Blue Seven Content Uncategorized

How Does Your Law Firm Present Itself? Are You Welcoming Everyone?

Blue Seven Content’s Inclusivity Series – Part I

You want clients to feel comfortable coming to your law firm for help. Right? Sure, some practice areas have more specific audiences than others, but the fact remains that you need to be approachable. Unfortunately, many law firm websites seem to assume that their readers or prospective clients will be comfortable with them. That’s not the case.

I’ve spoken to many people over the last few years about what they look for when they are choosing a law firm. After all, picking a law firm isn’t something that most people do on a regular basis. Usually, there is a specific reason a person needs legal assistance:

  • They’ve been injured because of someone else’s negligence
  • There has been a death in the family
  • They are going through a divorce or custody battle
  • They are facing criminal charges

The responses I’ve received from people who are looking for a quality law firm may surprise you.

This goes beyond qualifications and experience

I’ve written for hundreds of law firms, and common themes that attorneys want me to convey in their law firm landing pages, law firm service area pages, and law firm blog posts include some variation of:

  • We have extensive experience
  • Our attorneys are qualified
  • We have handled many cases like this

Right. I get it. You want to let your prospective clients know that you are indeed capable of handling the case and that you’re good at what you do. One thing I can promise you is this – your reviews on Google, Yelp, Facebook, and other sites are going to do more than you touting yourself on your website. Alas, I understand why it’s important to establish authority. I’m not here to argue that you shouldn’t. 

I am here to say that nearly every single firm I’ve worked with has missed some important aspects when it comes to connecting with prospective clients. 

People want to be “seen” by their attorney

I’m going to say something that many people are going to balk at – something that is bound to be controversial. 

Straight white men (or white couples) with moderate to high incomes have a much easier time finding an attorney than others do.

I’ve gone out of my way to speak to people of color, single women, members of the LGBTQ+ community, and those with a lower income about what they find important when looking for an attorney. Their responses surprised me at the time. However, in retrospect, it makes complete sense. 

Nearly every person I spoke to had a hard time finding an attorney that they thought would “see” or accept them. When they browsed websites looking for an attorney, sometimes during times of profound grief and sorrow, they couldn’t find any attorneys who went out of their way to acknowledge their communities. 

  • The black woman I spoke to searched and searched until she found a firm that had a black attorney on staff. 
  • The young bisexual woman I talked to was desperately searching for an estate attorney to help her after her mother’s cancer diagnosis – her search was in vain.
  • The gay male who was searching for a divorce lawyer to help him through the difficult separation process – in the South – had to look four counties over. 

How can a law firm create an inclusive image?

At Blue Seven Content, we aren’t saying that a law firm needs to go on an affirmative action hiring spree (though firms should always strive for inclusivity when hiring their talent). What we are saying is that your website is your image to the community. Use it as a platform to show that you are there to help prospective clients regardless of their race, ethnicity, gender, sexuality, socioeconomic level, etc. 

There are various ways that you can do this. Some things you can accomplish fairly quickly, but other inclusivity tactics take longer to implement. 

Law firm blog posts

Nearly every law firm posts blogs on their website. If your firm doesn’t, you really need to consider posting regular blogs. At Blue Seven Content, we work with law firms to craft researched blogs specifically to inform their audience while also drawing traffic to their website. 

A law firm’s blog can also be a space to highlight your firm’s inclusivity. There is nothing wrong with addressing these issues head-on:

  • Make a post about the racial unrest going on in the country, how it is affecting your community, and how your firm is taking a stance. 
  • Craft a blog post about how you see the struggles the LGBTQ+ community has experienced and that you are there to help clients regardless of their sexual orientation or gender identity. 
  • Post about the challenges and prejudices that single women face, and let them know that you are available to make things easier, regardless of your practice area.
  • Make sure that lower-income clients know they are welcome (free consultations, contingency fees, reduced rates, and payment plans can all be highlighted).

