Blue Seven Content Uncategorized

Law Firm Blog Topics: Five Steps to Success

You need law firm blog topics. Like it or not, blogs are an essential part of search engine optimization and rankings. The reasoning behind it is simple: more content shows Google, Yahoo, and Bing that your site is updated and relevant. 

Although the creation of blogs to improve search engine optimization is standard practice, it is far from simple. Each step that goes into blog creation is just as important as the next. Tone of writing, style, legibility, grammar, and so much more work in unison to improve rankings for millions of law firms across the country. 

Yet the component that hangs most people up is not the writing itself but the construction and formulation of law firm blog topics. This is difficult for many as there are many cogs working around a blog topic. It may be the targeted audience or even how relevant something is in the news today. Regardless, it is always important to consult the best legal content writers from a law firm SEO firm such as Blue Seven Content.

  1. 1. Define Your Goals
  2. 2. Determine Your Target Scope and Range
  3. 3. Conduct Research into the Timing of Your Blog Topic
  4. 4. Identify the Target Audience
  5. 5. Know the Facts
  6. How a Legal Content Firm Can Take Your Webpage to the Next Level

1. Define Your Goals

Setting proper goals is the very first step in formulating law firm blog topics. The best law firm content has a clear set of goals that have been used to formulate the topic in question. Doing so gives you a rough outline of the “why” and the “how.” Why are you writing about this topic? How do you execute your goals with this topic? A strong blog is one that successfully answers these questions in its writing.

Are you trying to:

  • Drive-up clicks to your website with your content?
  • Get new clients in cases for your legal team to take on?
  • Build a better reputation amongst law firms in your area?
  • Become one of the leading law firms in blog production?
  • Fill a niche that has yet to be filled?
  • Capitalize on a recent news event?

Setting specific yet attainable goals is the primary driving force behind quality legal SEO content. By setting these goals, the topic that you choose will have a greater chance of fulfilling your expectations.

Law firms should always keep a list of blog topic ideas.

2. Determine Your Target Scope and Range

Law firm SEO is a complex industry. You have a broad range of topics to choose from that must balance the needs of both the market and the capabilities of your law firm. While some firms may aim for automobile accidents in general, others may try to go for motorcycle accidents specifically. This can be for any reason but is usually done with a certain degree of intention.

If there have been an abnormal amount of motorcycle accidents in Phoenix, Arizona for example, A local law firm may find it useful to specifically aim for motorcycle accidents. This can be especially useful if other firms in the area have not yet identified this niche, making the chance of increasing rankings and driving up clicks all the more probable.

On the other hand, it may be the case that smaller cities and less populated geographical areas do not have a lot of firms tackling blogs to stay relevant. A firm in this scenario may find it more useful to cast a wide net and become one of the leading law firm content producers in the area. The reasoning behind the importance of the scope and range of your topics is that this strategy has led to many law firms becoming the most sought after in their respective communities. A healthy amount of market research is always the best path to understanding your market.

3. Conduct Research into the Timing of Your Blog Topic

It may seem easy to just write about whatever pops into your mind. However, this is rarely the best option. More and more firms are finding it worthwhile to target their topics according to events such as a certain season, holiday, or news event. The timing of a specific topic can be critical to the blog’s success.

Some firms failed to produce content during certain times of the year. Whether it be fatigue or overambition, there seems to be an ebb and flow in the production of content. You may be able to use this to your advantage. For example,  immediately after Memorial Day may be a good time to publish one about how your firm can help after a drunk driving accident. This is just one example of a technique that can be used by law firms to improve the probability of getting a service request from a customer.

4. Identify the Target Audience

Identifying the target audience that you would like to market to is essential when deciding which law blog topics you are going to utilize. Audiences are extremely important to law firm SEO producers as they completely determine which topic is most likely to be used. 

For example, communities that have a high number of blue-collar workers in industrial and manufacturing environments may benefit more from tackling worker’s compensation content head-on. A rural, Southern California firm may take it a step further and produce content aimed toward agricultural workers that are suffering from heat stroke during the summertime. A stellar firm will take this even further and translate its blog into Spanish to reach that critical population. Law firm websites and their content must be optimized to increase traffic by identifying the target audience.

5. Know the Facts

Before diving headfirst into law firm SEO content, a healthy amount of research and investigation into the facts of the matter should be conducted. Thorough fact-checking and a deep understanding of causation, correlation, and impact will make your communication of the topic reliable and educational. With this step, content can be more informative and less jam-packed with filler material. Knowing the ins and outs of the topic will give you the information you need to craft a proper blog.

How a Legal Content Firm Can Take Your Webpage to the Next Level

These five steps for formulating law firm blog topics are applicable to every law firm in the country. The audience, fact-checking, timing, goals, scope, and range are all crucial pieces to the puzzle of creating a worthwhile blog topic. As more and more firms pick up on the importance of creating a living, breathing website through law firm SEO content, it becomes ever more critical to make sure yours is quality. 

Taking your content to the next level by translating it into Spanish for a Hispanic audience, discovering the abnormal amount of motorcycle accidents in your city, and deciding to produce over party-ridden holidays are all examples of high-quality content strategies that lead to further reach and revenue. To learn more about the very best law firm content strategies, please reach out to the best legal SEO copywriters in the business at Blue Seven Content or by calling (843) 580-3158.

Written by Ian Shotts – Legal Content Writer

Blue Seven Content Uncategorized

Smaller Law Firms Must Continuously Update Their Website

If you aren’t continuously updating your law firm website content, you’re going to fall in the search engine rankings. That is, if you’re even ranking at all. Small law firms and solo practitioners – I’m talking to you.

At Blue Seven Content, we work with a range of client types – small law firms, big law firms, small legal marketing agencies, and massive legal marketing agencies. We get a front-row seat to some of the best and some of the worst legal marketing strategies. One of the biggest mistakes we see with smaller firms and solo practitioners is a misunderstanding of the importance of regular content on their websites.

