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

Legal Content Writer Training Process at Blue Seven (2023 Update)

Legal content writer training isn’t easy. At Blue Seven Content, we began as a group of dedicated writers dedicated solely to producing the best 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, law firm blog posts, and law firm FAQ pages 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 because we’ve worked with many writers who come to us 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 and tap on a keyboard. However, law firm content writing is deeper than that. Writing is tough; putting together sentences, paragraphs, and pages that engage readers takes 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 video meetings – we really value face-to-face interaction, even though our writers are spread throughout the US.

We Provide Thorough Training for 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 who can answer any questions they may have.

We also host monthly writer meetings (which we pay for) where we all get together on a video call. These meetings are used to handle a range of issues, including research tips, reviewing already written pages, 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.


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 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

Law Firm Practice Areas – Niching Them Down

Law firm practice area pages are a firm’s gateway to more clients. Let’s face it – just about every client that a law firm ends up working with checked the firm out on the internet before they called or walked through the door. Often, clients are on the fence between two or three attorneys, and the presentation of information on a practice area page could make the difference between them choosing your law firm or another one down the street.

Do you know what else could make the difference? – A prospective client landing on your page and reading about the exact reason they need you.

Sometimes this is accomplished by having your “regular” practice areas. However, there are times when law firms can niche down their practice area pages. Here, we want to talk about what it looks like when you niche down your law firm practice area pages in an effort to gain more readers and more clients.

Follow your niche spiral down!

What do we mean by “niching” down a law firm practice area page?

We know what a niche is. Presumably, you’ve chosen your “niche” in law if you have a firm. Granted, there are some law firms that cover a range of practice areas, though we generally find that firms focus on one overall practice area:

  • Personal injury law
  • Family law
  • Criminal defense
  • Estate law
  • …and so on

However, within all of these larger practice areas lies plenty of other topics. We can generally predict the typical order of practice area pages for a firm depending on the larger practice area. I can say with near 99% certainty that the next personal injury firm that contacts me will want the following pages:

  • Car accident
  • Truck accident
  • Pedestrian accident
  • Bicycle accident
  • Work injury
  • Construction accident
  • Dog bite
  • Slip and fall
  • Premises liability
  • Product liability

For law firms that are just getting started, it is completely understandable that the standard order is what they will go with for a while. However, as a law firm becomes more established, the attorneys may want to consider taking their pages even further.

We can niche down just about every bullet point mentioned above to get more granular. For example, we can take Car Accidents and build the following pages:

  • Uber And Lyft Accidents
  • Taxi Accidents
  • Deer Versus Vehicle Accident
  • Uninsured Motorist Accident
  • T-Bone Accident
  • Rear-End Accident
  • Head-On Collision
  • …and more

Of course, this applies to other types of law firms as well. For an estate law firm, we will obviously have a page devoted to establishing a power of attorney. But we can also niche that down to the different types of power of attorney, including pages devoted to:

  • Durable Power of Attorney
  • Medical Power of Attorney
  • General Power of Attorney
  • Limited (Special) Power of Attorney
  • Springing Power of Attorney

You see what we’re doing here. We’re just taking a topic and parsing out every possible thing that a person would search for online when they need help from your general practice area. If you can create a page devoted to something that your prospective clients regularly need help with, do it!

Law firm practice area niches will depend on your geographic location

As law firms establish themselves in their location(s), they will begin to see various types of cases that occur more often than others. In some areas, there will be more need for some types of pages than there is for other areas. For example, in an urban area where there are thousands of delivery drivers getting packages “rapidly” delivered each day, there may be a strong need for a practice area page devoted to every single delivery company – FedEx, UPS, USPS, Amazon, etc.

In a more rural area, someplace where there will not be as many daily deliveries, it will likely be okay to have a “Delivery Truck Accident” page that mentions all of the delivery companies that operate in the area.

Each attorney will know the needs of their law firm. They will know whether or not it would be beneficial to have a page devoted to Uber and Lyft, or perhaps a page for Uber and a separate page for Lyft. Maybe one city has electric scooters, but another does not. An attorney or law firm marketer will have to strategically decide what types of niches they may do well with in their specific geographic location.

Niching down adds more content, chance for internal linking

Content is king, and I’m sure you’re tired of hearing that. However, that is the truth. The more content you have on your website, the happier it will make search engines, particularly the king – Google. So, niching down your practice area pages will have the added benefit of bringing more content to your page and increase your visibility overall.