A larger strategy for your law firm

The most successful law firms I’ve worked with have all been active members of their communities. They’ve been involved with local schools and fundraisers. They’ve helped after natural disasters and local food shortages. 

I’d like law firms to also start highlighting their work on social justice issues. If your law firm begins working on (or is already working on) social justice issues, this should be highlighted in your blog and other areas on your website so that prospective clients can see it. You want your readers to feel like they can call you or walk in your door and not face any judgment, no matter what they look like, how much money they have, or who they love. 

Blue Seven Content is ready to help

The team at Blue Seven Content is ready to step in to help you today. We’re a mixed bunch ourselves, and we understand what it takes to help your firm build an image that you can be proud of. Our team is ready to help you craft content for your website, including:

Throughout the first half of this year, we are going to tackle issues that other legal marketing firms tend to avoid – we’re going all in to discuss how your law firm will benefit from inclusivity, even if it means ruffling sensitive feathers. Our inclusivity series begins now. If you need help crafting content for your law firm, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

How to Choose Between Blogs or Social Media for Your Law Firm

The age of the internet has made marketing both easier and harder. For the individual person trying to get their business off the ground, it is easy to start your own brand via social media. However, if you are looking for sustainable traffic to your site so that it works for you instead of you working for it, blogs are the way to go. 

Why Social Media Posts Don’t Work 

Social Media is great because it allows you to curate your own content and create brand specific messaging. However, it can feel like a second full time job because the most effective way to use social media is to post constantly, consistently, and daily. People can spend up to $4000-$7000 to maintain social media accounts. Is that the wisest way to use your marketing budget?  

Having an Instagram account for a clothing store is different than having one for your law firm. They are two different industries with different needs and audiences.  The legal field is more about reputation and outcome that can’t be expressed in a 30 second video or a picture post. Stop the chaos of trying to find cool new ways to talk about justice and let our professional writers at Blue Seven Content help. 

How Clients Choose Legal Help 

People search for legal help when they are in a situation, not beforehand. People look for four attributes in an attorney or law firm: 

  • reputation 
  • experience 
  • outcome
  • personality 

How can you best display these 4 attributes in a professional manner? Blogs. Our writers at Blue Seven Content know how to write well-researched and original content about your legal practice areas specific to your location. We are specifically tailored to your needs because we consult with you. We discuss your focus areas, location, audience, and long-term goals. Unlike an Instagram post, no one “likes” a blog post. However, we know that building a business is a marathon and not a sprint. Blogs can maintain the longevity of your business with consistent posting and original content ensuring search engine optimization. 

How Blogs Help Your Law Firm

Blogs are short, impactful pieces of writing that act as little windows into your legal world giving readers access to your brand, reputation, experience, and successes. A reader looking for legal answers may stumble across your blog and realize that hiring you as an attorney is the best option for their success. Having a well-written, researched, and original blog can transform the reader to a client. It can also improve your search-ability on search engines. 

Blogs for a Law Firm are a Better Bang for your Buck 

Social Media can cost around $4-7,000/month depending on varying factors like which social media site, amount of posts, hiring managers, content specialists, etc. To start your business foundation of blogs and pages we have one-time order packages starting at $475. 

The biggest difference between blogging and social media is that blogs help search engines find your page as people search for terms related to your content; thus, it helps the site work for you unlike social media where you have to continuously create content. Blogs show your readers that you are up-to-date in the legal field, interactive with your community, experienced, personable, and able to communicate. Blogs may not give you that instant flare of gratification, but you have to focus on creating new content daily. Blogs can be written and posted at minimum one time a week and you still see results. 

If you are ready to start focusing on your real business and over trying to find new things to post daily, our professional SEO writers at Blue Seven Content are here for you. Our team is ready to help you with a variety of services, including:

With daily consulting, we are ready to hear how we can create a plan for you to create a sustainable site that works for you so you can work on your legal career. If you need help crafting quality content for your law firm’s website, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

The Echo Chamber of Law Firm SEO

Welcome to the complex world of law firm marketing. As you begin figuring out how to write your law firm landing pages, law firm practice area pages, and law firm blog posts, how many of you have heard phrases similar to this?

