AI is changing the way attorneys practice law, and it’s also changing the practice of law firm content marketing. Search is becoming smarter, which means it is better able to determine content quality beyond keywords.
Comprehensive, focused content that demonstrates a law firm’s authority and experience while guiding a reader toward a solution creates a memorable experience. In a crowded, ever more generic marketplace, building an identifiable brand is how a law firm will gain the advantage for attracting the clients best suited to its practice.
Blue Seven Content Focal Points pages help law firms become better known for their particular practice space. Focal Points are in-depth pages that complement the traditional SEO pages on a law firm website, but are written to specifically demonstrate a law firm’s authority and overall experience and can be repurposed across multiple content platforms.
As artificial intelligence continues to change things, we think you can come out on top by doubling down on high-quality content for your law firm’s website, socials, and videos.
Why Some Legal Content Should be Less about Keywords and More about Educating Readers
Keywords are important because they help search systems understand what content is about and determine its relevance. But too much emphasis on SEO may diminish the quality and multi-use potential of content.
Content quality has always been an important aspect of law firm marketing. Consistently providing high-quality content positively contributes to a law firm’s reputation and enhances reader trust and client loyalty.
Even as Search is becoming more intelligent, the recognized components of quality content have not changed. All search tools want to present content that users will find helpful and satisfying. Google continues to maintain that the company’s core goal is to help people find outstanding, original content that adds unique value.
The guidance Google offers to help make content more friendly to Search is still the same. What has changed is Search’s ability to comprehend the presence or absence of the factors it’s searching for and how they relate to the questions being asked.
Search is still looking for content that:
Is comprehensive
Presents original research or analysis
Engages interest
Informs with clarity
Demonstrates authority
Displays deep experience
Creating in-depth content that communicates the above factors will earn the trust of both Search and readers. Blue Seven Content Focal Points are comprehensive, well-researched pages containing distinct sections of information that can be repurposed easily or modified to express individual law firm experience.
Law Firms Can Distinguish Their Brands with Strategic Content Marketing
A successful brand isn’t created overnight. It must rest on a solid foundation of authenticity, authority, and trust. It requires consistently producing content that is helpful and reliable, with just enough originality so people take notice.
Why does someone looking for legal answers choose to click on one law firm link and not another? There is a well-understood concept in sales and marketing. People are more likely to do business with someone they know, like, and trust (KLT).
Establishing familiarity is an essential first step on the KLT journey. Law firms that have an active presence on social media and share valuable content demonstrating EEAT (expertise, experience, authoritativeness, trustworthiness) begin to attract the attention of people looking for reliable legal information.
When the information is presented in such a way that readers feel a law firm understands what they are going through and empathizes with their plight, the reader becomes at ease and is then more receptive to learning more about how a law firm can help them.
Focal Points content highlights a specific legal issue or area of law using relevant examples and provides insight to give readers a deeper understanding of the legal issues and to convey how a law firm can help.
Focal Points Content is Written for Flexibility and Multi-purpose Use
Law firms that want to build and maintain a strong brand need to post content across multiple social platforms regularly. Producing fresh content for each post is extra work and not practical or necessary for busy lawyers and law firms.
An in-depth page of quality content can provide a lot of material that can be chunked up and repurposed for creating social media posts. Repurposing content benefits law firms in the following ways:
Saves Time – Reduces the amount of time necessary to create content
Wider Reach – Bite-sized chunks may catch the attention of viewers with shorter attention spans
Multiple Viewing Outlets – Allows more people to see the content
Content is more shareable – People pass on content they trust
Focal Points content by Blue Seven Content is written in clearly structured sections that can be used independently to alert readers to updates, answer frequently asked questions, or highlight a particular area of expertise. The content is intended to be informative and to remain relevant and useful over time.
Let your content work across your brand’s ecosystem. Turn a well-researched Focal Point by Blue Seven into a machine across the board.
Why Your Law Firm Should Consider Adding a Focal Points Page Created by Blue Seven Content
Many law firms tend to base their content strategies on what their competitors are doing. Thus, every law firm ends up producing and posting similar content. This means potential clients are going to have a hard time distinguishing who they should be working with. Law firms wanting to develop distinct brands need to do more to communicate their unique message through their content.
Law firms can set themselves apart with content that goes deeper into legal topics, showcases the distinct legal knowledge and capabilities of the firm, or evidences a commitment to the legal concerns of the local community. Focal Points by Blue Seven Content is focused, flexible, in-depth legal content that demonstrates the unique aspects of a law firm and helps to raise the know, like, and trust factor with potential clients.
Written by Mari Gaines, JD – Legal Writer at Blue Seven Content
I’ve been using Bluesky since about the same time many of you discovered what Bluesky was – November 6, 2024.
Election Day in America started the rush away from X and onto Bluesky, but I’ll be honest with you about something. It’s a platform still trying to figure out what it actually wants/needs to be. I wrote about Bluesky Social for lawyers and law firms in November of 2024, but that only gets you so far.
As an attorney or a law firm, what the heck should you post on there?
Is it the same as Instagram, Threads, and X, or do you need to take a different approach?
Can attorneys advertise on Bluesky Social? Law firms?
I want to try to answer those questions here with the information I have so far through my use of the platform and from talking to or observing others.
Welcome to Bluesky! Now, we all need to figure out how we want this to work for us. Attorneys and law firms, don’t miss the opportunity to reach a bigger and growing audience.
What Is Bluesky Social?
Bluesky Social is a decentralized social media platform that empowers users (for real this time) by offering greater control over their data and online experience. Unlike traditional social platforms like Twitter, Facebook, and LinkedIn, Bluesky operates without a central authority for moderation or data storage. This decentralized model offers key benefits, such as enhanced user privacy and greater transparency in content moderation.
As privacy concerns and user autonomy grow in importance, Bluesky becomes an appealing space for privacy-conscious individuals. But what does this mean for professionals in the legal space?
Understanding Bluesky’s Unique Culture and Why It Matters
I’ve been using Bluesky through various accounts over the last few months, and I’m not sure where it’s going yet. But it is different.
Bluesky distinguishes itself through its decentralized architecture, emphasizing user autonomy and privacy. This structure attempts to foster a community that values authenticity, thoughtful engagement, and meaningful interactions. For attorneys, aligning with this budding culture is essential to establish a credible and respected presence.
A note to readers about what a “decentralized platform” means: This story by CNBC does a good job explaining. If you click that link, it’ll take you to the explainer.
First, Sort the Basics of Your Bluesky Profile
You’ve done well by reserving your name and law firm’s name on Bluesky, but now it’s time to act. Let’s talk about what you need to get on your profile before you start posting. You can edit your profile easily, so make sure it includes:
Profile photo. Just like all of the other socials, the profile photo is a must immediately. You can use the photo you use for the other platforms.
Displayname. Your display name can be different than your handle but try not to do that. If your handle is @blueseveninjurylawyer, then your display name should be Blue Seven Injury Lawyer. However, if you weren’t able to get the handle you wanted (maybe you had to add numbers or underscores), go ahead and make your display name your actual name or business/firm name.
Your description/bio. Please don’t copy and paste your bio from one social platform to the next. Also, please don’t leave this section blank.
Profile banner. Your banner photo really does matter. Most platforms have the option for a banner, including Facebook, LinkedIn, X, and now Bluesky. However, the sizing requirements for each are different. You may be able to recycle the banner you have for other platforms, but you’ll likely have to adjust it some for Bluesky sizing requirements.
Make sure your profile is up to snuff before you start interacting with others on the platform. It’ll help you gain traction.
Setting up your Bluesky profile isn’t hard. It’s similar to most other platforms you’re familiar with.
What Works on Bluesky for Lawyers
So far, these are the types of content I’ve seen posted, but I’m not confident yet to say it “works.” Again, this is a growing space. Here are some types of posts that can work:
Educational Content
Share Legal Insights. Provide concise explanations of legal concepts relevant to your practice areas. For instance, discuss recent legislative changes affecting small businesses or individual rights.
Practical Advice. Offer actionable tips that can assist individuals in understanding their legal situations, such as steps to take following a personal injury incident.
Engaging in Conversations
Active Participation. Engage in discussions by responding to user queries, commenting on relevant posts, and contributing to trending topics within the legal sphere.
Thought Leadership. Share your perspectives on legal developments, ethical dilemmas, or societal issues, demonstrating your expertise and commitment to the profession.
Building a Personal Brand
Authenticity. Share your professional journey, including experiences that have shaped your practice, to build a relatable and trustworthy image.