Regular Content and the Search Engines

You would be surprised at how many law firm websites we go to that have not had any content updates for years. One of the first things that we do is click over to the blog section of a website, if the website even has a blog section. Sometimes, the last blog posts are from 2019 or 2020. This is unfortunate because blogs are one of the easiest ways to keep a website “fresh.” If your website content could all be certified “Pre-Covid,” you’ve got a problem.

Your law firm website can become stagnant. This matters when it comes to the search engines, particularly Google. Search engines are going to crawl your website on a regular basis, and these algorithms reward websites that continually refresh and update. There are various ways to add fresh content to your web pages. This can include going into existing pages and improving them, adding new practice area pages (maybe for different locations or by niching down), and having regular blog posts.

The longer your website sits stagnant, the harder it will be to regain any kind of control in the rankings. Your website will drop from page 1 to page 2, and then to pages 3 and 4, and then into oblivion. By the time many law firms and solo practitioners come to the realization that they need to add fresh content to their pages, they have put themselves in a position where it is going to take a significant amount of time to get back to where they want to pay.

Don’t let your website fall into search engine oblivion because you refuse to add new content.

The easiest way to stay on top of the content game is to never leave the game at all. Create some type of content plan that adds fresh material each month at least.

What Regular Content Tells Your Readers

All too often, we get caught up on what Google and the other search engines want to see. However, if you are not creating your website with the reader in mind, you are doing yourself a disservice. The entire goal of creating your law firm website is to get new clients. The last thing you want is for the reader to be turned off as soon as they hit your site. They will smash the back button and go on to the next law firm on the search engine list.

If your website it is written in complex legalese, poorly formatted, or is just slow and bulky, you are probably losing clients. Additionally, you may be surprised at how many prospective clients can tell if your site has not been updated. Remember when we mentioned that we go to the blog section of a website to see when it was last updated? Your readers may do this as well.

If you have an engaging website, including a blog that is updated weekly or monthly, this tells your readers that you, as a law firm or a solo practitioner, are on top of things. It sends a signal that you are engaged with your practice area and your community.

Be like Tom Hanks. Start typing your law firm website content.

The Start and Stop Method Doesn’t Work for Law Firm Website Content

Blue Seven Content has worked with a significant number of smaller law firms. However, one common theme that comes up over and over is starting a content plan and then the law firm or attorney deciding that it is not working within a month or two and hanging up the towel.

Good content strategies, and any type of SEO strategy, take time. There is no such thing as immediate results. In fact, if anyone ever tells you that you will rank number one for something within a week or two, they’re selling you snake oil and likely doing detriment to your long-term website rankings.

Starting a content plan and then stopping after a few months, and then starting again once you realize you messed up by stopping, is not the way to go about handling your website. We strongly encourage law firms to set aside a monthly budget for legal content and stick with it. Let the results happen over time organically.

At Blue Seven Content, we help come up with new law firm website content and refresh existing content every day. This includes examining and creating:

We are ready to have a conversation about your website. You can contact us for a free consultation by clicking here or calling us at 843-580-3158. You will immediately be put through to a real person, most likely the person writing this blog, Blue Seven CEO Allen Watson. Let’s have a chat.

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

Blue Seven Content Uncategorized

5 Biggest Legal Content Mistakes to Avoid on Your Website

Legal content writing mistakes can kill a website. Writing content for a law firm’s website is uniquely challenging. Consumers typically visit legal sites to read reviews and get quick answers to their questions. 

However, the law is highly complex. There are rarely short and sweet answers to legal questions. On the other hand, if the content is too complicated for prospective clients, they may move on to the next site. 

Below are the 5 biggest legal content mistakes our writers have noticed and how to address them. At Blue Seven Content, we have years of experience adding, revising, and updating content. Our team of legal writers takes pride in creating high-quality, informative content optimized for search engines.

  1. 1. Writing Content for Lawyers, Not Prospective Clients
  2. 2. Failing to Write for Current Search Engine Optimization Standards
  3. 3. Including Weak or Poor Quality Content
  4. 4. Failing to State Why Prospects Should Hire Your Firm
  5. 5. Failing to Include Testimonials
  6. Why Work with Blue Seven Content to Prevent Legal Content Mistakes?
Law firms and content writers stay busy, and they can make mistakes. Let’s help each other avoid them.

1. Writing Content for Lawyers, Not Prospective Clients

After years of prepping and drafting documents, litigating in court, and negotiating with opposing counsel, legal jargon can become ingrained in your mind. Every industry has unique terminology that can sound foreign to those outside your field. When creating content for your law firm, it is important to remember your audience. 

Prospective clients are viewing your website on their mobile device, skimming through information, and usually engaging in another activity. According to a recent study on smartphone multitasking:

  • 76% of adults use their phones while watching television
  • 63% use their phones while doing another activity at work
  • 40% admit to reading the news on their phone while watching TV

Your content is competing with TV shows, work, and other distractions. If a prospective client has trouble finding the information they need or cannot understand the content, they will likely bounce off your site.

Depending on your target market, successful and engaging content is typically written at an 8th or 10th grade reading level. Keep the language simple. Metaphors and analogies are excellent tools to simplify and convey complex legal doctrines. 

2. Failing to Write for Current Search Engine Optimization Standards

Search engine optimization (SEO) is constantly evolving, and most attorneys aren’t SEO experts. In the early days of Google, pages could be packed with keywords and achieve commendable search engine rankings. However, through the years, SEO has become increasingly more sophisticated. 

Now, pages that are overstuffed with keywords are punished and drop significantly down Google’s ranking system. Conversely, informative and well-written content is rewarded with higher rankings.  

Keywords are still critical for search engines. However, key terms and phrases must blend seamlessly into a page that is brimming with valuable and relevant information.

