keeping tabs on these developments.

Scan the News

At Blue Seven Content, we work very hard to line up our clients practice area pages with news and updates from their specific area. If the client focuses heavily on commercial truck accident litigation and there was a recent crash in their area caused by a negligent trucking company, we have a blog.

A good starting point is Google or other major search engines. If your client wants a work injury page for their Charlotte law firm, type “Charlotte work injury” into the search engine and click the “news” tab at the top of the page. Check to see if there are any new current stories related to the topic.

This strategy works for most practice areas, though you may not find a “hot news story.” You can check and see if there are any new laws that would affect the client’s legal practice. Sometimes, you may have to pull out to the state or national level to get a current story, and that is okay. Blogs are meant to be timely, and they could help the law firm website pick up current traffic surrounding the news story.

No matter what you do, make sure you only use and link to credible sources for your blogs. If you link to less-than-credible sources, other law firms, or sites like Nolo, you’re going to hurt your blogs more than help them.

Stick to the most up-to-date news, data, and statistics for your law firm blog posts

Listservs, Listservs, and More Listservs

One of the best inexpensive resources for many attorneys is access to a listserv. Sure, we all have found ourselves spending hours a day unsubscribing to mailing lists because that 20% off coupon for bath towels has clogged up our inbox for far too long. However, listservs provide invaluable insight into new laws, cases, and regulations that impact various areas of law.

Further, some listservs encourage engagement among subscribers allowing attorneys and legal experts to converse about updates in law and technical questions not readily available through traditional research methods. Many bar associations have accessible mailing lists for subscribers, and there are numerous legal news websites, legal search engines, and advocacy groups updating subscribers with lots of content. Listservs are your friend—trust us.

Blue Seven Content Has Good Law Firm Blog Post Ideas

Our blog post writers at Blue Seven Content have vast experience researching and publishing blog posts to provide readers with relevant and engaging content and help boost traffic to your law firm’s website. Do not hesitate to contact us for a free consultation by clicking here or calling us at 843-580-3158.

Sources For Legal Content: How To Find And Cite Credible Content

Writing legal content is primarily about presenting information that people are looking for, and citing sources for legal content is crucial. It should be specific, thorough, and, above all else, accurate. 

In a world where there is so much information available on every imaginable subject, providing accurate information that people learn they can rely on encourages the building of trust and a strong foundation for long-term business relationships. 

If you are writing legal content as a well-known expert in legal circles your byline may be enough to give credibility to your content. But for most legal writers – who may, in fact, know their subject forward and backward – there is a more recognized authority saying the same thing which adds credibility to a writer’s content.

At Blue Seven Content we stress using only quality sources to support our legal content. Our writers stay up to date on the most current and reliable sources for the jurisdictions we write in so our content is always thoroughly researched, fresh, and accurate. 

Citing sources for the points made in legal content not only legitimizes the content, it also gives proper credit to the originators of the ideas being discussed. Plagiarism is something no writer wants to be accused of and making sure to give credit where it is due keeps everyone happy.  

Providing convenient links for readers to get greater detail further enhances their experience and makes it more likely they will engage with the content for a longer period. 

Why it’s Important to Cite Credible Sources

Citing the sources where you got your information is only part of the equation. You need to vet your sources before linking to them and make sure that people who click through are landing on a source that they will either recognize as being an authority or believe produces information that can be trusted. 

Credible sources are likely to have more staying power so you can be assured that links to their websites or content will continue to be maintained and users won’t have the frustrating experience of ending up with an error message. 

How to Identify and Select Credible Sources

Sources that produce information considered to be more objective and less self-serving are credible sources to cite in legal content. Generally, information found on government (.gov) or educational (.edu) domains is credible. 

At one time the .org domain indicated a charitable organization and thus greater credibility but that is not necessarily the case anymore. Some credible sources may use domain names specific to their industry such as .media for news reporting. 