Visual Content. Utilize multimedia, such as infographics or short videos, to explain complex legal topics, making them more accessible to the general public.
Can Attorneys Advertise on Bluesky?
While Bluesky offers unique opportunities, attorneys must remain mindful of ethical rules governing legal advertising on social media. These guidelines vary by jurisdiction but generally include the following principles:
Truthful and accurate statements: All content shared on Bluesky must be accurate and avoid creating unjustified expectations or misrepresenting services. For example, posts shouldn’t promise specific outcomes or imply expertise in areas where the attorney lacks experience.
Confidentiality: Attorneys must ensure that interactions on Bluesky don’t compromise client confidentiality. Avoid sharing case details or offering specific legal advice in public forums.
Avoiding solicitation: Many jurisdictions prohibit direct client solicitation through social media. Attorneys should focus on providing valuable information and let potential clients initiate contact.
Compliance with local rules: Different states and countries have unique regulations regarding attorney advertising. Before lawyers can advertise on Bluesky or any social media platform, they should review the rules set by their local bar association.
Paying for Ads on Bluesky
Attorneys familiar with paid advertising on platforms like Twitter, Instagram, and Facebook often use these tools to amplify their reach and target specific demographics. These platforms offer sophisticated ad networks with options like promoted posts, display ads, and audience targeting based on interests, behaviors, and geographic location.
Bluesky, however, operates differently. As a decentralized platform (please take the time to learn what this means because this is the direction social is heading), it currently lacks the traditional advertising infrastructure seen on other social networks. According to CEO Jay Graber, Bluesky is open to exploring advertising options in the future but is committed to doing so in a way that aligns with the platform’s ethos of user autonomy and privacy.
Unlike platforms where ads frequently interrupt user feeds, Bluesky envisions a more user-intent-driven model. For example, ads might appear in search results or other contexts where users are actively seeking information rather than disrupting the main feed with unsolicited content. This approach reflects a desire to avoid the intrusive nature of conventional ads while still offering value to businesses and users.
For attorneys accustomed to boosting posts or sponsoring content, this means Bluesky is not yet a pay-to-play environment. However, it presents an opportunity to engage audiences through organic strategies, such as thought leadership, educational content, and authentic interactions. By building a credible presence early, law firms can position themselves to take advantage of any future advertising opportunities that may emerge as the platform evolves.
In the meantime, focusing on community engagement and content marketing remains the most effective way to use Bluesky for professional growth. This is about building your brand in multiple places.
By now, with the debacle that has become TikTok, we should all know better than to place all of our social eggs in one basket.
We should know better than to rely on a single platform. It doesn’t take much for it all to come crashing down. Then up. Then down. Then…you get it.
Navigating the Bluesky Skyscape
Given the decentralized (even I’m tired of this word by now) nature of Bluesky, several key questions arise for attorneys:
Jurisdictional challenges: Traditional legal frameworks may not address the complexities of decentralized platforms, making it difficult to determine the applicable jurisdiction for advertising.
Content moderation and responsibility: With limited centralized control, how can attorneys ensure their advertising is ethical and accurate? Who’s responsible for the accuracy of user-generated content related to the firm?
Data privacy and security: While Bluesky aims to enhance privacy, attorneys must understand the platform’s data handling practices to ensure client confidentiality and mitigate risks of data breaches.
Accessibility and targeting: How can law firms effectively reach their target audience on a decentralized platform with limited advertising infrastructure? Can attorneys effectively target specific demographics?
Even though there are certainly plenty of questions about how to use this platform as an attorney or law firm, I think getting a presence started there NOW is very important. Hedge your bets.
Leveraging Bluesky for Long-Term Growth
While Bluesky may not yet be a conventional advertising platform, its decentralized nature offers unique opportunities for forward-thinking attorneys. By adopting a long-term approach, attorneys can leverage the platform’s potential.
Building thought leadership: Share insights to establish expertise and build a loyal audience by engaging regularly with followers.
Staying ahead of trends: Familiarizing with Bluesky early helps attorneys stay ahead of competitors and adapt to evolving digital marketing trends.
Developing authentic relationships: Bluesky prioritizes genuine connections, enabling attorneys to foster meaningful relationships with potential clients and collaborators.
Best Practices for Attorneys on Bluesky
To maximize success on Bluesky and on any other social media platform, attorneys should adhere to these best practices:
Conduct thorough research: Stay informed about the latest developments in Bluesky’s functionality and the evolving legal landscape surrounding decentralized platforms.
Prioritize transparency and accuracy: Clearly disclose any limitations or disclaimers in your advertising. Ensure all information presented is accurate and not misleading.
Focus on building relationships: Use Bluesky to engage in meaningful conversations with potential clients and industry professionals. Share valuable legal insights and build trust within the community.
Monitor your online presence: Regularly monitor your Bluesky profile and any user-generated content related to your firm. Respond promptly to any concerns or inquiries.
Maintain confidentiality: Never discuss confidential client information on any public platform, including Bluesky.
Stay updated on ethical guidelines: Continuously monitor and adapt your approach to align with evolving ethical guidelines and best practices for attorney advertising on decentralized platforms.
Consult with legal counsel (we had to say it): Seek guidance from experienced legal counsel specializing in attorney ethics and advertising to ensure compliance with all applicable rules.
What to Avoid on Bluesky
I’m not one to police anyone’s social posting habits, but I can tell you what’ll likely fall flat here and elsewhere:
Overly Formal Content
While professionalism is crucial, overly technical language or legal jargon may alienate the audience. Strive for clarity and simplicity to ensure your content is approachable.
Hard Selling or Advertising
Direct promotional content is often frowned upon within Bluesky’s community. Focus on providing value through information and engagement rather than overt marketing pitches.
Ignoring Ethical Considerations
Adhere strictly to ethical guidelines concerning client confidentiality and solicitation. Avoid discussing specific case details or providing personalized legal advice in public forums.
Using Hashtags Excessively
I’ve recently been told that using hashtags on this platform may not be the best way to get engagement. The “#” provides a sort of link for others to discover you through feeds, but the overuse of hashtags is seen as overkill and slightly commercial. Use a few, sure, but not a bunch.
The Future of Legal Marketing on Bluesky
Bluesky Social represents a significant shift in the social media space. Despite challenges and uncertainties, the platform offers intriguing benefits for attorneys, such as greater user control and reduced reliance on centralized platforms.
As Bluesky evolves, attorneys who adopt a proactive and ethical approach can gain a competitive edge by building authentic client relationships and positioning themselves as thought leaders in the decentralized space. Blue Seven is here to help you craft a consistent, effective branding message for Bluesky and other social platforms. Contact us today to start creating high-quality legal content and grow your online presence.
Is it stupid to use news sources in your online content? Maybe.
We’re in our MMM Era, and it’s not as cool as the Eras tour. No, we’re in the Mass Media Mistrust era.
Data from the Pew Research Center indicates that media mistrust in the US has reached Congressional levels. Yeah, people hate/distrust the media that much right now.
Should You Include News Agencies as Sources Within Your Website Content?
Using reputable sources within your website content can help in numerous ways, including establishing credibility and authority of the information on the page. Reputable sources can also help with your overall rankings.
But, do news sources count as reputable locations from which to get information? Should you cite new sources on your website?
We’re living in a time that’s seen public trust in the media rapidly erode. Simply telling someone which news station you watch can start an argument. It goes as far as people judging a gym or bar based on whether they are playing CNN or Fox News. Much like my local Planet Fitness, located in a predominantly conservative state, relocated CNN to an obscure corner of the gym and only then on a single picture-in-picture with four other stations on the same screen.
As content writers and content managers, we must carefully approach our strategies when researching and writing pages for our clients, and this includes understanding media polarization. Whether we’re discussing law firm SEO content or content for another type of business or agency, this is an issue that should be addressed.
No, the Mass Media Mistrust Era isn’t as cool as the Eras Tour.
Understanding Media Polarization
The growing divide in how news is produced, consumed, and perceived along ideological lines isn’t new. In the United States, this phenomenon has deep historical roots but has intensified significantly over the past few decades and certainly skyrocketed since 2016. Now, it seems to be a free-for-all of hate coming from all directions at every outlet. How did we get here?
Historical Context
One key turning point was the repeal of the Fairness Doctrine in 1987, which required broadcasters to present contrasting viewpoints on controversial issues. Its elimination allowed for the rise of partisan media outlets, notably talk radio in the 1990s and the emergence of cable networks like Fox News and MSNBC. Everyone loves to point the finger at CNN, usually because they’re the ones who started the 24/7 news mania, but they weren’t the ones to start the partisan divide.
