Writing is an art, especially law firm SEO content writing. Everyone can write, but only a few spend the time to perfect it, or at least make attempts to perfect it. Like art, the beauty of writing is subject to the viewer. Not all readers like the same type of writing, and not all writing is for your average reader.
How do you know which writer is a good fit for your site? Blue Seven Content focuses only on written content. Our hiring process is intensive because we only want writers who are dedicated to their passion for writing. Like any good matchmaker, we assess our client’s needs with the strengths of our writers to make a sustainable match to help grow your business.
How Do We Assign the Best Law Firm SEO Writer For You?
When you choose Blue Seven Content, you choose to work with a team of elite writers with various backgrounds, degrees, and levels of experience. After the initial meet and greet with the co-founders Allen Watson and Victoria Lozano, they will assess your current content.
The assessment is an opportunity to ask questions about the needs and wants of the client. Here are some common questions:
Do you want to elevate your content?
Are you happy with the length of your articles?
Are there certain pages that rank lower than others?
Do you want your content to sound empathetic or authoritative?
These are an example of a few questions that help Allen and Victoria understand the nature of the project to make an initial match. Let the speed dating begin!
How We Navigate the First Date
Blue Seven Content understands the nuances of writing. Writing is an art, but unfortunately, it comes with a high level of subjectivity. Thankfully the writers, and founders, are not easily offended.
For example, suppose you hire Blue Seven Content for 10 pages worth of work. Instead of delivering all 10 pages within two weeks, they suggest a trial period. This trial period will give the client a few pages to preview.
Like a first date, the client gets to engage with the text and see if the initial impression is worth pursuing or if it’s not quite the perfect fit.
Is This a Perfect Match?
We meet with clients again to get their feedback and overall impression of the text. Sometimes the initial previews are a hit, and the match is perfect. The client likes the writer, and we continue with the transaction.
If the client does not like the content, then can we switch up the writer. (Hence the speed dating metaphor!) We have an array of writers that offer different levels of writing and research. Because we know that some areas are more prolific than others, we have JDs on our staff waiting to write more in-depth articles that sometimes require intimate knowledge of the law.
We also have writers who are trained to write with the “particulars” of the client in mind. Each client is unique (another dating metaphor) and comes with a certain set of rules and expectations.
Our writers are trained to review those rules and write according to the client’s needs. One writer may have four different clients, and they are trained to approach each client in the way specified in the initial assessment.
Find the Best Legal Content Writer For You
Finding the right law firm SEO writer for your blogs, landing pages, practice area pages, press releases, etc. is not an easy process. Like dating, you are going to go through a lot of no’s before you find a yes. If you are interested in learning more about how we assess a client’s needs and match them with our best writers you can schedule a free consultation by clicking here or calling us at 843-580-3158.
The Know-Like-Trust (KTL) factor is a common concept in marketing, and matters for law firm websites. It is based on the simple premise that people are generally more inclined to conduct business with companies they know, like, and trust. When incorporated into your law firm content, it can mean more qualified leads, high conversion ratings, and overall increases in profits.
At Blue Seven Content, we only work with the best legal content writers, who are well-versed in the most successful law firm marketing strategies. Find out how they use the KLT factor to help law firm websites gain more clients.
Why the Know-Like-Trust (KTL) Factor is Important for Law Firm Websites
Considering the fierce competition among businesses and the number of outlets available for reaching potential clients, marketing efforts matter now more than ever. According to Northwestern University, the number one marketing school in the country, identifying a target audience, utilizing customer insights, and effectively positioning your brand form the foundation for a successful campaign.
With any company, establishing yourself as an expert in your field and developing a relationship with prospective clients is a top priority. This is particularly true for law firms. People seek legal help for pressing, often highly sensitive matters. These can impact their personal lives, their relationships with others, their reputation in the community, and their overall sense of financial security. How does the know-like-trust principle factor into the equation and why is it so important for law firm websites?
It concentrates marketing efforts to those most likely to benefit from your services;
It conveys empathy and understanding of the legal issues people face;
It establishes you as an expert in the field;
It encourages a sense of community and instills confidence in your abilities.
Combined, these qualities translate into more qualified leads, greater conversion rates, and ultimately, increased revenue.
Incorporating Know-Like-Trust (KLT) Into Your Law Firm Website Marketing Strategy
People seek out legal advice and services when they are dealing with complex and often private or sensitive legal matters, such as criminal charges, divorce, contracts or other business dealings, immigration issues, and personal injuries. Naturally, they want to work with legal professionals that they feel they know, like, and trust.
As a result, the Know-Like-Trust (KLT) factor is a key consideration when creating landing pages, blog posts, and other types of law firm website content. The following explains more about the KLT factor and how our legal content writers incorporate it as part of a successful law firm content marketing strategy:
The first step is to identify the varied needs of your target audience. Use the best legal content writers to create custom SEO legal content geared toward addressing those needs. Post regularly on social media websites, such as Facebook or LinkedIn, sharing links to your website and content. Consider targeted ad campaigns as well, offer to do guest posts on legal industry websites, create YouTube videos, and explore other options, such as community seminars or teaching non-credit classes, for reaching potential clients.
