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Category: Blogging

10 Legal Content Marketing Terms You Should Get to Know

Marketing your legal content seems easy enough – write stellar copy and get it out there where it needs to be. There are, of course, challenges along the way. One of the primary building blocks of solid legal marketing is understanding the terminology that populates its principles and methodologies. Because even major players use terms in different ways – sometimes with newly imagined meanings – it’s important to have a nuanced understanding of the basics. Others may play fast and loose with their legal marketing terms, but once you and your team have settled on meaningful definitions that work for you, you’ll be far better prepared to make your mark in legal marketing.

One: Audience

We all know what an audience is, but understanding your audience and directly targeting this group with your content marketing is a more complicated matter. Your prime audience amounts to those people who need specific legal guidance or information and who are motivated to find a legal resolution to the conflict at hand.

Two: Content Marketing – as Art (and Science)

According to DICTIONARY.COM, content marketing attempts to attract potential customers, but instead of relying upon traditional advertising practices, it proffers information that the target audience mentioned above may find helpful. While this definition is all well and good, there’s more to the story. Content marketing is less of a marketing strategy and more of an art. The goal is to apply your unique marketing magic to your body of content, including:

  • Written pieces
  • Photos and videos
  • Social media offerings

And in so doing, you’re attempting to extend your content’s reach, staying power, and overall effectiveness. It’s a lot, but that’s what legal marketing professionals are for.

Three: Content

Content remains king, and the thing about your content is that it has to be written and polished. You want to connect with your audience, which means that slapping words into a doc isn’t going to cut it. You are obviously going for pieces that are timely, relevant, and compelling, which includes paying attention to all the following:

  • Writing style
  • Tone
  • Voice

Keeping your target audience in mind is paramount, but don’t be afraid to explore your firm’s inner voice and use it to express your unique brand.

Four: Content Creation

Writing mechanics are critical to polishing your content and should not be ignored. Consider the following:

  • Copyediting – Once you have copy in hand, it’s time to copy edit, which amounts to reviewing the content for any missteps in terms of style, grammar, punctuation, and/or overall readability.
  • ProofreadingProofreading is all about giving the writing another peek and ensuring that the piece is ready for the presses. This is where any minor typos, misspellings, or grammatical snafus that have made it this far need to be caught.
  • Fact-Checking – When your content is legal, facts matter, which makes fact-checking essential. Make it your policy to never skimp when it comes to double-checking the accuracy of your content (and the veracity of its sources).

Five: Call to Action

A call to action (CTA) refers to an element of your content that underscores the reader response you are going for. And if you work in legal, your content requires a specific type of call to action – contacting your firm for the professional legal counsel your audience is looking for. Calls to action are critical, and those CTAs that shine are not only clear, concise, and inviting but also pop.

Six: Search Engine Optimization

Search engine optimization (SEO) is all about honing a strategic path forward toward achieving your highest rank on the search engine results pages (SERPs). The higher you climb, the better positioned your content is to garner clicks, which is the bottom line when it comes to legal content marketing.

Seven: Keywords

Your keywords describe your content (in a nutshell), and they are a key component of your SEO. The keywords you mine and employ should be based on the terms that the people who populate your target audience are likely to use. When well-considered, keywords are an asset that help keep your legal content marketing vibrant.

Eight: Sales

Your legal content marketing is intended to promote business, and this boils down to sales. Your sales break down into the following fundamental categories:

  • Consumers – Very generally, consumers represent your intended audience.
  • Customers – Customers are those consumers who’ve already availed themselves of your legal services in some capacity.
  • Conversion – Conversion refers to customer-generated actions that your firm deems meaningful. Contacting or calling you to schedule a consultation is a prime example.
  • Ideal Customer Profile – You have ideal customers, which means you should also have an ideal customer profile (ICP) that identifies those potential customers who perfectly match your vision of a dream client.
  • Sales Funnel – Your sales funnel defines your target audience’s decision-making journey from the moment they dip their toes in your market to the time they pull the trigger and hire an attorney. Your sales funnel is the pathway from potential consumers to conversions, which makes it a big deal.