  • You have to use the exact keyword phrases exactly this amount of times.
  • You must have exactly this amount of internal and external links.
  • You must use exactly this phrasing in your heading.
  • Your meta description has to say exactly this.
  • …and on, and on, and on…

Okay, maybe law firm marketing isn’t miserable, but it can be intimidating. This is particularly true when you start reading or listening to others tell you “exactly” what you need to do. Well, let me offer a different take than you are likely to hear right away – none of these “exact” SEO tactics are going to work if you have garbage content.

High-quality written content is the most overlooked aspect of law firm marketing. SEO experts and legal marketing companies often fail to stress the importance of the actual content on the pages.

High-quality content is necessary for your law firm’s website

Google is smart. Like, really smart.

Google is constantly changing the way that its algorithms analyze websites, particularly when it comes to finding pages with quality content and putting those pages in front of reader’s eyes. There is a reason that you always see SEO experts discussing the most recent changes about how Google handles search engine optimization. In fact, I’d be willing to bet that you see updates about Google algorithms from SEO experts each week.

How can you, as an attorney or law firm content provider, keep up with every one of these changes?

The short answer is – you can’t. Unless you study SEO tactics on a daily basis, there’s no way you can be expected to keep up with all of the relevant changes that could affect a law firm’s website rankings.

However, there is one continual fact that has remained true for as long as SEO has even been a thing – quality content is essential.

As Google and other search engines continue to improve the way they interpret law firm website pages, they will continue to be able to spot pages with “good” and “bad” content. If you have written for law firms, or if you are an attorney, then you have most certainly seen poorly written law firm website pages. I’d link a few examples in here, but calling people out online isn’t my style. I have been known, though, to use a chat bot or two to let a law firm know about a glaringly obvious mistake on their page.

NOTHING will get a prospective client to click the back button faster than an incoherent page. Readers want a clean and professional law firm page. They want to page to address their current needs, give them some information on the topic, and tell them how to get a hold of the attorney.

The page should be written by someone who has a firm grasp of the English language, including any local colloquialisms. A law firm page should contain relevant research and links to reputable outside sources (this is a topic of debate, but I will always err on the side of linking to appropriate research).

At Blue Seven Content, we have previously discussed how law firm marketing companies often use less-than-skilled writers to produce content for their law firm clients. That is not okay.

Contact Blue Seven Content for help with your law firm marketing today

You need quality content on your law firm’s website. You also likely don’t have much time to produce the content needed to draw prospective clients in. At Blue Seven Content, we focus exclusively on law firm content – not your webpage design, not pop-ups or chat bots, not your social media pages. We handle written content only, which enables us to do what needs to be done to ensure you are passing a good image into the internet universe.  

At Blue Seven Content, our qualified team of legal writers has experience creating the following:

We are the first to acknowledge that we aren’t the cheapest option out there. You can probably get a blog written for your law firm for $5 or $10 if you head over to Fiverr, but will you be getting a page that is worthy of your law firm? Blue Seven Content is here when you want the sand-heated Turkish coffee style of content, not the McDonalds instant brew coffee content. If you need help crafting quality content for your law firm’s website, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Does Your Law Firm Marketing Company Use Good Legal Content Writers?

Law firms have plenty of choices when it comes to online marketing. Options range from giant legal marketing companies to small, boutique companies and everything in between. Law firm marketing is one of the most competitive digital marketing fields out there. There are plenty of pros and cons to working with marketing agencies for your website, but one thing we want to ask is – who is writing the actual content? Who, after you get past the beautiful, fully functional webpage, is crafting the words that your prospective clients will be reading?

Are good legal content writers behind your website?