Even though CNN arguably opened the floodgates, this more partisan shift in the 90s marked the beginning of a more overtly polarized media field. The shift is evident in Gallup’s chart.
The rise of the MMM Era can generally get traced back to around 1996. If you were conscious of the news at the time, then you’d probably agree this was certainly a change.
Globally, media polarization varies. Countries like the UK, with public broadcasters like the BBC, tend to have more centralized and regulated media systems less prone to polarization (though the UK may not be the best example here, seeing as they’re also slightly bonkers right now as well). In contrast, the U.S.’s deregulated and highly commercialized media landscape encourages ideological splits.
Some Contributing Factors
Several elements fuel media polarization, including:
The 24-hour news cycle prioritizes sensationalism to capture attention.
Financial pressures incentivize catering to niche audiences rather than the general public (firm audience ideologies bring more certainty for advertisers).
Social media amplifies extreme viewpoints, further entrenching divides (we’ll talk about social below).
Public Mistrust in News Agencies
We don’t really need data to tell us that public trust in the media is in serious trouble, but what do the numbers show us? Believe it or not, it can be fairly hard to find solid data because, you guessed it, a lot of the same data gets skewed in different ways depending on which outlet you examine. But we’ll try our best.
Who Do People Trust?
Trust varies significantly by demographic and political affiliation. According to a 2024 Gallup poll, trust in the media is at an all-time low (again, right down there with the historically unpopular members of Congress), outlets like PBS and The Associated Press rank among the most trusted, while partisan networks like Fox News and MSNBC evoke mixed reactions depending on the audience.
Why Is Trust Declining?
Several reasons explain this rapidly growing skepticism in the media, including:
Perceived Bias. Many believe news outlets cater to specific political ideologies, prioritizing opinion over objective reporting. Let’s face it. This happens regardless of the political slant.
The Role of Misinformation. As misinformation proliferates, distinguishing fact from fiction becomes harder, tarnishing even credible outlets by association.
Digital Echo Chambers. Social media platforms foster environments where we’re exposed predominantly to viewpoints aligning with our own beliefs, deepening distrust of opposing perspectives.
The Social Media Effect
Social media is a double-edged sword. While it democratizes access to information, it also enables the rapid spread of misleading or completely false information. Viral misinformation erodes public confidence in both the platforms themselves and traditional media attempting to debunk the myths.
Remember the recent Hurricane Helene? That tragic event, which will take some states and communities years to recover from, was a hotbed of misinformation. The misinformation was so widespread and convincing that FEMA workers had to pause their incredibly important inspections due to constant but very real threats. Those threats came from the rapid spread of false information through social media.
The Role of Social Media in Fueling Media Distrust
The rise of social media as a primary news source has dramatically altered how people perceive and engage with news.
A Shift in News Consumption
Social media platforms like Facebook, Twitter – “X”, and TikTok are now major players in the news ecosystem. Remember how weird it was when Barack Obama embraced social media back in 2007/2008? Wow, those were the days before we knew the pains social media would bring.
The immediacy and accessibility of these apps appeal to audiences, but they also lack the editorial oversight of traditional media. As of 2023, over 50% of Americans reported getting news from social media, yet only 29% trust the information they encounter there (hard paywall).
Let’s not underestimate how quickly the public has shifted. When Donald Trump appeared on The Joe Rogan Experience, it was a big deal. Traditional media outlets were left on the sidelines, only able to discuss the interview. They couldn’t control the narrative in any way, just report on the aftermath.
Kamala Harris ended up not appearing on the show, likely to her detriment. Joe Rogan’s show has been described, by some, as the Fox News for young people. That’s an already large and continuously growing audience.
Guess what? This shift in media consumption is barreling forward. Political pundits on all sides anticipate that this shift to more non-traditional media is not reversible. We have to adjust.
Algorithmic Polarization (that’s a really cool band name)
Social media algorithms prioritize content that generates engagement. These algorithms are fueled by AIs that pick and choose your experience based on repeat behaviors, which then creates the echo chamber because it mimics your choice over and over again.
Unfortunately, this usually means amplifying polarizing or sensational posts, creating echo chambers where users are exposed to viewpoints that reinforce their existing beliefs. All of this fosters distrust in alternative perspectives while dangerously committing users to a perspective that may have false or biased presumptions.
Erosion of Trust in Traditional Media
The constant barrage of competing narratives online diminishes the credibility of traditional outlets. Consumers inundated with conflicting information become skeptical of all sources, perceiving even reputable organizations as part of the problem. If you’re asking, “Are there any reputable news organizations?” then you see the issue.
The Virality of Misinformation
Unverified and sensational stories spread rapidly on social media, often outpacing corrections. This undermines trust in legitimate sources and leaves users questioning what’s true. Right now, nowhere is this more prevalent than with the main stories in our headlines (elections and wars).
The Impact of Media Polarization on Online Content
So why should this matter to you?
Media polarization can have implications for businesses and their online content strategies. Content that cites polarized news sources risks alienating segments of your audience. For instance, referencing Fox News may bolster credibility with conservative readers while diminishing it with liberals—and vice versa with outlets like MSNBC.
Special note: I’m not naive enough to think that business owners and law firm owners don’t have political beliefs. What I do know is that, as a consumer and as someone who knows how to read data, the vast majority of your consumers or clients don’t want to hear about your beliefs. At all. Seriously. Stop doing it. Doing so can, and likely will, alienate a base of potential clients.
Easy Strategies to Mitigate Risk
To navigate any potential missteps, we encourage you and your team to:
Rely on neutral, fact-based outlets.
Include diverse viewpoints (if warranted) to demonstrate balance.
Disclose source selection criteria to build transparency. Let audiences know why you’re using certain sources if you sense there could be an issue.
What About Content for Law Firms?
Law firms, in particular, must tread carefully when referencing news sources. Credibility is paramount in legal content, as clients seek trustworthy and impartial advice.
Practical Strategies
Use government websites, legal databases, and peer-reviewed journals as primary sources.
Avoid citing highly polarized outlets unless necessary (they’re the only ones reporting on an issue)
Clearly differentiate between opinion and verified facts. For example, a blog post on a recent Supreme Court ruling should cite the court’s official decision rather than an interpretation from a partisan news outlet.
Best Practices for Using News Sources in Online Content
Whether you’re operating a law firm or another type of business, credibility matters online, and so does avoiding alienating your audience. If you’re looking for some quick overall best practices, we suggest:
Selecting Credible Sources. Prioritize outlets with a history of impartial reporting, like Reuters or AP.
Balancing Viewpoints. Where possible, include perspectives from multiple sides to demonstrate neutrality.
Fact-Checking Rigorously. Use tools like FactCheck.org or Media Bias/Fact Check (full disclosure, this site is clunky) to verify claims.
Disclosing Transparency. Be upfront about why you chose specific sources, especially if they could be perceived as polarizing. Readers appreciate communication.
A Note on Local News
It’s not uncommon for law firms or other businesses to use local news stories on their websites. This could include news about a case the business or law firm is involved in, but not always.
Local news outlets tend to foster more trust from the general public because they usually (but not always) try to stick with local news and fewer opinion pieces. You’re usually pretty safe using these sources, but we’ve been asked to take down entire blogs based on local news before. Usually, this has to do with local sensitivities we weren’t made aware of, but it happens (i.e., a Stand-Your-Ground case that rocks a local community or a case involving a well-known local).
Use your discretion when it comes to local news outlets and which stories to use on your website. The media ecosystems for individual states and regions differ. You know your space better than anyone else, including what your local audience trusts.
Tread the New Media Waters Carefully
It’s an MMM world, and we’re just trying to survive. Mass media mistrust means that law firms and business owners must navigate news sources with precision and care. Understanding media polarization and its impact is not just an academic exercise. It is important for maintaining credibility and trust.
Blue Seven Content understands these issues and we make sure our clients receive content that hits the marks. We actually take time to discuss these types of issues internally so we can stay ahead of the game.
Written by Allen Watson – Co-Founder and CEO of Blue Seven Content
Edited by Victoria Lozano, Esq. – Co-Founder and Executive at Blue Seven Content
Lawyers, Bluesky is a social media platform you shouldn’t ignore.
Bluesky Social isn’t a fad anymore. It’s skyrocketed in popularity, propelled by the 2024 election. Your clients are exploring it, your colleagues are curious about it, and the legal profession, as a whole, is about to take notice. Bluesky is for lawyers, so get ready.
What is Bluesky Social, Anyway?