You will also have more opportunities to add internal links to other areas of your website. Internal linking not only helps out when search engines crawl your page, but they also help keep readers on your website longer.

Let Blue Seven Content help with your law firm practice area pages

If you are ready to create some niched practice area pages, we are here to help! Our team writes hundreds of these pages each month, and we are ready to get you through this next step of developing your law firm’s website. No matter what size your firm and regardless of your type of practice, you could probably use more practice area pages. If you want to talk about your next law firm practice area pages, 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. If you want to take a stab at writing your own practice area pages, our team also has a guide that will take you through the steps to do so! You can click here to learn about our Law Firm Practice Area Page Writing Guide.

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

Creating Authoritative Law Firm Website Content That Everyone Can Read

Law firm website content is important, even as AI has crept into the digital marketing space. Human legal writers, by and large, are still much better at developing the voice of a law firm than any machine. However, it’s easy to get bogged down in complicated legal jargon, and it’s easy to craft a page that just “looks” unappealing.

It doesn’t have to be that way.

“If I do what you’re asking me to do, it’ll be dumbing down the material.”

That’s what an attorney told me once as I was coaching him through the process of crafting the content on his webpage. At the time, I didn’t have the exact data that I’m going to share with you today, but I had been a public school teacher. I understand the importance of being able to communicate with your audience.

One thing I know for certain is this – complex legal terms, long sentences, and bulky paragraphs are a non-starter for law firm websites.

For the purposes of law firm website content, you can’t write as “lawyers.” You aren’t at a law conference, and you aren’t going head-to-head with opposing counsel. You’re trying to talk to someone who needs your help, and the best law firm content writers will help you connect more deeply with prospective clients.

The literacy problem in the US

Content for law firm websites is all about knowing your audience, but do you really know yours? The National Literacy Directory has some alarming statistics about the state of literacy in this country:

  • 14% of the employed population has low literacy skills.
  • 1 out of every 6 adults in this country lacks basic reading skills
  • Approximately 36 million people in the US cannot read a job application, understand basic written instructions, or properly interpret what they find on the Internet.

Data provided by the National Center for Educational Statistics (NCES) shows that 21% of adults in the United States (about 43 million) fall into the illiterate/functionally illiterate category.

To be sure, even people who have excellent literacy skills are still likely to struggle with complicated legal terms that they do not hear every day. The reality is that you do need written content on your law firm’s website, but you need to make it as simple as possible for the reader while still maintaining authoritative integrity. This can be hard to do when you’re used to crafting legal briefs or writing research papers.

You Can Create Legal Content Everyone Can Read

  • Use everyday words. There is no need to use anything other than simple English when you are creating your law firm website content. At Blue Seven Content, we’ve previously discussed why using complex legal terms is a bad idea.
  • Explain legal terms if you have to use them. If you find that using a legal term is absolutely necessary, then you should properly explain it to your readers using plain English.
  • Shorter sentences. Your sentences should generally be short and to the point. If you find yourself creating multiple complex sentences, go back and think about how you can shorten them. Reading your post out loud really helps catch these longer sentences.
  • Shorter paragraphs. Big and long paragraphs or an immediate turn-off to a reader. In fact, your reader is very likely to either hit the back button or skip over long paragraphs altogether. Seriously, if you find yourself using more than three sentences in a paragraph, ask yourself why and if the additional sentences are necessary.
  • Bullet points all the way. We love using bullet points because our readers love having bullet points. We’re willing to bet that regardless of what type of information you are looking for, you scroll right to the bullet points to get the gist of the post. Your law firm’s prospective clients do the same thing.
  • A clear CTA. Regardless of the type of information you are creating for your law firm website, every page should have a clear call-to-action for the reader. They need a sentence or two pushing them in the direction you need them to go, which is to call your law firm or fill out a contact form.

Your Prospective Clients Should Not Feel Shamed – They Should Feel Welcomed

Any person reading your webpage should never feel ashamed for not understanding what your page says. Regardless of what type of practice areas you handle, the reality is that most people only need your services if they are at a particularly low point in their lives. They’re already going through something tremendous, and they just want some help. Your law firm’s website should convey to the reader that you can help them and that they will not feel any shame when they call you.

We should take the concept of knowing your prospective clients/audience a little deeper. How much do you know about the literacy and education levels of your specific geographic area? Are you in an area where literacy is fairly high, average, or below average? When crafting your pages, you should always have this thought in the back of your mind – “Will the person who needs to read this be able to understand everything on the page?”