Once you identify ways of reaching your target audience, work on developing a relationship with them. Share information about your law firm, individual attorneys, paralegals, and other staff members, and provide glimpses into your daily routine, personal life, hobbies, and other activities. Share professional acknowledgments or special honors you have received, charitable works your law firm performs in the community, and any social or legal issues you advocate.
After targeting and engaging your audience, establish yourself as an expert in the legal field and someone who can be counted on to provide solutions to the often complex legal problems people face. Compelling, well-researched, and targeted SEO legal content plays a key role in building trust. Use it to share general information and insights on how the law applies in different situations. Provide answers to commonly asked questions, explain what to expect when visiting your office, highlight top case results, and provide links to client reviews/testimonials.
The Best Law Firm Content Relies on the Know-Like-Trust Factor
Considering the fierce competition in the legal field, having a strong marketing strategy is a requirement. According to the National Law Review, strong website content sets the stage for all other marketing efforts. It positions you as an authority, attracts qualified leads to your website, and helps in increasing your revenue by converting them into paying clients.
At Blue Seven, we employ the best legal content writers in the industry. Our team relies on the know-like-trust factor and other highly effective marketing concepts, such as law firm marketing funnels, in creating the types of content law firm websites need to generate profits. This includes:
Landing pages: Geographically targeted, practice area-specific landing pages help to ensure relevance in search results and increase rankings. They emphasize the need for legal help, highlight areas of expertise, and detail the practical ways in which you serve your clients.
Blog posts: Perfect for sharing on social media, blog posts play a major role in law firm marketing, increasing visibility and helping potential clients get to know you better. These can address general legal issues or more specific problems. They can also be geo-targeted to reflect current news in your community.
Downloadable guides: These establish your authority in the legal field and create value for law firm website visitors. By requiring an email or other contact information prior to downloading, these are a great way for your law firm to get qualified leads.
FAQ pages: Pages focused on answering frequently asked questions build trust and establish you as an authority. They should provide answers to legal questions that attract and appeal to both broad and specific audiences.
Attorney profile pages: By highlighting personal interests and professional accomplishments, attorney profile pages help prospective clients get to know you better and build trust.
Looking for the Best Law Firm Content Writers? Contact Blue Seven Today
Law firm websites face fierce competition. Having a sound content marketing strategy is key to attracting visitors and converting them into clients. At Blue Seven Content, our team employs marketing concepts proven to be successful, such as the Know-Like-Trust factor, to increase search rankings, page views, and conversion ratings.
Looking for the best law firm content writers? Reach out and call or contact Blue Seven online to request a consultation today. We offer flexible packages and prices to meet the budgets and content needs for law firm websites of all sizes.
Written By Kim Zackowski – Legal Content Writer
Kimberly Zackowski is an experienced freelance writer/journalist from Myrtle Beach, SC. With her background as a paralegal, she creates website content for law firms throughout the country. Connect with Kim on LinkedIn or follow her on Instagram @coastalcontentwriter.
Law firm marketing funnels identify the path people take on on their way to becoming prospective clients. The best law firm content is geared to each stage of the marketing funnel. It starts out broadly in raising brand awareness then narrows to address specific needs. The final stage encourages action, converting website visitors into qualified leads. Find out more about the role law firm marketing funnels play in developing a successful content strategy and funnel models the best legal content writers use in helping you achieve your goals.
According to the American Bar Association (ABA), of the close to half a million law firms in the United States, nearly 90 percent have a website. This translates into more than 350,000 teams of attorneys, all competing for prospective clients. To stand out from the crowd, you need a strong content strategy.
This is where marketing comes in. The goal is not just to create content that puts your law firm’s name in front of as many people as possible. Instead, marketing efforts focus on creating a buyer persona and identifying key actions throughout the conversion process. A marketing funnel plays an important role in this process, clarifying goals and informing content strategy.
Law Firm Marketing Funnels: The AIDA Model
Marketing funnels have been around for over a hundred years and are highly effective in law firm marketing. The funnel begins at the top (the widest part) where you aim at attracting a targeted audience. It narrows as you focus your efforts on informing and engaging readers. The final step is converting them into prospective clients.
The first marketing funnel was the AIDA model, created in the late 1800s by U.S. sales and advertising pioneer Elias. St. Elmo Lewis. Highly regarded among the best legal content writers, it continues to inform and influence content strategy today. AIDA stands for:
Attention – Capture the attention of your audience and raise brand awareness by engaging on social media and gearing content toward increasing search engine rankings.
Interest – Once you have your target audience’s attention, use content to pique their interests. Provide details about your firm, practice areas, and the services you provide.
Desire – Create desire by showing empathy with your target audience, addressing their concerns, and elaborating on pressing legal issues they face.
Action – Emphasize the value your law firm offers and encourage readers to take action, either through a phone call or submitting online forms.
