How Creating Content Can Help Law Firms Connect with Clients 

If you’ve researched how to market a law firm (or any business, for that matter) online, you have undoubtedly come across advice telling you to create and post more content. When I first got into this business more than a decade ago and was told that a website “needed content,” I assumed they meant images and other visual elements. I guess it had never occurred to me that someone was actually writing all of the words on the site and that those words had a significant impact on how well the site performed in searches for particular queries. 

Generally, content refers to any media that conveys information, whether it’s written text, video, or audio. The internet has an insatiable appetite for it, and creating good content has the power to connect your legal practice with new clients and provide a substantial ROI. 

The Right Content Can Improve Your Rankings in the SERPs 

From a technical standpoint, content has the ability to get your firm in front of new clients by improving how well your website ranks in the search engine results pages (SERPs). Studies show that websites with more content tend to rank better, and the more pages and blogs you have, the wider you can cast your net for potential internet queries.  

For example, it’s all well and good to have a “Motor Vehicle Accidents” page on your website, but if you drill down into car accidents, truck accidents, motorcycle accidents, pedestrians accidents, etc., you have a better chance of appearing in searches made by injured clients. 

Your Content Should Demonstrate E-E-A-T 

While Google doesn’t make its search algorithm public, it is clear about what it wants from content. In order for content to rank well on the search engine, it needs to demonstrate experience, expertise, authority, and trust (E-E-A-T). This is especially true for pages that could have an impact on a person’s future happiness, health, financial stability, or safety – commonly referred to as Your Money or Your Life pages (YMYL).  

How can your law firm content pages demonstrate E-E-A-T? 

  • Make sure readers can verify the information on your site. For example, if you discuss a statutory legal provision, link to an official .gov source. 
  • Create a robust About Us page that highlights the attorneys in your firm. Include information about where they went to law school, community involvement, notable case results (if permitted by your state bar), publications, and other biographical information. 
  • Make sure your content provides value to the reader. 
  • Create content for people first, not search engines. That said, be sure to follow SEO best practices regarding website content. 

It’s Important to Keep Your Content Fresh 

Importantly, you can’t just create a piece of content that initially shoots to the top of the SERPs and just rest on your proverbial laurels. Content “freshness” is a confirmed ranking factor, and I’ve personally seen our own pieces of content go straight to the top of the rankings for high-volume queries and drop over time as other pieces outrank it.  

It’s important to regularly produce high-quality content of interest to your potential clients in order to maintain your SEO rankings. In addition, repetition of your message is key. That isn’t to say you should post the same content over and over again – in fact, Google will ignore it if you do. It’s also not about saying the same thing in hundreds of different ways. It’s about repeating the message – specifically, that you can help people with certain types of legal problems – within the context of providing useful information. 

For example, if you are a DUI defense lawyer, you might want to produce blog content titled: 

  • Do I Need a Lawyer for My First DUI? 
  • What are the Penalties for a First DUI? 
  • Is a First-TIme DUI Serious? What are the Defenses to a First-TIme DUI? 
  • How Long Should I Wait to Call a Lawyer after a DUI Arrest? 
  • How Can a DUI Lawyer Help Me? 
  • DUI FAQs 

This list could go on and on. While all of this content should be unique, it should also ultimately focus on why the reader needs legal counsel and how a lawyer can help. The more content you create, the wider the net you are casting to connect with your potential clients. 

Content Can Establish Your Firm as a Thought Leader 

While improving your site’s positioning in the results is certainly a worthwhile goal in and of itself, regularly creating content can also establish your firm as a thought leader in your practice areas. By positioning your website as a go-to source for information, you can increase your firm’s standing in your community and develop a reputation as a subject matter expert. 

Doing so can lead to other forms of exposure, as well. An owner of a well-regarded PI marketing agency recently quipped to me that “talking about yourself is great, but having other people talk about you is better.” 

When you create lots of content about things you know about, you increase the chances that you are going to be quoted in publications, asked to do an interview for your local news, invited on a podcast, or asked to speak at an event. In other words, content can turn into exposure, which in turn can lead to tons of new business and opportunities. 

Put Your Content Out There 

Relatedly, you should explore multiple channels in your content marketing efforts. Posting on your own site is great for your SEO and builds authority, but look for other places to publish things that you create. For example, I regularly publish in Attorney at Work and Attorney at Law Magazine and am always looking for new places where our potential clients may be lurking online to publish. 

As a B2B business, we focus on publications that are read by legal professionals. For a law firm that works with individuals, you may consider publishing content on other law firms’ websites, local newspapers, news websites, or websites of interest to your target clientele.  

