Developing a Law Firm Practice Area Page Strategy Over Time (Service Area Pages)

It is crucial to take time when developing a law firm practice area page strategy. At Blue Seven Content, regularly liken practice area pages for law firms as “product descriptions.” These pages let your prospective clients know what you do and whether or not you can help them with their problems or pain points.

We want to be very clear – practice area pages are not for other lawyers. These pages are for the everyday person in your geographic area. They have to be written in a way that clearly and concisely explains the topic and how you can help.

When you are developing a strategy for your law firm practice area pages, it can be overwhelming. Newer law firms need to get their website going quickly. The practice area page strategy for a new law firm is going to look different than the ongoing practice area page development for an established firm. Here, we want to briefly describe the process of developing law firm service area pages over time as your firm continues to grow and understand your prospective clients.

Why You Need More Practice Area Pages for Your Law Firm

When a law firm first starts out, there is not going to be an extensive layout of the website. You need something online quickly to be ready for your opening, so you may have a home page, basic practice area pages, an “about us” page, a blog area, and a “contact us” page.

When it comes to practice area pages for a new website, these pages may not be very expensive to begin with. It could be the case that you have a 500-to-550-word page for every major practice area that your law firm covers. For example, if you have a family law firm, your practice area pages may consist of a:

  • Family law overview page
  • Divorce page
  • Child custody page
  • Property division page
  • Alimony page
  • Child support page
  • Protective orders page

For a personal injury page, you’ll likely want to cover the basics right off the bat with a:

  • Personal injury overview page
  • Car accident page
  • Truck accident page
  • Slip and fall accident page
  • Premises liability page
  • Product liability page

However, a law firm website is not a one-and-done proposition. Your website has to grow organically. Google and other search engine algorithms are looking for continual, evergreen content. You can accomplish this by providing blogs for the website, updating existing practice area pages, and adding new practice area pages.

Over time, you’re going to want to do a few things when it comes to your law firm’s practice area pages:

  • You can turn your main practice area pages into longer-form pages.
  • You can add new legal practice area pages altogether.

Getting Granular on Your Practice Areas

Your basic practice area pages may be enough to get your law firm up and running and to get a few clients in the door, but this is not going to be enough in the long run. Pretty quickly, you need to start thinking about adding more content to your website. Your law firm practice area page strategy will be crucial here.

If you are an established law firm, you cannot let your law firm practice area pages become stagnant. If you can’t remember the last time you added any service area pages or when you updated your existing practice area pages, it is time to start thinking about some changes.

One way to add new law firm service page content is to get more granular on the topics that your firm focuses on. On the personal injury list above, we mentioned a basic car accident page for the firm. However, the “car accident” page can become your umbrella page to cover all types of vehicle accidents and vehicle accident topics.

We want you to think about the topics that you can add under car accidents:

  • Pedestrian accident page
  • Bicycle accident page
  • Motorcycle accident page
  • DUI accident page
  • Head-on collision page
  • Rear-end collision page
  • T-bone accident page
  • Rollover collision page
  • Construction accident page
  • …and more
Start out with broader practice area pages, then funnel them down to specific areas related to the overall topic.

This works for all types of law firms – family law, personal injury, criminal defense, estate law, IP and patent law firms, and more. For example, suppose you are a criminal defense attorney in San Francisco and have a “San Francisco DUI Defense Attorney” practice area page. You can use that as your umbrella page to cover various types of searches that people in your area may look up if they are facing a DUI charge:

  • DUI penalties
  • Driver’s license issues
  • Defenses to DUIs
  • Ignition interlock explanation
  • The DUI charge timeframe
  • …etc.

As you add more and more topics related to your particular practice areas, you are building authority for your law firm’s website. So long as your law firm service area pages are well written and contain good information optimized for SEO, you are building a database that the search engines will reward.

General Pages for Other Geographic Areas Around You

When most people start a law firm, they begin in one particular geographic area. Usually, this focuses around a city or perhaps a county. As such, your website content needs to reflect that geographic area. For SEO purposes, it is crucial for you to include geographic terms to your practice area information on your website.

For example, you are not going to perform very well in local searches if your entire practice area page for personal injury just says, “personal injury attorney.” Instead, you need to have your geographic area attached to some of these practice areas. If you are a Myrtle Beach law firm, you want the page to say “Myrtle Beach car accident attorney” in the correct areas of the page and in the headings (variations of this geo keyword phrase also need to be throughout the text).

But, let’s be honest – a Myrtle Beach car accident lawyer is going to want to target clients outside of just the city limits of Myrtle Beach. Over time, it would be wise to create practice area pages for other geographic areas. These new pages will, of course, have similar information, but they cannot be duplicated.

You have to pinpoint multiple geographic areas for your law firm to target, and they all need different pages.

For example, Myrtle Beach is located in Horry County. It would be wise for a personal injury law firm to create the same types of practice area pages that they have for Myrtle Beach for other areas. These will be separate pages, but they will also be original and new. Search engine algorithms will heavily penalize your law firm’s website if you simply copy and paste and swap out the geographic keyword phrases. You would be surprised at how many law firms do just that.

A Myrtle Beach law firm may have multiple geographic areas that they want to target:

  • North Myrtle Beach
  • Surfside Beach
  • Conway
  • Loris
  • Aynor
  • Murrells Inlet
  • Garden City
  • Socastee
  • Horry County
  • Georgetown County
  • Brunswick County
  • …and more

When you begin thinking about your particular geographic area, you need to think about your county and the surrounding counties. You also have to consider all of the cities around your location. Additionally, you need to consider the unincorporated areas that everybody knows about and has a name for that may not be an actual municipality. Many individuals in those areas are likely to type in the unincorporated name in a search engine to look for legal help. In that list above of geographic areas around Myrtle Beach, a few of those places are actually unincorporated areas that everybody knows and that have large enough populations where having separate pages for them could be a good idea.