How To Customize Law Firm Content For Marketing Funnels
The AIDA model is just one type of marketing funnel. Another model popular among marketing professionals goes under the acronym ToFu, MoFu, and BoFu. Named for each specific area of the funnel, it provides an efficient and effective strategy for creating the best law firm content. The following details what each abbreviation stands for and the types of content best geared to that particular stage of the marketing funnel:
Top of the funnel (ToFu)
The focus is on capturing attention and increasing brand awareness. The best law firm content to achieve this goal includes:
Landing pages: These help to increase ranking in search engine result pages (SERPs). Create a page for each location, each area of law you practice, and the different types of cases you handle. Being thorough could pay off and trigger a Featured Snippet. This attracts further attention, increases brand awareness, and helps establish you as an authority.
About us pages: Create a page providing details about when your firm was established, the types of cases you handle, and notable awards or professional affiliations. Include one for each attorney who works at your office. List their education, background, professional achievements, and brief information on hobbies or their personal life.
Reviews/Top Case Results: Share positive reviews from other clients and top results from cases you have handled.
Blog posts: Post frequently on topics that cover specific areas of law, address common concerns, and highlight local news or events. Share links to these posts on your LinkedIn or other social media pages.
Videos: Script videos on a variety of topics and share on YouTube, TikTok, or other social media sites to gain followers.
Middle of the funnel (MoFu)
This is where you focus on deepening your client’s interests in your law firm and addressing specific issues and concerns they have. Common types of content for middle of the funnel marketing includes:
FAQ pages: Answer questions about the law, specific types of cases, and why someone might need an attorney.
Blog posts: Continue to post blogs regularly and cover more specific information. As an example, a personal injury attorney might want to elaborate on different causes of accidents, common types of injuries, and damages available in a claim.
White papers: Create in-depth reports on complex cases and provide opinions on trending legal topics relevant to your practice area.
Infographics: These offer a quick way to share facts and figures with your readers.
Bottom of the funnel (BoFu)
This is where you focus on converting website visitors into clients. Content for this stage of the marketing funnel includes:
Blog posts: These should reiterate the need for an attorney, detail important matters to discuss, and outline what to bring to a consultation.
Downloadable guides: Create long-form articles and booklets that provide in-depth information on relevant topics. Makes these available as free downloads in exchange for an email address or other contact information.
Contact page: This should summarize your services, emphasize the importance of getting legal help, and reiterate the value your law firm offers. Include your contact information and an online form.
Calls to action (CTA): These encourage the reader to contact your law firm and request a consultation. Include them in other content and make them visible on each website page.
Blue Seven Content Helps Law Firms Reach Their Marketing Goals
If you want the best law firm content, you need the best law firm content writers. Professionals who not only understand marketing funnels and how they work but how to cater them to your specific needs. At Blue Seven, we create compelling, custom content to engage readers at each stage of their journey to becoming clients. To discuss a content strategy, call or contact us online and request a free consultation today.
Written By Kim Zackowski – Legal Content Writer
Kimberly Zackowski is an experienced freelance writer/journalist from Myrtle Beach, SC. With her background as a paralegal, she creates website content for law firms throughout the country. Connect with Kim on LinkedIn or follow her on Instagram @coastalcontentwriter.
1. Quality: Rise to a Higher Standard for the Best Law Firm Content
Quality is key. However, all too often, we see that content on law firm websites is sub-par quality. Now, you do not need to have college reading levels on your website, but you do need to have content that is well-written.
What we have discovered is that everybody thinks they are a writer. After all, anyone can type out some words on a keyboard and make them appear on a screen. That does not mean, however, that the writing is any good. You have to be honest with yourself and your abilities. Some people are great orators. Some people are great researchers. This does not necessarily mean that they are great writers. Writing is a skill that some people have, and some people don’t have.
Great writing skills are not the only ingredient for quality content. You also have to understand how these pages should be formatted. You need to find a writer who understands how to use headings appropriately and how to craft a clear message with shorter paragraphs, short sentences, and bullet points.
Importantly, you have to find a legal content writer who understands keywords and how to implement them into your content without seemingly forcing them down a reader’s throat.
2. Pricing: Don’t Reach for Rock Bottom Pricing
Go to Upwork and type in “law firm content writer.” I dare you. You’ll see plenty of people looking for exactly what you are looking for – someone to craft the content for their particular website. If you have never used a website like Upwork, then what you do not know is that every post is going to get hundreds of applications from individuals all vying to become the lowest bidder. Yes, I am sure you would get very excited to pay $10 for a 1,000-word blog post for your law firm. At those rates, you could create pages and blog posts for your entire website for a few hundred dollars.
What I know is that you’re likely going to be very disappointed with the work that you get if you chase the lowest rates.
Perhaps you are a legal professional. Maybe you are a legal marketing agency looking for writers right now. You are a professional, and the only way for you to maintain your professional reputation is to work with other professionals. Writing is a profession, and you have to treat it as such when looking for the best legal content providers.
Search around for the best pricing options, yes, but the lowest price is almost never going to be your best option. Time and time again, we have worked with clients who went with the lower-priced option only to discover that it was a complete disaster. We have been asked to redo other writers’ work more time than we can count, and it pains me. It pains me because I know the client has already paid for content once and is now having to pay us for content again.
By the way, we usually just scrap the old content and create fresh content anew in these situations.