Nine: Metrics

Metrics refer to those workaday measurements that quantify specific value adds your firm offers. Examples include:

  • The number of likes your social media posts receive
  • The number of page views your website receives

Ten: Measurements

In the end, you need a verifiable means of assessing how well your content marketing is doing – so you can fine-tune it along the way – and some of the most credible tools of measurement include:

  • A/B Testing – A/B testing is a means of testing one piece of content against another – in a randomized experiment approach. The upshot is a glimpse into which approach, A or B, is better suited to your marketing goals.
  • Return on Investment – Return on investment (ROI) is a measurement of how hard your marketing dollars are working for you. When you know your ROI for specific content marketing campaigns, for example, you’ll have a better feel for where and how you should be investing.
  • Analytics – Analytics, unsurprisingly, analyze metrics data to provide you with readings on your ROI in relation to the content-marketing tools you employ.

Call Us Today for Help with Your Legal Content Marketing

If you need content for your law firm’s content, you have come to the right place. Call or contact us today to discuss your needs with a legal content marketing expert.

Four Easy Ways to Find Fresh Ideas for Your Law Firm Blog

Whether you are a solo practitioner or part of a large law firm, improving your Google search rankings and online authority should be one of your top marketing priorities. When your audience likes and can relate to what you are publishing online, Google rewards you, as do your prospects when they turn into clients. The best way to accomplish these goals is to draft high-quality content for your website frequently.
However, creating compelling content isn’t as easy as it might sound. For most attorneys, wordsmithing tasks become buried by the dozens of other duties they must complete. Publishing excellent content that resonates with your desired audience must be a priority, or your blog won’t be an effective marketing tool. You won’t reap the rewards you desire. In fact, it’s so crucial that we highly recommend creating an editorial calendar that can serve as a guide and will remind you to keep creating content.

Finding Fresh Content Ideas

Sometimes it’s less about prioritizing your blog and more about fresh ideas. Far too often, lawyers give up on their blog because they run out of topics they want to talk about or think their audience wants to hear. Generating new content doesn’t have to be complicated or time-consuming—consider these tools to help keep your content up to date and innovative.

What Are People Asking About Online?

Research what people are asking about online. Garner ideas from questions people are asking about in your area of practice. TextOptimizer is one tool that can help you get inside your readers’ heads. It allows you to research what questions are being asked about specific topics. Simply type in a keyword on the “Find Content Ideas” page. For instance, typing “personal injury” reveals these results:

  • Do I have a personal injury case?
  • Do I have a personal injury claim?
  • What is a personal injury lawsuit?
  • Do I need a personal injury lawyer?

For more detailed results and tools, you can pay for the subscription service on the site. Its additional features can help you narrow down content suggestions and find keyword combinations that meet search engine requirements.

Many people turn to the internet daily for answers to their questions. If your website can provide a reliable answer, it will see more traffic and reach higher rankings.

Enlist the Help of Your Intake Team

To help specify your topics even further and keep them relevant to your potential clients, consider asking your intake team to document your prospects’ questions and concerns. This step can provide you with insight into what your audience is looking for when it comes to legal information and help.


Apps such as Slack or Google Docs are an excellent way for them to record the questions they receive on intake. Such a database will provide a convenient way to view them easily in one place when you are ready to do so.

Use Keyword Research Tools

While keywords are typically thought of in terms of SEO, they can serve other purposes. Taking the time to research relevant keywords can give you some valuable insight into your prospects’ questions and interests. Check out these tools:

  • Kparser generates several keyword ideas around the main topic of your choosing. It can provide you with fresh topic ideas that you may never have even thought about.
  • Answer the Public allows you to use keywords or key phrases and receive an aggregated view of the questions Google and Bing receive. For example, if you type in “slip and fall,” you will receive hundreds of different answers and topic ideas.

Recognize Seasonal Trends and Relevant News

Your audience experiences many of the same things you do, including seasonal trends such as:

  • Holidays
  • Back to school
  • Summer vacation
  • Travel
  • The Super Bowl and other popular sporting events
  • Gearing up for winter weather conditions

Suppose you practice family law. In that case, you may want to focus on parenting topics and shared custody during the Christmas season or summer vacation. If your practice focuses on estate planning, make it a point to discuss tax topics during the first quarter of the year.

