Legal Content Writing: What It Is & How to Do It

What Is Legal Content Writing?

Legal contented penning is the process of producing written contented (such arsenic blog posts and newsletters) connected law-related topics. It’s a selling maneuver that helps instrumentality firms and attorneys prosecute people audiences—and person them into clients.

For example, the Law Offices of Robert Tsigler, PLLC, has a blog station astir communal instrumentality matrimony successful New York:

This tin scope its intended assemblage successful a assortment of ways (e.g., by being shared connected societal media).

Perhaps astir importantly, the station ranks for implicit 500 keywords successful Google’s integrated (unpaid) hunt results. And these rankings thrust 2.5K integrated visits per month, according to Semrush’s Organic Research tool.

The station is designed to equip readers with applicable and reliable accusation astir communal instrumentality marriages successful New York. So that they:

• Develop a affirmative content of the instrumentality firm
• Understand the ineligible options disposable to them

Both of these factors tin thrust inquiries.

Even if they don’t person close away, radical who work this blog station whitethorn beryllium much apt to take the steadfast successful the future. Because they’ve developed a level of consciousness and spot with the firm.

If you travel the champion practices below, ineligible contented tin bash the aforesaid happening for your instrumentality firm.

How to Choose Topics for Legal Content

When penning ineligible content, it’s important to take topics that are applicable to your imaginable clients and ineligible expertise.

Otherwise, you’ll neglect to pull the close radical and marque the close impression.

Here are 3 keys to success:

Create Buyer Personas 

Buyer personas are fictional profiles that correspond antithetic types of buyers (or, successful your case, clients). 

They typically incorporate accusation astir buyers’ demographics, socioeconomic status, goals, challenges, and contented preferences.

Here’s a speedy illustration created with the Semrush Persona tool:

As you tin see, purchaser personas springiness you a amended knowing of cardinal audience segments. So it’s easier to make ineligible contented that appeals to each one’s needs and preferences.

Based connected our example, we mightiness brainstorm the pursuing contented ideas:

• A blog station explaining however divorcement proceedings enactment successful Minnesota
• Facebook posts astir affirmative lawsuit reviews
• An email bid that provides affectional enactment for women going done divorce

To stitchery the accusation required for your purchaser personas, you’ll request to behaviour audience research.

You tin stitchery insights from tools similar Google Analytics, Facebook Audience Insights, and Semrush One2Target.

Conduct Keyword Research

Keyword research tells you what imaginable clients hunt for successful Google. So you tin find retired what benignant of ineligible contented is successful demand.

Plus, keyword-optimized content tin fertile higher successful hunt motor results. It’s an important portion of law steadfast SEO.

To get started, spell to Semrush’s Topic Research tool.

Enter a taxable to basal your probe astir (e.g., “divorce”), take your country, past click “Get contented ideas.”

The instrumentality volition cod keywords that correspond contented ideas.

A precocious taxable ratio standing means that the keyword is fashionable among searchers and comparatively casual to fertile for.

Click “Show more” connected immoderate thought to see:

• Subtopic volume: the mean fig of monthly searches for the keyword
• Difficulty: a measurement of however hard it’ll beryllium to gain a precocious integrated ranking
• Headlines: related articles, ordered by the fig of links they person from different sites
• Questions: often searched questions related to the topic
• Related searches: associated hunt queries that amusement up connected Google

Another enactment is utilizing the Keyword Magic Tool.

It finds applicable keywords based connected a effect word you supply (e.g., “divorce”).

One of the champion ways to location successful connected contented ideas is to use the “Questions” filter:

Or filter for keywords that person informational hunt intent (i.e., queries that radical usage to find information).

Like this:

Try the Keyword Gap tool, too.

It finds keywords that competitors fertile for but you don’t. So you tin marque definite you haven’t missed thing important.

All you person to bash is participate your domain and your competitors’ domains.

Gather Client Feedback

Gather and grounds feedback from clients. Then, usage it to pass your ineligible contented penning ideas.

For example:

During archetypal consultations, inquire clients what challenges they faced earlier seeking ineligible advice. And what resources they recovered helpful.

This volition assistance you make top-of-the-funnel (ToFu) content (content for clients successful the earliest stages of their ineligible journey). And commencement gathering relationships with them—perhaps earlier they’ve adjacent realized they request a lawyer.

As lawsuit cases progress, guarantee that different steadfast members instrumentality enactment of communal questions and misconceptions. So you tin make resources that code them.

Your steadfast tin stock these resources with clients who’ll find them helpful. And administer them online to assistance make caller leads.

Just similar Macnabs Solicitors has here:

Last but not least, see asking clients who’ve completed their ineligible journeys to supply testimonials. Or collaborate connected lawsuit studies.

Like this one:

This benignant of contented tin beryllium peculiarly valuable. Because galore radical look to their peers’ actions and opinions erstwhile choosing a lawyer.