3. Experience: Use Experienced Legal Content Writers
It does not matter what field you are in or what kind of services you need; experience matters. I say this (Allen) as a person who had absolutely no legal content writing experience when I first started in this field. I was swimming without floaties. But I learned. I also know this only worked because I was already an experienced writer. But even then, it took me a significant amount of time to really understand how to write quality legal content. When I go back and look at the first law firm practice area pages I wrote, I cringe. They were just not that great. However, they were better than some of the content that I still see getting put up on law firm websites, so that’s saying something.
You want to find a team of content writers who have experience handling law firm practice area pages, law firm blog posts, law firm landing pages, and any other type of content that you need.
4. Communication: Do Your Legal Writers Communicate Regularly
Have you ever worked with an employee or contractor who just could not communicate well? It can quickly become a nightmare, particularly when you have deadlines and a need for your content right away.
When you are working with legal content writers, we understand that this is usually through a contract or freelance writing situation. Since these individuals are not actual employees, you cannot dictate when or how they complete their work. The only thing you can really do is give them a deadline and ask for the work to be done by then.
However, just because a person is a freelancer does not mean that they shouldn’t communicate regularly. The best law firm content writers in the business stay in regular contact with their point person. You want a content writer who asks you more questions, not less. You want a writer who will let you know if there are any issues coming up with deadlines.
Good communication skills between clients and writers are perhaps one of the most important parts of this whole relationship.
5. Ability to Meet Deadlines: Is the Content Turned in On Time
Deadlines are important. If they weren’t, then there wouldn’t be any deadline, I suppose. Everything has a deadline, and one of the most important skills law firm content writers learn very early is that deadlines need to be met.
Yes, there are times when emergencies arise. However, this should not be the norm. If a content writer experiences an emergency, they should communicate this to their client as soon as possible. What we have found is that early communication typically means that arrangements can be made. Clients appreciate it when you let them know what is going on so that they can adjust. Usually, the client extends the deadline, but that may not be possible. If the writer communicates early enough, the client can find someone else to handle the work. There is nothing worse than a client finding out the day before the deadline or the day of the deadline that the work will not be complete. This can really put clients in a bind.
If you are ever working with a legal content writer who consistently fails to meet deadlines, this is a problem, and you should probably look somewhere else for another writer.
6. Willingness to Accept Feedback: How do Your Writers Handle Feedback?
No two clients are exactly alike. It does not matter how long we have been in the legal writing business, we know that every time we sign a new law firm or agency on board that we will have to adjust to their specific formatting and styles.
One of the first things that we tell clients is that before we officially start working with one another, we would like to do a few test pages (paid of course – NEVER ask a writer to work for free). These test pages give the client and us a good idea about whether or not this will be a good working relationship moving forward. The client can give us feedback about their expectations, and we can adjust moving forward with future content.
Additionally, there will never be a case when a client gets perfect content 100% of the time. While you should expect your legal content writer to produce content that is almost always error-free, there will be mistakes that go through. Even if the law firm content writer uses Grammarly, Hemingway Editor, or another type of editing software, mistakes happen. The important thing to determine is how a writer responds to feedback and moves forward.
7. Rewrites: How Much Will Rewrites Cost Your Law Firm?
Rewrites do happen, though not often. When you begin working with a legal content writer, ask them how much they charge for rewrites. At Blue Seven Content, we have a few policies regarding rewrites.
If we make a mistake, we do not charge for a rewrite. Sometimes, spelling or grammar errors slip through the cracks. Of course, we would not charge to fix this. In other cases, we misinterpret what the client wanted and provide a piece of content that just does not work. Again, if we are the ones who misunderstood what the client needed, we will do the rewrite for free.
If a client fails to properly communicate their expectations, or if they change their mind and decide that they want something else after we finish, then a rewrite will be full price. We own it if we make a mistake, so we expect our clients to own it if they make a mistake.
Get Started With the Best Law Firm Content Today
Finding the right fit for your law firm is tough. It’s like forming a partnership, and that involves trust. We always encourage clients to start with a trial run, perhaps a few pages, to see if they’ve found the best legal content writer for their needs. If you’re interested finding the best law firm website content services, we are ready to get to work. We handle:
Every so often, a blog writer spends hours banging their head against their computer monitor searching for good law firm blog post ideas. Unfortunately, it can be challenging to publish relevant topics that provide readers with exciting and engaging content. However, we at Blue Seven Content have found a few ways to maintain a steady stream of quality law firm blog posts for our clients.
Look at What Others are Doing
We were all taught in 5th Grade English that plagiarism is wrong and copying someone else’s work would land you in big trouble. However, effective legal advocates identify and utilize tested cases, arguments, citations, and strategies to serve their client’s interests. Blog writing is similar, but with a few caveats.
No, this post is NOT encouraging you to copy/paste someone else’s writing and pass it off as your own. Unlike in law, plagiarizing blog content can cause many issues, including copyright strikes, legal action, and search engines diminishing traffic to your website. Oh yes, many search engine algorithms can identify and flag blogs and web pages that consistently plagiarize other sites to decrease their overall ranking when users utilize their search engine.