Google’s latest algorithm favors content that is: 

  • Well-researched with reliable data and statistics
  • Informative with credible external links
  • Clearly composed with directly answered questions (e.g., consider Google snippet)
  • Well-written (i.e., no grammar or spelling mistakes)
  • Considers the user’s intent (i.e., what was the user’s search goal, and is your content relevant?)

High-quality pages that offer current and valuable information in an engaging way are valued most. If you are unsure if your content meets SEO standards, conduct a webpage audit. Check the number of visitors to each page and the traffic conversion rate. If your pages lack traffic, revising and updating your content can dramatically increase your SEO rankings. 

3. Including Weak or Poor Quality Content

When legal firms rush to launch a website or are unable to devote the time needed to produce quality pages, content can be over-generalized and lack value. Weak pages may be characterized by:

  • Thin content with duplicate or sparsely written information
  • Poorly structured pages that make it difficult for consumers to read
  • Failing to update existing pages that are outdated or irrelevant 
  • Publishing content with grammatical and spelling errors

One of the most overlooked legal content mistakes is poor quality writing. Quality content is written differently than a great novel. While a book seeks to engage the reader and provoke emotion, quality website content is informative and drives traffic and leads. Filling a website with weak or thin content will only push your website down in search engine rankings. 

4. Failing to State Why Prospects Should Hire Your Firm

The legal services market is highly competitive. Suppose your website is full of high-quality content and regularly reaches the first page of Google in local searches. Your firm still must compete against all the other legal practices at the top. 

Firms need to stand out from the legal services crowd. Failing to showcase your firm’s unique selling points (USPs) is a huge missed opportunity and detrimental to your traffic conversion rate.

Consider what makes your legal practice different from similar firms in your area:

  • Do you offer boutique-style service? 
  • Has your legal firm been in practice for decades?
  • Is your firm a family practice?
  • What awards and recognitions has your legal practice earned?
  • Are any of your attorneys certified in their respective fields?
  • Are members of your legal team permitted to practice in federal court?

Take the time to highlight your distinctive qualities. Ensure you have a strong call-to-action (CTA) that encourages prospective clients to call for a consultation. 

5. Failing to Include Testimonials

Testimonials are paramount to an effective marketing strategy. Once you have successfully crafted quality content, reached the top of Google search, and told prospects why they should hire your firm, you need to be able to back up your claims.

Consumers frequently look to google for service reviews. Unfortunately, happy people rarely feel motivated to write reviews. On the other hand, unhappy people tend to use reviews as an outlet for their frustration. 

Including genuine testimonials from clients can mean the difference between a prospect calling to set up a consultation or leaving your site in search of reviews. Once a visitor leaves your site, the opportunity to convert them into a client diminishes exponentially. 

Why Work with Blue Seven Content to Prevent Legal Content Mistakes?

Your website is an extension of your practice. While content should reflect your firm’s uniqueness, its purpose is to turn prospects into clients. The writers of Blue Seven Content excel at translating your firm’s vision into content that:

  • Is optimized for current SEO trends 
  • Captures and keeps the attention of the reader
  • Is well-researched and informative

We take the time to listen and understand your goals and needs. Contact our exceptional legal content team for a consultation today by clicking here or calling (843) 580-3158.

Written By Morgan Sprinkle – Legal Content Writer

Blue Seven Content Uncategorized

Increase Your Rankings With New Law Firm Content – Refreshing Your Website

Websites need frequent maintenance to remain effective, especially concerning new law firm content. Continuously adding fresh, new information is essential for search engine optimization (SEO) and business credibility. However, old content can drag your website down the rankings.

At Blue Seven Content, we understand the importance of having the best law firm content. Marketing trends change, and search engines regularly adjust their algorithms. Outdated content can work against your new content, adversely affecting the quality of your website. 

Why You Need the Best Law Firm Content Possible

Competition is high in the legal world. Talent is increasingly difficult to find and retain. The legal services market is projected to grow 2.6% over the next six years, further driving competition. Law firms will need to differentiate themselves in new and innovative ways. 

While touting responsiveness has been a key stand-out factor for legal practices in the past, the global pandemic has pushed most firms into utilizing AI and other technologies to better communicate with clients. Responsiveness is no longer unique. 

Instead, law firms are seeing success when they can develop a reputation for efficient, trustworthy service. High-quality website content can help a company establish themselves as an authority in their field while garnering consumer trust. 

Prospective clients are turning more and more to online searches to find the legal services they need. According to a recent study:

  • 57% of people find legal representation through an internet search
  • 59% of consumers will ask for a referral

The 16% overlap involves consumers who ask for a referral and then turn to the internet to review the quality of the firm. 

The majority of people click on the first page of search results. The second page only sees half the number of clicks. Whether the client is searching for legal services online or in conjunction with a referral, it is essential your website rank high on the search bar. 

Get back to the drawing board – or never leave it – when it comes to new law firm content for your website.

How Outdated Content Hurts Your SEO

Understanding how outdated content hurts your search engine rankings begins with familiarizing yourself with the basics of SEO. Google is king among search engines, capturing nearly 88% of the market share. The best law firm content is geared towards Google’s algorithms.

Google rewards quality content, defined by the following elements:

  • Well-researched pages that provide meaningful information
  • Keywords and variations of keyword phrases
  • Content that considers the user’s search intent
  • Questions answered directly
  • Internal and external links
  • Longer, well-written pages

As content ages, it loses its accuracy and relevance. Perhaps the traffic accident statistics on a practice page are out-of-date or the external links on a blog no longer work. Whatever the reason, Google will punish websites with obsolete information.

Even if your site continues to add new content, Google’s algorithm will evaluate your website as a whole. If irrelevant data outweighs the new information, your site will suffer.

How Updating Existing Pages Will Increase Your Rankings

Think of your law firm’s site like a hot air balloon floating in the Google-verse. As content ages, the hot air cools and causes the balloon to sink. The more outdated and inaccurate the information becomes, the lower your balloon will sink. 