Turn Your Original Pages Into Long-Form Practice Area Pages

We mentioned turning your original practice area pages into longer-form practice area pages. After you write your original pages, that does not mean that you will never return to them. On the contrary, there are various reasons why you should continuously return to your practice area pages to make changes.

First, if you have any data or statistics on your practice area pages, you are going to want to look at updating the data or stats every year or so. Your readers will be turned off if they come onto your page and see car accident stats from 2016. That just indicates that you are not paying attention.

More and more, we have discovered that Google’s algorithm is rewarding longer-form pages. These longer posts are likely to be seen as more authoritative, but that does not mean that you can just throw in more words. Your existing pages have to be examined, and you have to add content that flows with what is already there. In some cases, you may decide to scrap your original page altogether and rewrite a 1,500- or 2,000-word page (using the same URL). A 2,000-word vehicle accident page for your geographic area that is original, researched, and optimized is going to get more traction than a 500-to-550-word practice area page. You can use these longer pages as the backbone of your law firm’s website.

Blue Seven Content Can Help With Your Law Firm Practice Area Page Strategy

There are many ways that you can go about developing practice area pages for your law firm’s website. You could hire a huge legal marketing company to handle your entire website, but there are pitfalls to that approach. At Blue Seven Content, we are not going to try to handle every need for your website. Our goal is to provide well-written, researched, and optimized content for your pages.

Together, we can approach your law firm practice area page strategy in one of two ways:

  1. We can write all of your law firm practice area pages for you. Blue Seven works with some of the best legal content writers in the industry, and we know how to put together a practice area page that will stand out above the rest for your firm and your geographic area.
  2. We can help you write your law firm practice area pages yourself. Blue Seven has developed a practice area page writing guide that you can purchase for $149. For an additional $99, you get a one-hour phone consultation for a lead content writer to go over the guide and our writing process.

When you need the best law firm content for your web pages, you can contact us for a free consultation by clicking here or calling us at 843-580-3158. We are ready to help you with every aspect of developing a content strategy for your website, from practice area pages to law firm blogs, to law firm FAQ pages to law firm landing pages. We’re standing by.

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

What Makes A Law Firm Blog Post Compelling?

If you’re taking the time to write a law firm blog post for your website, it’s because you want to provide information that people are looking for and bring them to your site. If people like the information you are providing and are in need of your services, you want them to retain you.

But how do you distinguish your legal content from all the other attorneys and law firms that are also creating content for their websites?

Legal content that is compelling grabs the interest of your readers and holds their attention. Readers cannot resist continuing to engage with the content because it is giving them what they want to know all the while convincing them that you are the right firm to solve their legal problem.

Writing a compelling legal blog post is that perfect combination of legal concept, art, and marketing.  It’s taking the information that you want to convey and presenting it in a way that is attractive and persuasive to your readers.

So how do you go about creating a compelling legal blog post?

Know Where You’re Going

Let’s face it, if you don’t know what you want to say, your message is not going to be clear to your readers, and they won’t hesitate to look elsewhere. A little preparation can improve your blog content and actually make it easier to write.

  • Choose your topic – What do your potential clients want to know? What questions or concerns have often come up with past clients? Are there legal issues specific to your community? What about community events?
  • Do some research – Is this area of law changing? Has it been in the news lately? Can you share some little-known aspects?
  • Create an outline – Jotting down a working title and a few major points you want to cover helps to keep you organized and less likely to get off task.

Get Your Readers’ Attention

As your audience scrolls through the results of their look-up, what is going to get them to stop and click on your legal blog post? How will your content stand out so that it gets the click?

  • Know who your audience is – Who are you trying to reach? What is their specific problem? What would you say to them that you know would get their attention?
  • Write a great headline – Making your headline a question is a good way to get people to read it. Questions create curiosity, and that gets attention. Or use the old stand-bys, ‘how to’ or ‘what to do if.’ Your readers are looking for information that will help them make a decision.

Keep Your Readers’ Attention

Once you have a reader’s attention, you must act quickly to keep it, or with the swipe of a finger, away it goes. When your blog post opens and your readers’ eyes hit that first sentence or two, you have to hook them in to continue reading. You may want to let them know immediately what they can expect if they continue reading. What is the solution you are offering?

  • Create an introduction – Can you share a relatable story about your topic – personal or something in the news – to further connect with your reader before launching into the nuts and bolts of your post?
  • Make it easy to read – You want your content to convey your message to both those who skim and those who will read more in-depth. Don’t discount the importance of visual appeal with your content. Use sub-heads to break your content into several consumable chunks. Keep your paragraphs short. Keep your sentences short. Keep your grammar simple. Use bullet points.

What about SEO for a Law Firm Blog Post?

You can’t just ignore it. Even if you don’t really understand it and you’re not all that interested in learning about it.

Presumably, you are writing your blog post so people who have a problem you can solve will read it. How are they going to find you? They will do a Google search. And what does Google do? Google will do its best to match what the searcher types in with some content on the web. So you need to have some language in your post that is going to match the search criteria of the audience you are trying to reach.

The language a searcher uses becomes the keywords that you want your content to match. And the more precisely you match the search query, the more likely your content will be pulled from the herd and placed closer to the top of the search results list.

Law firms can’t ignore basic SEO when writing legal blog posts

So, think about it. What might somebody be looking for when you want them to find you? Are you generally a ‘personal injury attorney in Chicago’? Are you more specifically a ‘Schaumburg wrongful death lawyer’?  People often search by location + specific problem they have + your profession.