Instead, blog writers can look to other blogs for ideas and create their own work based on their unique specifications. In addition, many popular legal databases and legal news sites do an outstanding job of keeping readers informed in nearly every practice area. Although directly using this content is highly discouraged, using these resources as a jumping off point for ideas, can help clear writer’s block.
Talk to Your Colleagues
If you are the designated blogger at your firm and you are looking for new law firm blog post ideas, tap your best resource: an attorney. Many practitioners keep updated on relevant topics that impact the areas of the law they practice. Whether it is a notable appellate court case poised to change a substantive issue relevant to your client base or a new bill making its way through your state’s legislature, there is bound to be someone at your firm keeping tabs on these developments.
Scan the News
At Blue Seven Content, we work very hard to line up our clients practice area pages with news and updates from their specific area. If the client focuses heavily on commercial truck accident litigation and there was a recent crash in their area caused by a negligent trucking company, we have a blog.
A good starting point is Google or other major search engines. If your client wants a work injury page for their Charlotte law firm, type “Charlotte work injury” into the search engine and click the “news” tab at the top of the page. Check to see if there are any new current stories related to the topic.
This strategy works for most practice areas, though you may not find a “hot news story.” You can check and see if there are any new laws that would affect the client’s legal practice. Sometimes, you may have to pull out to the state or national level to get a current story, and that is okay. Blogs are meant to be timely, and they could help the law firm website pick up current traffic surrounding the news story.
No matter what you do, make sure you only use and link to credible sources for your blogs. If you link to less-than-credible sources, other law firms, or sites like Nolo, you’re going to hurt your blogs more than help them.
Listservs, Listservs, and More Listservs
One of the best inexpensive resources for many attorneys is access to a listserv. Sure, we all have found ourselves spending hours a day unsubscribing to mailing lists because that 20% off coupon for bath towels has clogged up our inbox for far too long. However, listservs provide invaluable insight into new laws, cases, and regulations that impact various areas of law.
Further, some listservs encourage engagement among subscribers allowing attorneys and legal experts to converse about updates in law and technical questions not readily available through traditional research methods. Many bar associations have accessible mailing lists for subscribers, and there are numerous legal news websites, legal search engines, and advocacy groups updating subscribers with lots of content. Listservs are your friend—trust us.
Blue Seven Content Has Good Law Firm Blog Post Ideas
Our blog post writers at Blue Seven Content have vast experience researching and publishing blog posts to provide readers with relevant and engaging content and help boost traffic to your law firm’s website. Do not hesitate to contact us for a free consultation by clicking here or calling us at 843-580-3158.
Writing legal content is primarily about presenting information that people are looking for, and citing sources for legal content is crucial. It should be specific, thorough, and, above all else, accurate.
In a world where there is so much information available on every imaginable subject, providing accurate information that people learn they can rely on encourages the building of trust and a strong foundation for long-term business relationships.
If you are writing legal content as a well-known expert in legal circles your byline may be enough to give credibility to your content. But for most legal writers – who may, in fact, know their subject forward and backward – there is a more recognized authority saying the same thing which adds credibility to a writer’s content.
At Blue Seven Content we stress using only quality sources to support our legal content. Our writers stay up to date on the most current and reliable sources for the jurisdictions we write in so our content is always thoroughly researched, fresh, and accurate.
Citing sources for the points made in legal content not only legitimizes the content, it also gives proper credit to the originators of the ideas being discussed. Plagiarism is something no writer wants to be accused of and making sure to give credit where it is due keeps everyone happy.
Providing convenient links for readers to get greater detail further enhances their experience and makes it more likely they will engage with the content for a longer period.
Why it’s Important to Cite Credible Sources
Citing the sources where you got your information is only part of the equation. You need to vet your sources before linking to them and make sure that people who click through are landing on a source that they will either recognize as being an authority or believe produces information that can be trusted.
Credible sources are likely to have more staying power so you can be assured that links to their websites or content will continue to be maintained and users won’t have the frustrating experience of ending up with an error message.
How to Identify and Select Credible Sources
Sources that produce information considered to be more objective and less self-serving are credible sources to cite in legal content. Generally, information found on government (.gov) or educational (.edu) domains is credible.
At one time the .org domain indicated a charitable organization and thus greater credibility but that is not necessarily the case anymore. Some credible sources may use domain names specific to their industry such as .media for news reporting.
And even though .com sites tend to be commercial, sometimes the manufacturer of a product is the best authority for information about the industry that uses it.
For any source that you find and are considering using, you want to keep these things in mind as you evaluate its credibility.
Is the source original? Is the source you want to use the original presenter of the information or is it a document that cites the original source? Using original sources or sources closer to the original are considered more accurate and leave less additional searching for someone who clicks a link in your content.
Is the source current? Most people are going to be more persuaded if the source you are citing is not very old. Acceptable ages for sources can depend on the subject matter. For legal content, relevance often depends on the latest news and changes in the laws, so sources that are the most recent are considered the most reliable.
Is the source well known and generally accepted? The more widely recognized your source is the more easily it will be accepted as an authority for the point you are making.
Is the source relevant? Does the source you are using talk specifically about the point you are making or is it more generally about the subject matter and doesn’t have the level of detail that the reader is looking for when they click the link.