Not only does publishing content on other sites increase its reach, but it also results in more backlinks, which can significantly improve your site’s SEO. You can think of backlinks as “votes of confidence” for your website, and the more you have, the more relevant your site is in the eyes of Google. 

Creating Great Content Takes Time and Effort 

It’s clear that a modern law firm needs to engage in regular content creation in order to stay competitive in the digital marketing space. Unfortunately, creating content takes a significant amount of time. And it’s not just the actual writing that takes time. In order to regularly create content that ranks, you need to:

  • Engage in keyword research 
  • Come up with content topics 
  • Optimize your content for SEO 
  • Post your content and engage in on-site optimization best practices 
  • Promote your content on social media and other channels 

As a busy practicing lawyer, there is a good chance that you simply don’t have the time to either learn how to be a content marketer or create the content itself. Fortunately, the attorney-led team at Lexicon Legal Content is available to help. We create optimized blogs, practice area pages, FAQs, e-books, video scripts, and other forms of content designed to improve your website’s rankings in the SERPs and get your potential clients to pick up the phone. Contact us today to learn more.

Why Lawyers Need a Strong Content Marketing Strategy

As an attorney, you have a lot of useful legal knowledge in your head. While you use this knowledge to help your clients daily, you could also leverage it to produce useful content that would bring more prospects to your door.

For example, if you don’t already have a law blog, you’re missing out on the many benefits of legal content marketing. Only about a third of all law firms have a blog on their website that they post regularly to, giving them the upper hand.

An effective digital marketing strategy includes content marketing. Compelling content ranks well on Google and provides potential customers with information about their legal issues. No matter the size of your practice, you have the potential to rank at the top of Google and other search engines with consistent, effective legal content.

Law school may not have prepared you or other legal professionals for legal blog writing or drafting website content, but it doesn’t mean that it isn’t crucial to the success of your practice.

What is Legal Content Marketing?

Whether you like it or not, traditional methods of marketing your law practice are becoming less effective and more obsolete by the minute. Taking its place is legal content marketing.

Legal content marketing is a strategic marketing approach focused on generating and distributing relevant, valuable, and consistent content. Content marketing aims to attract and retain a clearly defined audience — and, ultimately, to drive profitable consumer action.

Effective legal content marketing involves the distribution of relevant, timely, and valuable legal content, including:

  • Blogs
  • Website content
  • Newsletters
  • White papers
  • Social media posts
  • Emails
  • Videos
  • Podcasts
  • Well researched web pages that explain legal concepts
  • Practice area pages
  • Other tools and mediums

These pieces of legal content don’t directly promote the law firm but rather stimulate some type of interest in the firm’s services. Content marketing is essential for today’s digital landscape, as consumers have become increasingly numb to typical advertising tactics.

Cultivating Relationships with Prospective Legal Clients

When legal content marketing is done correctly, it conveys expertise and value to current and potential clients and shows that you value them.

The consistent use of a well-planned law practice content marketing strategy lays the groundwork for and cultivates relationships with your prospective and existing clients. Your readers are more likely to hire you when they need legal counsel if they think of you as a:

  • Valuable source of advice and guidance
  • Partner who wants to help them solve their problems and achieve success

The Benefits of Legal Content Marketing

Content marketing can benefit your legal practice in several ways. An effective content marketing strategy will not only address legal issues but can also:

Enhance Online Visibility

You will attract more prospects and website visitors with an effective marketing strategy, especially when society is frequently searching for legal solutions to their pain points. Providing valuable, educational, and informative content about topics that interest your audience and potential clients will enhance your online visibility through your website or social media accounts.

Create More Leads

Not only does proper content marketing highlight your law firm online, but it also generates more solid leads. Educating others interested in what you have to offer builds trust and helps them feel more comfortable becoming a client. Developing relationships with prospective clients will inevitably bring more quality leads.

Boost Loyalty

Client loyalty is crucial in legal marketing and business because the more loyal your clients are, the more repeat business you will get—either from repeat clients or others they have referred to you. Offering informative content can help them start to build trust with your brand and see you as a thought leader.

Increase Authority

Developing quality, helpful content is a key ingredient to improving online authority and becoming a thought leader in your legal niche. Not only does content help you build trust with current and potential legal clients, but it can also position your law firm as the most authoritative source on a particular topic.

Streamline Meetings

The initial consultation and first few meetings with a prospective legal client are bound to be full of many questions. Giving potential legal clients informative content at every stage of their legal journey will help them find answers to questions they may have before even becoming a part of your audience.

Return on Investment

Content marketing is also excellent because it’s known to be cost-efficient as long as you are willing to learn and shift the practice as needed. There are also a lot of great legal writers out there who can write content for you. Putting together content can be a cost-efficient tactic that garners a great ROI, unlike online ads, where you’ll always have to keep spending money.