You may also want to focus on what is nationally recognized on certain days or weeks of the year. For example, if you are a business attorney, publish a blog about National Small Business Week a week or two before it’s recognized.

Making your blog timely and relatable to what is going on will also help draw traffic to your site. Your prospects also pay attention to the news from various sources. As such, if there have been recent news stories or changes to the law that impact your area of expertise, be sure to address these matters in your content. Not only will it help increase your online traffic, but it can show your audience that you stay up to date and are an authority in your area of practice.

Do You Need Help Publishing Frequent Fresh Content?

It’s easy to get bogged down when it comes to publishing fresh and timely blogs on your law firm’s website. Whether you find it challenging to make room in your schedule to write and post your blog or to keep your readers coming back for more with fresh content, our team of attorney-led writers can help. Call us today at 877-488-8123 or contact us online. Our seasoned marketing professionals are happy to address your content needs and show you how we can help.

The Nirvana Nevermind album cover with "dismissed" superimposed on it

California Judge Says “Nevermind” to Nevermind Child Exploitation and Pornography Lawsuit

The Nevermind albums cover with the word "dimissed" superimposed on it

The controversial cover of Nirvana’s 1991 Nevermind was thought by many to be symbolic of the grunge rock band’s attempt at reaching for the almighty dollar. However, according to the album’s art director, it arose from lead singer Kurt Cobain’s captivation with a water birth documentary.

Either way, the late Cobain likely never imagined that the album cover would become so iconic as the likes of The Beatles’ Sgt. Pepper’s Lonely Hearts Club Band, Elvis Presley’s 1956 self-titled album, Pink Floyd’s The Dark Side Of The Moon, Led Zeppelin’s Houses Of The Holy, Bruce Springsteen’s Born In The USA, or Prince’s Purple Rain.

Neither would he have imagined that the baby on his album cover would one day file a lawsuit for damages relating to child exploitation. Yet, in August 2021, it happened.

Now 30 years old, the baby featured on the cover, Spencer Elden, filed a lawsuit seeking $150,000 in damages. He accused Nirvana and those associated with the album of knowingly distributing the naked picture of him taken at four months old. The lawsuit accuses photographer Kirk Weddle, a friend of Elden’s father, of taking sexually graphic photos of him.

According to Elden, the album cover was to feature a sticker over his genitals but never did. He also claims that he never received any personal compensation for the photograph and that his parents never signed a release authorizing Nirvana to use the image.

In response to the album’s 30th anniversary in November and rereleased cover, Elden’s attorneys wrote that “It’s past time to finally put an end to the child exploitation and violation of privacy our client has endured for his entire life.”

Last month, the defendants in the case, Kurt Cobain’s estate, Kirk Weddle, Universal Music, Geffen Records, Warner Records, and MCA Music, asked the judge to dismiss the case. According to them, “Elden has spent three decades profiting from his celebrity as the self-anointed ‘Nirvana Baby.’ He has re-enacted the photograph in exchange for a fee, many times; he has had the album title Nevermind tattooed across his chest; he has appeared on a talk show wearing a self-parodying, nude-colored onesie; he has autographed copies of the album cover for sale on eBay; and he has used the connection to try to pick up women.”

Elden was given until December 30, 2021, to respond to the request. His attorneys at Marsh Law failed to respond, and subsequently, the judge dismissed the case. They now have until January 13, 2022, to re-file the case, which could lead to both sides meeting on January 20. Marsh Law stated that they will file a second amended complaint soon and that they are “confident Spencer will be allowed to move forward with the case.”

Do You Need Timely Content for Your Firm? Call Us Today

As an attorney, one of the ways to keep your potential leads fresh is to publish timely content that relates to your area of practice. Whether you’re a divorce attorney whose state has new laws concerning child support, a criminal defense attorney who wants to highlight a local high profile case, or you want to unpack current national events related to what you do, we can help. Our team of attorney-led writers can identify pertinent, timely topics and use them to create traffic-driving content on your website. Give us a call today to learn more.