And even though .com sites tend to be commercial, sometimes the manufacturer of a product is the best authority for information about the industry that uses it. 

For any source that you find and are considering using, you want to keep these things in mind as you evaluate its credibility.

  • Is the source original? Is the source you want to use the original presenter of the information or is it a document that cites the original source? Using original sources or sources closer to the original are considered more accurate and leave less additional searching for someone who clicks a link in your content. 
  • Is the source current? Most people are going to be more persuaded if the source you are citing is not very old. Acceptable ages for sources can depend on the subject matter. For legal content, relevance often depends on the latest news and changes in the laws, so sources that are the most recent are considered the most reliable.
  • Is the source well known and generally accepted? The more widely recognized your source is the more easily it will be accepted as an authority for the point you are making. 
  • Is the source relevant? Does the source you are using talk specifically about the point you are making or is it more generally about the subject matter and doesn’t have the level of detail that the reader is looking for when they click the link.  
  • Is the source freely accessible to those who may click on its link and want to learn more? It can be frustrating to click a link and not be able to read the information without signing up or making some kind of agreement in order to view the source content. Attention spans are short. People expect fast and easy and are quick to move on.
  • Is the source easy to navigate and free of grammatical errors? If a source seems unprofessional or it’s hard to find what you are looking for, look for a different option. Credible sources should be properly edited and the information should be simple to access. 
Focus on credible sources, not backwood bloggers.

How Many Sources Should You Use?

The general rule is that any time you use words, ideas, or data that are not your own you need to credit the source of your information. The exception is when the information you are using is so widely known as to be of common knowledge to the audience you are writing for. If you are not completely sure the information is common knowledge it’s best to cite your source.  

With content creation, you have to think about the balance between sourcing your information when appropriate and including so much information that you have links in every sentence. Reader experience is a key aspect of having your content read. A few well-placed links throughout the content won’t tend to distract a reader the way 4 or 5 links in a single paragraph might. 

The exact number of sources to use in any piece of content will depend on the subject matter and how in-depth the writing needs to be. A good rule of thumb is to cite the most credible source for each idea you are writing about. 

The Best Way to Cite Your Sources

When citing sources within legal content you will select certain phrases or parts of a sentence and link those words to your source. You want to be strategic with this and not just use some random words in your link. 

The words or phrases you highlight as your link are called the anchor text. Anchor text is not only a handy way for readers to link to additional information, it also has SEO implications. Search engines use anchor text to learn what content is about and to associate similar topics.

 Anchor Text Best Practices

General best practices when selecting anchor text include:

  • Try to include the topic of the source you are linking to in your anchor text. The more closely related search engines believe linked content to be, the higher the content can rank for search queries relating to the topic. 
  • Use as few words as possible. There is no right or wrong here but keeping anchor text concise while giving readers enough information to know where the link takes them is the objective.
  • Make sure the anchor text chosen flows naturally within the context of the topic being discussed. Don’t include superfluous words just to establish a greater connection to the source. 
  • Vary the words used for anchor text throughout your content even if all sources are discussing the same topic. Detecting the same anchor text used over and over can lead search engines to conclude you are over-optimizing and result in lower rankings in search results. 

When it comes to finding credible sources and citing them in a way that properly optimizes the content for search engines, it just takes practice. You get better at it the more you do it.

The legal content writers at Blue Seven Content combine legal knowledge with digital marketing skills to produce engaging legal content that is authoritative and ranks well. 

Blue Seven can help with all your legal content needs including the following key types of content for law firm websites:

  • landing pages
  • practice area pages
  • blog posts
  • practice area FAQ pages

Our company founders work with all potential new clients to make sure we can provide the quality legal content our clients have come to expect and we take pride in producing. To learn how Blue Seven Content can help bring you together with the clients that need your services, call 843-580-3158 or reach out to us here for a free consultation. 