Bluesky Social launched as a decentralized social media platform designed to give users more control over their data and content moderation. It’s not the same kind of “free-for-all” as Twitter (now X), and it’s a platform built to provide stability (they say) and a new approach to social media. Bluesky allows users to enjoy an experience that combines connectivity and customization, a feature that will resonate with lawyers and their clients.
According to an article in The Verge, Bluesky’s approach is built on the AT Protocol, a new social networking technology focused on decentralization and user-controlled content moderation. By allowing users more control over who sees and engages with their posts, Bluesky creates a cleaner, more personalized environment that’s very different from the increasingly polarized landscape of X.
Claire Wardle, Cornell University professor and expert in misinformation, says that Bluesky has a “quite different” value system than the big socials, which is evidenced in a March 2024 blog from Bluesky itself when they said, “The first generation of social media platforms connected the world, but ended up consolidating power in the hands of a few corporations and their leaders.”
The goal of Bluesky, if you read the undertones, is to NOT be the bad guy.
Keep in mind, as you explore Bluesky Social for your law firm or as an individual attorney yourself, that this is a young platform. It’s going to have some bumps in the road, as NBC News points out. The company doesn’t have a big team (as of late 2024 and into early 2025), so moderating explosive growth has been challenging.
How Bluesky Differs from X (Twitter)
We can lament the state of Twitter (or X) in 2025, but it’s been on a spiral toward the depths of Hades for a minute now. The chaos following Elon Musk’s (our new co-president?) acquisition and rebranding has left a noticeable void in social spaces.* Many professionals, including lawyers (and us marketers), have been frustrated by X’s unfiltered content, lack of stability, and often combative environment.
Bluesky fills that gap with a focus on community-centered engagement. Basically, build “your people.” Quite different from the crush of weird algorithms overwhelming us that always seem to be out of our control.
* Apologies for any offense to the Department of Government Efficiency (DOGE). We acquiesce to your authority.
Benefits of Bluesky Over X for Legal Professionals
Bluesky’s features could, if used correctly, speak directly to the needs of lawyers and law firms:
Controlled Content Moderation: Lawyers can engage in conversations with other professionals without the risk of unsolicited trolling (we’re all for solicited trolling, I guess) or inappropriate commentary that often plagues other platforms.
A More Curated Network: Bluesky’s user-driven curation tools create an environment where lawyers can connect with relevant audiences, including potential clients, thought leaders, and industry influencers.
Professional Atmosphere: Bluesky’s interface and moderation tools provide a cleaner, more professional space that allows attorneys to share insights and expertise without wading through irrelevant noise.
The Future of Bluesky for Lawyers – Don’t Miss Your Early Mover Advantage
Bluesky is still a young platform, and that means you have the chance to carve out your digital territory before it becomes overcrowded. Establishing your firm’s brand early could be a smart long-term strategy, allowing you to reserve the best handles and build an audience without the clutter of usernames with numbers or underscores (my first username online was “@bigcat_38” and it was for AOL Instant Messenger. Don’t knock it, you probably had a horrible handle at some point, too).
This is your chance to stand out in a professional space, maybe before your local competitors.
As USA Today recently highlighted, Bluesky’s user base has grown rapidly, but it’s still in its infancy compared to other social platforms. We think early adopters are uniquely positioned to shape the platform’s culture and establish their voice. Don’t miss this early mover advantage. It’s rare to get this opportunity, and guess what – there are some parasitic movers out there sucking up Bluesky usernames so they can sell them back to big brands later. Don’t let someone else snag your name or your law firm’s name before you can.
Why Lawyers and Law Firms Need to Pay Attention to Bluesky Social
1. Early Adoption: Build Your Personal Brand and Your Firm’s Brand
Joining Bluesky now allows lawyers to shape their own brand in a space that’s still evolving. Unlike the more crowded platforms, Bluesky offers room for growth and a chance to connect without the saturation of traditional social media.
2. Connecting with Clients and Colleagues in an Emerging Space
Bluesky’s community-focused design makes it an ideal platform for connecting with potential clients who value thoughtful content. It’s also a unique space to network with other legal professionals and industry influencers who are navigating the evolving landscape of legal marketing and technology.
3. Bluesky as a Space for Thought Leadership in Law
On Bluesky, your content isn’t just one more post in a sea of noise. The platform is primed for lawyers to share thought leadership, whether that’s offering legal insights, sharing opinions on current issues, or discussing broader industry trends. Unlike traditional social media, where engagement can be hit or miss, Bluesky’s audience is seeking meaningful content.
Calling all of our favorite lawyers! You can get on Bluesky in a few minutes.
How Do You Get Started on Bluesky as an Attorney?
If you’re a lawyer (or anyone) or a law firm (or any entity) ready to get rolling on Bluesky, it’s pretty easy. We’ve linked better instructions from Wired, but here’s our snap summary:
Set Up Your Account and Optimize Your Profile
Getting started on Bluesky is simple. Choose a professional photo, write a concise bio that reflects your expertise, and make sure to link back to your law firm’s website (hold that thought – it doesn’t seem like we have the ability to link in the profile bios yet).
Identify Key Topics and Content Themes
Successful Bluesky content will be well-researched and relevant to your audience. For lawyers, this could include Q&As, recent legal case summaries, or explanations of complex legal issues in layman’s terms.
We’re just getting started on that platform as well, so maybe we can all learn together?
Who Runs Your Social Media? Talk to Them.
If you have a team managing your social presence, make sure they understand Bluesky’s unique potential. This is a new platform with distinct expectations, and it requires a tailored approach that prioritizes professionalism and meaningful engagement.
It’s much better if YOU post on your own. In your voice. Trust us, authenticity should be the word of the decade when it comes to building a brand. Don’t worry about making it perfect. Just be you.
Experiment with Bluesky’s Unique Content Formats and Engagement Tools
Bluesky’s platform design allows for more nuanced interactions through “Blues” and other engagement tools. Take time to test these features and find ways to effectively connect with your audience. We don’t even know what everything does yet.
The Role of Content in Your Law Firm’s Bluesky Strategy
A consistent, well-crafted content strategy is key to standing out on ANY social media platform, so we can expect the same tactic to work on Bluesky. Skilled content writers, especially those experienced in legal content, help convey your firm’s message in a way that’s compelling and compliant. High-quality content engages your audience, builds your firm’s credibility, and makes sure your posts reflect your brand accurately. But, can that longer-form content translate well to smaller social posts?
Yes.
At Blue Seven, we’re writers, not social media managers. While we understand the importance of a tailored social presence, our focus remains on crafting quality content that speaks to your audience. As Bluesky’s platform grows, we may expand our services to the social sphere, but for now, our priority is creating content that elevates your online presence.
We will use this opportunity to stress the importance of a consistent branding message across your platforms. We also know that good content can be useful not just on your website or newsletter but also across your socials. Why reinvent the wheel? You can use a great, human-written blog or practice area page and chunk that into smaller bits for LinkedIn, Instagram, Facebook, X (Twitter), Bluesky, and more.
So, if you want to talk about content, we can do that today.
Crafted by Allen Watson – CEO and Co-Founder of Blue Seven Content
If your firm wants more local personal injury clients, then your website needs to let search engines know it has the best content matches for relevant searches within that area.
Incorporating geographic and other local references into local personal injury lawyer SEO content increases its relevance in local searches, which improves ranking results and generates more clients. But, as with all search engine optimization techniques, there are best practices to observe and some pitfalls to avoid.
If you want to make sure your law firm website content is properly optimized to succeed in local searches, read on.
If you want more local personal injury cases, start focusing on creating SEO content you can be proud of.
What is Local SEO for Personal Injury Law Firms?
Local SEO is the practice of optimizing website content to improve its ranking in searches done by people within a localized area. Local SEO helps law firms increase brand awareness among people within the targeted area.
Relevance – How well a law firm’s local business profile and website content match a search query
Distance – The proximity of a search result to the location term used in the search or to the location of the searcher
Prominence – Prominence is how famous a law firm is as determined by information available across the web
The relevance of a search result is enhanced when keywords used by local audiences (car accident attorney) are incorporated into a law firm’s business profile, practice area pages, and blog content.
Proximity is determined first by results that match the specific location used in the search query (Dallas personal injury lawyer). If a non-specific location is requested (work injury attorney near me), proximity is determined based on a result’s physical distance from the searcher (as long as they’re not in incognito mode).
Prominence is how well a law firm is known. Google equates prominence with credibility and evaluates a law firm’s prominence from various sources such as news articles, backlinks, reviews, and ratings.