What Is Content Readability and Who Defines It?

Most of us think something is readable if we enjoy it. We want a piece to have a beginning, middle, and end, preferably in that order. If it’s fictional, we want it to be about people we care about or like. Sometimes, it’s a book you just happen to come across or a title or a cover that drew you in, and you couldn’t leave till you finished the story. Sometimes, it’s something so powerful that you simply can’t let it go. However, these qualities aren’t the only kinds of readability.

When it comes to getting your law firm website to rank, content readability is an important factor. Search engines analyze readability and reward it. In other words, they rank (and put at the top of the SERPs) the articles that have the features the engine thinks will make a reader stick to the end. Aside from all the other things the contributed to readability, being current and up-to-date is one of the most important factors. Keeping your firm’s website current and up-to-date with content that people want to read will go a long way to keeping you high on that first results page.

Do We Know It When We See It?

One of the ways a search engine defines readability is by determining how long a reader stays in place before sliding on to the next result. It doesn’t just matter how many people click on your page; it matters how long they stay after they get there. There are ways to encourage them to stick around, such as with video and audio content and eye-catching graphics. Paying attention to these things takes more time than simply reading – or not reading – whatever copy you’ve offered. Still, words are usually far less expensive than sound, pictures, and graphics, so it is very much worth your time to offer the best and most readable content you can provide.

Key Readability Factors

Factors that Google will focus on when deciding the readability of your page include:

Sentence Length & Variety

You want short sentences but with some variation in their length and style. Avoid unnecessary or overly formal words. Additionally, it’s better not to crowd your text with words like “actually” and “usually,” which give you no value for the space. Avoid using too many adjectives and consider breaking up long, complicated sentences.

Structure & Style

Again, short sentences are vital. Each sentence should have a subject and a verb – preferably in that order. Make sure to include graphics and video here as well. They are supporting tools and hold your visitors. Avoid fussy fonts.

Paragraph Length and Formatting

Use short paragraphs made up of short sentences. Readable paragraphs are usually 5 or 6 lines long. Use a title and subtitles. Bullet points are your best friends, and you should always try to include at least one. Don’t forget to include keywords. You’ll want to put them in subtitles as well as in your paragraphs and try to repeat them without sounding like you’re just adding keywords.

Make It Work for You

All of these factors and more can make your website attractive and engaging to readers. You can contact us to help you provide the most readable copy for your website. We will even provide a free sample, marketing written expressly for you to help you decide how best to move forward with your legal content.

Best Practices in Law Firm Content Marketing

two people collaborating on paperwork

It’s increasingly important for solo attorneys and law firms to establish their brands in the digital market. Many are using advanced SEO tehchniques to get themselves to the top of the SERPs. Most are also using social media platforms such as Twitter, Facebook, LinkedIn, and Instagram to get the word out about their services, expertise, and success.

Are Your Marketing Strategies Working for You?

Numerous attorneys and law firms still don’t generate the website traffic or leads they need to make their efforts worthwhile. New clients are few and far between. They begin to wonder why the competition is getting ahead while they fall behind. 

Consider your growth rate. Are your marketing strategies working for you? What about your content marketing strategy? If you want potential clients to view you as the authority in your area of legal practice, you must provide persuasive content to readers. Content that isn’t convincing could send them the other way as they might wonder if you are reputable. 

However, you’re in business to practice law. It’s where your skills and passion are focused. You didn’t go to school to write content and market your services all day. If this sounds familiar, it’s probably time to enlist the services of an experienced law firm web marketing agency that can help you craft engaging, high-value content. Not only can this allow you to keep your focus on your practice, but it will also attract more potential clients.

What a Law Firm Content Marketing Agency Can Do for You

Creating, promoting, and distributing content is essential for success in today’s legal environment. However, giving your clients the time and attention they need is also crucial. You don’t need any distractions. With the help of a well-versed content and marketing team, you can take a passive role in driving traffic to your website and growing your practice.