Putting Content Marketing to Work for You

Content marketing can be used to attract leads, highlight your legal services when a potential client is ready to research potential attorneys to hire, and sign legal clients. To be an effective content marketer, you must concentrate on delivering the appropriate content at each stage of the sales cycle, beginning with awareness all the way through hiring. It might sound like a complicated process; however, thinking of it this way helps simplify it.

Focus on Different Aspects of Your Legal Clients Journeys

However, the problem many content marketers have with effectively using different types of content is when they focus on only a single portion of the client journey. Instead, they pigeonhole themselves into creating every piece of content to boost awareness or generate conversions.

Unfortunately, this lopsided strategy won’t be effective because it fails to get the attention of the average person and prospective clients at each part of their journey.

But why do marketers make this mistake?

There are many possible reasons, including the following:

  • Lack of knowledge regarding how to optimize their content for each area of the sales cycle
  • Not understanding what makes content valuable to the client
  • Limited availability of resources or experience to create content

These shortfalls lead marketers to drop the ball with their content efforts.

Compelling Content Marketing in Each Stage of the Sales Cycle

Too many law firms approach sales on an ad hoc basis, which means the ball can be dropped, and sales opportunities will be missed. With a planned content marketing strategy, you will avoid this mistake.

Awareness Stage

During the first stage of the sales process, concentrate your content on your audience’s top concerns. Address their common concerns, challenges, and questions, as this provides you with the best chance of engaging with them. At this stage, your content should be educational, how-to advice. Selling should be reserved for the consideration and closing phases.

The best content for the awareness stage includes legal blog posts, articles, interactive tools, e-books, infographics, viral content, videos, and newsletters.

For instance:

  • A personal injury lawyer publishes a legal blog post about maximizing injury compensation.
  • A family attorney offers an e-book on considerations for divorcing couples with children.
  • A business attorney sends a newsletter focused on new business laws that small businesses should be aware of.

Consideration Stage

The consideration stage should transition to feature a cross between helpful information and marketing. This content aims to educate the audience about what to look for when seeking legal help and how lawyers can address their legal needs. Your content at this stage should always be on what your business offers.

Practical content ideas at the consideration stage include:

  • Case studies
  • How-to articles
  • How-to videos
  • Checklists
  • Worksheets
  • Interviews
  • Webinars

For example:

  • A family or business attorney posts a guide entitled “Three Ways to Handle the Family Business in a Divorce” that details the various options for what to do with a business owned by both spouses when divorcing.
  • A car accident lawyer conducts and publishes case studies about “The Biggest Mistakes Most Injured Victims Make When They Hire a Personal Injury Attorney.”
  • A business attorney offers a checklist on how to incorporate a small business.

Closing Stage

Content marketing plays an essential role when a prospective client is close to making a hiring decision. At this stage, it’s okay to concentrate on selling your services. But remember to continue to drive home why you are the best attorney for their needs and wants.

Shift the focus to your expertise, skills, and the differentiating benefits of what you have to offer.

The best content for this stage usually includes:

  • Case studies
  • User-generated content
  • A client’s guide
  • Informative videos
  • Research report
  • Email marketing, including a newsletter
  • Social ads

For instance:

  • A personal injury firm creates a research report proving that injured parties that hire a personal injury firm more often than not garner higher compensation for their damages.
  • A business law practice generates short videos showcasing the variety of its work across various business industries to show its capabilities and diverse expertise.
  • A family law firm encourages clients to contribute testimonials about its compassionate attorneys and top-notch legal service in court.

Steps to Creating a Content Marketing Strategy

Identify your audience

Creating content for a specific audience involves clearly understanding their challenges, priorities, and preferences. If what you have to share doesn’t provide value or interest them in some way, you will lose them before you even have them. Sometimes, crafting profiles of your desired audience members and prospects is a good idea before starting a content marketing strategy.

Select the Right Formats

When identifying what content format to start with, think about the stage of the sales cycle you are aiming for and what formats will help you showcase your value best. The right formats will vary depending on the type of law you practice and your potential audience; for some, the right content will be a legal blog post; for others, perhaps a checklist.

Ensure Quality Content

Always keep in mind that your audience will judge your marketing content on its quality, as they should. Considering this, choose the right person, internal or external, to create your content.

Perhaps you want to write your own content or feel another attorney at your firm would be better suited for the job. Or maybe you don’t feel you have the time or expertise to create your own content and want to outsource it to legal content marketing experts. You can work closely with a legal content writer, law blog writers, and your marketing department to write clean copy on a timely basis.

Furthermore, suppose you don’t outsource the job to someone else. In that case, you should strongly consider hiring a professional proofreader to review anything before it is published or sent to your audience. Editing is essential, and your reputation depends on it.