Adding fresh, quality content can act like a blast of hot air and push your balloon up in the search rankings. However, those older pages are still dragging your balloon down. You can solve this tug-of-war between new and old content by updating your pages. 

Search engines are designed to find the most accurate information for their users. Newer content will always have priority. When you frequently update older pages, Google’s search engine takes note that your website is continuing to offer relevant information and rewards it in higher search rankings. 

How to Decide What Content to Update or Delete

Deciding what content to update or delete begins with an audit. Analytics tools can help you decide what pages are seeing good traffic and conversion rates and which pages need more love. 

From here, you can prioritize your content. Review what pages used to get a significant amount of Google traffic but now have stopped performing. These pages can come alive again with updated links, data, and added content. 

For pages that never seemed to perform well, examine whether or not the content is still relevant and can be improved. If the page is short, could adding 1,000 words of well-researched, quality content provide value to prospective clients? Is the page written for an older Google search algorithm and can benefit from a rewrite? 

Deleting pages should always be a last resort. If your page or blog post can benefit from new information, keep and update the content. 

What Updates to Make to Existing Pages

As you manually go through our older pages, spelling and grammar mistakes are typically very obvious. However, sometimes deciding what updates to make is less apparent. Consider the following:

  • Can recent headlines replace old news stories?
  • How current are the statistics? 
  • Can external links be updated with more relevant sources?
  • Are the keyword phrases up-to-date?
  • Have the laws changed, or are there proposed bills that could affect the law? 

For example, some states have legalized the recreational use of marijuana while others have proposed legislation. A defense firm may need to update their practice pages and articles to reflect the new law or make a note of potential changes. Google loves frequent updates with valuable information. One change in the law could lead to numerous pages in need of updates. 

How Blue Seven Content Provides the Best New Law Firm Content

Blue Seven Content specializes in SEO-rich content for legal firms. With the expected growth of the legal services market continuing to drive competition, you need the best new law firm content to stand out against competitors and establish a trustworthy, successful reputation. 

Our writers provide high-quality, well-researched pages customized for each client. We can breathe new life into older, outdated pages by revising and adding content. Every time your site updates an existing page, Google indexes the new information. Frequent indexing will improve your website’s Google rankings. 

Schedule a consultation today and speak with one of our highly experienced SEO writers. You can call us at (843) 580-3158 or click here to send a message. 

Written By Morgan Sprinkle – Legal Content Writer

Blue Seven Content Uncategorized

Law Firm Translation – Why Your Website Needs to Be Translated to Spanish Today

Have you thought about law firm translation services? In a growing, ever-diversifying world, changes are often required. With a large and growing number of Spanish-speaking individuals in the United States of America, it has come to the attention of many firms around the country that law firm SEO must be accommodating to this reality. It is therefore true that the best law firm content is one that includes Spanish on its webpage as they adjust to the times. 

Here at Blue Seven Content, we are committed to educating the public on new SEO trends while simultaneously offering the very best services for all of your online legal marketing needs.

The Numbers Send a Clear Message

It is now estimated that over 13% of the American population speaks Spanish, rounding out the figure at about 37 million hispanophones. To put this in perspective, the United States is fifth in the number of Spanish speakers of any country on Earth. We, as a nation, have more Spanish speakers than Venezuela, Peru, Chile, Ecuador, and a slew of other native Spanish-speaking countries in Latin America. 

In the coming years, it is expected that with the population growth the country is experiencing, the United States will surpass Spain and even Argentina to become the country with the third-largest Spanish-speaking population in the world.

Many law firms make the mistake of overlooking the Hispanic and Latino population of the United States. Spanish is present in every state in the country, and its outlook for growth only further provides proof that the language will need more attention over time. 

The opportunity to translate your website into Spanish is therefore one that is a near-necessity if you wish to capture new audiences and gain a competitive edge over other law firms. Missing out on nearly one-seventh of the American population due to issues with communication is a potentially detrimental mistake.

Secondary Effects of Translating Your Website

Expanding your audience will have other impacts that are consistent with those seen across the field of marketing. With a commitment to community and diversity, your law firm will begin to gain credibility amongst Spanish speakers and English speakers alike as they begin to take note of how your firm is dedicated to working with the community and adjusting to its needs. 

It should be remembered as well that your network will be able to flourish with your newfound commitment to a marginalized community. Even with over hundreds of Spanish newspapers, magazines, and publishers in the United States, one of the primary means of referencing within communities that speak a language that is not the official language is word-of-mouth. Expanding services to Spanish speakers will make them more likely to recommend you to friends and families where you otherwise would not have been able to market your services.

The Baseline for Online Marketing – SEO and Rankings

Of course, the bread and butter of legal marketing is search engine optimization. It has been revealed that including reliable SEO material in other languages boosts Google Analytics and performance in search engine rankings. This is a critical step for so many firms that are constantly vying for the top spots on Google, Yahoo, and Bing. Your firm will not only be utilizing completely novel SEO keywords (with the use of a different language) but will be also pleasing the algorithm as it recognizes non-machine translation of a webpage.

Why Machine Translation Doesn’t Get the Job Done

Despite the aforementioned reasons for providing Spanish translations on a website, it is often the opinion of law firms that they do not need to manually translate their pages as Google translate and other machine-based translation services are available to them at the click of a button.

It is a common misconception to those unfamiliar with machine translations and the cultural intricacies of languages that these are largely unreliable. Unfortunately, technology has only come so far. As it currently stands, machine translation services still make many elementary errors in their translations. This is often the case when anything such as a compound sentence is processed through an online machine translation service. Law firm translation services need to be done by a qualified person, not a machine.

