Law Firm Blog Content: 9 Tips to Create Content that Ranks

Companies that published 16 or more blog posts per month received 3.5 times more traffic and 4.5 times more leads than those publishing only 0-4 posts per month.

This applies to law firms, too.

A blog is the foundation of your law firm website’s content, helping you attract new clients, show off your expertise in your practice area, and improve your overall SEO.

It’s also an essential law firm marketing strategy, being one of the biggest sources of leads for law firms.

Creating engaging and relevant blog content is a challenge, there’s no doubt about it. But when done right, you’ll get tons more traffic and leads, making it well worth it.

In this article, we’ll dive into the important things to consider when blogging to ensure your success.

Why is law firm blog content important?

There are obvious benefits to starting a blog. Let’s dive into them.

Establishing authority

When potential clients land on your website, they want to know you’re the best lawyer for the job.

A legal blog featuring content answering common legal questions in your practice area can establish trust. As you continue to share insights and legal expertise, more people will begin viewing you as an authority in your field.

The end result is a strong reputation in your geographical (and in your practice) area. You’ll stand out from the competition and become the law firm that’s top of mind.

Improving search engine rankings

A well-written, SEO-optimized blog plays a huge role in improving your website’s search engine rankings.

If you want to improve your placement on SERPs (search engine results pages), you’ll need to publish blog posts.

Blogs give you the opportunity to target long-tail keywords specific to your practice area. And these are the types of keywords that bring in the best leads.

Think of questions that your clients routinely ask you. Odds are that people are typing these same questions into Google, and your piece of content could be the answer.

If you incorporate relevant keywords and follow other law firm SEO best practices, your blog (and websites) visibility on search engines like Google will increase.

This makes it easier for potential clients to discover your law firm online, driving organic traffic to your website and bringing in more clients.

Engaging potential clients

Your law firm’s blog is the place to engage with potential clients. As mentioned, you can use this marketing channel to answer common questions and discuss legal issues in your area.

The idea is to create content that’s informative and actually addresses the reader’s needs.

In fact, 47% of buyers view three to five pieces of content before engaging with sales, highlighting the need for law firms to connect with their target audience through informative content.

Strengthening your online presence

The legal industry has become extremely competitive, making having a robust online presence essential.

A blog is an excellent place to start when looking to improve your visibility, often being the first touchpoint for clients interacting with your brand.

Through your blog, you can nurture relationships with prospects by convincing them to sign up for your email list. That way, you’re law firm is top-of-mind.

9 tips to write powerful law firm blog content

You know why it’s important, now here are some tips to make sure you’re doing it right.

Determine who your ideal clients are

A lot of legwork goes into blogging, and much of it happens before you start writing.

The first thing to do is identify who your ideal client is.

You want to identify their needs, interests, and pain points in order to know what types of content to create and how to position them.

Focus on relevant topics

You don’t want to publish just any old blog post.

Your blogs should focus on topics that support your business goals, whether that be to generate organic traffic or strengthen your brand.

To start, think about topics related to your practice areas. Addressing these types of topics lets you showcase your legal knowledge and establish yourself as a thought leader.

It’s even better if the content you create not only aligns with your practice area but also addresses legal issues your clients face, or questions you get asked a lot.

Odds are that these are the questions people are searching for on Google.

You don’t have to leave it up to chance though. Any good blogger uses keyword research to inform their content strategy.

keyword research semrush magic tool

Do some basic keyword research to discover the terms and topics your target audience is searching for, and create content around them.

Ranking for valuable keywords like “How do I get out of a DUI?” or “Best DUI lawyers in Texas” can attract highly qualified traffic.

Write for both users and search engines

When writing any online content, you’re writing for both search engines and your target audience.

It’s easy to fall into the trap of either writing solely for one or the other.

For example, you could write the most comprehensive blog on family law that’s out there, but if you don’t incorporate the right keywords, Google won’t rank it highly.

So, the key is balancing lawyer SEO tactics with your audience’s needs.

keyword elements blog post

Before beginning to write any blog post, look at what’s already ranking for that topic.

Seeing what’s already ranking is the best way to determine what Google finds matches the search intent for that topic.

Knowing what’s already working for competitors informs how you should style your blog.

Use this information to determine:

  • Your blog’s headline
  • The format of your blog
  • What content to include in the post

Here’s how to format your content for humans:

  • Write in shorter paragraphs and sentences
  • Avoid jargon where possible, and provide definitions when it’s not possible
  • Break up text into scannable sections with bullet points, subheaders, and images
  • Write clearly and concisely, using active voice
  • Make sure non-legal professionals will understand your content

On the other hand, here are some tips to follow for search engine optimization:

  • Incorporate your relevant keywords in the copy and headers
  • Backup your content with external links to reputable sources
  • Include internal links to other relevant content
  • Use images to support your content

There’s considerable overlap in the way you write for both humans and search engines as Google continues to update its algorithms to discourage keyword stuffing and encourage natural language.