How to Write Effective Legal Content

Content penning for instrumentality firms presents a unsocial acceptable of challenges. You’re apt to beryllium up against stiff competition. And you person your firm’s estimation to uphold.

Follow these champion practices to springiness your ineligible contented the champion accidental of success:

Focus connected Content Quality

Quality content gives readers a amended content of your instrumentality firm. 

It besides tends to get much postulation due to the fact that it’s amended astatine generating shares, backlinks (links from different sites), and precocious integrated rankings.

So, what is prime content?

It’s contented that satisfies the people audience’s needs, usually due to the fact that it’s:

• Comprehensive: It covers each the main points that readers are funny successful (without going off-topic). And links to related resources for further learning.
• Actionable: It tells readers what they should bash aft they’ve finished reading. And gives them the accusation they request to get started.
• Well-written: The substance is casual to work and understand. And the code of dependable is suited to the taxable being discussed.
• Well-presented: Information is presented successful an effectual and charismatic way. This typically means making bully usage of achromatic space, slug points, subheadings, images, etc.
• Accessible: The contented is accessible to everyone—including radical with disabilities. It besides performs good connected antithetic instrumentality types (e.g., desktop, tablet, and mobile).
• Accurate: The accusation is close and up to date. And readers cognize this due to the fact that the creator demonstrates trustworthiness—something we’ll sermon much successful the adjacent section.

In instrumentality steadfast contented writing, prime is adjacent much important than usual. Because clients request the highest levels of spot and assurance successful their ineligible representatives.

Demonstrate Experience, Expertise, Authority, and Trustworthiness

Demonstrating Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) gives imaginable clients much assurance successful your instrumentality firm.

It’s besides what Google is looking for successful web content.

FindLaw establishes E-E-A-T by explaining that its contented is legally reviewed and fact-checked.

The tract besides provides a “last reviewed” day to guarantee readers that the content’s up to date.

And accusation astir the writer’s and reviewer’s credentials:

FindLaw builds authorization by covering topics extensively, too. 

For example, here’s their topic cluster astir incorporation and ineligible structures:

You tin employment akin tactics erstwhile penning contented for your instrumentality firm.

Avoid Unnecessary Legal Jargon

While it’s important to show your expertise, beryllium wary of ineligible jargon. It tin alienate and confuse your clients.

Try to instrumentality with elemental language. And erstwhile you request to usage ineligible terminology, see easy-to-understand explanations. 

You could adjacent supply explanation tooltips (pop-ups that supply context), similar the ones connected Wikipedia: 

If you’re utilized to penning for lawyers, it tin beryllium tricky to set your style. But Semrush’s SEO Writing Assistant tin help.

Just participate astatine slightest 2 keywords circumstantial to your topic.

Then, acceptable your people assemblage and click “Get recommendations.”

As you constitute your content, the instrumentality volition people its readability. And item immoderate hard-to-read sentences oregon analyzable words.

Hover implicit these instances and click “Simplify” to fto the AI suggest antithetic text.

The SEO Writing Assistant tin besides assistance you execute a accordant tone of voice, debar accidental plagiarism, incorporated keywords effectively, and overmuch more.

Apply On-Page SEO Best Practices

Using elemental on-page SEO techniques (improvements to your webpages aimed astatine some users and hunt engines), you tin optimize your instrumentality firm’s website content. And pull much organic traffic.

To get started, place immoderate keywords that straight subordinate to your topic. And take the astir applicable and important one—this is the superior keyword.

Then, constitute the pursuing elements:

• Title tag: The HTML leafage rubric that tin look successful hunt results. Make definite it’s descriptive and engaging. And effort to see your superior keyword adjacent the front.
• Meta description: The HTML leafage summary that tin look successful hunt results. It should promote users to click done to your page.
• H1 tag: The main header that appears connected your page. It should beryllium identical oregon precise akin to your rubric tag. We urge aiming for a magnitude of 50 to 60 characters.
• URL slug: The unsocial portion of the URL (e.g., “/divorce-guide/”). This should beryllium concise and descriptive. Use your superior keyword if appropriate.

When penning your assemblage content, effort to incorporated your keywords (or adjacent variations) without forcing them. And marque a peculiar effort to see your superior keyword successful the opening paragraph.

If you usage subheadings, use the applicable HTML heading tags (H2s, H3s, etc.). So it’s easier for hunt engines to recognize your content’s structure.

We besides urge that you incorporated internal links that constituent to applicable pages connected your site. Making definite to usage descriptive anchor text (the clickable substance wherever the nexus is placed).

End with a Strong Call to Action

You should animate readers to instrumentality the actions you privation (e.g., get successful touch) wherever it’s earthy to bash so. But peculiarly astatine the extremity of your content.

Because this is wherever your astir engaged readers extremity up. And wherever they’re primed to instrumentality action.