Cultural and Nuanced Considerations in Machine Translations

Apart from simple errors in grammar and spelling, there is a larger underlying issue regarding machine translations. Languages are extremely complex and have an insanely large amount of nuances within small amounts of language. This means that, for example, while the word “lamp” may mean a light fixture that sits on a table or the ground in English, its Spanish equivalent may only refer to light fixtures that sit on the top of a table. 

On many occasions, there’s more than one word to describe what we only have one word for in English. While this is a completely fictional example, there are an infinite amount of words with different nuances between the two languages that are not able to be picked up by a machine.

Law firm translation services can increase your client base.

Speakers’ intentions and cultural considerations are also important when considering hiring a translator versus using machine translation. Spanish has two voices for formality, for example. Even more compelling, across all varieties of Spanish, there are five different ways to say the word “you”. 

Machine translation is not able to tell in which voice and to what audience you are directing your message. On top of this complexity, there are cultural considerations to taking the place such as what may come across as rude or too forthcoming for an individual that was born into a different culture. All of these are important to remember when moving forth with a translation campaign for your webpage.

Want to Get the Leg-Up on Your Competitors? Contact Blue Seven Content Today for Law Firm Translation

As previously covered, there are more than enough reasons to decide to translate your law firm websites into Spanish. Everything from potential clients to law firm SEO greatly benefits from this addition to your website. It has been proven time and time again that the best law firm content is one that is readable and accessible to people from all walks of life. 

By investing in law firm translation and legal SEO copywriter, your business will benefit greatly from the uptick in visits to your website and eventual clients that you’re able to take on from Spanish-speaking clients. For more information on law firm SEO, translations, and online marketing, please visit the Blue Seven Content website by clicking here or calling (843) 580-3158 and getting connected with a passionate and experienced legal copywriter.

Written By Ian Shotts – Legal Content Writer

Blue Seven Content Uncategorized

Law Firm SEO – 15 Tips From Legal Copywriting Experts

You need a law firm SEO strategy – you just don’t know it. If you’re an attorney or law firm that wants (needs) a steady stream of quality clients, you can’t afford to ignore the vast client potential available on the web. It’s where more people go to find answers to the problems they are trying to solve. The trick is to get your services in front of the users who are looking. And that requires search engine optimization (SEO).

Pleasing Google bots is the goal of SEO. When the bots like what they see in content, it equals positive ranking factors. Positive ranking factors tell Google to rank the content higher in the search engine results pages (SERP). The higher content is ranked in search engine results, the better the chances it will be seen by the people you want as clients. 

Statistics show that most people will make their selection from the results that appear on the first page of Google search results. According to Smart Insights, 77% of user clicks go to the top five organic (non-paid) search results. Needless to say, there is fierce competition to gain one of those coveted five spots for whatever keywords are targeted. 

Law firms that create content optimized for search engines greatly improve their chances of getting their name and their services in front of potential clients. But that’s only half the battle. After getting the click, the content needs to keep users on the site to show Google that the content is good stuff and should be shown to more people. 

Copywriting is how you hook someone’s attention with your legal content and keep them interested in learning more. The best content conveys empathy for the problem and instills confidence that the law firm can provide the most satisfactory solution. 

Desktop or mobile, your clients are using the web to find you. Law firm SEO is critical.
  1. What is Law Firm SEO?
  2. Technical SEO – Law Firm Website Mechanics
  3. Legal Copywriting Incorporates SEO
  4. 15 Tips to Improve the Reach and Engagement of Legal Content
  5. What You Have to Keep in Mind About Law Firm SEO

What is Law Firm SEO?

Law firm SEO is mostly about content. It’s about content written in such a way that search engine bots know that the content is a top source for the information that people are searching for. It’s about content that is an authoritative and trusted source of information others are willing to share. 

What law firm SEO is not about is prioritizing SEO over the quality of the content or the user experience. Google may actually penalize content that violates their quality guidelines by trying to manipulate the algorithm or deceive users in some way. 

Good law firm SEO is striking a balance between optimizing for search engines and providing valuable and engaging content for users. 

Technical SEO – Law Firm Website Mechanics

It’s important to mention that well optimized, superbly engaging content may not perform well in search engines or with users if a site’s pages do not load quickly. Page load time is a ranking factor that Google considers. And page load time is definitely a factor that a person attempting to access a website considers. 

Moreover, pages need to load quickly in a format compatible with mobile device users. There are nearly 100,000 Google searches every second. About 60% of the search volume is on mobile devices, and the numbers continue to grow. Mobile users also have the highest bounce rate, which speaks to the need to make sure mobile users will have a good experience on a law firm’s website. Google offers a free mobile-friendly test where you can input your website URL for an evaluation. 

Think of SEO as a crucial component of digital legal copywriting. Once SEO does its job of getting a law firm’s content in front of a searching audience, copywriting connects the words to the reader and gets them to take that critical next step toward becoming a client. When content appeals to a user, Google takes that as a favorable sign which boosts the chances of higher rankings.

After Google ranks a site, it further evaluates how well it’s done based on user actions. One of the metrics that Google uses to evaluate how well it was able to match content to a search query is the click-through rate (CTR) of searchers to a law firm’s website. The more often people click through to a law firm’s website, the more Google learns to trust that site as a credible source of information. 

Google also monitors how long a user remains on a page after clicking through – referred to as a user’s dwell time. The more time a user spends on a website, the more favorably Google views the site. 

15 Tips to Improve the Reach and Engagement of Legal Content

Legal content writers integrate SEO into copywriting. The content must be able to appeal to two different audiences and must find the right balance to attract both. Good legal copywriting will have that magical combination of getting your content in front of the people you want to reach and then convincing those people to pick up the phone or fill out your contact form. 

The following tips will help law firms improve their content marketing. 