If you’re writing about ‘wrongful death,’ use it a few times throughout your post so search engines know your post is a good fit for someone searching for information about wrongful death. Don’t be afraid to use similar words interchangeably – like ‘attorney’ and ‘lawyer.’

It’s really best not to try to be all things to all people in one blog post. Niche down your topic so it addresses a specific aspect of your practice and then incorporate the keywords that relate to that subject.

A word of caution about keywords:

  • Ultimately, it is great content, not keywords, that wins the day. Don’t forget to use keywords when you have an opportunity to do so. But don’t litter your content unnecessarily and distract from its value.

Use internal links

Inserting a phrase such as ‘Manhattan child support attorney’ into your content (assuming it’s relevant) gives you the perfect opportunity to link your law firm blog post to the area of practice page on your website that talks about that area of your practice.

The more your readers feel like you can help them, the better your chances are of having them contact you. You want to make it convenient and easy for them to get more information from you and not need to look elsewhere. Two or three internal links can take your readers to other places on your website that provide them with more information and a way to contact you.

At the End of Your Law Firm Blog Post, Let Your Readers Know What They Should do Next

It’s called a ‘call to action’ – CTA.

At the end of your post, you want to let your readers know what you would like them to do next. This is the final paragraph or two of your post. Write a few sentences to summarize the information in your post and why an attorney is the best way to solve the problem you discussed. Then write a few more sentences about why you or your law firm is the best choice among available choices.

Providing something of value to your readers without obligation can be a good way to get them to remember and contact you. Offering a free consultation is a good way to make contact with new clients. Ask readers to contact you to take advantage of your offer and provide a link and phone number for easy access.

Proofread and Edit Before You Publish

Clean, concise content that uses terms that are well understood by most people is going to attract more readers and keep them reading. Taking the time to read (out loud can be helpful) your content and remove what isn’t really necessary can make your writing more impactful. Hemingway Editor is a very useful free editing tool that points out issues in your writing that you may not be aware of and may want to change. Grammarly also has a free tool, and the newest version of Microsoft Word has a decent built-in editor.

A Final Tip About Law Firm Blog Posts…

There are only so many hours in any day. Yes, you want your legal content to be compelling. But you don’t have hours and hours to make it perfect. Give yourself a window of time to write your law firm post. Proof it. Edit it. Publish it. And let it go. The more you do, the better you’ll get. And if, after a while, you decide that content writing isn’t where you want to focus, Blue 7 Content has you covered.

At Blue 7 Content, we write compelling legal content. It’s all we do. We do it a lot. We do it well. Our content is always original, well researched, and search engine optimized. We write to order, or we can provide our own creative expertise. The content we create includes any of the following:

We know your time is valuable and you prefer to focus on what you do best. So let us help you be better by focusing on what we do best. You can contact us here to book a free strategy session and learn how Blue 7 Content can get you great results with great content. Call us at 843-580-3158.

Written by Mari Gaines, JD – Legal Content Writer

Blue Seven Content Doesn’t Try to be One of the Big Legal Marketing Agencies

Legal marketing is a hard industry to break into. There are so many legal marketing agencies out there that most new companies are knocked out of existence within a year or two. That’s why you see the usual names at the top of any list of “Top Legal Marketing Agencies.” That’s also why you see so many companies change their strategy, re-brand, then come back again with a new plan.

Blue Seven Content doesn’t want to be a big legal marketing firm. We don’t try to be, and we never will.

You see, we saw a problem in this industry and started Blue Seven Content to tackle the issue. We want to provide the best legal content for law firm’s websites. That’s it. Nothing else.

What the Big Dogs Focus On

If you go to one of the major legal marketing firm’s websites and look at the upper menus of the page, you’ll see what types of services they offer. Without many variations, you’re likely to find a mix of the following:

  • Law firm SEO
  • Attorney website design
  • Pay per click services
  • Facebook / social media marketing
  • Chatbots for attorneys
  • YouTube advertising for lawyers
  • Website video production for law firms
  • Google Ads services

Somewhere in the mix, you’ll probably see “legal content writing,” though there are some agencies that put this service in some hidden realm that’s difficult to find.

Legal content writing is regularly seen as an afterthought, while the major efforts go into the other services mentioned. We aren’t saying that those other things aren’t important, but they’re nearly useless without quality written content on the law firm’s website.

Why We Focus on Providing the Best Legal Content

At this point it sounds so cliché – “Content is King.”

However, that has always been the case. That hasn’t changed. Yes, now video and audio content is important, but the written content on a webpage is still of vital importance.

We focus on written content for law firms only. We do this because we don’t want to over-extend ourselves. If we started delving into other areas of legal marketing, we’d dilute our powers. That’s not something we’re willing to do. We found a need, and we built Blue Seven Content around that need.

And it’s worked. We’re so booked out with work that we’ve spent a significant portion of time in 2021 training new writers to handle the demand.

Law firms and legal marketing agencies recognize that we know what we’re doing. They know we can provide the content they need.

We work with the best legal content writers

The Irony – We Work With Big Legal Marketing Firms

We certainly aren’t hostile to the big dawgs in the legal marketing field. We’ve found that the leaders of these companies noticed the same problems about quality content that we did. Most of these agencies have in-house legal content writers, but not a bunch. When they get large orders from new clients, this can leave them in a bind. Most legal marketing agencies also have a select group of freelance writers they work with to handle the overflow, but that can be hit or miss.

Freelancers are just that – free to do whatever they want. They may be available. They may not. They may provide quality work. They may not.

That is where we come in.

