law firm content marketing

How to Use Trending Topics to Boost Traffic to Your Law Firm Website

by Kevin Vermeulen • November 29th, 2018 • SEO | Blog

Law Firm WebsiteHere’s the bad news: In business, online marketers often struggle with new and relevant content to drive all-important traffic and conversions on their website. Depending on your industry, it can be difficult to constantly come up with new and interesting ideas.

The good news? The legal industry is ripe with topics that you can leverage to develop content that is truly shareable and clickable. Here’s how.

Pay Attention

Stay ahead of trends and on top of current events. By the time you read an article on a topic, it could be too late to create something with a unique angle. We can recommend a couple tools to help you stay on top of news stories, pop culture, and more. As a starting point, you’ll want to follow Google Trends, Facebook, Twitter, and Reddit. On Reddit, browse “Subreddits” related to current events, technology, politics, and nearly any niche you can imagine. Facebook and Twitter both have “trending” sections so it has never been easier to see what people are talking about.

Think Outside the Box

Start with what you know – your own firm – and then branch out looking for opportunities to add your unique spin on topics that are being covered. If you’re short on time, simply write an opinion piece on a current event or existing article. If you really want to get something shared, though, you’ll need to get creative and add your own take.

Consider what is missing in how events or themes are being covered – is there a gap you can fill? Some places to start:

  • Ask your audience – what’s their take? What information are they missing that you can provide?
  • What are your competitors talking about? Don’t copy them, but take their cues on what people are interested in.
  • What has worked for you in the past?
  • What type of content tends to get likes, links, and shares in the legal industry?

Create Shareable Content

Format matters. What type of content is most relatable for your audience? For many industries, blog posts perform best. We find that for law firms and legal vendors, infographic, videos, slides, cartoons, and longform content are also great options.

Once you’ve decided on a type of content, consider your audience – and then expand it. You need to appeal to a wide audience if you hope to have your content shared. Aim for a wide audience and you are more likely to generate traffic and attract both clicks and links.

Don’t be shy with images, video, and infographics. These items all make content more engaging, meaning it is more likely to interest people and be shared. Research consistently shows that content with these pieces will perform better across all metrics than standard text.

The relationship between content and SEO

The reason why creating content based on trending topics is so effective is because you know that you’re writing content people are already searching for. For example, when a new tax law goes into effect everyone wants to know how it will impact them, take the opportunity to create a content that answers common questions and provides solutions. This will not only position your law firm as an expert, but will boost your sites traffic as a high volume of people are already searching for content around the topic. And of course, remember to optimize for search. It goes without saying that if traffic is your main objective, you need to optimize for search. If you aren’t well-versed in SEO, you can ask one of our experts for help or read up on best SEO practices for your law firm website.


We really can’t stress how easy – but impactful – it can be to use trending topics for content creation on your law firm website. We know you have a lot to do – and by using these topics you can create content that resonates without exhausting resources. If you need help incorporating these suggestions into your firm’s SEO, contact us for a consultation.


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