When you use a marketing firm for your law firm’s website, you are probably getting a wonderful team of designers and back-end developers to make your page look sleek and function perfectly. However, the person writing your practice area pages and blog posts may have just finished writing the latest “10 Ten Pop Singers of December” blog post for a run-of-the-mill click-bait website.

At Blue Seven Content, we want to discuss some of the pitfalls of relying solely on a marketing firm to handle your law firm practice area pages, law firm landing pages, and law firm blog posts.

You Want Professional Legal Writers for Your Law Firm’s Content

There is a good chance you aren’t aware of how much content writers or copywriters actually make per word. The truth is that there is a wide range of what the going rate it. On the lower end – and we mean the lower end – you will see rates as low as .02 to .04 cents per word. One thing that we can guarantee is that finding a skilled writer to accept that rate is rare.

In all honesty, you are not going to get quality writing from a native-English speaker until you get past the .10 cents per word range, and that’s still in the questionable range.

If you are unsure about what I’m saying here, take a trip to Google and look up the going rate for a copywriter or SEO writer. Head over to Reddit read the discussions.

Now, do you want to take a guess about how much a marketing agency is paying writers?

Well, I can tell you from experience it is on the lower end of the spectrum. After all, they have other people to pay – the project manager, an SEO “expert,” the actual people putting the website together, and the person who owns the company.

  • Note – I started my journey in the legal field with several legal marketing agencies. I worked my rear off and learned as much as I could. Disclaimer – I still produce content for these agencies, often in partnership with Blue Seven Content.
  • There are definitely some law firm marketing agencies that DO pay their writers a fair amount of money per word. Just not many.

Remember when we said that the law firm marketing field was competitive? Well, competitiveness means that there are plenty of companies going up against one another for your business, which can drive down the rates they charge your law firm.

Lower rates for your law firm should always be a good thing, right?

Well, that’s like saying that the cheapest attorney is the best attorney. We know that’s not likely true. An online marketing firm has plenty of people to pay along the chain of getting your website to look and function well. The writer producing your content is just one of those people. The less the marketing firm gets paid to produce your page, the less they pay the writer. I can promise you that most quality writers will not even think about writing a law firm landing page or law firm practice area page for less than .12 cents per word, and that’s pushing it. That is especially true when it comes to native-English speakers.

We also want to discuss online marketing firms that don’t focus specifically on law firms. This can get precarious. Often, these agencies have no writers who have written content for law firms. They will either use writers who specialize in other fields and hope for the best, or they’ll bring in a freelancer. Unfortunately, the pay in these situations is also going to be on the lower end of the per-word spectrum.

Your Law Firm Marketing Company Will Use the Content You Tell Them to Use

You may think that you can’t provide your own content or find a good legal content writer to produce content for your law firm if you’re using a marketing agency. That’s likely not true. If you have a blog or practice area page, you want to use on your page. The agency will put it up for you. At Blue Seven Content, we’ve produced content for law firms that are already working with legal marketing agencies. Yes, some of the agencies push back. Some get downright snippy, usually because the content we produce is simply better.

Work With Blue Seven Content Today

You need good legal content writers. At Blue Seven Content, our focus is on producing quality SEO content for law firms. We specialize in developing:

We focus exclusively on law firm website content – that’s it. We don’t have anyone else to fork over money to other than our writers. Our team is small, and we like it that way. In fact, it wouldn’t take much time for us to arrange a phone call with the very person who would be working on your content. We want our law firm partners to be comfortable with the person writing the content for their firm. Whether you are currently working with a law firm marketing agency or not, we are here to discuss your options. Our team takes the time to get to know your practice areas and the socioeconomic and demographic data for your specific location so we can tailor your content appropriately. Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Attorneys – How Do You Discuss Your Rates On Your Law Firm Landing Pages or Law Firm Practice Area Pages?

Lawyers, let’s talk about money. No, really. Let’s have a discussion about how you discuss money on your law firm landing pages and law firm practice area pages.