Blue Seven Content is the “scale up” that these larger legal marketing firms need. They know that we only do content, and they know we do it well. Companies know that we have an extensive onboarding and writer training process, and our pricing is transparent.

Around half of Blue Seven’s clients are legal marketing firms. Most of those firms are well-known names that our readers would instantly recognize (we can’t put the names here for obvious NDA/privacy reasons). We help keep these companies from spending time and resources on hiring and training new writers.

The Best Legal Content Writers for Your Law Firm or Legal Marketing Agency

If you are in a position where you think you need legal content writers but aren’t sure where to start, we have an idea.  

Call our team. Our initial meetings with clients are literally the most low-pressure conversations you’ll have. We just want to get to know you and your process. We’ll discuss what we can offer. Maybe we’ll work out a way to move forward. Some of the legal content writing that we provide includes:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. When you call, email, or fill out the contact form on the website, you will be put into direct contact with Blue Seven’s founders. We’re a small company, and we like to interact directly with clients.

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

A Law Firm Blog Post Strategy – Will It Provide Value?

When you go onto a legal website, you may find current law firm blog posts.

Maybe you won’t.

Do law firm blog posts even matter? Do blogs bring value to the law firm’s website, and by extension, to the law firm’s ability to bring in new clients.

The answer is yes; blog posts are absolutely an asset for law firms. There is no doubt about that. If your law firm is not making regular use of your blog section (or if you don’t have a blog section at all), you are doing a disservice to your website and your web presence overall.

At Blue Seven Content, we want to take some time to discuss why you need to audit your law firm’s blog posts and perhaps adjust your strategy moving forward. Our skilled legal content writers have extensive experience crafting the best law firm blog posts for firms throughout the US. We really get into the weeds when it comes to doing this correctly.

Does Your Law Firm Have a Lackluster Blog Section?

I clicked on a law firm’s website recently (as I do each day to see if there is anything Blue Seven could be doing better). When I looked at the blog section, I noticed that the last blog was dated nearly two years ago. Up until that point, the firm had been posting once a week.

What happened?

Well, my best guesses are:

  • The paralegal or legal assistant writing the blogs left the firm.
  • The firm dumped their legal marketing agency.
  • They never had a legal marketing or website strategy and decided that blog posts didn’t help their SEO or web presence.

So, I dug a little further and read through the blog posts that were there. I quickly realized that whoever had been writing the blog posts had absolutely no idea how to craft these pages. Here’s what I noticed:

  • There was no keyword usage that I could pick up on.
  • There were no headings. None at all.
  • There were walls of text. Long paragraphs, no bullet points.

It was tough to read. If someone happened to be looking at the metrics on how these blogs were doing, it would be no surprise that they decided they weren’t working. Of course they weren’t! They were horrible.

But, they were better than nothing. For the last two years or so, this law firm has not had any blogs at all. A quick glance at the rest of their site also revealed poorly written law firm landing pages and law firm practice area pages, but that’s a story for another day.

The worst part of this story is that this is not a rare occurrence. So many law firms neglect blog posts or even their entire website.

Why do You Need a Law Firm Blog Strategy?

At Blue Seven Content, we have written at length about how important blog posts are for a law firm’s website. We’ve discussed how law firm blogs:

  • Provide “evergreen” content for a website, which is a plus for search engine algorithms
  • Help the firm provide information to prospective clients that does not otherwise fit on practice area pages
  • Let firms go more in-depth on topics that are touched on elsewhere on the website
  • Relate current national, state, or local events back to the firm’s service areas
  • Can discuss attorney or law firm achievements
Take Time to Develop a Law Firm Blog Post Strategy

As easy as it may seem to “pop out a blog post” for a law firm’s website, that simply won’t happen unless the firm has a blog strategy in place. There needs to be a point person who can plan regular blog topics and make sure they get written. If a law firm fails to implement a blog post strategy, what they’ll end up with is:

  • An occasional blog post making it to the website
  • Poorly written or badly organized blogs
  • No benefit to SEO or website authority

Turn to the Best Legal Writers for Legal Blog Posts

At Blue Seven Content, we are excellent at providing law firm blog posts that are ready to be posted right to a law firm’s website. We tailor blogs to each firm and their location(s).

If you are ready to get a blog strategy implemented for your law firm, we are standing by to help. You can contact us for a free consultation by clicking here or calling us at 843-580-3158. I am personally ready to take your call. I’ll review your current law firm blogs and discuss what we can do to get rolling in the right direction.

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

Why You Need a Law Firm Content Writing Strategy

Law firm marketing companies love to sell you on their website interactions and cool themes. They are partially right. People prefer a website that is user-friendly. But that cannot be your only focus. Focusing on just the website’s appearance is like seeing an online menu without details of the dish. You can click on it, but do you trust what you are ordering? Would a law firm content writing strategy help?

Your readers want and need to understand what and how you are serving your best legal dishes. Focusing on the writing content of your website for legal content on your landing pages and blogs is just as important as your user-friendly browser. At Blue Seven Content, we focus on the readability of your website. We focus on cracking a law firm content writing strategy that is specific to your area and attractive to viewers. Our legal content writers know how to do this, and they do it well.

How We Choose Our Law Firm Content Writers 

Analytics can show you who is clicking on your website and what posts are gaining traction. Some analytics can show the keywords that people are typing into search engines to get to your posts. Our approach to writing is simple, we tackle the common keywords that people search and optimize their placement in the text.

We hand pick writers with legal backgrounds and train them to write efficiently and effectively. Our writers are like the all-star team in sports. We find the heavy hitters with experience or the rookies who are looking to make a name for themselves.

We thrive on self-starters who constantly research what they are writing instead of trying to make something up. In other words, our writers value your law firm and website. They want the content to stir a desire within the reader because more business for you means more business for us.

