How to Create Law Firm Website Content That Converts


There are currently over 442,802 law firms employing over 1,322,281 legal professionals in the country. If you want your law firm to stand out from the rest, you need a strong marketing strategy.

By planning an effective content marketing strategy, you’ll do more than stand out. You can also use your content to boost conversions, discover new clients, and grow your practice!

Don’t fall behind the competition! Instead, keep reading to learn how to create law firm website content that converts. 

Here are the 10 tips you need to grow your practice with conversion-inspiring content!

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1. Know Your Goals

The key to effective lawyer website marketing is to start by considering your long-term goals. Otherwise, you’ll fail to create content designed to accomplish those goals for your practice.

What are your overall marketing and business goals for the year? What type of law firm website content can help you accomplish those goals?

Start by setting SMART (specific, measurable, attainable, results-driven, time-specific) goals for your business. Do you want to attract 20% more car accident clients by the end of the second quarter? Maybe you want to convert five leads a week or improve your ROI.

Other law firms are concerned about brand awareness. For example, you might inform prospective clients about your services. Introducing the lawyers on your team and highlighting their achievements can benefit your brand authority and credibility. 

Either way, it’s important to understand your goals before you start creating content.

Once you determine those goals, set key performance indicators (KPIs) that will help you recognize when you’ve achieved those goals. You’ll want to track your progress to further improve your content marketing strategy. 

2. Research Your Audience

You can’t create content that will achieve your goals if you don’t know your audience. Otherwise, you might create content that fails to appeal to the right group of people.

First, picture your ideal client. Think about their:

  • Gender
  • Age
  • Marital status
  • Education
  • Income
  • Family background
  • Personal or work goals
  • Pain points

What problems are they facing? What specific types of lawyers are they searching for online?

If you’re targeting a large audience, separate your clients into personas. Segmenting your audience will ensure you appeal to each group’s interests.

You’ll need to complete keyword and topic research, too. What questions are your clients asking? What types of articles are they already reading?

Do they prefer blogs, infographics, or videos?

Researching your audience will help you create conversion-ready content. 

3. Educate Your Readers

As you start creating content, focus on educating your readers over converting them. People care more about high-quality content over quantities of content. When optimizing your content for search, Google looks for quality over quantity, too. 

What information can you offer your readers? What helpful guides and solutions can you offer that no one else can?

Think about the problems your clients are facing. Then, start creating researched, authority-based content that showcases your expertise.

In addition to blog posts, you can also create:

  • Landing pages
  • Videos (tutorials, interviews, Q&As, company culture videos, vlogs)
  • Email campaigns
  • Podcasts
  • Infographics
  • Quizzes and polls
  • Guests posts

As you begin creating your content, make sure to write for your audience over a search engine. Imagine you’re speaking with a prospective client. What information do they need to feel confident in your brand?

To improve your domain authority and boost your search engine ranking, you’ll need external links. Reference research, statistics, and studies from authoritative websites. Providing evidence in your posts will help your law firm website content sound valuable and trustworthy.

4. Improve Readability

Consider how you’re formatting your content, too. When people visit websites for lawyers, they’re usually looking for something specific. For example, website visitors might look for an answer to their question or a specific service. 

To improve your content’s quality, focus on readability.

Format your content to ensure it’s easy to consume. Most people scan long web pages and blog posts. With that in mind, start by using the inverted pyramid writing style.

Place the most important information on top. Once people find the answer they’re looking for, they’ll continue reading for more information.

Use an attention-grabbing lede paragraph to spark their interest. Keep your content fluff-free, too. 

You can also make your content easy-to-read with:

  • Short sentences and paragraphs
  • Adding graphics between large blocks of text
  • Using italics or bold to highlight areas of text
  • Ensuring links stand out
  • Using bullets or numbered lists
  • Breaking your content apart with headlines and subheadings

Try to avoid legalese as much as possible. Otherwise, you might risk confusing your readers. If they’re looking for simple, succinct answers, your readers will move on to other lawyer marketing websites for what they need. 