How Personal Injury Law Firms Can Use Local SEO to Attract More Clients
Optimizing content for local searches increases a law firm’s visibility within the local area, building brand awareness and establishing trust within the community. However, to attract more clients with local SEO, a personal injury law firm must first publish content that search engines are looking for.
Establish Topic Authority
In response to any search query, Google is trying to find content that is both helpful and reliable. Authoritative sources of information are considered the most credible and rank higher than non-authoritative sources. Authority is the level of expertise a site has regarding a topic.
Building topical authority in each area of practice should be the goal of law firm content. A content strategy should be built around each practice area to establish a law firm as the local authority on that topic.
Create Content to Match Local Searches
Optimizing for local searches enables Google to narrow search results to more closely match the query. For instance, if a person searches for a ‘personal injury lawyer in Nashville,’ a local law firm with a practice page entitled ‘Nashville Personal Injury Lawyer’ is more relevant than a local law firm with a practice page entitled ‘Personal Injury Lawyer.’
Location-specific landing pages can be done for each city or area where a law firm wants to capture location-specific keyword searches. For instance, a personal injury law firm in Raleigh might have separate pages for different local keyword searches:
Personal Injury Lawyer in Raleigh
Raleigh Car Accident Attorney
Spinal Cord Injury Lawyer Raleigh
Or a personal injury law firm practicing in the Atlanta area might want to target various suburbs where people may search for legal help:
Marietta Personal Injury Attorney
Roswell Personal Injury Lawyer
Personal Injury Attorney Alpharetta
Practical tip: Which keywords a law firm decides to target within a particular geographic area will depend on the results of keyword research for that specific area. In some areas, ‘lawyer’ may be preferred over ‘attorney,’ and vice versa.
Law firm blog content can further support local SEO efforts by incorporating local references and linking to appropriate local pages.
Writing Tips to Help Personal Injury SEO Content Rank Higher in Local Searches
The goal of optimizing content is to get a law firm’s message to as many people as possible who need to see it. When optimizing content for local searches, the following tips can help law firms achieve better ranking performance.
1. Avoid Keyword Cannibalism
Keyword cannibalism can happen when more than one piece of content on a website ranks for similar search terms. This can happen when two pieces of content cover a similar topic or are optimized for the same keywords.
What happens is that similar pieces of content end up competing against each other, and Google is not certain which should rank higher. Often, both pieces end up ranking lower.
2. Use Internal Links
Internal linking can direct search engines toward content that can help improve ranking. Google uses links to traverse the content on a website and links can transfer authority from a higher ranking page to a lower ranking page. Internal links also enable searchers to easily access other relevant information which keeps them on a law firm’s website longer.
Be careful when creating the ‘anchor text’ for an internal link. Do not use the same wording when linking to different pages. For instance, don’t use ‘car accident’ to link to both the ‘Denver Car Accident Attorney’ and the ‘Boulder Car Accident Attorney’ pages. Google may not be able to distinguish the difference between the pages, which could ultimately hurt your ranking.
3. Create Separate Pages for Each Location Keyword
Creating separate location pages for each location keyword improves a law firm’s ranking for each local search and increases the opportunities for internal linking, which can help drive more traffic to a law firm’s website and increase the site’s overall ranking.
Get More Local Clients with Personal Injury SEO Content Created by Blue Seven Content
Close to 50% of all Google searches are looking for local information. Law firms that are not optimizing content for local searches are missing opportunities to serve local clients. A content marketing strategy that includes local SEO will ensure a law firm’s content is seen by searchers looking for information from a local source.
Optimizing content for local searches is part of our service at Blue Seven Content when we create original content for personal injury law firms. Whether we are creating practice area pages, landing pages, or blogs, our content is always optimized to achieve the maximum advantage for our customers. If you are interested in content that gets consistent local results, contact Blue Seven Content.
Are you consistently writing personal injury SEO content for your website but not seeing many new clients? The information you are providing may be of great value, but it may not be getting the attention it deserves.
With so much similar content available and reader attention being so fleeting, personal injury law firms not only have to write quality content, but they also have to write it in such a way that it appeals to readers who are looking for a reason to stop scrolling.
Getting and keeping readers’ attention is part strategy and part art. Understanding reader behavior and presenting content that meets expectations and makes the experience comfortable (and perhaps even pleasant!) moves readers along the path toward becoming clients.
Content Presentation Can be More Important to the Reader than the Information Shared
Merely conveying information is not enough. There are just too many similar options that appear in search results. Personal injury SEO content needs to anticipate the behavior of the targeted readers. There are three jobs content has to do if it is going to be effective in acquiring clients.
First, content has to get the reader’s attention. Then, it has to engage the reader sufficiently to motivate continued interaction with the content. Finally, the content must persuade the reader to contact the affiliated law firm.
The following are important considerations for improving a reader’s experience with law firm content.
Write a Good Headline
Getting a reader to stop scrolling and click on your content is the all-important first step toward client acquisition. Those first few words a reader sees when viewing search results must generate enough interest to get the reader to stop and click. Therefore, writing a great headline is crucial.
The best headlines use relevant keywords to convey what a reader can expect from the content and include attractive or powerful language that piques the reader’s curiosity. As a general rule, headlines should be concise and to the point.
A good blog headline for a Houston personal injury law firm writing about the steps to take after a car accident might be any of the following:
Injured In A Car Accident In Houston? Here’s What You Need To Do Now
What To Do If You Were Injured In A Car Accident In Houston
7 Steps You Should Take After A Houston Car Accident
How To Protect Your Rights After A Car Accident In Houston
Mistakes to Avoid If You Were In A Houston Car Accident
Why You Need To See A Doctor After A Car Accident in Houston
Enhance Content Readability
Once a reader gets on a law firm’s website, the content needs to keep them there. The average amount of time spent on a website is less than a minute, which is not usually enough time to finish reading most content.
So, when writing personal injury SEO content, how can you keep a reader’s attention?
Make sure the body of the content provides the information promised by the headline.
Start with an outline so the content is organized and flows logically.
Present information in short, concise sentences and try to keep paragraphs from three to six lines of text.
Incorporate real experience and helpful examples where appropriate.
Make the information easy to scan using headers, bullet points, and bold text to highlight important points.
Include links to other relevant content on your website so readers can easily find additional information that may be of interest.
Tell the Reader What to Do Next
Writing personal injury content is about providing valuable information to potential clients and advertising the services of a law firm. SEO content for a personal injury law firm needs to include a motivating call to action (CTA) that persuades readers to contact the law firm.
Calls to action in legal content should convey the benefit a reader will receive by contacting a law firm. Incentives to encourage action could include offering a free consultation or providing a link to testimonials from other satisfied clients. Creating a sense of urgency by referencing a limited period for taking action – such as a statute of limitations – can also help inspire readers toward becoming clients.
Calls to action should include action-inducing language like the following:
Call now
Schedule today
Get started
Contact
Learn more
Don’t wait
Why Having a Plan for Content Creation Improves Your Chances of Getting Clients
Law firms attract clients by establishing themselves as legal authorities within their practice areas and gaining the trust of persons who read their content. Having a strategy for creating content helps a law firm establish topical authority with search engines which in turn helps to establish the law firm’s authority with potential clients.
When Google is trying to determine the most appropriate response to an inquiry concerning personal injury, the search engine looks for indications of a law firm’s authority on the particular topic. A law firm that has comprehensively covered a topic with content on its website will rank higher in search results for having topical authority. A law firm that ranks higher in search results will be seen by more potential clients. When more potential clients interact with a law firm’s website, it is an indication of the site’s value to Google.
Chasing Clients Away with SEO Content for Personal Injury that is Poorly Edited or Out of Date
As mentioned earlier, clients have a lot of choices when it comes to selecting a personal injury attorney. An easy way for a potential client to eliminate a law firm from contention is by finding spelling or other grammatical errors in the content or by reading information that is no longer current.
With so much editing software available, there really are no excuses for sloppy editing. First impressions can be easily made and hard to overcome. An extremely competent law firm that has not paid adequate attention to detail when presenting content on its website is doing itself a grave injustice and likely losing business.
Similarly, lawyers are expected to be experts (though they can’t say so) in knowing the most current laws applicable to their practice areas and need to stay on top of any changes. If law firms are not regularly updating their content, it detracts from their authority and credibility.
The goal is always to write content that will remain as ‘evergreen’ as possible. Evergreen content contains information that does not change frequently and needs updating only rarely, if ever. Content giving general or practical information may not need updating, whereas content about a specific law or a developing legal situation may need to be reviewed more frequently.