Written by Mari Gaines, JD – Legal Content Writer

Why We’re Better Than the Top Legal Marketing Companies

Few industries are as competitive online as the legal industry. Law firms spend up to fifteen percent of their revenue on marketing, which means the more a law firm brings in, the more they are going to spend on marketing. It is surprising how many law firms are losing money on marketing by going with the wrong legal marketing companies.

But when you spend all your time in court or with clients, it can be difficult to tell when the marketing company you have selected to drive leads to your law firm is going to produce the most favorable results.

It is no secret that digital marketing and search engine optimization efforts are not an overnight solution. On the contrary, a strong marketing strategy is built to withstand and in preparation of trends and algorithm updates, which can stretch over a period of months and years.

Many law firms looking for their greatest return on investment will choose top marketing companies to handle their content marketing efforts. But you might be surprised to find that you aren’t seeing the leads you thought you would by now.

There are some key reasons why these legal marketing companies are making it on top. And it is not because they are producing the best content. Here’s why Blue Seven Content is the best place for the top law firms across the country to get their legal content.

We Are Not a Content Mill

Some of the top legal marketing companies in the country are rapidly shifting to a content mill model of web content production. This is exactly the style of content that you want to avoid in the legal industry. Major marketing companies will take on more clients than they can reasonably handle. And rather than spend the money on in-house writers, they will instead contract that work out to freelance writers working with content mill agencies.

The problem is not with the freelance writers. Freelance writers, especially those who focus primarily on legal writing, are some of the top contributors in the industry. But content mills are known for producing mass amounts of poor-quality content. The last thing you need as a competitive law firm is content that does not read well or translate into leads.

Blue Seven is better than the top legal marketing companies because we are not a content mill. That model is not for us, or our clients. We do not focus on producing massive amounts of content that will not convert. We take the time to carefully craft every single page. Our best practices have been proven time and again to boost law firm rankings and steal the top spots of lawyers working with top legal marketing companies.

Specialized Focus on Content Marketing

One of the biggest issues with top legal marketing companies is that they stretch themselves too thin. Most people know that digital marketing as a whole is an extremely involved process. Between search engine optimization (SEO), pay-per-click advertising, content marketing, social media management, on page SEO efforts, and link building, making sure that your law firm is prepared for success online takes more than just high-quality content.

But even the best legal marketing companies cannot do it all. There is a reason why many of the top legal marketing companies in the country have a high client turnover rate. They will tell you that their clients were not in it for the long-haul, or that they did not understand that search engine optimization and digital marketing takes time.

While this may be true, Blue Seven Content is able to maintain our client list and keep our law firms ranking by hyper-focusing on legal writing for law firms. Our ability to work with some of the top legal marketing companies, who may be lacking in the content marketing department, make us the obvious choice when you are looking for the best legal writing in the country.

The reason why many legal marketing efforts are successful is because they follow trends. The way a webpage is designed, the verbiage used, the way that the content is written, the specific vocabulary chosen, the placement of images and text, and other important SEO efforts will all change over time and with the needs of readers.

But Blue Seven Content does not follow trends. We set them. Our writers are constantly trying new and inventive ways of getting across to readers so they convert. It is only when our competitors see how successful our pages are that they begin implementing the same types of techniques and trends that we have created within our writing. Skip the middleman and call Blue Seven when your law firm needs high-quality legal content.

Top legal marketing companies are not successful on their own. The best writers for law firms nationwide are experts who have a niche-specialty in legal writing. Our legal writers at Blue Seven Content have dedicated their careers to creating and following marketing trends that allow them to customize legal content and drive leads to some of the most competitive law firms across the country.

When you are ready to take your law firm to the next level with your content marketing strategy, go straight to the source of premier legal writing in the U.S. Contact Blue Seven Content for a free consultation with our company’s founders. Fill out our quick contact form or call our office at 843-580-3158 to get started.