Use a conversational writing style

Another key part of creating valuable content is to write in a conversational style.

This makes your content more engaging and relatable to readers while remaining SEO-friendly.

When writing your blog posts, imagine you’re speaking one-on-one to your reader. This helps keep your writing more natural (and personable) so your readers really feel like you’re talking to them.

Remember that your audience isn’t as well-informed on legal topics as you are. Avoid using formal, stuffy academic language or jargon where possible.

A more informal tone using personal pronouns like “you” and “we” is more engaging and goes a long way in encouraging readers to stay engaged with your website.

Lastly, we recommend using active voice and writing in a way that involves the reader. Use rhetorical questions and relatable, real-world examples to encourage readers to think critically about the topic and envision themselves hiring you.

Write and format your content so it’s scannable

People read content on the web differently than other mediums.

Searchers want to find the answer to their question as soon as possible, which doesn’t typically involve reading an entire blog.

What I’ll do is open up the first two or three results on the SERP and scan them for the information I’m looking for.

And your readers are likely doing the same.

So, the key is to write as directly as possible. No fluff, no exposition, and no backstory.

There are a few things you can do to help readers scan your page better, including:

  • Use clear and descriptive headings
  • Keep your paragraphs short and to the point
  • Include helpful visuals
  • Use bullet points and numbered lists
  • Highlight/bold important information

Create engaging headlines

Crafting engaging headlines is critical to creating successful law firm blog content.

Headlines are the first thing readers (and searchers) see, and they determine whether someone clicks on your search result or not.

Your headline should accurately reflect the content of your blog so you don’t mislead readers. A straightforward headline that sets expectations is best.

You can use action-oriented language to convince people to click through to your content.

Here are some examples.

headline power words
(Image Source)

Aside from that, your headlines also need to be SEO optimized. That is, including your main keyword in your header to improve your chances of ranking highly for that term.

You might title a blog post “DUI Laws in Texas.” Or you could title it “Texas DUI Laws Demystified: How to Protect Your Rights”

Which of the two do you think would get more clicks?

Probably the second one.

Here are a few formats to start creating optimal headlines:

  • How to…
  • X Ways to…
  • X Mistakes to Avoid…
  • [Keyword]: What You Need to Know

Repurpose your blogs for other marketing channels

Blogs aren’t the only marketing channel out there.

But they are the best bang for your buck.


Because you can repurpose your blog content into many different formats for different platforms to reach an even broader audience.

You’ll get more value from your blog content if you repurpose it for other content marketing channels.

What you cover in your blog posts can be repurposed in:

  • Videos for YouTube or social media
  • Podcasts or webinars
  • Social media marketing
  • Infographics
  • Email marketing

Monitor blog performance

It’s not good enough to just blast your blog content out into the world and forget about it.

The most savvy bloggers monitor their blog’s performance so they can see how they perform and are contributing to overall marketing goals.

Before you start monitoring, you have to know what you’re looking for. So establish objectives for each blog post, like generating traffic, ranking for a certain keyword, or bringing in leads.

That way, you know what to look at.

You can then use tools like Google Analytics to monitor all of the relevant performance metrics for your blog post.

Law Firm Website Content Google Analytics

You can look at these metrics to see how an individual blog is performing:

  • Page views
  • Bounce rate
  • Average time on page

Understanding how these metrics relate to your content can help you identify where you need to improve.

Publish content regularly

Consistency is key when it comes to maintaining a successful law firm blog.

Publishing content regularly not only keeps your audience engaged but also signals to search engines that your website is active and up-to-date.

Consider creating an editorial calendar that outlines your blog topics and publishing dates. One that realistically lines up with what you can actually do every single week.

It’s better to publish one blog a week consistently than overpromise and give up.

Outsource to a professional law firm content writer

You might be the best writer in the world, but blogging might not be the best use of your time.

Investing your time in billable tasks might be preferable to you (and will result in your making more money).

Blogging is a valuable way to bring in more traffic and ultimately land more clients. And even if you are great at writing legal briefs, writing for the web is a different beast and might take longer than you have to get good at.

A professional law firm marketing agency can create content for your blog that checks all the right boxes and brings in your ideal client. And the potential ROI makes the upfront cost look like pennies.

A dedicated, outsourced professional can run your law firm’s content marketing strategy by:

  • Planning and creating a content calendar
  • Publish blog posts regularly, never missing a planned post
  • Ensure all content is SEO optimized and is designed to reel in the right kinds of traffic
  • Repurpose your blog posts for other marketing channels
  • Measure your blogs performance
  • Continue to optimize all posts, even older ones

When you outsource your law firm marketing, you free up more time to work on tasks you actually enjoy, like helping clients win their cases.

Unlock the potential of your law firm blog

A strategically planned law firm blog can significantly enhance your online presence, engage potential clients, and establish your firm as an authority in your practice areas.

The key is to really narrow in on who your audience is and what types of content they want to see.

Or, as we mentioned, you can let a law firm marketing agency handle it for you. That’s where JurisPage comes in.