How We Make Legal Writing Content Sound Like Home

Writing legal content is not rocket science, but it does take attention to detail and willingness to research. Our initial consultation with clients starts with getting a better understanding of their desired geographic location. We want readers to click on their hometown attorney’s site and feel like they are at home.

Other ways we help your reader become future income: 

  • breaking down material into small paragraphs for quick scanning
  • straight forward language to clearly deliver a message
  • staying on topic without distracting readers with random facts
  • bullet points to maintain reader attention on a long post
  • headers that summarize the section
  • we do not sound like a sales pitch

A Law Firm Content Strategy Makes Content Easier to Read

The legal world is complex, overwhelming, and expensive. Like a restaurant, the content of your website must reflect good reasons for clients to spend money on you. If your site is underdeveloped because your pages are not filled with content, you are losing people’s confidence that you can deliver on your promise to win a case.

It may sound like a stretch, but the writing on your site is a client’s first introduction to the ethos of your firm. To use an analogy when you enter a restaurant there are three kinds of menus:

  • the first menu contains way too many items, overcrowded with words, lacking pictures, and overwhelms the reader
  • the second menu contains little description, no pictures, and foreign words without context
  • the third menu hits the right spot between descriptions, pictures, and context for items that may be more complex for some readers 

How do you want your law firm website to read? If you said third, then we are in business. Blue Seven Content strives to curate just the right menu for you and your clients. We create easily digestible pieces of information for you readers to consume to push their desire to choose you amongst the array of other firms.

Contact the Best Legal Content Writers Today

Take a chance with us and we can give honest insight into how your page is performing on a reader level. We specialize in helping law firms with the following:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. Our team is standing by to talk to you about the steps necessary for providing the best legal content for your law firm.

Written by Victoria Lozano – Consultant and Co-Founder of Blue Seven Content

You Need the Best Legal Content Writers Because…of Movies?

At Blue Seven Content, when we discuss why you need the best legal content writers for your law firm’s website, there is an analogy that one of our founders likes to use (paraphrasing here):

“You know how these big blockbuster movies look fantastic? They have beautiful scenery and amazing effects. Explosions here, a starship there. But have you ever listened to the dialogue? It’s usually lacking.”

  • Victoria Lozano

That’s what it’s like going onto some law firm websites. They look fantastic. There are graphics and catchy colors. It’s an entire production, and you can tell that someone spent some money.

Then you start reading the content.

Law Firm Content is Sometimes All Hype and no Substance

Going to a movie theater to see a big production film that lacks any substance is far too common. Unfortunately, so is going to a law firm’s website and reading content that needs serious work. Off the top of our head, some of the main problems that can usually be spotted right away when a law firm doesn’t use good legal content writers (or tries to write the content themselves) include the following:

  • No concept of the audience
  • Using language far too complicated for the reader
  • No keywords
  • No geo focus
  • No headings
  • Long paragraphs that never end
  • No bullet points
  • No internal or external links
  • No CTA

But hey, at least the site looks good, right?

Why Law Firms AND Legal Marketing Agencies Need to Change Their Mindset

Historically, law firms and legal content marketing agencies have had slim budgets when it comes to paying for the written legal content on the website. We have even talked to some attorneys who believe that some well-placed keywords will be sufficient on their law firm practice area pages and law firm blogs.

They are completely missing the boat.

We’re willing to bet that there is no attorney or legal marketing director out there who has not heard the phrase “Content is King.”

At what point did people stop believing this?

Slowly, law firms and legal marketing agencies are coming back around to the idea that they’re going to have to fork over a little bit more money in order to get quality content onto their website. All the splash and pizazz on a website is meaningless unless there is well-written content that meets the needs of the firm.

Both law firms and legal marketing agencies need to seek out the best attorney content writers to help accomplish the ultimate goal – get readers to the page by ranking high on search results, keeping potential clients on the page with the content, and then converting the readers to actual clients.

Blue Seven Content has the Best Legal Content Writers for Your Needs

We previously discussed our process for finding and training the best attorney content writers. When you are looking for a legal content writer for your law firm or legal marketing agency, you have to step outside of the idea that all writers are created equal. That is simply not the truth.

You cannot have somebody pounding out “10 Ten Cartoon Characters of the 80s” articles while simultaneously creating your law firm pages explaining subrogation and medical liens. Trust us, there is a time and place for writers who can effectively tell us about cartoons (we’ll read those articles, too); but a law firm’s website is serious business.

At Blue Seven Content, we understand this. We take content writing for law firms and legal marketing agencies very seriously. That is why we have such an extensive onboarding process with new writers.

We search out writers who have advanced degrees, conduct interviews with them, and then provide step-by-step training manuals for law firm blog posts and law firm practice area pages. We then have training sessions with every new writer to go over the ins and outs of the legal writing process. Finally, all new writers submit samples which are then critiqued by experienced legal writers.

And we don’t stop there.

Our writers are always learning new things, and Blue Seven hosts monthly legal content writer meetings so we can all get together to make adjustments and generally encourage one another.

Where to Find the Best Attorney Content Writers

If you are a law firm or an attorney looking to take the next steps to enhance your written content, we are standing by to help you. Even if you are already working with a legal marketing agency, we can provide supplemental content that can be given to the agency and placed onto your page (trust us, you are paying for their services, so they will use the content if you tell them to).

We also want to let legal marketing agencies know that it is okay if you need some assistance. We can confidently say that our onboarding process is more extensive than most legal marketing firms when it comes to writers. So, please take advantage of that and let us provide services on your behalf. Our team provides:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. When you call, email, or fill out the contact form on the website, you will be put into direct contact with Blue Seven’s founder.