The reality in this country is that, while the stock market may be doing well, most people in this country do not see their wealth reflected in Wall Street. There is a significant gap between upper-income brackets and lower-income earners in this country. This can have a profound effect on how you should reach out to clients. Particularly, awareness of the socioeconomic status of your community and prospective clients should factor into how you discuss your attorney fees on your law firm practice area pages and law firm landing pages.

The money discussion on your law firm landing pages and law firm practice area pages

When I work with clients, I’m sometimes met with resistance when trying to incorporate a discussion, even just a sentence or two, about rates. Some clients want to avoid this discussion altogether and would rather get the prospective client in the door for a consultation before they even talk about how much they charge. I think, in many cases, this is going to be a bad idea and a waste of everybody’s time.

I like to encourage attorneys to make some kind of mention of their rates on their page. More than ever, I found myself recommending that this information be put towards the top of law firm landing pages or law firm practice area pages, particularly for personal injury law, criminal law, family law, and estate law.

This can be done fairly simply. As an example of how I approach writing about rates with certain practice area pages for clients, you may see me include lines like:

  • At Blue Seven Law, we take Kalamazoo personal injury cases on a contingency fee basis. This means that our clients will not have to pay any upfront or out-of-pocket costs for their case and will only owe legal fees after we secure the compensation they deserve.
  • At Blue Seven Law, we offer affordable rates for those facing serious criminal charges in Phoenix because we believe that everyone deserves adequate legal representation in court.
  • At Blue Seven Law, our Jacksonville family law attorneys offer their services at reasonable rates so that you can afford to have a skilled and qualified advocate by your side.

Of course, there are various ways to say the same things, but you see that we can accomplish the rate discussion without discussing exact dollar amounts while also getting in some SEO keywords.

On that note, there are certain practice areas where people expect that they will be paying a sizable premium for the service. In this vein, I’m thinking about copyright and patent law, corporate labor law defense, and various other niche practice areas. In those cases, it may not make sense to discuss your rates until after you have your prospective client in the door.

A rate discussion gives the client some confidence

If we’re honest with one another, the perception of the general public is that attorneys are out to make a ton of money at the expense of their clients. Of course, outlandishly fictional TV shows and movies have perpetuated the stereotype, but that’s what we’re left dealing with. When you mention your rates, even with just a sentence or two within your law firm practice area pages or law firm landing pages, you are letting the client know upfront that they may actually be able to afford your assistance. When your clients read your pages, you want them to gain a sense of comfort. Along with a quick discussion on rates, I always suggest that these pages be written in simple English (no complex legal terms), smaller sentences, smaller paragraphs, and bullet points when possible.

I also strongly encourage you to use various types of governmental and research data before you write to gain an understanding of the socioeconomic and demographic patterns in your area. You need to know your audience so that you can tone your practice area pages and landing pages towards them. At Blue Seven Content, our qualified team of legal writers has experience creating the following:

If you need help crafting quality content for your law firm’s website, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Are Your Law Firm Landing Pages and Practice Area Pages Full of Confusing Legal Terms?

You went to law school. The people reading your website didn’t.

That may be a generalization, but it’s probably true. The target audience of your law firm’s website is prospective clients. In most cases, this will include those without a law degree. That means you shouldn’t be filling your law firm website’s landing pages and practice area pages with complex legal terminology.

What kind of words are complicated?

After three years of law school (or four, who’s counting?), your brain is wired to read and understand complicated words and confusing sentences. However, the average reader certainly isn’t likely to understand complex legal terms. Some of these include:

  • Spoilation
  • Actus reus
  • Additur
  • Remittitur
  • Habeas corpus
  • In loco parentis
  • Intestate
  • Mens rea
  • Certiorari
  • Demurrer
  • Malfeasance
  • Fiduciary
Photo by Emily Morter on Unsplash

There are certainly other words that your prospective clients will likely not understand. You’ve probably thought of some while reading this. You also know that attorneys tend to craft particularly complex sentences when writing briefs.

Guess what?