  1. Plan your content – Make sure you include information users might want or need to know, answers to questions that users would likely ask, and why your law firm is the best choice to solve the user’s problem.
  1. Don’t be afraid to be specific – Content that provides detailed answers to narrowly focused questions can rank high for users with a very specific search query.
  1. Use a keyword research tool to learn what terms people are searching for that relate to your practice areas and the popularity of particular keywords.
  1. See what your competition is doing. Search the keywords you want to rank for and see what others are doing that you may be able to learn from and improve upon.
  1. Don’t overuse keywords or risk offending Google for keyword stuffing and detracting from the user experience. A general rule of thumb is to limit what’s known as keyword density to 2% of the content. A quick way to measure keyword density is to divide the number of times a keyword is used by the total word count of the piece. 
  1. Link to one or two credible outside sources such as a statute, a relevant news article, statistics compiled by a legitimate agency, or a scientific or educational study.
  1. Use internal links strategically. It helps keep people on your site and shows Google you have good content. Google interprets internal links as pointing to important pages. You can make Google recognize particular pages as important by having more internal links to them.
  1. Keep the paragraphs short. Walls of text are a reason to bounce. Try paragraphs of three, four, or five sentences.
  1. Make the information easy to consume. Use bullet points and lists. Get to the point. Don’t use more words than necessary or useful. 
  1. Use familiar language and avoid using legal terminology that isn’t widely understood. 
  1. Be consistent with style, terminology, and facts throughout all content. If you decide to refer to your potential clients as ‘survivors’ rather than ‘victims’, make sure all of the relevant content uses the same terminology. When similar facts are used in different content, make sure that you’re not providing inconsistent information. 
  1. Write with empathy so that the content is more likely to connect with the user and keep them engaged. Have you ever been where your clients are when they come to you? Do you know someone who has? How can you let users know that you understand what they need and can help? Do you have something personal you can share? This might be a line or two in the opening paragraph or a bit at the end as part of your call to action. 
  1. Don’t be afraid of writing longer content. If the content is well written and provides accurate and useful information, people find it a better resource and are more likely to share it. Google takes this as a good sign. 1,000 words per piece are starting to become the minimum for legal content. Pieces 1,500 to 2,000 words can work really well for in-depth discussions of practice areas and other relevant legal topics.
  1. Update older content – especially foundational content. Updating content tells Google that something is new, and Google likes fresh content. It also gives you a chance to review keywords for continued relevance, test links to make sure they are still accurate, and update any firm information or modify an out-of-date call to action. Updating older content can serve the same purpose as creating new content while also saving precious time and keeping your website current.
  1. Make your metadata work for you. Metadata is input when content is uploaded to the web and is what people see in their search results pages in the form of a title tag and a meta description. The title tag is the first line of a result and should be informative and concise. Meta descriptions appear under the title tag and provide a little more detail about the content. Metadata should summarize the content and include keywords to help both search engines and users understand what the content is about. Good metadata is the hook that gets the click. 

What You Have to Keep in Mind About Law Firm SEO

Law firm SEO is an ongoing and long-term marketing strategy. It’s about building goodwill with users who are then more likely to become clients when in need of your services. And it is a must for law firms that are looking to stand out and continue to grow their businesses in an ever more competitive online marketplace.  

Writing legal content that gets seen and converts users to clients is part science and part art. 

The people who are handling the digital marketing efforts for a law firm really need to know what they are doing, which requires having the time to dedicate to learning about it and becoming good at it. 

There are only so many hours in a day, and if you would rather not try to find an extra one or two to spend figuring out how to create amazing legal content, Blue Seven Content can help with that. 

At Blue Seven, we specialize in creating well-researched, authoritative, original legal content that is optimized to achieve the best results for our clients. Many of our legal content writers have JDs or experience working in the legal profession. We can write any type of content for a law firm website, including:

  • Landing pages
  • Practice area pages
  • Blog posts
  • FAQ pages
  • Attorney bios or ‘about us’ pages

If you are interested in exceptional quality at a fair price, call us at 843-580-3158 or contact us here to discuss your law firm’s legal content needs. 

Written by Mari Gaines, JD – Legal Content Writer

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Keywords for Lawyers: How to Craft Strong Keyword Campaigns for Law Firms

By now, it is widely known that keyword campaigns and search engine optimization (SEO) have huge impacts on the ability of one’s business to succeed. This is especially true for law firms that are constantly vying for new clients amongst the large playing field of attorneys that people have to choose from. Law firm keyword campaigns can help.

As the newest and most popular form of marketing in the 21st century is the internet, you must play by its rules to stand above the rest. To learn more about how you can better market your law firm with strong keyword campaigns, please reach out to Blue Seven Content, where you will find the best law firm content writers out there.

Why Do I Need a Law Firm Keyword Campaign? 

Keyword campaigns are the bread and butter of law firm SEO. With the vast majority of the American population using the internet when looking for goods and services, it is absolutely imperative that a law firm’s marketing strategies are up-to-date. This is even more important when other factors are considered, such as a firm’s reputation and the wide array of other lawyers attempting to out-market their competitors. Ultimately, your primary goal with a keyword campaign is ensuring that your firm ends up on top of search engine results when potential clients try to find law firm websites to turn to after needing legal assistance.

Keyword campaigns are, most notably, included in practice area landing pages and blogs. Practice area pages are the content that gives the reader a general overview of what your firm does and how it does it – the general landing page for a given practice area. Whether it be dog bites or motorcycle accidents, this is a law firm’s opportunity to capture the attention of clientele and reel them in. This is a critical page to have pop up on search engines as this page will be viewed at much higher rates than most other pages on your site. 

Yet there is still another category of pages that the keyword campaign should be utilized on: blogs. Singular blogs may be viewed less than your practice area landing pages, but are still important because updating your site regularly will appease the algorithm associated with search engine optimization. By combining a healthy stream of blogs with the use of an effective keyword campaign, you will ensure that your law firm website will begin to rise in the Google rankings. This comprehensive approach to online legal marketing is the best way to ensure that more people will start picking up the phone to request your services.

Make sure to create a strong keyword campaign for your law firm – and stick with it.