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

The Legal Content Writer Training Process at Blue Seven

At Blue Seven Content, we only provide written content for law firms and legal marketing agencies. We focus on written content because we want to be the best at this particular aspect of law firm marketing. We don’t create websites. We aren’t here to add splashy pizazz to your page. We create excellent law firm landing pages, law firm practice area pages, and law firm blog posts that will keep readers on the page and convert them to clients. We do this thanks to our legal content writers.

We get a lot of questions about why people should use our writers instead of someone from another agency or a freelancer. You may be able to find a good writer elsewhere. However, we want to take a minute and explain how we get our writers and the training process we have at Blue Seven. We think know that our process for writers sets us apart from other agencies.

It Starts With Finding Qualified Legal Content Writers

The process of creating enhanced law firm content begins with us actually finding qualified writers. This is more difficult than it sounds.

The reality is that the bar to entry is low for content writing. Many people consider themselves writers just because they can put together some coherent sentences. However, it’s deeper than that. Writing is tough; putting together sentences, paragraphs, and pages that engage a reader takes great skill.

Then there’s the research.

We’ve met plenty of talented writers who don’t know much about research. One area that we pride ourselves on is the fact that our writers incorporate relevant data and statistics on each page they create, and we geo-focus it.

We’re not only looking for great writers – we’re also looking for skilled researchers.

We have strict requirements when it comes to picking our writers. At a minimum, every writer at Blue Seven Content has a bachelor’s degree (many have graduate degrees) and some sort of background in research. We screen resumes, and we have an interview with all potential candidates for our content writing positions. These are Zoom meetings – we really value face-to-face interaction, even though our writers are spread throughout the US.

We Provide Thorough Training to Legal Content Writers

We’re perfectly okay with writers who don’t have experience writing for law firms (though many of our new hires do). We don’t mind because we know how to train writers.

Side story – when founders Allen and Victoria started in the legal writing arena, they were given a word count and keywords and told to go make something work. That was rough because they had no idea what they were doing. They learned how to make great content for law firms, but they don’t want the legal content writers at Blue Seven to be put into a “sink or swim” survival situation.

Blue Seven Content has extensive writing guides that walk new writers through the entire practice area page or blog process. We teach writers why keywords matter. We teach them how to format a page. We show writers how shorter sentences, shorter paragraphs, and bullets make a page great for the reader.

We teach legal researching skills and discuss the importance of citing work. We show them how to hyperlink with anchor text. We leave no stone unturned when preparing our writers.

After our writer training (which we pay for), we assign them their first sample pages (which we also pay for). After they return the samples, we go through the page with them and show them what looks good and where there could be improvement. Then they get another sample to do. Then another.

By the time a Blue Seven writer tackles a client order, they know what they’re doing.

We Give Legal Content Writers a Community

We’ve not yet seen a single legal marketing agency that provides writers with an actual writing community. That’s what we’re building at Blue Seven. First, we have a Slack channel that all of our writers use to communicate with one another and the company founders. Someone is always there to answer questions. Nobody is alone when they are working on a page, which is important. New writers will always have access to a seasoned legal writer to answer any question they may have.

We also host monthly writer meetings (which we pay for) where we all get together on Zoom. These meetings are used to handle a range of issues, including research tips, reviewing pages that have been written, and handling any new methods we may be implementing.

There’s never a void. We want every writer at Blue Seven to feel valued and appreciated.

Oh – and we pay weekly. Founders Allen and Victoria know what it’s like not to be paid or having to chase down clients for payment. We don’t want our writers ever to have to put up with that.

Our Work Has Been Effective

We’ve partnered with legal marketing firms and law firms throughout the US. Many of our clients are major players in the field. We’re proud of the work our legal content writers create, and our clients have been very pleased with our work. Not once have we had to issue a refund.

This success starts and ends with our writers. That’s why we create such strict requirements for writers. We have a team that can create enhanced law firm content, including the following:

If you are a law firm or marketing agency and you want the best writers in the field, we’re here to help. You can contact us for a free consultation by clicking here or calling us at 843-580-3158. We’re ready to talk to you today. When you contact us, you will speak directly to our company’s founders about the next steps moving forward. 

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

Finding Statistics and Data for Your Law Firm Blogs and Practice Area Pages

How many times have you gone to a law firm’s website and seen statistics that come from seemingly out of nowhere? No sources, no hyperlinks, nothing to back them up.

Unfortunately, this is not uncommon in the legal marketing industry. This is such a competitive field, and the drive to get more content out day after day often leads to marketing firms allowing less than stellar content to go to their client’s website. It is crucial to have not only well-written content on a law firm’s website, but also well-researched content. The data and statistics used on a law firm’s website matter, and they cannot come from out of nowhere.

At Blue Seven Content, we want to share our process for finding solid sources for content. We strive to provide good data for every law firm practice area page and law firm blog post that we write.

What Sources Should You Avoid?

We might as well start this short article with a discussion about what to avoid. Now, if you are a regular content writer for law firms, you will inevitably end up on websites like Nolo, FindLaw, AllLaw, Enjuris, and others.

Here’s the thing – these are not what you need to be citing in YOUR law firm blogs or practice area pages.

Why?

Well, first, there is always the chance that your readers will click your external link, end up on Nolo or one of the other pages, and never come back. We want you to understand that those pages exist solely to guide readers towards the attorneys listed on THEIR page. These other attorneys pay to have their pages linked to Nolo et al. If you aren’t paying to have your pages listed with these services, don’t give them YOUR potential clients. The readers who came to your page might get stuck in the labyrinth of those paid services.

So, can you just use their data without attribution?

