Why Small Law Firm Content Marketing Is CRITICAL

Law Quill | Why Small Law Firm Content Marketing Is CRITICAL

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Small and solo law firms invest in a variety of marketing campaigns, and many have discovered the hidden gem of content marketing. Because small law firm content marketing is perfectly tailored to legal businesses, it makes sense for any law firm to seriously consider this strategy. Among the many benefits of content marketing is the way it can attract potential clients to your virtual doorstep. Find out more about how small law firm content marketing is critical for your law firm.

What is Small Law Firm Content Marketing?

Content marketing is a popular buzz phrase, but what exactly is it? Simply put, content marketing is using online content to grow your business. This content may include:

  • Website articles
  • Blog content
  • Social media posts
  • Infographics and images
  • Podcast material
  • Video content
  • Paid ads

7 Ways That Small Law Firm Content Marketing Helps Your Law Firm

When your content is interesting and relevant, you start broadening your reach. If you consistently post quality articles, blog posts, and videos that help and inform potential clients, they will share these and bring new traffic to your law firm’s website. Here are seven additional ways that content marketing can help your law firm. 

Content Marketing Improves SEO

Search Engine Optimization, or SEO, is the way to improve your website’s search engine rank. SEO strategies use key phrases within pieces of content to allow Google to index your content in a way that helps consumers find what they need and puts more eyes on your website or blog. 

When your website is proven useful to consumers and is filled with relevant words and phrases that users are searching for, your site will move up in rankings. 

Content Marketing Establishes Your Expertise

When attorneys blog and provide useful articles, this gives them clout in the eyes of the general public. People who are faced with legal issues often start tackling their questions by searching online for answers, and lawyers are expected to be experts.  If your blog and website content answers their questions and shares meaningful information, you have connected with them as an authority in your field. Blogging and article writing also confirms your expert status among other legal professionals as a type of networking. By providing quality content and sharing content written by your colleagues, you are adding value to yourself and others. If you do not have the time to produce quality material, hiring a content marketing agency is a smart way to invest in your business. 

Content Marketing Brings Local Business

As a law firm, you probably want to focus on local business, and content marketing can be a great help. Provide content that reaches your local audience, and use phrases that your local potential clients would use. Law firms that use Google My Business can gather in local consumers by completing a profile, adding reviews and testimonials, including photos and announcements and other content that draws local traffic.

Content Marketing Increases Internet Longevity

Your content stays on the internet as long as your website exists. If the material is well-written and long-lasting, your content will be cited by others and backlinked by other websites. This linking gives a big boost to your rankings and allows your website to improve with time and keep working on your behalf. To ensure that your content is up to date, consider conducting a regular website content audit, which will fix any broken links and keep your site healthy and strong.

Content Marketing Knocks on Doors For You

Instead of cold calling, use content marketing to introduce your law firm to potential clients. Many individuals with legal issues start their quest for an attorney on Google, and your articles can introduce you to these prospective clients. Make your articles factual, nurturing, and jargon-free and your law firm will stand out in the noisy, online world. 

Content Marketing Works on Many Platforms

Your potential clients spend time on a variety of social media platforms, and the challenge is to discover where your ideal clients hang out. When you create content, try modifying your hard work and spreading it around to a number of social media venues. Keep one eye out for trending topics, current events and popular legal hashtags and include this material in your content. Since individuals are already browsing these trending topics, you should be hanging around to be found. 

Content Marketing is a Sound Investment

Advertising can be tricky and can quickly drain a law firm’s resources. But content marketing rarely ruins a business. Content can be updated, social media posts can be moved around, and articles can be edited. The content you provide is both a gift to consumers and a marketing strategy, so it is a win-win scenario for you and your potential clients. 

How to Start Content Marketing for Your Law Firm

So, how should your law firm begin using content to grow your business? Here are 7 steps you can take. 

Set Smart Goals

Content marketing is effective, but producing quality content takes time and resources. Decide first what your objectives are, which may include:

  • Building brand awareness
  • Increasing leads and conversions
  • Attracting more traffic
  • Improving relationships with past clients
  • Building your professional network

Solidify Key Performance Indicators (KPIs)

When you determine your KPIs, you can measure your progress and see if you are meeting your goals. When you measure your KPIs, the data should answer questions like:

  • Which platforms are the most effective?
  • What type of content is most popular?
  • Where are the most conversions happening?
  • Are leads increasing and from where are they originating?

Determine the Content You Will Provide

Start by looking at your ideal client and ask yourself:

  • What are the typical questions we receive?
  • What are the typical concerns of our clients?
  • Where do our clients hang out online? 

Choose Your Content Channels

Where will you share your content? How can you repurpose your material for use in a variety of places?


  • Refine your budget. Decide what software you will require and who you might need to hire to produce the best possible results. Consider hiring a content writing agency that specializes in legal content. 
  • Produce and share your content. Once the work is complete, jump in and share it with consumers. Using a content management system can help you organize and schedule your content. Remember that quality and consistency is a crucial part of content marketing success. 


Measure Your Small Law Firm Content Marketing Results

Analyze your progress and determine whether or not you met your goals. Using Google Analytics can help you decide where your traffic is originating and how consumers are interacting with your content.

How Law Quill Can Help

Content marketing is one of the best kept secrets for online success. As you use content to grow your business, you will also be engaging and educating potential clients. Through the process your law firm can also establish its expertise and trustworthiness to consumers. Although content marketing is available to everyone at minimal cost, it does require a commitment to quality and consistency in order to attract a growing audience. When you provide compelling content, you can expand your reach, meet your goals and attract more loyal clients.

We are here to help and would welcome the opportunity to visit with you for free regarding your website content! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at support@lawquill.com.