Now, this doesn’t mean they have to understand every aspect of their case or the law surrounding what they need. That’s your job to explain when they come to you for a free consultation and after they’re your client.

But they should understand the content on your page.

Law Firm Content Complexity Based on Practice Areas

Another factor to consider when creating content for lawyer websites is practice areas. There are certainly cases where the reading level of the page should be elevated. For example, law firms that cater to specific types of professionals or businesses, such as doctors, academics, inventors, investors, and other “white collar” professionals may need to examine how to get their writing closer to a college level. These are individuals and organizations who won’t need a seventh- or eighth-grade reading level to understand their issue.

However, just because you handle higher-level issues doesn’t mean you should fill the page with legal terms and compound sentences. After all, consider that almost everyone, regardless of their education level, will skim through a page. You still want your desired audience to understand the page, find the information they need, and call you for help.

Blue Seven Content Takes Complex Law Firm Website Content and Turns it Into Conversion Material

A team at Blue Seven Content understands the need to craft law firm website content that is readable by a wide audience. In fact, many of our writers have a background in education. We all have stories of being young teachers walking into the classroom full of what we think is high-level pedagogical understanding only to realize we know nothing about communicating with our audience. We learned the hard way, and we want to make sure you don’t make the same mistakes. If you have any questions about how to craft the following, we are here to help:

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

Outbound Links on a Law Firm’s Website – The Eternal Debate

We had a client that runs a fairly reputable law firm in Florida. We started working with him in late 2019, and it was an interesting experience. He was a great guy to work with, but he already had a major legal marketing firm handling his law firm’s website (I’ll leave the name out, but trust me, you’ve heard of them). That’s no problem – the team at Blue Seven Content doesn’t handle anything other than content, so we regularly work with other agencies.

This client loved the work we provided. We wrote about three blogs that he and his law firm partner checked and green-lit. However, when they turned the blogs over to the marketing firm to publish on the website, the marketing firm sent them back. Their problem was our inclusion of a few outbound links within the content. They proceeded to convince my client that the links had to be removed and that we should simplify the blog to contain only general knowledge on the page so we didn’t have to cite anything.

This, of course, made me laugh out loud. First of all, there was nothing overly complicated about the information we included. If I recall, it was statistics related to pedestrian and bicycle accidents for their geographic area. For another blog, I think we included a link to a new law that was passed that affected the practice area. This type of data wasn’t going to confuse the reader, but it was relevant.

Using outbound links on your law firm website

If you’re an attorney, the terms internal links, external links, and outbound links may not have too much relevance. However, they all have a purpose. The links that my client’s marketing agency was having a problem with were external outbound links.

At Blue Seven Content, we strive to provide our clients with law firm practice area pages and law firm blog posts that are original, researched, and optimized. Part of that is ensuring that the data and statistics we include are actually researched and cited. We cite our sources, like most people do, by hyperlinking them into the page. This creates an external outbound link.

We cite our sources because we know that anyone can make up data and statistics and throw them onto a page. That’s not how we operate. Our writing team is filled with former teachers and college professors who understand research, citing, and producing quality work. We’ve graded enough papers to know what is acceptable and not acceptable.

Using made-up data is not acceptable, and neither is leaving out citations.  

Why did the marketing firm take out our outbound links?

Ultimately, we removed the outbound links and provided proper citations for the material at the end of the posts we sent over. Their sole arguments were that the links had no SEO benefit and that the links draw readers away from the law firm’s website. However, I did put up my arguments for why we used outbound links and why I believed they should remain on the page:

  • Outbound links to reputable sources create authority for your law firm’s website. So many law firm websites seem to come up with data and statistics out of thin air. We want to make sure that readers know we are providing them quality data.
  • We don’t believe readers will be drawn away from law firm websites if a quality source is provided. In fact, we think it will help “hook” the client. If a prospective client clicks one of our outbound links, then they are engaged and are genuinely looking at the topic. They are going to return to your page if they need your help because you are the one who gave them the quality information. If the reader doesn’t come back after reading an outbound link, they probably didn’t need your help. Let’s face it – not every reader is a potential client, but we want to hook the ones that are.