Is the source freely accessible to those who may click on its link and want to learn more? It can be frustrating to click a link and not be able to read the information without signing up or making some kind of agreement in order to view the source content. Attention spans are short. People expect fast and easy and are quick to move on.
Is the source easy to navigate and free of grammatical errors? If a source seems unprofessional or it’s hard to find what you are looking for, look for a different option. Credible sources should be properly edited and the information should be simple to access.
How Many Sources Should You Use?
The general rule is that any time you use words, ideas, or data that are not your own you need to credit the source of your information. The exception is when the information you are using is so widely known as to be of common knowledge to the audience you are writing for. If you are not completely sure the information is common knowledge it’s best to cite your source.
With content creation, you have to think about the balance between sourcing your information when appropriate and including so much information that you have links in every sentence. Reader experience is a key aspect of having your content read. A few well-placed links throughout the content won’t tend to distract a reader the way 4 or 5 links in a single paragraph might.
The exact number of sources to use in any piece of content will depend on the subject matter and how in-depth the writing needs to be. A good rule of thumb is to cite the most credible source for each idea you are writing about.
The Best Way to Cite Your Sources
When citing sources within legal content you will select certain phrases or parts of a sentence and link those words to your source. You want to be strategic with this and not just use some random words in your link.
The words or phrases you highlight as your link are called the anchor text. Anchor text is not only a handy way for readers to link to additional information, it also has SEO implications. Search engines use anchor text to learn what content is about and to associate similar topics.
Anchor Text Best Practices
General best practices when selecting anchor text include:
Try to include the topic of the source you are linking to in your anchor text. The more closely related search engines believe linked content to be, the higher the content can rank for search queries relating to the topic.
Use as few words as possible. There is no right or wrong here but keeping anchor text concise while giving readers enough information to know where the link takes them is the objective.
Make sure the anchor text chosen flows naturally within the context of the topic being discussed. Don’t include superfluous words just to establish a greater connection to the source.
Vary the words used for anchor text throughout your content even if all sources are discussing the same topic. Detecting the same anchor text used over and over can lead search engines to conclude you are over-optimizing and result in lower rankings in search results.
When it comes to finding credible sources and citing them in a way that properly optimizes the content for search engines, it just takes practice. You get better at it the more you do it.
Would You Like Blue Seven to Handle Your Legal Content?
The legal content writers at Blue Seven Content combine legal knowledge with digital marketing skills to produce engaging legal content that is authoritative and ranks well.
Blue Seven can help with all your legal content needs including the following key types of content for law firm websites:
practice area pages
practice area FAQ pages
Our company founders work with all potential new clients to make sure we can provide the quality legal content our clients have come to expect and we take pride in producing. To learn how Blue Seven Content can help bring you together with the clients that need your services, call 843-580-3158 or reach out to us here for a free consultation.
Few industries are as competitive online as the legal industry. Law firms spend up to fifteen percent of their revenue on marketing, which means the more a law firm brings in, the more they are going to spend on marketing. It is surprising how many law firms are losing money on marketing by going with the wrong legal marketing companies.
But when you spend all your time in court or with clients, it can be difficult to tell when the marketing company you have selected to drive leads to your law firm is going to produce the most favorable results.
The Secret to Successful Legal Marketing
It is no secret that digital marketing and search engine optimization efforts are not an overnight solution. On the contrary, a strong marketing strategy is built to withstand and in preparation of trends and algorithm updates, which can stretch over a period of months and years.
Many law firms looking for their greatest return on investment will choose top marketing companies to handle their content marketing efforts. But you might be surprised to find that you aren’t seeing the leads you thought you would by now.
There are some key reasons why these legal marketing companies are making it on top. And it is not because they are producing the best content. Here’s why Blue Seven Content is the best place for the top law firms across the country to get their legal content.
We Are Not a Content Mill
Some of the top legal marketing companies in the country are rapidly shifting to a content mill model of web content production. This is exactly the style of content that you want to avoid in the legal industry. Major marketing companies will take on more clients than they can reasonably handle. And rather than spend the money on in-house writers, they will instead contract that work out to freelance writers working with content mill agencies.
The problem is not with the freelance writers. Freelance writers, especially those who focus primarily on legal writing, are some of the top contributors in the industry. But content mills are known for producing mass amounts of poor-quality content. The last thing you need as a competitive law firm is content that does not read well or translate into leads.
Blue Seven is better than the top legal marketing companies because we are not a content mill. That model is not for us, or our clients. We do not focus on producing massive amounts of content that will not convert. We take the time to carefully craft every single page. Our best practices have been proven time and again to boost law firm rankings and steal the top spots of lawyers working with top legal marketing companies.
Specialized Focus on Content Marketing
One of the biggest issues with top legal marketing companies is that they stretch themselves too thin. Most people know that digital marketing as a whole is an extremely involved process. Between search engine optimization (SEO), pay-per-click advertising, content marketing, social media management, on page SEO efforts, and link building, making sure that your law firm is prepared for success online takes more than just high-quality content.
But even the best legal marketing companies cannot do it all. There is a reason why many of the top legal marketing companies in the country have a high client turnover rate. They will tell you that their clients were not in it for the long-haul, or that they did not understand that search engine optimization and digital marketing takes time.