Generally, a ineligible contented writer wants readers to bash 1 of the following:

• Get successful touch: If you connection a applicable ineligible work that readers mightiness beryllium acceptable to pursue, effort embedding a interaction form. If that’s not possible, you tin conscionable adhd your email code and telephone number. Or nexus to your firm’s interaction page.
• Check retired a related resource: If readers are apt to privation much accusation earlier getting successful touch, constituent them to the astir applicable assets connected your site. (If you effort to beforehand your services excessively early, you mightiness scare these users off.)
• Subscribe to your newsletter: If the taxable is news-related, readers mightiness beryllium much funny successful getting aboriginal updates (rather than booking a consultation). So, promote them to subscribe to your newsletter, if you person one. That way, you tin support them engaged with your brand.
• Follow you connected societal media: If you don’t person a newsletter, you could promote readers to travel you connected societal media instead. This tin assistance your steadfast support and physique trust.

For example, Fisher Phillips published a blog station astir Washington, D.C.’s wage transparency law.

In the conclusion, they promote readers to subscribe to their newsletter (“Insight System”). Or interaction 1 of their attorneys.

So, instrumentality clip to see the astir due option(s) for the ineligible contented you’re writing. And trade compelling call to action (CTA) text.

It tin marque each the quality erstwhile it comes to getting visitors to instrumentality the adjacent step.

How to Distribute Your Legal Content

Many instrumentality firms location their resources successful a content hub. This makes it casual for visitors to find contented they’re funny in.

For example, here’s a snippet of the “Insights” conception from Herbert Smith Freehills:

Publishing contented connected your website is 1 of the champion ways to summation postulation and engagement.

And you tin grow its scope further with these content distribution channels:

• Email marketing: If you person an email newsletter, see summaries of (and links to) your latest content. For the champion results, effort tailoring your emails to antithetic audience segments.
• Online communities: Lots of radical spell to online communities (like /r/LegalAdvice connected Reddit oregon divorcement enactment groups connected Facebook) for assistance with ineligible issues. You tin payment from sharing your expertise and links to your contented erstwhile it’s due to bash so.
• Social media: Repurpose elements of your contented for societal media (e.g., stock cardinal insights via a LinkedIn carousel post). And supply a nexus truthful users tin click done to larn more.

We besides urge that ineligible contented writers effort email outreach. This involves contacting applicable influencers oregon publications and encouraging them to nexus to your content.

You person the imaginable to get vulnerability connected highly influential sites. Which is bully for SEO, marque awareness, and referral traffic.

For example, Anderson Hunter Law Firm’s station astir big adoption has backlinks from 276 sites, including CBS News and the Clark County, Washington, government. According to Semrush’s Backlink Analytics tool:

For assistance acquiring backlinks, usage Semrush’s Link Building tool.

It identifies high-quality nexus gathering prospects (sites that mightiness nexus to you) based connected your people keywords and competitors. 

You tin past nonstop and way emails done the platform. 

And show immoderate backlinks you acquire.

How to Measure the Success of Your Legal Content

With the close content selling metrics, you tin place strengths and weaknesses successful your instrumentality firm’s website content. And marque improvements implicit time.

First, we’ll explicate however to way your SEO success:

Monitor Google Rankings with the Position Tracking Tool

Keyword rankings are an important contented metric due to the fact that they person a immense interaction connected integrated traffic.

On average, 22.2% of desktop searchers click the apical integrated effect successful Google. While conscionable 1.6% click the 1 successful presumption 10.

Semrush’s Position Tracking instrumentality makes it casual to show your website’s rankings for people keywords.

After mounting it up, caput to the “Overview” study for a afloat breakdown.

You tin usage filters to location successful connected opportunities for improvement. 

For example, look astatine rankings that person precocious dropped retired of the apical three. And see what you tin bash to get your higher presumption back.

To place underperforming contented (rather than underperforming keywords), spell to the “Pages” report.

This presents keyword metrics by URL:

If you don’t person clip for regular analysis, you can:

• Sign up for play email updates
• Set up ranking alerts based connected important triggers (e.g., a keyword leaves the apical three)
• Generate daily, weekly, oregon monthly reports by sending information to the My Reports tool

Analyze User Engagement with Google Analytics 4

Google Analytics 4 (GA4) is simply a escaped analytics level that lets you spot however users interact with your instrumentality firm’s website.

Go to “Reports” > “Engagement” > “Pages and screens.” And take the clip scope you’re funny in.

Then, click “Customize report” and adhd the leafage metrics you privation to measure.

We urge monitoring:

You should extremity up with a array that looks thing similar this:

These metrics assistance you enactment retired however fashionable each portion of contented is. And however it’s contributing to your instrumentality firm’s selling goals.

Elevate Your Legal Content

Semrush’s Content Marketing Platform has each the tools you request to streamline ineligible contented penning and get amended results. Especially erstwhile it comes to SEO.

• Generate contented ideas with the Topic Research tool
• Get contented recommendations with the SEO Content Template tool
• Analyze your drafts successful existent clip with the SEO Writing Assistant

Start your escaped proceedings today.