Written by Dianna Mason – Legal Content Writer

Why Client Communication Matters for Legal Marketing Companies

Why does communication with legal marketing companies matter?

Suppose you’re looking for the best legal content writers to take your law firm’s website to the next level. You type into Google various search terms that you think will work – best legal marketing companies, top marketing agencies for law firms, how to write a law firm blog post, and so on.

You make a list of five companies that you see pop up over and over and start dialing.

Ring, ring, ring.

Robotic but “supposed to be realistic” voice answers – “Thank you for calling Generic Legal Marketing Company. Please leave a brief message about how we can help you, along with your contact information. We’ll be in touch soon.”

If I called during someone’s business hours and that was the message I received, I would certainly hang up and go to the next person on my list.

The truth is that we love connection, no matter what industry we’re in. Over the last year, I’ve learned the value of speaking to every potential client that calls our phone number or makes contact through the website.

A Story of Miscommunication and the Results

I like to talk to prospective clients. I actually enjoy the conversations, whether over the phone or through Zoom. I think establishing a personal connection is important. Every client speaks to either myself or Blue Seven co-founder Victoria Lozano.

We recently spoke to Adam (name changed for the story). Adam has a solo firm in California, just outside of a major market. His website has languished over the last two years, and he’s had trouble with the legal marketing agencies who were supposed to be there to help him.

Adam started out with a fairly large and well-known legal marketing company. If we named it here, you’d know the name. However, they were so big that they’d become slow, at least when it came to adjusting his website the way he wanted to. When Adam would call this company, he’d rarely get through to someone who could make the changes he wanted. He was shelling over an ungodly amount of money to them each month to do basically nothing. He wasn’t getting new content. He was getting the magical “SEO spa treatment.”

I call bullshit.

So, Adam reached out to another company, one I’d never heard of. Their pitch sounded good, and they were less expensive, but that’s about as good as it got. Adam says that they, too, said they were doing some SEO “stuff” each month, but he never saw new content and his rankings plummeted.

Adam says that every time he called this other company, he always ended up speaking to someone didn’t speak English all that well and could never address his needs.

Overall, Adam had gone from making a few hundred thousand dollars from online leads each year to a number we won’t even mention here.

Blue Seven Content Values Client Communication

Adam got ahold of Blue Seven last month and spoke directly to me. We talked for an hour about his experiences and about what we do. Honestly, I think this was the first in-depth conversation he’d ever had about actual legal content, keywords, and the challenges of ranking in his market. We agreed on a test page (something I insist on for every new client), and he loved it. We’re now finishing all of his website pages, and I really think we’ll see some changes in a few months for his firm. Adam understands the need for communication with legal marketing companies, and we’re proud he’s chosen us.

I thought that speaking to clients was normal. Now I know better. Two months ago, a rather large firm out of Cali called our business number and discussed his needs and asked when he could get in touch with a “sales” person to get further into how we could help. He thought I was the receptionist.

Once I told him I was the co-owner of Blue Seven, he was shocked. He said it made him much happier that he was talking directly with someone who knew what they were doing, and he knew he wouldn’t be pushed from person to person before a partnership could be made. We set up a Zoom with his business partner and mine for the next day, and we’ve been working with them ever since.

Conversations create long-term clients.

Let Blue Seven Help With Your Law Firm Content

At Blue Seven Content, we know that communication with legal marketing companies matters. We truly believe we have the best legal content writers who can enhance your law firm’s website pages quickly. As we mentioned above, we always start out with a paid test page to make sure we’re a good fit with potential clients. To this day, everyone we’ve done a test page for has continued the relationship.

Our law firm content writers can help with a range of content issues, including providing:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. When you contact Blue Seven, you will be connected directly with the company’s founders.

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

3 Things You Must Know Before You Write Great Legal Content

Having great legal content must be a big part of a law firm’s overall marketing strategy. It must be educational and entertaining enough to hold the attention of the audience it is intended to reach. The end objective of legal content is to provide enough value to readers so that they are persuaded to take the next step toward becoming clients.