While this may be true, Blue Seven Content is able to maintain our client list and keep our law firms ranking by hyper-focusing on legal writing for law firms. Our ability to work with some of the top legal marketing companies, who may be lacking in the content marketing department, make us the obvious choice when you are looking for the best legal writing in the country.
Content Marketing Trendsetters of the Legal Marketing Industry
The reason why many legal marketing efforts are successful is because they follow trends. The way a webpage is designed, the verbiage used, the way that the content is written, the specific vocabulary chosen, the placement of images and text, and other important SEO efforts will all change over time and with the needs of readers.
But Blue Seven Content does not follow trends. We set them. Our writers are constantly trying new and inventive ways of getting across to readers so they convert. It is only when our competitors see how successful our pages are that they begin implementing the same types of techniques and trends that we have created within our writing. Skip the middleman and call Blue Seven when your law firm needs high-quality legal content.
Get Our Legal Content Marketing Experts Working for You
Top legal marketing companies are not successful on their own. The best writers for law firms nationwide are experts who have a niche-specialty in legal writing. Our legal writers at Blue Seven Content have dedicated their careers to creating and following marketing trends that allow them to customize legal content and drive leads to some of the most competitive law firms across the country.
When you are ready to take your law firm to the next level with your content marketing strategy, go straight to the source of premier legal writing in the U.S. Contact Blue Seven Content for a free consultation with our company’s founders. Fill out our quick contact form or call our office at 843-580-3158 to get started.
Why does communication with legal marketing companies matter?
Suppose you’re looking for the best legal content writers to take your law firm’s website to the next level. You type into Google various search terms that you think will work – best legal marketing companies, top marketing agencies for law firms, how to write a law firm blog post, and so on.
You make a list of five companies that you see pop up over and over and start dialing.
Ring, ring, ring.
Robotic but “supposed to be realistic” voice answers – “Thank you for calling Generic Legal Marketing Company. Please leave a brief message about how we can help you, along with your contact information. We’ll be in touch soon.”
If I called during someone’s business hours and that was the message I received, I would certainly hang up and go to the next person on my list.
The truth is that we love connection, no matter what industry we’re in. Over the last year, I’ve learned the value of speaking to every potential client that calls our phone number or makes contact through the website.
A Story of Miscommunication and the Results
I like to talk to prospective clients. I actually enjoy the conversations, whether over the phone or through Zoom. I think establishing a personal connection is important. Every client speaks to either myself or Blue Seven co-founder Victoria Lozano.
We recently spoke to Adam (name changed for the story). Adam has a solo firm in California, just outside of a major market. His website has languished over the last two years, and he’s had trouble with the legal marketing agencies who were supposed to be there to help him.
Adam started out with a fairly large and well-known legal marketing company. If we named it here, you’d know the name. However, they were so big that they’d become slow, at least when it came to adjusting his website the way he wanted to. When Adam would call this company, he’d rarely get through to someone who could make the changes he wanted. He was shelling over an ungodly amount of money to them each month to do basically nothing. He wasn’t getting new content. He was getting the magical “SEO spa treatment.”
I call bullshit.
So, Adam reached out to another company, one I’d never heard of. Their pitch sounded good, and they were less expensive, but that’s about as good as it got. Adam says that they, too, said they were doing some SEO “stuff” each month, but he never saw new content and his rankings plummeted.
Adam says that every time he called this other company, he always ended up speaking to someone didn’t speak English all that well and could never address his needs.
Overall, Adam had gone from making a few hundred thousand dollars from online leads each year to a number we won’t even mention here.
Blue Seven Content Values Client Communication
Adam got ahold of Blue Seven last month and spoke directly to me. We talked for an hour about his experiences and about what we do. Honestly, I think this was the first in-depth conversation he’d ever had about actual legal content, keywords, and the challenges of ranking in his market. We agreed on a test page (something I insist on for every new client), and he loved it. We’re now finishing all of his website pages, and I really think we’ll see some changes in a few months for his firm. Adam understands the need for communication with legal marketing companies, and we’re proud he’s chosen us.
I thought that speaking to clients was normal. Now I know better. Two months ago, a rather large firm out of Cali called our business number and discussed his needs and asked when he could get in touch with a “sales” person to get further into how we could help. He thought I was the receptionist.
Once I told him I was the co-owner of Blue Seven, he was shocked. He said it made him much happier that he was talking directly with someone who knew what they were doing, and he knew he wouldn’t be pushed from person to person before a partnership could be made. We set up a Zoom with his business partner and mine for the next day, and we’ve been working with them ever since.
Let Blue Seven Help With Your Law Firm Content
At Blue Seven Content, we know that communication with legal marketing companies matters. We truly believe we have the best legal content writers who can enhance your law firm’s website pages quickly. As we mentioned above, we always start out with a paid test page to make sure we’re a good fit with potential clients. To this day, everyone we’ve done a test page for has continued the relationship.
Our law firm content writers can help with a range of content issues, including providing:
Having great legal content must be a big part of a law firm’s overall marketing strategy. It must be educational and entertaining enough to hold the attention of the audience it is intended to reach. The end objective of legal content is to provide enough value to readers so that they are persuaded to take the next step toward becoming clients.
