law firm content marketing

6 Simple Content Marketing Strategies To Help Your Law Firm’s Search Visibility

by Guy Alvarez • September 9th, 2019 • Content Marketing | Blog

content marketingBuilding a profitable practice online and driving substantial search traffic can be an overwhelming feat for a lot of law firms. The good news is, there are a few simple ways to increase your firm’s search visibility and online presence. You can learn from the successes and failures of other firms and businesses to better inform your content marketing strategy and see higher numbers in search traffic and leads. In this article, we’ll reveal six simple content marketing strategies to help your law firm’s search visibility. 

Know Your Audience and Their Needs

To capture the attention of your ideal client, you have to know what they are looking for. Before your firm can create and implement successful and engaging content, make sure you know your client persona. One method to learn more about your target audience is to employ keyword searches aimed at discovering what your ideal client is looking for. Using services like Google Trends, you can get a better idea of the existing demand for your law firm’s areas of practice. The more you know about your target audience, the more personalized and effective your content marketing will be. 

Create Content Based Off Of Your Firm’s Core Values

Another often overlooked concept in content marketing is core values. Personal core values guide an individual daily in their behavior and choices, the same can be true for your firm. Create content with your firm’s values in mind at all times, take the time to articulate these values in writing. There are no rules for deciding what your core values are, but make sure they align with your firm’s beliefs and standards. When you write content based on what you believe in, you can build a bridge between what your mission is and what your client is seeking. 

Pro Tip: Storytelling can be an extremely useful tool in communicating your core values in content creation. 

Use Non-Deceptive Native Ads

Native advertising is a type of online marketing in which the ad matches the platform it is being published on. A great example of effective native advertisement is paid content. Many people argue that paid content is deceptive because it doesn’t normally translate like a typical ad. On paid content, it is important to clearly point out to your readers that the post is a sponsored one. Native ads should align morally and visually with your firm’s other content and should provide your reader with some form of engagement or useful information. Treat native ads the same way you would treat other forms of content marketing. Native ads are proven to work, just make sure that they are high quality, engaging, honest, and make audiences want to engage with your firm.

Drive Your Content Further

Content repurposing, or the process of altering an existing piece of content to reach a new audience or achieve a new goal with the same audience, can be utilized to get maximum mileage out of your content. Taking old content and giving it a new use is an effective and efficient way to stretch the use of great content. Use your best, most high-quality content when repurposing, not all content will be good for this. Think about new formats and ways to communicate the same message. For example, you can convert a blog post into a downloadable PDF report and share it for your client’s use. 

Put Your Spin on Popular Marketing Strategies

Often, law firms are guilty of utilizing readily available data and applying general blanket marketing strategies, rather than interpreting the marketing models to be relevant to their specific client. To personally verify if a content marketing strategy will work for you, you may need to do your own experimentation. Results are relative, you may execute a strategy and get different results than another firm. Through observation, brainstorming, and testing you can come up with a new and innovative content strategy that sets you apart from other firms. Your firm can add to the conversation and provide new concepts others can learn from. 

Evolve with Your Industry

The legal industry is constantly changing. This means, your content marketing strategy has to change with it. Adapting to the latest developments in the industry ensures that you are staying with the times, remaining relevant, and continuing to generate new leads and clients. Some firms may need more extensive content marketing training, while others may need to simply utilize research to stay on top of the trends. As the legal industry evolves, make sure that your firm is using the most current and relevant information in their content marketing. Make sure that your firm is ready to adapt and evolve if old strategies aren’t showing the same results they used to. 

Pro Tip: Make sure your firm is aware of Google’s algorithm updates in an effort to keep generating sufficient search traffic. 


Create high-quality and engaging content with your firm’s core values and client’s needs in mind. Utilize popular content marketing strategies such as native ads and content repurposing but apply critical thinking to make these methods your own. Lastly, make sure you are prepared to satisfy your client’s needs in an ever-changing industry.  Apply these simple, yet often overlooked, content marketing strategies to help your firm’s search visibility and online presence. 

Marketing success — and failure — often depends on the quality of your content marketing. If you’re serious about improving your firm’s content marketing strategies to help your law firm’s search visibility, schedule a consultation with us today.

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