Beyond a basic ability to write, there are three skill areas that must be combined in just the right proportions to create legal content that will get the results a law firm is looking for.

1. Law and Legal Process

Much of legal content is directed toward helping people understand their rights and obligations in various legal situations. It just makes sense that if you are going to be good at explaining something to someone else you have got to have a decent understanding of it yourself.

Attorneys who write their own legal content are obviously going to be very proficient in their knowledge of what they are writing about. They may even be a little too proficient to the extent they are focused primarily on the subject matter of their content – perhaps to the exclusion of the necessary marketing components.

Understanding how to research legal subjects is a huge benefit for legal content writers.

I find it quite helpful for writing legal content that I have a JD and did practice law for a short period many years ago. But a JD is not necessary to become a good legal content writer. What is necessary is a sincere interest in the law and legal matters, a willingness to learn, and the ability to research and write about a topic.

2. Digital Marketing

Business advertising has moved to the internet in a big way. Advertising on the internet requires some skills that more traditional methods of advertising do not require.

  • You have to know who your audience is – who do you want to read your content?
  • You have to figure out how to get your content in front of your audience.
  • You have to know how to increase the likelihood that your content will get the attention of the people you want to read it.
  • You have to be able to hold reader attention long enough to get them to take the action you want them to take.

What this means is that you have to understand the concept of search engine optimization (SEO) and using keywords and key phrases. You have to know which keywords to use, when to use them and when not to use them.

You have to know what it means to target a particular audience and to write your content so it speaks to those people.

You have to engage your reader visually. Content must be presented in a way that is visually appealing to a reader. It must be organized so that it is capable of providing basic information from a quick skim.

3. Copywriting

Copywriting is “selling with words.” Copywriting is the ability to persuade the reader to do something. In the case of legal content, the copy must be written so that when the reader gets to the end of the article they are willing to call the phone number or click through to a law firm contact page and schedule a consultation.

Copywriters are interesting people. It’s not just writing, it’s writing with a purpose.

Copywriting emphasizes being able to connect with your reader and make them feel something. People who need to hire a lawyer or law firm have a problem they need help with. Good legal content connects with people who have a specific legal problem and then shows them the solution and why a particular law firm is the most capable of providing that solution.

Putting the Pieces Together

The main goal of legal content is to sell a lawyer or law firm to a prospective client. Legal content needs to hook readers who are looking to solve a particular legal problem and then build a bridge back to the law firm that can help them.

Research shows that people make most decisions based on emotion and then justify those decisions intellectually. So while having the technical aspects of legal content correct is very important, being able to write so that you capture something intangible within people is the difference that makes the difference.

There is extreme competition among law firms offering similar services to rank high in search results and get the attention of the people needing their services. If you want to be in the game, you have got to know what you are doing with your advertising.

At Blue Seven Content, we come from varied backgrounds. Some of us have worked in the legal profession. Some of us are really into technology. Some of us have marketing experience. But what we all have in common is a passion for creating great legal content that keeps our clients happy and our services in demand.

If you want legal content that both convinces and persuades, Blue Seven can help you with any of the following:

Find out how you can improve your law firm marketing with strategic, well-written legal content by contacting us here for a free planning session or calling 843-580-3158.

Written by Mari Gaines, JD – Legal Content Writer

Blue Seven Content Partners With webLegal: The Law Firm Marketing Power Couple

Law firm marketing is essential, and we’ve made no secret that Blue Seven Content is focused exclusively on providing the best legal content writers in the business. We do this by seeking out the writers who already have proven writing skills then provide them with our legal content writing guides and an interactive training session. Blue Seven also has monthly writer meetings. We know that there isn’t a single legal marketing agency out there that does any of this.