No. That’s just wrong on many different levels. Many of the writers at Blue Seven Content come from research backgrounds, and we never take information without attribution.

Do you know what you can do, though?

On most Nolo, AllLaw, and FindLaw pages, you will see that they source their material. Sometimes this is through hyperlinks, and other times they provide sources at the bottom of the page. You can use this to go directly to their source. If their source is solid, use it for your page.

The same can be said for using other law firm’s statistics and data. Again, the last thing you want to do is provide a link on your law firm’s pages to another law firm. That would defeat the point altogether. However, if the other law firm has content writers that do their job well, you may be able to find the sources that they used to come up with their data.

Where Does Your Information Come From?

At Blue Seven Content, we encourage our writers to infuse their writing with data and statistics that back up the content. We know that this is not always going to be possible for every single page. For example, while it may be easy to find how many car accidents happened in the state of California during a recent reporting year, we also know that California does not publish its divorce statistics. That said, just about every law firm landing page, law firm practice area page, and law firm blog post will give writers the ability to include data and statistics.

When our writers are looking for sources to use for their pages, we encourage them to only use information obtained from reputable places. You can usually not go wrong when you are using .gov, .org, and .edu websites. Statistics from government organizations, research organizations, or universities are usually well researched and good to source from. Additionally, legitimate news agencies are also good sources to use, particularly if you are looking for current events to mix into your law farm’s blog posts. That said, we understand how polarizing the use of news agencies is in this country right now. You’ll have to use your discretion about whether or not to include information from certain news agencies.

Let us suppose we have to write a car accident page for Philadelphia. A good place to start would be a quick Google search for “Pennsylvania car accident statistics.” One of the first results that pop up outside of the ad section at the top of the page is from www.penndot.gov. This is the Pennsylvania Department of Transportation’s official website. When you click that, you will see a list of all of the annual reports dating back to the 1980s for PA. When you go into the most recent report, you will find a plethora of data that can be used for your car accident pages as well as your pages related to truck accidents, pedestrian accidents, bicycle accidents, motorcycle accidents, drunk driving accidents, and more. Just about every state has annual reports just like this one.

Citing Your Sources

We have previously written about the debate surrounding external links on a law firm’s website. Our team has no problem including external links so long as they go to reputable sites that back up the information that we are putting out there for readers. We think this increases the authority of your page, and we do not believe the naysayers who claim that this will drive readers away from your law firm.

In general, hyperlinking your source into the page will be sufficient. You can do this by highlighting keywords that relate to the topic inside of a sentence, right-clicking your mouse, and scrolling down to the “link” button. You should see the link that you have copied show up there. It is important to choose which words you hyperlink carefully, and we always encourage our writers to avoid hyperlinking the first word of a sentence. For example, number one here is how we typically hyperlink our sources. Number 2 here is what we try to avoid:

  1. During the latest reporting year across the Commonwealth, 299 people died as a result of alcohol-related crashes, according to the Pennsylvania Department of Transportation.
  • During the latest reporting year across the Commonwealth, 299 people died as a result of alcohol-related crashes, according to the Pennsylvania Department of Transportation.

Reach out to Blue Seven Content Today

The team at Blue Seven Content has extensive experience handling all types of content needs for law firms, including the following:

We can help craft the content that draws readers to your page and keeps them there. You can contact us for a free consultation by clicking here or calling us at 843-580-3158. Our team is ready to talk to you today.

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

Creating Original Content for Law Firm Blog Posts

At Blue Seven Content, we’re proud of the team we’ve amassed. Our writers come from varied backgrounds, and our writer meetings are always interesting. One thing that more than one of our writers has brought up is the ability to keep the content we create original.

Let’s face it – originality can be a problem when it comes to law firm content. How many times have you needed to write a law firm blog post on a certain topic only to find that 50 other law firms have written about the same thing?

I’m willing to bet you’ve experienced that. I’m also willing to bet that many of those 50 pages say damn near the same things. It may not be direct plagiarism, but it’s likely pretty close.

Here, we want to briefly discuss how we handle this problem here at Blue Seven Content (spoiler – sometimes you can’t avoid writing about the same topics as other firms, but you can control the quality of your writing).

Trying to Stay Original With Law Firm Blogs (It’s Hard to Do)

When I (founder Allen) was a kid, I had a poster in my room. It was a poster full of cats that looked like Dalmatians with one actual Dalmatian. On the bottom of the poster, it said, “In a world full of copycats, be an original.”

The poster from Allen’s room

I forgot about that poster until I had a recent conversation with one of our writers. She wanted to talk about how to differentiate our content from other content already in the web universe. Let’s face it – how many ways can you write about “Steps to Take After a Car Accident”? Worse, how many ways can you write about “Reasons Insurance Carriers May Deny a Claim”?

I used to relish writing these pages, particularly when I first started creating law firm content. Well, that was 10,000 pages ago. Now, I groan when I see a request like that. I’ll write them, but I won’t necessarily enjoy it. I know what the law firms want when they request these pages. They want the same thing that “Johnny Cash Law” down the street has (but, “please make it different…thanks”).

How We Keep Content Original and Interesting

I’ve tried to stretch my creative fingers when writing generic blog posts. I’ve often thought I’m more clever than I really am when writing. In the past, I’ve written some fiction stories in my free time, mainly because I need to activate that portion of my brain sometimes. I spent my grad school years as a research assistant, so I learned about the need to break away from dull writing every now and then.

Unfortunatley, my attempts at creativity have been met with pushback. I’ve even had a client tell me that “We loved what you wrote here, but we think we need to tone it back a bit and stick with the basic steps.”

Right…boring. I know.

But I oblige because I do need to get paid.