Beyond a basic ability to write, there are three skill areas that must be combined in just the right proportions to create legal content that will get the results a law firm is looking for.
1. Law and Legal Process
Much of legal content is directed toward helping people understand their rights and obligations in various legal situations. It just makes sense that if you are going to be good at explaining something to someone else you have got to have a decent understanding of it yourself.
Attorneys who write their own legal content are obviously going to be very proficient in their knowledge of what they are writing about. They may even be a little too proficient to the extent they are focused primarily on the subject matter of their content – perhaps to the exclusion of the necessary marketing components.
I find it quite helpful for writing legal content that I have a JD and did practice law for a short period many years ago. But a JD is not necessary to become a good legal content writer. What is necessary is a sincere interest in the law and legal matters, a willingness to learn, and the ability to research and write about a topic.
2. Digital Marketing
Business advertising has moved to the internet in a big way. Advertising on the internet requires some skills that more traditional methods of advertising do not require.
You have to know who your audience is – who do you want to read your content?
You have to figure out how to get your content in front of your audience.
You have to know how to increase the likelihood that your content will get the attention of the people you want to read it.
You have to be able to hold reader attention long enough to get them to take the action you want them to take.
What this means is that you have to understand the concept of search engine optimization (SEO) and using keywords and key phrases. You have to know which keywords to use, when to use them and when not to use them.
You have to know what it means to target a particular audience and to write your content so it speaks to those people.
You have to engage your reader visually. Content must be presented in a way that is visually appealing to a reader. It must be organized so that it is capable of providing basic information from a quick skim.
Copywriting is “selling with words.” Copywriting is the ability to persuade the reader to do something. In the case of legal content, the copy must be written so that when the reader gets to the end of the article they are willing to call the phone number or click through to a law firm contact page and schedule a consultation.
Copywriting emphasizes being able to connect with your reader and make them feel something. People who need to hire a lawyer or law firm have a problem they need help with. Good legal content connects with people who have a specific legal problem and then shows them the solution and why a particular law firm is the most capable of providing that solution.
Putting the Pieces Together
The main goal of legal content is to sell a lawyer or law firm to a prospective client. Legal content needs to hook readers who are looking to solve a particular legal problem and then build a bridge back to the law firm that can help them.
Research shows that people make most decisions based on emotion and then justify those decisions intellectually. So while having the technical aspects of legal content correct is very important, being able to write so that you capture something intangible within people is the difference that makes the difference.
There is extreme competition among law firms offering similar services to rank high in search results and get the attention of the people needing their services. If you want to be in the game, you have got to know what you are doing with your advertising.
At Blue Seven Content, we come from varied backgrounds. Some of us have worked in the legal profession. Some of us are really into technology. Some of us have marketing experience. But what we all have in common is a passion for creating great legal content that keeps our clients happy and our services in demand.
If you want legal content that both convinces and persuades, Blue Seven can help you with any of the following:
Law firm marketing is essential, and we’ve made no secret that Blue Seven Content is focused exclusively on providing the best legal content writers in the business. We do this by seeking out the writers who already have proven writing skills then provide them with our legal content writing guides and an interactive training session. Blue Seven also has monthly writer meetings. We know that there isn’t a single legal marketing agency out there that does any of this.
But we also know that business partnerships are essential. Because we only provide the written content that law firms need, we’ve partnered with webLegal so law firms have even more options available to them. Formerly known as WebsLaw, webLegal provides a range of services that help ensure a law firm’s brand shine online.
Our Law Firm Marketing Partnership is Ongoing
webLegal has been around for quite a while. They have had ongoing relationships with law firms throughout the United States for the better part of a decade. Blue Seven Content founders, Allen Watson and Victoria Lozano, both started their legal writing careers at webLegal.
As Allen and Victoria moved forward on their own paths, it was always inevitable that they’d end up working with webLegal in one way or another. The partnership is stronger than ever, as both companies work hand-in-hand with one another with dozens of clients each month.
What Services Come With This Partnership?
Blue Seven provides great legal content for law firms throughout the US. On any given day, our writers are hard at work on:
webLegal can bring you the whole package when it comes to helping law firms land prospective leads that turn into quality clients. webLegal focuses on:
Law firm digital strategy
Organic digital marketing
Paid digital solutions
PPC for law firms
Google Ads for law firms
Law firm video production
When a law firm needs to ramp up its digital marketing, a call to webLegal and Blue Seven Content will completely change the ballgame.
Contact Our Teams to Get The Law Firm Marketing Results You Need
If you are wondering what your next steps should be to get your law firm’s online presence rolling in the right direction, Blue Seven Content and webLegal are ready to help. You can reach out to either of our teams to get started.
You can contact Blue Seven for a free consultation by clicking here or calling us at 843-580-3158. When you contact Blue Seven, you will be connected directly with the company’s founders.
Whether you only need written content for your existing webpage or are looking to start or revamp your entire law firm website, you can count on the Blue Seven Content and webLegal partnership for help.
Written by Allen Watson – CEO and Co-Founder of Blue Seven Content