5. End With a Strong CTA

What action are you hoping clients will take after reading your content? For example, you might want them to:

  • Call your practice
  • Fill out a form
  • Subscribe to your email list

In order to generate more conversions through your content, you need to end each post with a strong call-to-action (CTA). Your CTA should encourage readers to take action. Otherwise, what’s the point?

Focus on the benefit you’re offering readers. After all, you’re here to make their lives easier. Incorporating that benefit as part of your CTA will help you generate new leads.

Creating content but failing to find new clients? explains why so many law firms are missing out on legal leads.

6. Update Your Website

About 50% of Google users begin their search with a mobile device. This number is bound to increase as people continue searching while they’re out and about. If you’re not optimized for mobile devices, however, you’re likely missing out on clients.

In fact, Google now uses mobile-first indexing when determining search engine rankings. Google will first explore the mobile version of your website. If you don’t have a mobile version, Google will prioritize your competitors instead.

Make sure your website is easy-to-use on mobile devices. Is the text easy to read on smaller screens? Can people fill out forms or call you with the click of a button?

If not, they’ll leave without converting.

When developing law firm website content, consider how consumers will use your website. Improving the user experience (UX) will keep people on your site.

Then, you can direct them toward a conversion opportunity. 

Google looks for websites that prioritize convenience and speed for its users. Consider updating your website with UX design trends.

First, make sure your website loads quickly. According to Google, a one-second delay in mobile load times can impact conversions by up to 20%. If you want to generate more conversions with your content, you need to speed things up!

Make sure your site’s navigation is simplified, too. The easier your website is to navigate, the more likely people will convert!

Otherwise, they might get frustrated and leave without converting.

You can use Google’s PageSpeed Insights and Mobile-Friendly Test to discover new ways to improve your site. 

7. Optimize for SEO

About 93% of all online activity begins on a search engine. Unfortunately, 75% of searchers never click beyond the first page of results. Without search engine optimization (SEO), you might fail to reach the first page. 

Instead of generating new clients with your content, you’ll lose clients to your competitors.

It’s not enough to start creating law firm website content. You also need to create content that attracts people to your website. Then, you can use that content to generate fresh leads. 

To attract people to your website, you’ll need SEO.

SEO allows you to optimize your content based on the keywords your audience uses during a search. First, you’ll need to make sure you’ve completed your audience and keyword research. Start generating a list of keywords your target audience uses during a Google search.

Next, focus on one target keyword per post. You want that keyword to appear in your URL, header, title, and within the content. Avoid keyword-stuffing, though.

Instead, focus on writing for your clients over search engines to make sure your content sounds natural.  

8. Share Your Content

Don’t forget to share your content with your target audience! If you want to drive traffic and generate leads, you’ll need to distribute and promote your content through the right channels.

First, use an email marketing campaign to keep subscribers up-to-date with the latest posts. 

Next, share your content on social media. Try using an interesting snippet to attract readers. 

You can also post your content on online forums like Reddit and Quora. 

9. Create Conversion Opportunities

Once you start drawing people to your website, you’ll need to make sure they can convert easily. First, update your pages with fresh CTAs. You can use eye-catching links and buttons to direct readers.

Don’t forget to test your forms, too. Try to keep forms short and sweet. Otherwise, you might frustrate readers with a time-consuming form. 

10. Review the Results

Once you start generating conversions, use Google Analytics to review your results. Which pieces of content are generating leads? Which pages are people staying on the longest?

Reviewing the results will help you make more informed decisions for your lawyer website marketing strategy.

Crafted for Conversions: 10 Tips for Better Law Firm Website Content

Start attracting website visitors and generating new leads! With these 10 tips, you can improve your law firm website content. As you generate new leads, you can boost your business and improve your ROI. 

Searching for more helpful tips and tricks for your marketing strategy? Explore the Tech section of the blog today!

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