But we also know that business partnerships are essential. Because we only provide the written content that law firms need, we’ve partnered with webLegal so law firms have even more options available to them. Formerly known as WebsLaw, webLegal provides a range of services that help ensure a law firm’s brand shine online.

Logo for Blue Seven Content

Our Law Firm Marketing Partnership is Ongoing

webLegal has been around for quite a while. They have had ongoing relationships with law firms throughout the United States for the better part of a decade. Blue Seven Content founders, Allen Watson and Victoria Lozano, both started their legal writing careers at webLegal.

As Allen and Victoria moved forward on their own paths, it was always inevitable that they’d end up working with webLegal in one way or another. The partnership is stronger than ever, as both companies work hand-in-hand with one another with dozens of clients each month.

What Services Come With This Partnership?

Blue Seven provides great legal content for law firms throughout the US. On any given day, our writers are hard at work on:

webLegal can bring you the whole package when it comes to helping law firms land prospective leads that turn into quality clients. webLegal focuses on:

  • Creative development
  • Law firm digital strategy
  • Organic digital marketing
  • Local SEO
  • Paid digital solutions
  • PPC for law firms
  • Google Ads for law firms
  • Law firm video production

When a law firm needs to ramp up its digital marketing, a call to webLegal and Blue Seven Content will completely change the ballgame.

Contact Our Teams to Get The Law Firm Marketing Results You Need

If you are wondering what your next steps should be to get your law firm’s online presence rolling in the right direction, Blue Seven Content and webLegal are ready to help. You can reach out to either of our teams to get started.

Whether you only need written content for your existing webpage or are looking to start or revamp your entire law firm website, you can count on the Blue Seven Content and webLegal partnership for help.

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

Legal Content: 5 Reasons Good Attorneys Are Bad At It

Everyone can write legal content, especially lawyers…right?

Sure, lawyers can write … Good legal writing is well researched and persuasive.

And legal content is writing … Good legal content is well researched and persuasive.

So why don’t most lawyers write good legal content?

Legal writing is written for an audience of lawyers or others familiar with the law. Legal writing applies existing law to specific facts and attempts to persuade a decision-maker to rule a certain way based on a factual analysis. 

Legal content is intended to educate an audience of non-lawyers about the law and available legal solutions. Legal content reveals how the law generally applies in given situations and attempts to persuade a person to make the decision to hire an attorney or law firm.

While traditional legal writing and legal content writing share many similarities, they are designed to influence distinctly different audiences and are intended to produce different results. 

1. Legal Content is about Marketing

Why do most lawyers and law firm websites have blogs?  And why is it important to keep fresh content posted regularly? Legal content is law firm advertising. Much of law firm advertising has moved online where the competition for attention is fierce and the rules of the game change rapidly.

Legal content needs to be a precision blend of education, inspiration, and motivation that will move potential clients into action. Content needs to give readers the information that they are looking for while creating the feeling that the writer has the solution they are looking for. 

Good legal content must be infused with benefits for the reader. Better legal content takes the reader on a journey that they can relate to. Great legal content rides in on a white horse and gives the reader exactly what is desired.

Knowledge of digital marketing practices is essential to creating legal content that will perform well and attract new clients.

2. Legal Content Needs Style

A judge is going to have to read a legal brief no matter how uninteresting it appears. A potential client has no such obligation when it comes to legal content.

Any content needs to be formatted to get the attention of the targeted reader. The content of a law firm’s webpage needs to be presented so that it attracts the reader and then holds the reader’s attention. 

Legal content needs to be organized so that the major points jump out when skimmed to let the reader know that a deeper dive into the content is warranted – it requires a visual appeal that legal writing does not.

  • Keeping paragraphs short helps break up chunks of text that are intimidating to readers. 
  • Bullet points call attention to listed items. 
  • Bold and italicized text creates emphasis and draws attention.  

This content is viewed on social media. You need to be aware of how your content displays on various social media platforms. If your content is hard to read or doesn’t display well, people will move on. 

