Content Ideation for Law Firms

Content ideation is the process of identifying and choosing legal blog topics that will be of interest to your potential clients and drive engagement. Your content should be helpful and address clients’ questions at various stages of choosing a lawyer.

In content marketing, you can define these stages as the top of the funnel, the middle of the funnel, and the bottom of the funnel (ToFu, MoFu, BoFu).

A graphic showing the sales funnel and how it affects content ideation for law firms.


Potential clients at the top of the funnel are in the information-gathering phase. They may engage in searches seeking legal information about their situation. For example, a person involved- in a car accident may Google the question, “How long do I have to file a car accident claim?” Similarly, someone facing divorce may want information on how courts decide child custody.

Top-of-the-funnel content should answer these general questions rather than focusing on selling your services. That said, you should make it easy for visitors to contact you, and your content should always conclude with a call to action.


At the middle of the funnel, you should focus on nurturing people who have visited your site and are aware of your services. At this stage, you should build trust and provide content to help potential clients make informed decisions. Examples of MoFu content include:

  • Surveys
  • E-books
  • White papers
  • ·Webinars
  • Case studies


At the bottom of the funnel, potential clients are ready to choose a lawyer. Content directed at potential clients at this stage should focus on getting them to retain your firm. For example, blog posts created for potential clients at the BoFu stage should discuss how an attorney can help or how to prepare for your first meeting with a lawyer. In addition, BoFu content should have clear, compelling calls to action and prominent links to your contact page.

Content Ideation Techniques for Law Firms in 2024

So, how does one come up with ideas for law firm content? Here are some of the more effective techniques for content ideation:

Search Data

Tools like Google Keyword Planner or Semrush can provide actionable data about what people search for on Google. Remember to target both high- and low-volume search terms.

Common Client Questions

Think back on your conversations with potential and actual clients. What questions come up again and again? Create content that addresses these questions directly.

User-Generated Content

Looking at the questions people ask on social media, forums, and question-and-answer websites like Quora can give you high-quality content ideas.

Generative AI

Generative AI tools like OpenAI’s ChatGPT or Anthropic’s Claude can be an excellent source of content ideas. In your prompt, provide information about your practice areas, geographic target, and the types of cases you want to attract.

A screenshot of Claude generating blog topics

Need Help with Content Ideation? Contact Lexicon Legal Content Today

If you are having trouble developing content ideas, you have come to the right place. At Lexicon Legal Content, our sole focus is creating engaging content that turns website visitors into clients, regardless of where they are in the funnel. Call or contact us online today to get started on your law firm content marketing strategy.