Complicated words and sentences are going to hurt your law firm’s online presence.

Making your content informative and readable

The goal of every page on your law firm’s website is to convert a reader into a potential client. You want the reader to get to your page, find the information they need, and call you for help with their issue. This is true for your:

At Blue Seven Content, we understand that the target audience of each law firm is slightly different. Every firm needs to understand the socioeconomic and demographic characteristics of their area. All content on a law firm website needs to be readable. In general, this means less of a focus on legal terms and more of a focus on laymen’s terms. Take the complex and make it digestible by a person who needs your help.

When your prospective clients click on one of your law firm’s webpages, they are there because they searched for something online and were led to your page. In short order, your page needs to get their attention and contain the information they need and can understand. This usually means plain English, shorter sentences, shorter paragraphs, and bullet-point lists.

Work with Blue Seven Content today

Lawyers, paralegals, and legal assistants are busy. You have clients to help and cases to work on. Rarely do legal professionals have the time to dedicate to building quality content for their websites. It’s not surprising that we see so many law firm websites with barebones practice area pages that will never rank on Google. That can be detrimental to their online presence. In many cases, law firms turn their content production over to a large marketing company who is going to spend their money on brilliant looking webpages and skimp on the actual content.

At Blue Seven Content, law firm content is what we do. When you are ready to come up with a content plan for your law firm’s website, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Your Law Firm Website Content Focus For 2021

We have almost made it to 2021!

I know we’re all ready to get 2020 in the rearview. This has been, without a doubt, one of the strangest and most difficult years any of us has been through. There’s no need to recap the chaos in depth. We know there’s been a pandemic. We know there’s been continued police misconduct and racial unrest. If you haven’t noticed, we’ve also been going through a never-ending election that really should have been over a month ago (yet somehow isn’t).

At Blue Seven Content, we’ve been talking to law firms about what they want to accomplish this year. The first thing lawyers and paralegals say is that they’re ready to put 2020 in the dust. Once we commiserate a little bit, they eventually talk about how excited they are to get 2021 started on the right foot.

Copyright Allen Watson

What are law firms looking to change?

Some law firms are using the end of 2020 and the beginning of 2021 to completely re-do their online presence. We’ve talked to some firms that have barebones practice area pages and no blog presence. For them, they want to come out of the gate strong. One of the strategies we’re helping clients with is coming up with a new set of keyword-focused practice area pages that can put them on the map in their geographic area. At the same time, we want to start helping them with a blog plan that complements their pages and meets their budgetary requirements. Blogs are one of the best ways to keep that “evergreen” content presence that Google loves so much.

Other clients already have a good set of practice area pages but are thinking about expanding into new areas. Blue Seven Content is going to help some clients create geo-specific pages for their practice areas. When we do this, we will take a deep dive into the socioeconomic and demographic data for their target area so we can tailor their law firm pages (and blogs) towards their desired market.

Regardless of where a law firm is at with their online marketing, there is likely a way to make some improvements. We strongly recommend that every law firm take a look at their website and ask – “Is this really what we want?”

If your answer is “Yes,” then that’s great!

However, if you think there is some area of your webpage that could use improvement, Blue Seven Content is ready to help. Our team has extensive experience handling:

Work with Blue Seven Content

At Blue Seven Content, we focus exclusively on content for your law firm’s website. We aren’t the designers. We aren’t the coders. We create content that is original, researched, and optimized. Our team members are all college-educated, native English speakers. We know how to connect with an audience and will tone every one of your pages and blog posts to your audience. If you have a 2021 plan for your law firm’s website, please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Law Firms – Your Prospective Clients Have a TikTok Attention Span

By now, everyone has likely heard of the social media platform TikTok. This app exploded in popularity at the beginning of the COVID-19 pandemic because many people were looking for distractions from the chaos around them. Even if you hadn’t heard of TikTok before the pandemic, you may have seen that the president tried to have the app banned from the United States altogether (only after TikTokers thwarted his attempt at holding a giant rally in the middle of the pandemic).

