Content marketing isn’t optional for law firms anymore – it’s the baseline.
Clients no longer call the first firm they find in the Yellow Pages. They search, they read, they compare. A firm with no content online is a firm that doesn’t exist to most potential clients.
The business case is concrete: firms that publish consistent content generate dramatically more inbound leads than those that don’t — not because blogging is magic, but because it compounds over time. A well-written article about estate planning or workplace discrimination doesn’t expire. It works at 2am when your office is closed.
The specific advantages stack up fast:
- Attracting backlinks
- Increasing brand awareness
- Establishing your firm as a leader in your practice area
- Blogging allows you to targeting long-tail keywords
- More content means more opportunities to rank well in the SERPs
As a busy practicing attorney who wants to get more clients, you may have every intention of blogging but have trouble finding the time or motivation to get it done.
Fortunately, there is no shortage of marketing agencies that can help you with content creation. That said, in a “your money or your life” area like law, it’s vital for your content to be accurate and in compliance with the advertising rules in your state. Additionally, in order to rank well, your content needs to demonstrate experience, expertise, authority, and trust (E-E-A-T) in a way that aligns with Google’s guidance. a
With this in mind, you should look for an agency that understands how to optimize content to show up in the SERPs in 2024 AND with writers who know the law. But how do you find a unicorn like this? Well, if you are reading this, you already have…but here’s some advice in case you want to continue your search.
Look for Subject Matter Experts (SMEs)
When you are looking for a person or company to handle your law firm’s content, you need to find someone with expertise in three distinct areas:
- The law
- Optimizing content for search
- Writing engaging content
Finding all three of these attributes in a content provider can be challenging. The expertise in the law is relatively easy – it’s not difficult to determine whether someone has JD or Esq. behind their name.
Read Reviews
One of the best ways to determine the quality of a legal content provider is by reading reviews and case studies from their past clients. Look for testimonials from law firms similar to yours in size and practice area. Pay attention to specific results mentioned, such as increased website traffic, higher search engine rankings, or growth in client inquiries.
Evaluate Their Understanding of Legal Ethics
Legal content creation comes with unique challenges, particularly regarding ethics and compliance with state bar advertising rules. Your content provider should demonstrate a thorough understanding of:
- The ABA Model Rules of Professional Conduct
- State-specific regulations on attorney advertising
- Best practices for disclaimers and avoiding the unauthorized practice of law
- Ethical considerations in discussing case outcomes or client testimonials
Ask potential providers about their process for ensuring compliance and how they stay updated on changes in legal advertising regulations. A reputable agency should be able to provide clear guidelines on how they navigate these issues.
Assess Their SEO Expertise
While legal knowledge is crucial, your content provider must also be well-versed in current SEO best practices.
-In 2024, this goes beyond simply stuffing keywords into articles. Look for an agency that understands the importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in legal content, how to optimize for featured snippets and other SERP features, the role of user intent in search rankings, technical SEO factors that impact content performance, and strategies for local SEO, which is particularly important for law firms. Ask for examples of how they’ve helped law firms improve their search visibility and what metrics they use to measure success.
Consider Their Content Creation Process
A high-quality legal content provider should have a robust process for creating accurate, engaging, and optimized content. Their approach should encompass several key elements. First, they should employ thorough research methods using reliable legal sources. It’s crucial to understand how they ensure factual accuracy and legal correctness in their content. The provider’s revision and editing process is also a critical component, as it helps refine and polish the final product.
In 2024, you should inquire about any content provider’s use of AI tools in content creation, and if utilized, how they maintain quality and originality. Lastly, their approach to creating various types of content, such as blog posts, practice area pages, and FAQs, should be tailored to each format’s requirements while maintaining consistency in quality and accuracy.
Look for a Provider Offering Customized Solutions
Every law firm has unique needs and goals. Avoid content providers who offer one-size-fits-all packages. Instead, look for an agency willing to create a customized content strategy tailored to your firm’s specific:
- Practice areas and target clientele
- Geographic focus (local, regional, or national)
- Marketing goals and budget
- Existing online presence and areas for improvement
A good content provider should take the time to understand your firm’s unique value proposition and incorporate it into your content strategy.
Frequently Asked Questions: Finding the Best Legal Content Provider
How much does legal content typically cost?
Pricing varies widely depending on the provider. Attorneys-turned-writers generally charge more than generalist freelancers, but the tradeoff is accuracy and compliance. Budget for quality. Cheap legal content tends to cost more in the long run when corrections are needed.
Do I need a content provider with legal knowledge, or is a good writer enough?
Both matter, but legal knowledge is harder to fake. A strong writer can learn SEO. A non-lawyer writing about your practice area may get the law wrong in ways that embarrass your firm or raise bar compliance concerns.
How long does it take to see results from content marketing?
Most firms see measurable SEO traction within three to six months of consistent publishing. It is not instant. Search engines take time to index and evaluate new content. The firms that stick with it are the ones that see compounding returns.
What should I look for in content samples from a potential provider?
Look for accurate legal references, natural keyword usage, and a tone that sounds like a real attorney wrote it. If a sample reads like a press release or a keyword list in paragraph form, keep looking.
Can AI-generated content work for law firm marketing?
It can be part of the process, but it is not a replacement for legal review. AI tools produce plausible-sounding content that is sometimes legally wrong. Any content published under your name needs to be reviewed and approved by someone who actually knows the law.
Contact Lexicon Legal Content Today!
While exploring your options is valuable, if you’re reading this, you’ve already found a content provider that checks all the boxes. Lexicon Legal Content combines deep legal expertise with cutting-edge SEO knowledge and engaging writing skills.
Our team of experienced attorneys and SEO specialists understands the unique challenges of marketing a law firm online. We create customized content strategies designed to boost your firm’s visibility, establish your authority, and attract more qualified leads.
Don’t let your valuable time be consumed by content creation when you could be focusing on practicing law. Contact Lexicon Legal Content today to discuss how we can elevate your firm’s online presence and help you reach more potential clients. Let us handle the content while you handle the cases.
David Arato, JD, is the founder of Lexicon Legal Content, an attorney-owned legal content marketing agency serving law firms since 2012. For over a decade, he has helped busy attorneys evaluate and select content partners who deliver the quality, legal accuracy, and strategic SEO value that actually generates leads — because not all legal content providers are created equal, and the wrong choice costs far more than the investment. He is a frequent contributor to Attorney at Work and Attorney at Law Magazine, and is a frequent guest on legal marketing podcasts.