What Should I Target with Keywords?

There are a some main topics that you should be targeting your keywords towards. By selecting the correct and most relevant target areas for your campaign, you will be reaching the audience most likely to need the services your firm provides. The importance of this is exemplified through over-generalized marketing tactics that are too broad or too narrow, driving away potential customers. The goal of this targeting strategy is to let the reader know that your firm is serving clients just like them. 

  • Geographical area – All law firms serve a particular geographical region. It is important that you reach potential clients within the geographical area in which you operate. Therefore, sometimes using too broad of language lessens the number of people who eventually reach out and contact you. Your keywords should be more focused on cities that you are operating in, as well as counties – especially for more rural areas.
  • Practice area – This is one of the most important areas of law firm SEO. The practice areas that you are marketing within a practice area page or blog will be critical as a search engine scours the internet for matches. This can include personal injury law, white-collar defense law, slips and falls, or whatever practice area you are hoping to get more clients for. In any case, the client will want to know that the firm in question can undoubtedly handle their case before reaching out.
  • Attorneys – In addition to including information that highlights where your firm is and what type of law it deals with, you want to include the title of the people that work there. In spelling out the type of attorneys that work for your firm, the Google algorithm will be able to better recommend your services to potential clients.
  • Name of your firm – Part of a keyword campaign is creating a foundation for whatever landing page internet searchers are met with. You should include the name of your law firm so as to not make your content too general that it gets lost in the mix of other law firm practice area pages and blogs.

Strong Keyword Formats for Law Firms 

Different keyword formats are preferred in search engine optimization. While these are common at present, it is important to remember that search engine optimization is constantly changing. Your best option when trying to decide how to craft the best keyword campaign for your law firm website is by consulting the legal SEO copywriters in the game from a law firm content company.

One suggestion is to place the geographical location at the beginning of a phrase, such as “Charleston personal injury attorney” or “Charleston car accidents.” This lines up well with the types of sentences and phrases submitted in search engines by clients looking for lawyers. However, there are additional phrases that people may submit, such as placing the geographic location at the end of the sentence. Consider the phrase, “Car accident attorney in Charlotte.” This is an everyday phrase that Google and Yahoo want to see. By varying your wording on your pages, you will retain readability in your writing while also adhering to the rules of search engine optimization.

The One-Stop Shop for Your Law Firm Keyword Campaign and Content

Clearly, search engine optimization is one of the most important cogs that you will need in your marketing machine. The utilization of a strong keyword campaign will complement the SEO algorithms that dictate your law firm’s performance in capturing new clients. If you would like to learn more about how your firm can improve its marketing strategies and reach a wider audience, please send a message to some of the best legal content writers with Blue Seven Content by clicking here or calling (843) 580-3158. Our team is dedicated to the success of our clients.

Written By Ian Shotts – Legal Content Writer

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Law Firm SEO Speed Dating: Will You Be My Writer?

Writing is an art, especially law firm SEO content writing. Everyone can write, but only a few spend the time to perfect it, or at least make attempts to perfect it. Like art, the beauty of writing is subject to the viewer. Not all readers like the same type of writing, and not all writing is for your average reader. 

How do you know which writer is a good fit for your site? Blue Seven Content focuses only on written content. Our hiring process is intensive because we only want writers who are dedicated to their passion for writing. Like any good matchmaker, we assess our client’s needs with the strengths of our writers to make a sustainable match to help grow your business. 

How Do We Assign the Best Law Firm SEO Writer For You?

When you choose Blue Seven Content, you choose to work with a team of elite writers with various backgrounds, degrees, and levels of experience. After the initial meet and greet with the co-founders Allen Watson and Victoria Lozano, they will assess your current content. 

The assessment is an opportunity to ask questions about the needs and wants of the client. Here are some common questions: 

  • Do you want to elevate your content? 
  • Are you happy with the length of your articles? 
  • Are there certain pages that rank lower than others? 
  • Do you want your content to sound empathetic or authoritative? 

These are an example of a few questions that help Allen and Victoria understand the nature of the project to make an initial match. Let the speed dating begin!

How We Navigate the First Date 

Blue Seven Content understands the nuances of writing. Writing is an art, but unfortunately, it comes with a high level of subjectivity. Thankfully the writers, and founders, are not easily offended. 

For example, suppose you hire Blue Seven Content for 10 pages worth of work. Instead of delivering all 10 pages within two weeks, they suggest a trial period. This trial period will give the client a few pages to preview. 

Like a first date, the client gets to engage with the text and see if the initial impression is worth pursuing or if it’s not quite the perfect fit. 

Is This a Perfect Match? 

We meet with clients again to get their feedback and overall impression of the text. Sometimes the initial previews are a hit, and the match is perfect. The client likes the writer, and we continue with the transaction. 

If the client does not like the content, then can we switch up the writer. (Hence the speed dating metaphor!) We have an array of writers that offer different levels of writing and research. Because we know that some areas are more prolific than others, we have JDs on our staff waiting to write more in-depth articles that sometimes require intimate knowledge of the law. 

We also have writers who are trained to write with the “particulars” of the client in mind. Each client is unique (another dating metaphor) and comes with a certain set of rules and expectations. 

Our writers are trained to review those rules and write according to the client’s needs. One writer may have four different clients, and they are trained to approach each client in the way specified in the initial assessment. 

Find a writer who really understands your law firm and can get the SEO content you need out to the world.

Find the Best Legal Content Writer For You 

Finding the right law firm SEO writer for your blogs, landing pages, practice area pages, press releases, etc. is not an easy process. Like dating, you are going to go through a lot of no’s before you find a yes. If you are interested in learning more about how we assess a client’s needs and match them with our best writers you can schedule a free consultation by clicking here or calling us at 843-580-3158. 