3. Legal Content Must Connect with the Intended Audience

Unlike legal writing, legal content writing does not have a captive audience. The words on your law firm’s website need to be written so that it attracts the attention of the people who need your legal services. Knowing who these people are and what is important to them is critical to getting your message where it can do the most good for both you and your potential clients.

Determining how to get your content to connect with the people who most need to see it is part science and part art. Your content has to earn the trust of your audience and instill the confidence that your law firm is the best option for getting to the solution they seek. 

You must explain what is involved in a particular legal problem and then demonstrate how you can solve it in a way that makes clients more likely to click your link and provide you with their contact information. 

Your content needs to make readers feel good. People remember the things that make them feel. And people choose the things that make them feel good.

Legal content writers have to be able to connect with the right audience.

4. Legal Content Needs an Optimization Strategy

How will your potential clients find your content? Google search, of course. And how will Google decide to show your content to your potential clients? Google will take the search criteria and scan the web for the content that best matches the search inquiry. 

Legal content needs to anticipate the words that people will use in their searches and strategically incorporate them into the content. Keywords and phrases must be included so that Google knows that your content is what the searcher is looking for. 

Search Engine Optimization (SEO) is the process of getting content to appear higher in the search results that are displayed to the searcher. The higher your content appears in the search results, the more likely your content will be seen and read – giving you the best opportunity to land new clients.

5. This Writing Requires a Fresh Perspective

If you want to stay ahead of your competition you have to keep a consistent flow of quality content in front of your potential clients. That requires a lot of new ideas about subjects you’ve written on many times. 

You have to find new ways to present similar information so that your audience believes they are receiving additional value from your content every time they read a new piece.

After a while, you may run out of ideas and your content will lose impact.

Trying to write about the law in ways that are fresh and engaging can be a challenge even for those of us who specialize in legal content writing. But it’s all we do, we’ve had a lot of practice at it and we have fun doing it.

Would You Counsel a Client to DIY When You Know You Can Help?

There are many legal situations people find themselves in that do not require the services of an attorney. But the lack of knowledge and experience in dealing with the legal system puts most people at an extreme disadvantage when trying to resolve legal matters. The knowledge and expertise you offer helps people achieve a much better result faster than would be possible without using your services.  

Producing good legal writing is an important part of your law firm’s marketing efforts and requires proficiency in digital marketing practices. Some attorneys are really into marketing and enjoy creating their own content. But there are many who don’t want to take on law firm marketing in addition to representing clients. So they leave content creation to those of us who specialize in legal content writing and marketing.

At Blue Seven Content, we aspire to write excellent legal content – every piece, every time. Our team creates engaging, original content that is thoroughly researched and optimized to get you results. 

We prefer to establish long-term relationships with our law firm clients because it allows us to get to know our firms and the clients they serve and enables us to write compelling content that performs well. Blue Seven Content can create any of the following tailored to meet your firm’s specific needs.

Your clients want to work with you because you’re among the best at what you do. Don’t let bad legal writing keep you apart. To find out how Blue Seven can transform your law firm’s website, contact us here for a free strategy session or call us at 843-580-3158. 

Written by Mari Gaines, JD – Legal Content Writer

Legal Content Writing: Most Attorneys Don’t Understand Keywords or SEO

When it comes to legal content writing providers, phone calls or video chats with clients usually go one of two ways:

  1. Everyone gets along and is on the same page. Maybe a few laughs are shared.
  2. Attorneys or legal marketers at a law firm do not understand SEO. Things can get uncomfortable.

When I was a baby law firm content writer, I just assumed everyone understood why there were certain things worded the way they were. What I’ve learned is that lawyers have other things on their minds. They’re understandably busy, and most have very little time to focus on what goes onto their website. This can be a problem when they read the content and get frustrated by what’s there.

Here, I want to look at a few of the main areas of contention I’ve encountered when producing content for attorneys over the last few years.