I mention TikTok because the videos that users post are capped at one minute, though most videos are much less than the full 60 seconds. Most of us, including readers who come to your law firm’s website, are looking to get information quickly and in a clear manner. In other words, your practice area pages and blog posts have to capture a prospective client’s attention, engage them, and close the deal – all relatively quickly.

Image owned by TikTok

We’re in a TikTok world, just along for the ride

How often do you click on an attorney’s page and see long explanations of laws, dense paragraphs, and no end in sight?

I do. All the time. In fact, one of my jobs is going in and tearing those types of pages to shreds crafting an excellent, client-focused page. I have to think like your prospective clients:

  • Why are they on your page in the first place?
  • What is the information they need immediately?
  • Do they know how crucial your help will be for their issue?
  • Can they see how to contact you?

All of your law firm website’s content matters

When you are creating each page on your law firm’s website, you need to keep your prospective clients in mind. All of your pages matter, including:

Every page can capture and engage your readers, even if the topic is relatively boring. What may seem boring to most people may be the one thing your client needs help with. Every page also has to engage your readers while keeping SEO in mind. You can easily write a short and engaging post that includes the seamless integration of keyword phrases, your law firm name, and geographic terms.

TikTokify your law firm posts

In keeping with the nature of the post, I’ll wrap this up quickly. At Blue Seven Content, we understand that each law firm’s needs are different. Your potential client-bases are different and have varying levels of income and education. Our team will use socioeconomic and geographic-specific information to craft brilliant, compact, and readable content for your law firm website. Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Using Census Data to Bolster Your Law Firm’s Presence

Population data for law firms. It matters.

Law firms are successful because of their clients. Gaining clients often depends on your website, particularly your landing pages, your law firm practice area pages, and your blog posts. However, in order to truly target the desired clients in your law firm’s location, you need to dig into specific types of demographic and socioeconomic data. I want to talk about how you can use Census data to really understand your prospective clients so you can take your practice area pages, blog posts, and your firm to a deeper level.

From Education to Law, Data is Crucial For Your Law Firm Marketing Strategy

For the most part, the law firms that I work with have regular, everyday people as their clients. That’s a good thing. The general public needs good attorneys. The vast majority of people in this country don’t have much legal expertise, which can hurt them when it comes to standing up to insurance carriers and other attorneys. Because your prospective clients are not other legal professionals, your webpage needs to reflect this reality. Yes, your page must look professional, but that does not mean it should be overwhelming, especially when it comes to your content.

I was a teacher in my previous life, and that taught me a valuable thing – that you have to be able to communicate your ideas to the desired audience. My audience, at the time, was a bunch of raging, spaced-out kids. Now my audience is you, attorneys, paralegals, and legal assistants.

Your audience, however, is those who need your legal services.

Local Data Can Enhance Your Law Firm’s Reach

One of the first things that I had to do when I was becoming a teacher was learn the specific demographic and socioeconomic data for our county, district, and school. Trust me when I say that demographics and socioeconomics play a huge role in how we educate students, and this data varies from school to school.

The same concept needs to be used for your law firm. For each area you are located in or want to target, you need to know certain data. For your target area, you should research and understand the population’s:

  • Racial and ethnic makeup
  • Mean and median income
  • Employment status
  • Types of occupations
  • Poverty level
  • Educational attainment
  • Languages spoken at home
  • Marital status
Screenshot of intro Census data for Myrtle Beach, SC

While all of this can seem daunting, this task is not going to be horribly difficult. That’s because the US Census Bureau gathers all of this data for you. The Census Bureau is a terrific, non-partisan gatherer of data for every region in the US. They break this data down nationally, by state, and at the local level. This is a tremendous tool for your firm that I don’t think enough lawyers take advantage of. Let’s face it – most of us live in a bubble of people similar to us. The same race, the same economic level, and the same educational level. This can be dangerous for any business, including law firms.