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Law Firm Websites Use The Know-Like-Trust Factor To Gain More Clients

The Know-Like-Trust (KTL) factor is a common concept in marketing, and matters for law firm websites. It is based on the simple premise that people are generally more inclined to conduct business with companies they know, like, and trust. When incorporated into your law firm content, it can mean more qualified leads, high conversion ratings, and overall increases in profits. 

At Blue Seven Content, we only work with the best legal content writers, who are well-versed in the most successful law firm marketing strategies. Find out how they use the KLT factor to help law firm websites gain more clients.  

  1. Why the Know-Like-Trust (KTL) Factor is Important for Law Firm Websites
  2. Incorporating Know-Like-Trust (KLT) Into Your Law Firm Website Marketing Strategy
  3. The Best Law Firm Content Relies on the Know-Like-Trust Factor
  4. Looking for the Best Law Firm Content Writers? Contact Blue Seven Today

Why the Know-Like-Trust (KTL) Factor is Important for Law Firm Websites

Considering the fierce competition among businesses and the number of outlets available for reaching potential clients, marketing efforts matter now more than ever. According to Northwestern University, the number one marketing school in the country, identifying a target audience, utilizing customer insights, and effectively positioning your brand form the foundation for a successful campaign.

With any company, establishing yourself as an expert in your field and developing a relationship with prospective clients is a top priority. This is particularly true for law firms. People seek legal help for pressing, often highly sensitive matters. These can impact their personal lives, their relationships with others, their reputation in the community, and their overall sense of financial security. How does the know-like-trust principle factor into the equation and why is it so important for law firm websites?

  • It concentrates marketing efforts to those most likely to benefit from your services;
  • It conveys empathy and understanding of the legal issues people face;
  • It establishes you as an expert in the field;
  • It encourages a sense of community and instills confidence in your abilities. 

Combined, these qualities translate into more qualified leads, greater conversion rates, and ultimately, increased revenue. 

Incorporating Know-Like-Trust (KLT) Into Your Law Firm Website Marketing Strategy

People seek out legal advice and services when they are dealing with complex and often private or sensitive legal matters, such as criminal charges, divorce, contracts or other business dealings, immigration issues, and personal injuries. Naturally, they want to work with legal professionals that they feel they know, like, and trust. 

As a result,  the Know-Like-Trust (KLT) factor is a key consideration when creating landing pages, blog posts, and other types of law firm website content. The following explains more about the KLT factor and how our legal content writers incorporate it as part of a successful law firm content marketing strategy: 

Know

The first step is to identify the varied needs of your target audience. Use the best legal content writers to create custom SEO legal content geared toward addressing those needs.  Post regularly on social media websites, such as Facebook or LinkedIn, sharing links to your website and content. Consider targeted ad campaigns as well, offer to do guest posts on legal industry websites, create YouTube videos, and explore other options, such as community seminars or teaching non-credit classes, for reaching potential clients. 

Like

Once you identify ways of reaching your target audience, work on developing a relationship with them. Share information about your law firm, individual attorneys, paralegals, and other staff members, and provide glimpses into your daily routine, personal life, hobbies, and other activities. Share professional acknowledgments or special honors you have received, charitable works your law firm performs in the community, and any social or legal issues you advocate. 

Trust

After targeting and engaging your audience, establish yourself as an expert in the legal field and someone who can be counted on to provide solutions to the often complex legal problems people face. Compelling, well-researched, and targeted SEO legal content plays a key role in building trust. Use it to share general information and insights on how the law applies in different situations. Provide answers to commonly asked questions, explain what to expect when visiting your office, highlight top case results, and provide links to client reviews/testimonials. 

Establishing trust can be done by providing well-written, relevant content on a law firm’s website.

The Best Law Firm Content Relies on the Know-Like-Trust Factor

Considering the fierce competition in the legal field, having a strong marketing strategy is a requirement. According to the National Law Review, strong website content sets the stage for all other marketing efforts. It positions you as an authority, attracts qualified leads to your website, and helps in increasing your revenue by converting them into paying clients. 

At Blue Seven, we employ the best legal content writers in the industry.  Our team relies on the know-like-trust factor and other highly effective marketing concepts, such as law firm marketing funnels, in creating the types of content law firm websites need to generate profits. This includes: 

  • Landing pages: Geographically targeted, practice area-specific landing pages help to ensure relevance in search results and increase rankings. They emphasize the need for legal help, highlight areas of expertise, and detail the practical ways in which you serve your clients.   
  • Blog posts: Perfect for sharing on social media, blog posts play a major role in law firm marketing, increasing visibility and helping potential clients get to know you better. These can address general legal issues or more specific problems. They can also be geo-targeted to reflect current news in your community. 
  • Downloadable guides: These establish your authority in the legal field and create value for law firm website visitors. By requiring an email or other contact information prior to downloading, these are a great way for your law firm to get qualified leads. 
  • FAQ pages: Pages focused on answering frequently asked questions build trust and establish you as an authority. They should provide answers to legal questions that attract and appeal to both broad and specific audiences. 
  • Attorney profile pages: By highlighting personal interests and professional accomplishments, attorney profile pages help prospective clients get to know you better and build trust. 

Looking for the Best Law Firm Content Writers? Contact Blue Seven Today

Law firm websites face fierce competition. Having a sound content marketing strategy is key to attracting visitors and converting them into clients. At Blue Seven Content, our team employs marketing concepts proven to be successful, such as the Know-Like-Trust factor, to increase search rankings, page views, and conversion ratings.  

Looking for the best law firm content writers? Reach out and call or contact Blue Seven online to request a consultation today. We offer flexible packages and prices to meet the budgets and content needs for law firm websites of all sizes. 

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. 

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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. 

  1. Law Firm Marketing And Content Strategy
  2. Law Firm Marketing Funnels: The AIDA Model
  3. How To Customize Law Firm Content For Marketing Funnels 
  4. Blue Seven Content Helps Law Firms Reach Their Marketing 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.