(I’ve made slight changes to details here to obscure who I may or may not be talking about)

Geographic Focus For The Law Firm Practice Area Pages

I had a conversation with a personal injury attorney out of Myrtle Beach the other day. It got heated at first because they couldn’t understand why I was creating pages for the cities surrounding Myrtle Beach. In particular, this set of pages was for Conway, a crowded city very close to Myrtle (and the seat of the county).

Aside from the fact that we’d already agreed on a strategy to target the cities around Myrtle, I had to explain again why we were doing so. Let me give you a brief rundown of how the conversation started:

  • Attorney: “My office is in Myrtle Beach. My pages should focus on Myrtle.”
  • Me: “We have already made your main “pillar” pages focused on Myrtle. Now, we’re working to target other areas where clients could come from.”
  • Attorney: “The Myrtle Beach pages should be good enough.”
  • Me: “But you said you wanted to draw clients from all of the other major cities around Myrtle.”
  • Attorney: “Yes, I did say that. But why are you turning me into a ‘Conway personal injury lawyer.’”

You see what’s happening here. My plan, which I had discussed with this attorney, was to create satellite pages that closely mirrored the pillar pages but focused on the other major cities around Myrtle Beach. On some pages, it would be “Conway personal injury lawyer” or “Conway car accident attorney.” On other pages, it would be “North Myrtle Beach personal injury lawyer” or “North Myrtle Beach car accident attorney.”

I took some time to explain the search behavior of the people we were targeting – the prospective clients in these individual cities who are typing into Google or another search engine for help.

Yes, the algorithms are pretty smart, and individuals in those other cities may very well have landed on his page without these satellite pages, but that’s no guarantee. By having a multi-location strategy implemented, his bases would be covered.

We got past the issues, and I carried on with my strategy.

Problems With The Way Service Areas Are Labeled

“I didn’t go to law school to be an ‘Uber accident attorney,’” an attorney said to me condescendingly. “I handle personal injury law cases, and that’s all people need to know.”

Right, no kidding. I also didn’t just decide to make that your keyword for no reason. I understand that you handle “only personal injury law.” As an experienced legal content writer, I also know that is not how your clients are finding you. People are very specific when it comes to what they lookup on Google and other search engines. Instead of popping onto the internet to look up a personal injury lawyer near them, they’ll type in what actually happened:

  • San Francisco dog bite lawyer
  • San Francisco SFMTA attorney
  • San Francisco Uber accident lawyer

I’ve had more than one conversation with attorneys about this type of keyword usage. Another conversation I had was an attorney practically yelling, “There is no such thing as a New York City child custody attorney.”

My colleagues and I asked the attorney, “Do you want to take cases revolving around child custody out of New York City?”

When the attorney answered “yes,” we had to spend 20 minutes explaining that a “New York City family law attorney” keyword phrase just isn’t going to work for every single page.

Every overreaching practice area has smaller areas that need to be targeted. In the case mentioned above, we knew that Uber accidents were fairly prevalent and that not many other firms in the area had pages specifically geared towards Uber accidents. An “Uber accident attorney” page for this attorney would have been fantastic.

Alas, it wasn’t meant to be. This attorney wanted to remain only a “personal injury lawyer.” We were allowed to mention causes of injuries within the personal injury page, but we couldn’t get specific with his keywords on individual pages.

Will it work? Probably not, but we tried.

Working Through The Issues To Craft The Best Legal Content Writing

There has to be a good working relationship between legal content writers and the attorney or the law firm marketing coordinator. As creators of law firm content, the team at Blue Seven has a responsibility to make sure the attorney understands what we’re doing and why. We have to clearly communicate our goals as well as give a basic lesson on SEO and how the search algorithms work.

Our team can help law firms handle a range of content issues, including providing the best legal content writing for:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. When you contact Blue Seven, you will be connected directly with the company’s founders.

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