Practical Tip: When updating previously published content it is only appropriate to change the publication date (according to Google) if significant changes were made. If only a few facts were changed or links added, it is best to add a note indicating when the information was updated but leave the original publication date as is.
Writing Personal Injury SEO Content that Converts Your Ideal Clients
Why does SEO for personal injury attorneys matter? According to the SEO tool suite Ahrefs, of the billions of pieces of content published every day, over 95% never get any organic traffic. As more and more content is published, less and less of it has a chance to be seen. Standing out will only get more difficult unless you publish the kind of content that appeals to both search engines and readers.
At Blue Seven Content, we write content that gets results. We work with law firms and legal marketing agencies writing thoroughly researched, strategically optimized, and uniquely original personal injury content that takes a reader from their problem to the law firm with the solution. Call 843-580-3158 to find out how Blue Seven Content can improve your content marketing.
Writing personal injury content may be easier said than done. You want your content to drive your readers to choose your law firm over others. Yet, you may need help figuring out where to start. And the longer you wait to create high-quality SEO content, the more likely it becomes that prospects will find the legal services they need elsewhere.
You spend your money getting readers to your website. Now what? If your content is less than stellar, your potential client becomes someone else’s potential client with the click of a back button.
When it comes to personal injury lawyer SEO content, do not leave anything to chance. Learn the ins and outs of content that will help you engage, inform, and inspire your readers. Once you do, you can create content that turns your readers into clients.
According to research, Google processes more than 40,000 search queries every second. This works out to about 3.5 billion searches every day and 1.2 trillion searches annually around the world. With search engine optimization, you can make it easy for readers to find your content since it may appear at or near the top of Google searches.
Google has a formula for how its search works. Based on this, it considers the meaning, relevance, quality, usability, and context of all content. If your personal injury SEO content hits the mark in these five areas, Google may see it as credible. At this point, when readers search Google for pertinent terms and phrases included in your content, it may be one of the top results they see. This means readers are more prone to click on and read your content over your rivals’. When they read your content, they may discover the value your law firm offers. This may lead readers to search other areas of your site for content and reach out to your firm for more information about your legal services.
Writing personal injury content that ranks highly on Google can impact your firm long into the future. If readers continuously return to your site, it may be easy for others to find you on Google. This increases the likelihood that readers will choose your firm over its competitors. On top of that, you may boost your conversions and sales.
Personal Injury SEO Content Tips
Producing top-notch SEO content for personal injury law firms may seem difficult at first. Fortunately, we are here to help you get the best results out of your content. Here are five tips you can use to create content that transforms your readers into clients:
1. Identify Your Audience
To make content your readers need, you have to figure out who you want to read it in the first place. Consider who will read your content and why they should look at it. From here, you can figure out what terms and phrases to include in your content. This can help you produce content that resonates with your target reader.
2. Avoid Jargon
Even though SEO content for personal injury law firms is evolving, there is at least one constant: Jargon will do you no favors. You may understand legal terms and phrases, but your readers might not. As you produce your content, keep the reader’s point of view front and center. If there are terms and phrases that a reader may not understand, define or rephrase them. Otherwise, if a reader does not understand what you are saying, they may be confused about your content. This may drive them to look elsewhere for legal services.
3. Avoid Fluff
Just because you want to craft meaningful content for your lawyer website does not mean you need to be long-winded about it. In terms of SEO, short and direct content is typically better than long and descriptive. Your content should make it clear what your law firm offers and what you are all about. When someone reads your content, they should not have to search far and wide for the information they need. If you are worried your content is loaded with fluff, help is available. For example, you can partner with a legal content marketing agency that can produce SEO-friendly content that is concise and digestible. This agency may help you revamp your existing content and produce new content that is free of fluff and delivers outstanding results.
4. Be Intentional
You may be tempted to use AI legal content marketing, but doing so may hurt your law firm now and in the future. Artificial intelligence gives you a quick solution to produce content. Alternatively, the content is not personalized. In the big picture, it may not differentiate your law firm from others. If you produce SEO content on your own, you can tailor it to your firm. You can create content that is well-structured and easy to understand. Plus, you can write about any legal topics that are relevant to your readers. This flexibility creates endless possibilities. It allows you to deliver content that your readers can enjoy and helps your firm rise above its rivals.
5. Update Your Content
If you are not careful, bad law firm website content may damage your brand reputation. For instance, you may have published a law firm blog post that includes statistics and research that are now out of date. Even worse, the post may contain information about statutes and laws that are no longer in effect. Prioritize your website content and make sure it is up to date. Generally, it may be a good idea to audit your site’s content every few months. Some pages may need to be updated more frequently than others. A legal content marketing agency can work with you to make a plan to keep your content up to date.
6. Convey Empathy
A person who has suffered a personal injury has experienced a significant negative event in their life. Their normal has been turned upside down. They may be going through a wide range of emotions. They may be overwhelmed and need some reassurance that everything is going to be okay.
Personal injury SEO content has to let the reader know that their plight is understood, their welfare is important, and there is help to get them through this ordeal. Law firms can draw on past experiences with personal injury clients for examples of what people may be going through following a personal injury accident.
Content that conveys to the reader that someone cares about them and what they have been through makes them feel valued and increases their trust in the information (and the law firm providing it).
7. Incorporate References that Demonstrate Familiarity with the Local Area
Including references to local culture and other points of common interest or experience will demonstrate similarities and help establish common ground with the reader. People are more likely to trust other people that they have things in common with. Let the reader know you are a part of and care about the local community.
Incorporating local references into writing personal injury SEO content also helps search engines identify content that is highly relevant in terms of proximity to the searcher. For law firms with localized practices, this means the people reading the content are more likely to live or work in the same local area.
8. Make Sure Your Writing is Unique
When creating content, don’t just reiterate what every other personal injury law firm is writing about ‘distracted driving accidents’ or whatever else. Beware of using common phraseology too often. There can be a lot of similar language used when writing about laws and legal concepts.
Plagiarism can often occur unintentionally due to limited ways to describe similar topics and the sheer volume of content being produced. There is mixed authority on how much plagiarism is acceptable or should be tolerated. Generally, a plagiarism percentage under 10% is considered safe, but the goal should be as low as possible. An online plagiarism-checking tool such as Grammarly can be of assistance.
Plagiarism is a big problem when AI is used for generating content. Text analysis expert Copyleaks conducted a recent study of AI-generated content produced on a number of different topics and found that 60% of the content, overall, contained some form of plagiarism. Almost 43% of the legal content contained plagiarism, with close to 12% having identical text.
Writing personal injury SEO content that is unique and original may take a little more time and attention. However, the rewards will be worth the extra effort. Not only do search engines prefer something new and different, but readers will find the content more engaging and be more likely to reach out.
9. Be Realistic About the Outcomes Clients Can Expect
Law firms trying to generate personal injury leads need to be careful when expressing what they may be able to do for a client. It is an ethical violation for attorneys to promise or guarantee they can obtain a particular result.
Rules of professional conduct prohibit lawyers from making claims about their services that could be misleading to potential clients. Particularly problematic are statements claiming to be better than other attorneys, such as ‘we are the experts’ or ‘work with the best law firm in town’.
Even a representation such as ‘our firm can get you all the money you deserve’ could be misleading in that a person may believe an attorney can do more than is actually possible.
Content may contain factual statements about qualifications, prior case results, and testimonials from clients about actual experiences. Readers are then left to draw their own conclusions without being inappropriately influenced about the outcome of the legal services a personal injury law firm can provide.
Make sure your choice for writing personal injury SEO content understands what’s needed to get the job done right and up to your state bar’s standards.
10. Incorporate Personal Experience
If appropriate, sharing personal experiences can enhance the authenticity of content and make it more relatable for readers. Readers are more likely to connect with information describing actual experience – especially if it is similar to their own.
When someone else has experienced something similar to what we are looking for information about we tend to give more credibility to what they have to say. Google has realized the value to users of content describing personal experience, which is why ‘experience’ was added as one of its content quality ranking factors in 2022.
Google is especially concerned about experience when it comes to personal injury legal content because it could influence a person’s financial and individual well-being. Content quality ratings undergo additional scrutiny when the topic contains information that could affect ‘your money, your life’ (YMYL).
Law firms that can ethically incorporate personal experience into their content are more likely to connect with readers on a personal level and get more personal injury clicks.
There really is no easy way around it. Law firms wanting to convert more personal injury leads into clicks and clients must commit to producing content that is reader-focused, relatable, unique, and trustworthy.