The only real way to differentiate some of these pages from other law firms’ pages is to do an excellent job geo-targeting your keywords and creating well-written, readable sentences and paragraphs. Make sure you have a good UX. Grin and bear it.

At Blue Seven Content, we generally let our writers have free reign over the blog posts that we provide law firms. Unless a client has a particular request about what they want, we scour each clients’ geographic area to see if there are any news stories related to their practice area. If there are, we’ve hit gold. We can use a recent local event, discuss it, and then round it back to the law firm. Completely original, and we can let our fingers craft an interesting story.

If there are no new stories that we can use, we take a good look at the law firm’s website to see what blogs have already been written. If we see that the firm could benefit from a new page, say something like “Why are There so Many Defective Products in the US?” then we go with it. Even though other law firms may have similar content, we have specific goals in mind when we write these pages.

We want to make every page we write “Original, Researched, and Optimized.” We take pride in the fact that our writers are REALLY good at what they do. We don’t have amateurs here. Nobody is moonlighting for hokey websites making “Top 10 Celebrity Dog” posts. We take this seriously. When we turn a blog post or practice area page over to a law firm, we know that it’s well-written, completely original, and researched. We use top-notch sources to gather statistics and data.

Oh, and the best part is this – law firms get their content properly formatted and ready to be put onto the site. We use proper headings (H1s, H2s, H3s), short sentences and paragraphs, bullets, internal and external links, etc.

Reach out to Blue Seven for Your Law Firm Content Needs

We know how to handle the content for your law firm’s website. We work with dozens of law firms and marketing agencies throughout the US, and we are ready to get started on your website today.

If you’re ready for some help with your law firm’s website content, our team is here. We specialize in all of the following:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. Our team is ready to talk to you today.

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

All Attorneys Can Write, But Not All Attorneys Can Write Well

I know. You made it through law school, and there was plenty of writing in law school. Though I haven’t been, I’ve had friends that have gone through the grueling law school process. I feel horrible for them, and I’m thankful I can drink my glass of wine and not have to go through what they’ve gone through.

Let’s be honest though – you know people in law school who have gotten through it with absolutely horrible writing skills. I mean, maybe you’re that person. That doesn’t mean you aren’t brilliant in the courtroom. It just means that your strength isn’t the writing part.

All attorneys can write, but not all attorneys can write well. This matters, particularly when it comes to creating content for a law firm’s website.

The “I’ve Done It Myself” Law Firm Website

We’ve all been on websites for law firms that seem, umm, less than stellar. Just yesterday, I found myself on one attorney’s website and had all of the following thoughts just by glancing through his personal injury landing page (practice area page, parent page, etc.):

  • Why is the title two words?
  • Where are the headings?
  • There are only two long paragraphs
  • No bullet points
  • No law firm name
  • No call to action
  • No keywords
  • No geo terms

It was bad. Really bad. This page was supposed to be the jumping-off point for other types of injuries the attorney handled. The rest of the pages were just as bad, though I did find a single bullet point and a single heading on one of their pages.

I wanted to know who wrote the page, and I happened to know someone who worked with the firm (I was already 95% sure who wrote the content).

If you guessed that an attorney at the firm wrote the content, you’d be correct. I asked the person working with the attorney if there were any plans to change the content, and they told me that they’ve tried to have that conversation with the attorney. Unfortunately, the attorney insisted that he do all of the written content. He always had, and he always will.

The go-it-yourself approach is sometimes a fatal flaw for a law firm website.

The Reluctance Comes From Trust Issues

From what I’ve gathered from lawyers who work with Blue Seven Content after trying to do their own material, the website thing comes down to not trusting anyone else. I’ll readily admit that attorneys will know more than me about the specific area of law they practice, but I’ll also say that I don’t need to be a total expert to provide results. Nobody is coming to a lawyer’s website to read a legal brief or discover the finer points of litigation tactics. When people come to an attorney’s website, they want to see a few specific things:

  • An organized page/website
  • A page that is easy on the eyes
  • Understandable language and concepts
  • Short sentences and short paragraphs
  • If you handle cases like theirs
  • Why they should work with you
  • Whether they can afford you

When an attorney has Black’s damn near memorized, they have a tendency to try to overexplain things on their web pages. As soon as you start using complicated legal terms without a proper, simple explanation, your reader is clicking the back button and going to the next firm on the Google search results.

Oh, yeah. We almost forgot to say that most lawyers don’t have the time to focus on writing website content and keeping it up-to-date. They need help, and they need someone who can get the job done correctly.

We Write For Two Audiences

At Blue Seven Content, we understand that we write for two audiences – the prospective law firm client and Google (and other search engines). This isn’t as easy as it sounds. It takes people who are naturally talented writers who can communicate with a wide range of audience types. It also takes writers who have a firm grasp of SEO tactics.

Our writers come from varied backgrounds. We have people from the law profession and we have former teachers. Our degrees range from English and Political Science to underwater basket weaving (only kidding about one of those).

We have an in-house training manual that all of our writers use so we can ensure uniformity and quality of content. We have monthly writer training sessions so we can discuss what’s working and what needs improvement. We also have a team that is available nearly 24 hours a day to help any writer when they have questions about the content they’re writing.

What we are NOT is a full-service website company. We do content. That’s it. Our content is original, researched, and optimized, but that’s where we stop. We’ve chosen to focus on law firm written content because we know that’s what we’re good at. If we tried to branch into other services, we think we’d water ourselves down. We don’t want to do that.

If you’re ready for some help with your law firm’s website content, we’re here. We specialize in all of the following:

You can contact us for a free consultation by clicking here or calling us at 843-580-3158. Our team is ready to talk to you today.

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