With this data, you can tailor your practice area pages and blog posts. Suppose you notice that in one area of your firm’s area that most of the population has high school diplomas or GEDs. Maybe this is an industrial, blue-collar area. For your target practice area pages and blogs for this region, you may want to stick with information related to why they need an attorney for their problem, the types of compensation they could receive (personal injury), the possible penalties of a crime (criminal defense), and how much an attorney will cost them.   

However, maybe you notice that in one part of your firm’s coverage area that the population has a high percentage of higher educational attainment, perhaps close to a university. For that area, you may be able to target some blog posts and practice area pages or sub-pages that delve deeper into the laws and even theories behind some of the laws. Of course, they need to know the basic information as well, but you see what I’m saying here – know your audience and craft an appropriate strategy to target them.

Aside from marketing purposes, the demographic and socioeconomic data for your law firm’s area is important information for everyone in your firm to know. You want to be a part of the community, which means you need to KNOW the community.

We Will Gather This Data For Your Law Firm

You are attorneys, paralegals, and legal assistants. I know that you can research data. I also know that you are busy. That is why Blue Seven Content is willing to help. All of our writers are also researchers. We have diverse backgrounds in various fields, and we can help you gather this data for your law firm’s location. If you want us to, we can gather and provide the types of law firm population data we mentioned above. We will also provide our analysis of how you may be able to use this data to reach your desired client.

The data that we gather for your law firm can be used to alter your current practice area pages and blogs as well as your future law firm content. This includes your:

All we need to know from you is what areas you want us to target. You may only operate in one area, but we know that many law firms cover multiple geographic areas that all differ significantly. Each location report that we compose costs $800 (discounted rates for areas in the same general geographic region). Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158.

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

Blue Seven Content Uncategorized

Why We Focus Only On Written Content For Law Firms

When I talk to people about Blue Seven Content, they inevitably ask me – How can you build a business around only providing content and not actual website development for law firms?

The answer to that is – There’s a demand for it (since this was written in Dec 2021, we’ve realized that there is a significant demand).

It’s been a while since I’ve finished my economics classes in grad school, but I still remember supply and demand. If there’s a demand for something, supply it.

I take this a bit farther and say that – If there is a demand for something, become the best supplier out there. That’s what Blue Seven Content is here to do.

Blue Seven Content is a premium content supplier for law firms

Blue Seven Content isn’t launching because we hope that there’s a market for high-quality content for law firms. We know the market exists. There are many firms, both new and seasoned, that need well-written and researched practice area pages, blog posts, landing pages, and more, though they don’t necessarily need all the bells and whistles that come with a marketing agency.

Why should these law firms pay for things they don’t need, like graphic designs, full-stack development, and continual SEO analysis? In many cases, law firms have someone on-staff who builds or maintains their websites. In other cases, they have already paid someone to build their site only to realize that the person or company they hired really doesn’t provide good content. Why would a law firm want to be stuck in a monthly contract for…crappy blog posts?

You need someone who understands your practice area

Building websites is one thing, but actually putting together good content for your practice area pages and blog posts is another ballgame altogether. You don’t want someone who rarely, if ever, writes website content for law firms trying to give you content meant to draw in clients. The last thing you need is someone who just finished writing “Top Ten Reasons Boy Bands of the 90s Failed” or “Where Justin Bieber is Spending New Years” to write your page focused on car accident victims in your area. The two aren’t the same, but many marketing firms hire anyone who can string sentences together.

At Blue Seven Content, you have a team of writers who are well-educated and all academic writers in their own right. We have all either worked directly for law firms or written extensively for them. Some of us came from law firm marketing agencies, though we work directly with many firms as well. We know how to do this.

Blue Seven Content is ready to help you

At Blue Seven Content, we are a small team that chooses who we work with very carefully. We actively turn down clients so we can focus on our valued partners. We are here to help you with:

Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158. Our founder, Allen Watson, will be happy to talk about your needs.

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