Using quality sources for outbound links

When we use outbound links for our content, we are fastidious about the sources we use. We secure outbound links to our pages and blogs from:

  • Websites that are considered “high authority.” This generally refers to websites that end with .org, .gov., and .edu. In general, these pages will be filled with trustworthy, quality content.
  • News websites, though we tread lightly. In the highly polarized political climate we live in, we have to be careful when linking to news agencies. We really only use news sources when crafting law firm blog posts related to relevant and timely stories that tie back to the firm’s practice areas.

We also choose the “anchor text” for the outbound links carefully. The anchor text refers to the highlighted words that are clickable and direct the reader to the source. Which words we use as the anchor text will vary depending on the goal of the post, but we try to make the link fit seamlessly into the paragraph and sentence.

Blue Seven Content – crafting your law firm’s website pages from scratch

At Blue Seven Content, we are sticking with outbound links. We understand their purpose, and we think they add value to the page and the overall website. If your law firm or agency has any questions or needs help with any of the following, we are here:

Please reach out to us for a free consultation by clicking here or calling us at 843-580-3158. We’re off to a busy start to 2021, and we have a few spaces left for content at the end of March and the end of April.

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

Lawyer Morphs into a Cat – Finding the Humor in a Technological Snafu

Most of us have had some sort of technological issue over this last year with our work. This is particularly true for those who maybe hadn’t used video conferencing much before COVID-19 changed the way we do everything. For most of us, issues like someone being on mute or not being able to connect are a simple annoyance. However, there have been some rather humorous snafus over the last year. One of these happened yesterday.

By now, most of you have seen the virtual courtroom appearance in Texas that turned an attorney into a cat. Of course, he wasn’t really a cat, but he certainly did look like one.

“I’m here live, I’m not a cat,” said Presidio County Attorney Rod Ponton.

Yes, Mr. Ponton, you were there, and we thank you for the levity you’ve provided a nation that needs a laugh right now.

The issue was with Zoom’s filters. For those who may not use Zoom on a regular basis, stumbling into these filters can wreak havoc. Thankfully, Attorney Ponton had the patient 394th Judicial District Court Judge Roy Ferguson to help him walk through the process.

Ponton was eventually forced to use his secretary’s computer, but the hearing was able to proceed. “If I could make everyone laugh at my expense, I’m happy to do that,” Ponton said after the hearing was over. “It’s an example of what can happen in our computer connected world.”

Judge Ferguson even saw the humor in the situation and tweeted about it afterward.

Keeping up with trends and news to get traffic to your site

The second tweet by Judge Roy Ferguson actually brings up a good point.

The legal profession has been pushed to the brink over the last year. The COVID-19 pandemic led to complete court closures, significant delays, and a total makeover concerning how lawyers interact with clients. But, the justice system has continued to function. Law firms and attorneys have evolved.

Over the last year, many law firms that we’ve worked with at Blue Seven Content have asked us how to remain up-to-date, not just with how they handle technology, but with their website’s content. The good news is that our team had a game plan in place for law firms, particularly for those who had a website but neglected to do much with it after initially hitting the publish button.

Our team of legal writers likes to keep our client’s websites fresh with blog content that incorporates top news stories that relate to the firm’s practice areas. There are many ways that this can work. First and foremost, we always check the client’s geographic area for news stories that we can incorporate into a blog. We also track national news coverage for stories that can be used to relate the client’s practice areas.

Some examples of how we do this include:

  • Taking a local accident caused by a defective tool and related it back to the firm’s product liability practice.
  • Incorporating changes to state independent contractor laws into blog posts for our workers’ compensation injury attorneys.
  • Celebrating successful anti-discrimination laws and executive orders in blog posts related to firms’ employment law practice area.  

Our team specializes in taking relevant news stories from a client’s geographic location (or national if there’s a relevant story) and crafting a blog that will incorporate practice area keywords for SEO. These blogs keep a law firm’s website up-to-date with evergreen content that Google loves to see. Our goal isn’t to promise that every blog will generate dozens of clients. However, a blog strategy does bring value to your page in numerous ways. The regular flow of content is good for Google and other search engines so they see your page is not dead. The influx of blogs that incorporate keywords for your practice area is helpful, and blogs also give you a chance to build internal links. All of this can translate to more traffic, more leads, and more client conversions.

Blue Seven Content wants to help your law firm stay up-to-date

The team at Blue Seven Content has a plan, but we need you to give us the green light. We know how to keep your law firm blogs flowing with quality content. We’ll incorporate relevant news stories and statistics, and we’ll have the pages ready to publish when you get them from us. Aside from blog posts, we also work extensively with firms to create all of the following:

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

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