Determine Your Content Distribution

How will you distribute your law content to your audience and current and prospective clients? Will you post content on your website, email it to your list of contacts, or print it for a specific event?

Begin by thinking about “where” you know your audience will likely direct their attention, and then select formats that make sense.

For instance:

  • An article might make sense to distribute with an email
  • A graphic checklist or worksheet can be posted on your social media accounts, which will allow them to be easily shared and create more marketing opportunities for you
  • A helpful guide is a good follow-up after meeting with a prospective client

Choose a Sustainable Schedule

Once you can identify your target readership and the best formats for each sales cycle stage, create a short-term, between three and six months plan. It’s far too easy to develop an overly ambitious content marketing plan, especially when you are first starting out. Your motivation may exceed the realities of your time constraints.

However, it’s critical to consider your budget and resources so that the content plan you design is realistic. Track the time it takes you to create each piece of content so that you can build that time into your schedule. Even if you choose to outsource your content creation, you will need to account for the time it takes to take care of related tasks, such as providing topic ideas or reviewing the content they give back to you.

Adhere to Content Marketing Best Practices

Compelling content is clearly written and won’t use any jargon that only you and your legal colleagues will know. Ensure your content also includes detailed how-to advice. Often, a short, relevant, actionable piece of content is best.

SEO Considerations for Content Marketing

When done correctly, quality legal content marketing makes it easy for ideal prospects to find your law firm. However, you can significantly boost your efforts with search engine optimization (SEO).

Essential best SEO practices include the following:

Remember that keywords are the foundation of SEO efforts. These all-important words or phrases are the terms a likely prospect uses in a search engine when searching for a company, product, or service—including legal services.

Incorporate the appropriate keywords into your content, and you will attract more traffic. The best keywords are:

  • Plain language: Language your target audience uses to detail their difficulties and needs
  • Relevant: Keywords should reflect the expertise, products, and representation you provide
  • Specific: Combine your focus, legal industry expertise, prospective client needs, and other relevant details

SEO isn’t new and has evolved, so the results shown to your potential clients depend partially on your content’s quality, relevance, and if it matches its headline.

Tips for Legal Writing Keyword Use

Using the right legal content keywords throughout your legal writing and marketing content is imperative if you want it to rank and get seen by prospective clients. Here are some helpful guidelines when utilizing keywords:

  • Concentrate on one or two keywords per piece of content. Avoid “keyword stuffing.” You can do this by writing about what matters to your prospects, not just writing to be able to use keywords. Most search engines like Google will see right through your efforts if you don’t, and your content rank much lower.
  • Use your keywords in the title of your content; this way, it’s clear what the content is about.
  • Use keywords throughout the entire piece of content, but be sure to incorporate them naturally.
  • Stay on topic by providing quality content with advice related to a headline so that it will perform best.

 Putting it All Together

Whether you practice family law, criminal law, criminal defense, civil litigation, immigration law, intellectual property law, or other practice areas in the legal field, a content marketing strategy is essential in today’s competitive landscape. Building and executing your legal content marketing approach is a significant endeavor that won’t happen overnight.

However, legal professionals can get help crafting technical content and legal blog writing from legal blog writers, legal content writers, and other marketing experts with proven experience. They can also start by focusing on one area at a time, such as a legal blog or social media posts. The point is to get started somewhere and see where it takes you.

Google Update Impacts Legal Content Marketing

Google recently updated its Search Quality Rater Guidelines, and the direction it’s taken will almost certainly affect your legal content marketing strategies for your law firm. These guidelines are what Google’s search quality raters use to evaluate the quality of a page. The biggest reveals are the new spin Google put on the YMYL category (Your Money or Your Life) and the new emphasis it’s putting on E-A-T. E-A-T stands for expertise, authority, and trustworthiness – and it’s critical that your law firms’ website content demonstrates all three.

When it comes to legal content and search engine results pages, all of this makes sense, and it pays to pay attention – and to work with a legal content provider that stays on top of the latest developments in search engine optimization (SEO) as it relates to law firm websites. It comes to E-A-T, YMYL, and lawyers, it pays to work with the professionals.

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Is There a Magic Number When It Comes to Law Firm Blog Posts?

If you’re regularly updating your law firm’s blog, you already know that blog posts help you connect with current and potential clients alike. You may wonder, however, if there’s a magic number, schedule, or time frame regarding how often and when you should be posting. Should you be slapping content up every day – even if you really don’t have much to say – or should you leave people wanting more by posting intermittently? Fortunately, it’s no longer a guessing game – there are some tried-and-true guidelines to help guide how often you should be updating your law firm’s blog. 

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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.

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 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.

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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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.

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