Expand Your Site’s Reach by Exploring Your Content Options

Your law firm’s website plays an important role in terms of marketing and reaching your target audience – and your content matters. Generating relevant and compelling content is the name of the game, but if you find yourself at a loss when it comes to choosing inspiring topics that resonate with your widest potential audience, you are not alone. Many firms find themselves recycling the same, tired titles time and time again, but you can do better, and we have some helpful hints to get you started. 

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Get More from Your Current Content with Historical Optimization

You recognize that content is king, but you may not be making the most of the content that you already have. And this is where historical optimization shines. Historical optimization sounds more technical than it needs to be – the bottom line is that it involves breathing new life into the content you’ve already published, which can do you a world of good in terms of giving your return on investment a bump.

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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.

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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.

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.

Assessing and Changing Underperforming Content

A content marketing graphic

Although SEO strategy is multi-faceted, content optimization is a big-hitter when it comes to successful marketing. Like other methods that bring traffic to a website, ups and downs are common in content marketing. Unfortunately, many companies using best practices still find that their content underperforms or that it is not reaching as many people as they would like.

If you find this happening with your content, don’t simply chalk it up to a natural waning in your marketing. Content that isn’t performing or working to increase the success of your business demands your attention. It’s a wake-up call that something needs to change. You should start by reevaluating your content to detect what contributed to its poor performance.

Who Is Your Target Audience?

No matter the business, it makes sense that you want content that will reel in the most user traffic. However, having your content geared towards an audience that matches your company’s brand is imperative. Carefully select content topics, ensuring that they will reach and interest the audience you need to attract. Your content should establish your knowledge and expertise within your field. Furthermore, headlines are a significant piece of garnering traffic—they should grab the readers’ attention and draw them in.

Additionally, you should consider the type of promotion and your desired audience when determining the length of your content. For example, individuals who dive deep into scientific journals will be more than willing to read longer content than someone who browses blogs. Using email newsletters or websites as a platform for content advertising won’t reach as many people as social media platforms. While newsletters and websites may give you more digital real estate to publish content than social media platforms, the priority should be quality over quantity.

Deciding on a Topic and Avoiding Duplications

If you have a built-out SEO strategy, you may have already published numerous blogs and other pieces of content. Although this is usually a good thing, it can create duplicate and overlapping topics within the content. It’s critical that you are mindful of your previous publications so that you can avoid repeating topics and significant overlap.

Suppose you already have a well-performing page or blog with the same predominant topic. It could be receiving more of an audience than a newly published one. In that case, reconsider your current content, reframe it, or focus just on the original piece itself.

Overdone topics also lead to underperforming content. It’s crucial to recognize that readers can locate hundreds of versions of one single topic. It can all blend together and, honestly, might bore your readership. Content marketers should pivot from these old habits and instead utilize a unique and fresh perspective when approaching their content marketing strategies.

For example, search for holes in competitor content. Use those weak spots to target where there will be little, if any, competition. Another strategy would be to integrate attention-catching components into your blogs—such as:

  • Altering the headline
  • Adding certain keywords like “free” or “instantly”
  • Using visuals and an easy-to-read format

Changing underperforming content to successful content is often a challenging task. However, organizations can attain substantial improvements in their reach and conversion rates by:

  • Reevaluating their marketing strategies
  • Working towards more effective SEO practices

If you aren’t quite sure what your next steps should be when it comes to SEO and content marketing or if you are simply ready to let someone else take the reins, our attorney-led team of legal writers is here to help. Join the many law firms and digital marketing agencies with legal clients that rely on us to create highly effective and visible content marketing campaigns. We promptly provide ethics-compliant content that establishes your authority in your niche. Our team will focus on your content while you focus on serving the needs of your clients. Call our office today at 877-488-8123 or contact us online to discuss your content needs with one of our marketing experts.

Your 2021 Legal Content Marketing Toolkit

A graphic of gears

If you’re a law firm and you’re unsure about this content marketing you hear so much about, there’s no reason to panic. Content marketing consists of publishing content on various platforms. The content you publish can be blogs, social media, podcasts, videos, or anything else that allows you to connect with your potential clients. When it comes to legal content marketing, the most important point to keep in mind is that it matters. In fact, according to the Content Marketing Institute, content marketing for your firm can garner about three times the number of leads you’re likely to bring in with paid searches. 

Potential Clients Appreciate a Genuine Approach

The web is full of flashy ads that very few of us actually rely upon. In fact, the average online consumer is bombarded with thousands of ads a day, and the sheer volume alone has a way of dimming their shine. It’s difficult to break through that wall of advertising noise with an ad of your own, no matter how well-produced it is. Your potential clients are looking for professional legal guidance, which means they are looking for authenticity, authority, and accessibility. While online ads certainly have their place, they can’t help you connect with potential clients in the same way that well-written, targeted, and informative content can, and this is especially true for law firms. 

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SEO Predictions for 2021

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2020 is finally behind us, and the best and the brightest in the SEO and content marketing space are weighing in on what just happened. They’re also dusting off their crystal balls and making a few predictions about what we should be on the lookout for in 2021. While the early focus for 2020 was spam reduction, the whole global pandemic tipped that on its head, and things went in a different direction. Google was busy putting out other fires, and spam stayed put.

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How Important Are My Competitors’ Keywords?

Scrabble tiles spelling "keywords"

When you’re strategizing for SEO, it’s only natural to consider your competitors and their keywords, but knowing where to begin can be a problem. There are some keyword zingers out there that seem to be surefire bets, but you’re looking for a good fit and a good value. Fortunately, there are some basic guidelines that can help you make the most of your keyword journey.

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Search Local in 2020

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Now that we’ve rocketed into the new decade, it’s clear that local results are becoming more and more important to Google, which is, of course, good for businesses like small to mid-size law firms. As with all things Google, it’s important to learn the ropes and to anticipate how best to participate. Looking into our crystal ball, we’ve curated some of the most interesting and relevant expert predictions for local search trends in 2020, and we’re happy to share.

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