Five Best Practices in Law Firm Content Marketing

Align Your Content Strategy with Your Business Goals

If you want more clients, you must have a content strategy that supports your business development goals. Potential clients need to see that you have a clear vision and a particular focus. If your business goal is to help personal injury clients, but your content focuses on family law, it won’t get you any closer to meeting your goal. The content published on your website must be fine-tuned to your marketing strategy. 

Add Value, Not Just Words

Before publishing anything, you should check to see that your content meets these three standards:

  • It adds value
  • It’s helpful to the reader
  • It’s customer-centric

Don’t publish content just to publish content. Provide your potential clients with content that demonstrates your competence. Ensure that it effectively demonstrates your expertise in your field of law and that it’s backed up by facts.

You should also stick to layman’s terms. In general, it’s best to stay away from legal jargon that might confuse or intimidate a reader.

Engage Your Firm’s Attorneys

Law firms should involve their attorneys in their content marketing efforts. Since they are the ones that potential clients will be working with, use their knowledge and experience to make your content comprehensive and tailored to your specific niche. 

In addition to being on your firm’s website, your copy should be posted on the firm’s attorneys’ social media profiles. Make it a priority to train your lawyers to use social media platforms to publicize your law firm’s content. 

Don’t Forget Hashtags

If one of your goals is to increase the visibility of your posted content, don’t forget to use hashtags when posting on social media. The key is to use relevant and trending hashtags. Search engine tools such as hashtagify.me can help you find the right ones to use. 

Although it might be tempting to use general words or come up with your own hashtags, avoid doing so as it makes it harder for your audience to find the content. Also, beware that you could lose some readers by using too many hashtags on a single piece of content.

Keep it Interesting

Legal content can easily be mundane and pendantic , but you don’t have to fit into this mold with your content. Discuss new case law and use your creativity. Think about your audience’s interests, and don’t simply focus on what you can gain from content marketing. Infographics are a proven way to engage with readers across all social media platforms. They can improve your SEO ranking and drive more traffic to your content.

While we hope you find these tips helpful to your content marketing strategy, we also know that they may feel a bit overwhelming with everything else your role requires. We founded Lexicon Legal Content to help attorneys and law firms meet their marketing goals while still remaining focused on providing quality legal services to their clients. 

You can count on our attorney-led team of legal writers to handle your blogging and other content needs. Our content is authoritative, timely, and ethics-compliant to maximize its effectiveness and minimize the time and effort required from you. Find out more about our services by speaking to one of our marketing experts. Call our office today at 877-488-8123 or contact us online.

Scrabble tiles spelling out the word "blog"

Law Blogs 101

Scrabble tiles spelling out the word "blog"

Law firm management has slowly evolved to include much more than traditional everyday business tasks. In addition to representing their clients, today’s busy attorneys in small or mid-size firms often must troubleshoot IT problems, participate in professional networking, meet current CLE requirements, and market their law firms so that they can be found in a highly competitive legal market. While innovative and well-researched marketing techniques do wonders for most lawyers, the options for and complexities of marketing a law firm in the 21st century only compound the stress that many lawyers experience running their firms.

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A graphic of a person using a phone infront of various legal icons

Marketing Ethics for Attorneys: 2021 and Beyond

A graphic of a person using a phone infront of various legal icons

The Internet has fundamentally changed the way that people seek and evaluate professional services, including legal services. Increasing brand awareness, acquiring new customers, and achieving financial goals rely heavily on a law firm’s advertising and marketing efforts. Competition among law firms in in all practice areas increases daily. An understanding of the basics of a competitive marketplace is critical for firms that desire to grow.

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A woman in a surgical mask

What is the Legal Authority for Public Health Orders?

A woman in a surgical mask

Typically, the government cannot restrict a person’s liberty without due process of law – which usually means a criminal proceeding ending in a finding of guilt. But in recent days, we’ve heard about cruise ships being kept from coming into port and people placed in quarantine. So what is the legal authority for the federal government to restrict travel and deny citizens the ability to enter the country in light of a public health crisis like the one we are currently facing?