Get Help Writing Personal Injury SEO Content For Your Law Firm or Legal Marketing Agency
Search engine optimization can make or break your law firm’s website, and these 10 tips should be considered when writing personal injury SEO content. If done correctly, the content can help lay the foundation that begins an attorney-client relationship. Regardless, you do not have to tackle SEO on your own. At Blue Seven Content, we have a wealth of experience with legal content marketing. Our team includes law firm writers who can help you craft content that drives traffic and helps your web pages rank high on Google. To learn more about our SEO content services, contact us today.
Written By Dan Kobialka and Mari Gaines – Legal Content Writers
“Instant results! Law firm SEO for immediate client acquisition!”
It’s obnoxious, sometimes, reading through your LinkedIn, Facebook, Instagram, or TwiX feeds.
The now-AI bros (it’s always the bros) are exactly who they’ve always been – the guarantors of instant results that leave you feeling cheap, used, and taken advantage of.
And you need law firm content that’s well-written by a person or team who does this regularly. Find your long-term team, make your long-term plan, and secure long-term growth.
Long-term FTW.
A Long-Term Plan Means Long-Term: Don’t Get Scared After Two Months
No SEO professional will be able to give you an exact time frame for how long it’ll take for your SEO plan to start working. However, any reputable SEO professional should tell you it’ll likely take some time.
Even if you are barely scraping the surface of your SEO knowledge, then you’ve likely seen that you need a long-term strategy. It’s the truth. Despite what you may see on LinkedIn or on other social media platforms, insert results really aren’t a thing, but long-term organic growth through a strategic content plan is absolutely doable.
Not one month or two.
Make a plan that spans a year (to start with).
Make a plan that has quarter-specific goals that you and your team review.
Make a plan that gives you a solid year of STICKING TO THE PLAN.
On the flip side, you wouldn’t believe how many times we’ve seen law firms get great results from their SEO content after a year or so and then decide to stop producing content altogether once they get the results. It doesn’t take long to neglect a website before negative results happen. It doesn’t necessarily mean that you did anything wrong with your website in the meantime. It just means that others are continually adjusting and adapting their own websites, adding new content, and adjusting existing content.
Don’t stop once you get results. Keep going, even if you adjust your strategy.
Long-term content strategies should be the game plan regardless of practice area type. Blue Seven Content regularly helps develop strong, well-written, and researched:
Our team certainly handles more than just the “big” practice areas. We regularly write content for insurance defense firms, patent and trademark lawyers, employment lawyers, and more.
What Types of Content Make a Good Long-Term Law Firm Content Plan?
Your content strategy should be multifaceted. As far as marketing goes, you should tackle brand building from every avenue possible. This is much more than just SEO. However, since we just do content, we want to focus on the types of pages that can come together to create a healthy long-term SEO content strategy.
At the heart of your law firm’s website are the practice area pages. You might see these referred to as service area pages, but these are essentially your firm’s product descriptions. Your practice area pages tell your audience what you do. They give you a chance to convince a reader that you are the law firm best suited for their needs.
Practice area pages can encompass more than just one page for every area you practice. The reality is that you will likely need geographic-specific practice area pages focused on every location where you practice law. At least, pages for every location you want to get clients from.
For example, if you practice personal injury law in San Diego, your main target city for each page will be San Diego. However, as you grow your practice and expand your long-term law firm SEO plan, you may want to secure more clients from the surrounding areas. So, instead of having only a car accident page tuned towards your San Diego audience, you may also want to have a car accident page for Coronado, Chula Vista, La Mesa, and other nearby cities.
This applies to most law firms. It’s very rare for a firm to only take clients from one specific area.
There are likely some questions that you get over and over again. There are also some questions that individuals who need your services ask often, if not in person, then online, as they go through their journey of finding an attorney. Your law firm frequently asked question (FAQ) pages can help address these commonly asked questions, not only for the convenience of your audience but also for the happiness of Google and other search engines.
Blogging isn’t dead. Well, smart blogging isn’t dead. We’re no longer blogging just to blog in the SEO world. At least, most of us aren’t. However, law firm blogs can still provide more than just a source of Evergreen content for your website. They can help you address more granular issues related to your practice areas. The blog space on your law firm can help contribute to your overall SEO plan while also allowing you to reach out to the community, discuss current events, address local or national news, and more.
Your law firm content plan should include beefing up your “About Us” pages and any individual attorney biographical pages. Some of the most popular pages on any website are the pages that show the personal side of your firm. Looking for legal experience is scary, and people want to work with attorneys they can trust. Building out these sections of your website helps establish that trust with someone who is close to making their decision.
How Do You Develop Your Law Firm’s Long-Term Content Plan?
When developing your long-term law firm content strategy, think big picture.
Is your firm entering a new market?
Are you aiming to increase revenue by 50%?
Are you just starting out?
While creating content on a campaign-to-campaign basis or jumping into PPC may help achieve smaller short-term goals, a comprehensive long-term plan is crucial for reaching significant organic, long-term objectives.
Consider these key questions as you plan:
What are the firm’s long-term SMART goals? (Specific, Measurable, Achievable, Realistic, Timely)
Who are the law firm’s target potential clients? (e.g., car accident victims, slip and fall cases, violent crime defense)
Is there old content that needs refreshing? (e.g., outdated statistics, broken links)
Are there upcoming opportunities for blog posts or press releases? (e.g., recognition by Super Lawyers, relevant news events)
What makes this law firm unique?
Who will manage the content?
How often should content be published?
For example, suppose a small to mid-size personal injury firm wants to attract more car accident cases and reduce medical malpractice claims. A focused content plan might involve:
Targeting local car accident victims
Posting well-researched blogs about car accidents twice a week, including topics such as:
Recent car accidents
What to do in a car accident
What to expect from car insurance companies
Types of car accidents
Updating the website’s homepage to emphasize car accident claims by:
Adding relevant images of car accidents
Revising content to minimize focus on medical malpractice
Including statistics about local car accidents
Adding a “What to Do After an Automobile Accident” page
Posting and sharing the blogs across various social media platforms
Every long-term content strategy requires careful planning, and it’ll look different for each law firm. Once implemented, your law firm can expect several advantages, including increased visibility, improved client trust, and sustained growth – OVER TIME.
Law Firm Spanish Content and Translations – Bolster Your Long-Term Plans Based on Demographics
Serve your audience.
That means serving ALL of the people in your area. For areas with a heavy Spanish-speaking population, you NEED Spanish content on your website.
No, not just a cursory line or two on the homepage or a “We Habla Spanish” on the bottom left-hand corner of your page.
You need to SHOW your Spanish-speaking audience that they can trust you. Your existing law firm SEO web pages can be translated into Spanish by a professional. No, using Google Translate or ChatGPT is not your golden ticket.
That’s insulting to your audience.
Treat your Spanish-speaking readers with the respect they deserve. Translate your website pages and create brand-new Spanish content that reaches them directly.
It’s not rocket science – it’s knowing how to respect people.
Blue Seven Content – We Don’t Let Clients Down
It’s a long-term game, and we’re in it for the long haul. Our team has been doing this for a while now, and we’re continually refining our processes to improve. We communicate. We’ll never leave you in the dark, and we have a content guarantee.
When you’re ready to get your long-term law firm content strategy going (or if you want to bolster what you’re already doing), give us a call or fill out our form here. We’re ready to help.
Written By Allen Watson – CEO and Co-Founder of Blue Seven Content
We started with law firms. Our founders began their writing careers (after switching from education) by writing SEO content for multiple industries but specifically focusing on law firms. After starting this company, they changed the industry process for writing competent law firm content.
Legal marketing is an insanely competitive field. But we aren’t trying to compete. In fact, there aren’t many people or agencies that can compete with us. At least, not with the level of talent we have combined with our price point.
But how do we do it?
Law firms seeking to gain a competitive edge in their geographic market have to create knowledgeable content and craft a credible reputation. This can take time, but well-researched law firm SEO content that focuses on the reader can position your firm as an authority for your particular practice area(s).
Speaking to the Choir, But Just In Case – The Search World Has Changed
How’s your head?
We ask because we’ve had a fairly regular dose of morning Tylenol for the last year or so as our new overlords artificial intelligence has crept into every aspect of the marketing sphere (well, every sphere, actually – just the other day, we swore we saw a commercial for a smart toilet).
But, the shift changed a while ago for the legal marketing industry. We’re still feeling the initial start of what artificial intelligence may do, but the shift towards digital has been rapid, sped up even more by the COVID-19 pandemic. Data shows that 74% of companies have moved most of their services online. Again, speaking to the choir.
However, as more and more companies and more and more law firms realize the importance of their online presence, competition becomes intense.