The Commerce Clause

The federal government derives its power to place people in to quarantine and isolation from the Commerce Clause of the United States Constitution. This clause grants the federal government the power to regulate commerce between the states, and the power has been broadly defined to allow regulation of issues that may affect commerce between the United States. There is little doubt that a pandemic such as the one threatened by the COVID-19 outbreak could affect interstate commerce, making it well within the purview of federal regulation authorized by the commerce clause.

The Public Health Service ACt

Section 361 of the Public Health Service Act (42 U.S. Code § 264) authorizes the U.S. Secretary of Health and Human Services to take measures to prevent the entry and spread of communicable diseases from foreign countries into the United States and between states. The authority to carry these functions out has been delegated to the United States Centers for Disease Control and Prevention (CDC).

The Role of the CDC

Federal regulations authorize the CDC to detain, examine, and release individuals arriving in the country and between states who are suspected of carrying communicable diseases.  When the agency is informed about an ill passenger or crew member on an airplane or a ship, it may detain individuals to determine whether the illness was caused by a communicable disease and take further action if it is deemed necessary.

States Authority to Issue Public Health Orders

States have the authority to protect public safety through their police power and have laws in place that authorize them to take steps to control the spread of disease through isolation and quarantine. 

In Practice, Public Health Actions are a Joint Effort

In many cases, public health orders involving efforts to stop the spread of communicable diseases in the United States are a joint effort that involve federal and state efforts. Often, public health authorities work with local law enforcement to enforce public health orders.

Need Legal Content? Call Us  Today

At Lexicon Legal Content, we’re committed to creating legal content that will connect with your potential clients and explain complicated legal issues in a straightforward way. To learn more about our services, call us today or contact us online.

CONTENT MARKETING TRENDS

5 Legal Content Marketing Trends to Look for in 2019

A person using a pen to point at a pie chart displayed on a tablet.2019 is the year to get serious about your legal content marketing. Content is the foundation of your online presence, and in our hyper-connected world, content that connects you with your potential clients can increase awareness and generate new business.

Here are five key legal content marketing trends that you can’t afford to ignore in 2019.

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Will 2017 See the End of Live Chat Pop-Ups?

A cursory search of the internet will establish that significant percentage of law firm websites greet their visitors with a pop-up window that offers to connect them with a live representative.

While live chat has the potential to increase the percentage of website visitors that become paying clients, they can also be annoying to users and now could have a negative impact on your site’s rankings in the SERPs. These types of pop-ups, known as “interstitials,” often cover up the main content of the site and can be difficult for users on mobile devices to dismiss.

Late last summer, Google announced that websites that use interstitials may not rank as highly after January 10th of this year. Specifically, the search engine stated that:

Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

BLOG PIC
An Intrusive Pop-Up

Blog Pic 2
An Intrusive Standalone Interstitial

Blog Pic 3
Another Example of an Intrusive Standalone Interstitial

 

 

 

 

 

 

 

 

(Source: https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html)

There are some situations in which a site could continue to use interstitials and not be affected by the change. These include the following:

  • An age verification pop-up
  • Logins on sites where the content is behind a paywall
  • Banners that use a reasonable amount of space and are dismissed easily

How to Keep Your Potential Clients Engaged

Of course, one of the main benefits of offering live chat is user engagement and setting an appointment so that visitors become paying clients. Importantly, this update does not mean that lawyers should not offer live chat – they simply need to not do so with a pop-up that covers up their content.

This new ranking signal is consistent with Google’s focus on rewarding sites that provide content that is useful for people searching the web. As content is critical to both search engine rankings and the impression that your potential clients get when they visit your site, it is important for attorneys to ensure that the content on their site is well-written, compelling, and provides site visitors answers to their questions.

Call Lexicon Legal Content Today to Discuss the Content on Your Law Firm’s Website

The content on your website has a direct impact on your site’s position in the search results. Unfortunately for busy practicing attorneys, creating a consistent stream of high-quality, informative, and useful content takes a significant investment of time. The team of professional legal blog writers at Lexicon Legal Content is available to provide your firm or marketing agency with content in a variety of formats that will provide value to your readers and improve the quality of your site. To learn more about our services, call us today at 314.691.8602 or contact us online.

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