You know it’s serious when the town’s PI/Divorce/OccassionallyCriminalDefense lawyer, who’s been in the same janky building for 37.5 years, has a website marketing his services (his name isn’t Saul).
However, and we are just going to speak anecdotally for a moment, whatever we call the current era we are in, it’s been a mucked-up, bassackwards, rollercoaster. ChatGPT rushed a miracle (lol) to the market, and everyone’s been playing catch-up, unfortunately leaving somewhat reliable SEO tactics in shambles.
However, we took some time to reflect last year (one hour) and decided to stay the course. We got into this business as writers. We hired more writers. So, we want to write, and we want to write well.
We didn’t lose any clients because of AI, but we DO know some agencies that made the shift. Most have shifted back to human writers. Two of our former colleagues have disappeared (not in a mafia way).
It’s well-researched pages for the win, duh.
Well-Researched Law Firm SEO Pages Are Still Golden
I encourage you to check out our legal writer training process. We’re able to create the best content for your law firm’s presence because of their talent.
Our writers and our process are the key to helping your law firm or marketing agency acquire new clients. A strong digital presence comes first from strong writing.
Good writing that’s well-researched and truly makes a point to communicate directly with the audience is the heart of what we do. It’s what we love.
Data from Googly shows what we already know – a ton of people (96% of law firm prospective clients look online for advice, and 74% of those people will visit a law firm’s website to take the next steps.
Competing means thinking about more than SEO, obviously, but your content can be a springboard to so many other marketing channels within your firm – SEO, SGE, social media, off-site brand awareness, physical marketing, and more.
If you have a good law firm SEO page, you have everything you need to pull it apart to use elsewhere. And that’s what we’re trying to shift to – more than SEO.
We know we can write, but we also know that our writing can grow your law firm’s brand and complement every marketing channel. Law firms should position themselves as a source of credibility and authority, not just online but within their community. However, your website is your storefront. Your content should be well-researched and help solidify your law firm’s credibility by becoming a reputable, trusted information resource. Turn writing law firm content into a priority.
Information fromCustomer Experienceshows that 61% of online prospects are more likely to become clients with a law firm that approaches content in a unique way. Data also shows us that it could take five to seven online impressions before a consumer remembers your brand.
Your content can do a few things here – it can both address the immediacy of your potential client’s concerns while also crafting a lasting story to enhance your law firm’s brand.
High-quality, well-researched pages build brand awareness, strengthen your readers’ trust, and encourage more clicks to that contact page.
Good Writing First – Search Second
Blue Seven Content finds good writers first. That’s the priority.
Good writing is intuitive, and not everybody has that. That’s OK. Not everybody knows how to use a ham radio or how to grow strawberries, either. Not everybody has to be an expert in everything.
Typing does not equal writing. Putting together sentences that make sense does not equal writing.
Putting together words, sentences, and paragraphs that transform a law firm from a cheesy, AI, rote, basic content repository to a website the whole family trusts is a skill. It’s a talent we bring to every client.
We’ve been doing this for years now. Maybe you’ve heard of us, or maybe you’re out on the prowl for a new content provider. The good news is that we can partner directly with you OR your legal marketing agency.
When you call us, you’re going to talk to one (or both) of our founders. We are all personally involved in your content. When you need to get a hold of us, you can.
Oh, and we also have a content guarantee. If we don’t hit the mark you expected with your page, we’ll do it again. We don’t charge for revisions if we make a mistake, miss the mark, or just bungle a page.
We get it right, so you aren’t wasting money.
We’re ready to talk if you are. Writing law firm content is our thing. You can fill out our contact form (I promise, someone will see it) or call us at (843) 580-3158.
Written by Allen Watson – CEO and Founder of Blue Seven Content
In early March 2024, Google began rolling out the latest updates in its ongoing mission to provide searchers with the most useful information and not the self-serving clickbait created primarily to achieve higher search result rankings.
The updates focus on two main areas. Changes are being made to the core ranking systems to better distinguish and filter out unoriginal content. Spam policies are being improved in order to keep the lowest quality content out of Search.
For human content creators, the update is somewhat encouraging. It means human input and oversight are still highly valued contributions to content creation. And though Google does not have a problem with AI-generated content per se, it does have a problem with people trying to manipulate its systems with crappy content.
Should you keep calm and stay the course if your content is genuinely helpful? Or panic and switch gears?
Google Search March 5, 2024 Updates
Generative AI has provided some new opportunities for spammers and some new challenges for Google to respond to. In 2022, Google began refining its ranking systems to better identify helpful content and provided guidance about the kind of content it was looking to reward.
1. Filtering Out Low Quality, Unoriginal Content from Search Results
Several times a year, Google makes fairly major changes to its algorithm and other systems used to identify and rank content. These changes are called core updates. Google has advised the March core update will involve several core systems and will be more complex than previous updates.
At this point, Google will only say that the innovative signals and approaches that are being used to enhance the core systems mark an evolution in how the search engine will identify helpful content going forward.
A new FAQ page has been put together to help explain the changes. It doesn’t contain a lot of new information, but it does indicate Google will be focusing on content originality and trying to make sure users are left with the feeling they’ve had a satisfying experience.
Because of the complexities involved, the rollout of the March core update is anticipated to take about a month. Google says to expect fluctuations in ranking during the integration process, but no action is required by those who have been producing helpful, reliable, people-first content.
2. Identifying and Penalizing Websites Hosting Spammy Content
Google’s spam policies detail some of the types of content and practices that can result in lower rankings or in having content completely removed from Search. Google fights spam with both automated systems and manual human review and has indicated it will be using manual review to target sites violating the new policies.
The March update added three new spam policies in response to growing trends Google was observing.
Expired domain abuse
Scaled content abuse
Site reputation abuse
Expired Domain Abuse
Expired domain abuse is the practice of purchasing expired domains and leveraging their optimization advantage to promote content that may have nothing to do with the content produced by the previous owner. The practice can mislead users into thinking the new content is affiliated with the expired site.
Scaled Content Abuse
Scaled content abuse occurs when large amounts of content are created with the intention of manipulating search results rather than providing useful information to searchers. Such content may but need not necessarily be created by AI. Of particular interest to Google is content that lures a searcher to click by promising an answer to a popular question and then fails to deliver the relevant information.
Site Reputation Abuse
Site reputation abuse involves the publication of third-party content with little or no oversight by the hosting website, allowing the third-party content to piggyback on the host site’s better ranking signals. The third-party content may have little to do with the host site’s main purpose and offer minimal value to users.
Google provides a few non-exclusive examples of what it will consider site reputation abuse as well as some examples of the type of third-party content that will not be considered spam. The more valuable the content is to site users and the more involvement by the hosting site, the less likely third-party content will be found to violate spam policies.
Possibly because the practice of hosting third-party content is fairly widespread, Google will not begin enforcing the new policy until May 5, 2024, to give site owners an opportunity to make any necessary changes in order to comply.
Google’s Stand on AI-Generated Content
Back in February of 2023, Google offered guidance about AI-generated content. The search engine clarified that it is looking for quality content no matter how the content is created. Original, people-first content demonstrating experience, expertise, authoritativeness, and trustworthiness (EEAT) will be rewarded by Google’s ranking system, whether written by people or machines.
However, Google is well aware that machine-made content without human oversight can be unreliable and unoriginal. Updates continue to emphasize the need for significant human involvement to ensure AI-generated content is written to Google’s standards and does not violate any of the spam policies.
What the Google Updates Mean for Low-Quality or Spammy Content
So, what is a website owner to do? Regarding the core update, acclaimed SEO expert Lily Ray recommends not overreacting to any early fluctuations in traffic as Google begins implementing the changes. Try to wait until everything has been rolled out because Google may need to course-correct mid-way through in order to initiate the changes it wants to make.
For sites that may be or already have been penalized for violating the new spam policies, the best thing to do to try and save the site is to own the violation, figure out a new plan to try and get on Google’s good side again, and then apply for reconsideration. Second chances aren’t guaranteed so it’s best to be thoughtful and sincere in the reconsideration request.
What the Google Updates Mean for High-Quality, Useful Content
The good news is that owners with helpful, reliable, people-first content on their sites should not have to do much of anything to make sure they are in compliance with Google’s updates. If the content on your site has always been high quality and useful, then you aren’t likely at risk of lower rankings or a spam violation.
At Blue Seven Content, we aren’t worried about the content we produce for our clients. All of our content is generated by humans who are intimately familiar with producing the kind of content Google wants to reward. Because Blue Seven focuses on content quality, originality, and engagement, our approach never has to vary much, no matter what changes Google decides to make.
