Legal Content Writing
The primary goals of legal content writing are educating (answering questions), capturing organic search traffic, and establishing topical authority. It offers these benefits to both people seeking legal help and search engines by using clear educational language that informs and builds trust.
People seeking legal help are always in different stages of the buyer’s journey. The path they typically take includes these stages:
- Awareness (Top of the funnel/ TOFU)- A website visitor who has a legal question. They may not know they need legal representation. They always search broad questions on search engines about a life event or are simply looking for general information.
- Consideration (Middle of the funnel/MOFU) – They have named their problem and understand they need professional help. So, they are actively evaluating their options, comparing different law firms or solutions.
- Decision (Bottom of the funnel/BOFU) – The potential client is in the decision-making stage of their buyer’s journey. They are ready to hire a law firm. Thus, they look for validation before committing. Once they get the proof they need, they make contact.
- Post-funnel (Retention and advocacy) – A client’s case has been resolved, and now the law firm’s focus is turning the closed case into ongoing loyalty, repeat business, and word-of-mouth referrals. Despite being the last stage of the buyer’s journey, it begins immediately after a client signs an agreement. How they are treated from onboarding to when the lawyer follows up after the case is resolved determines retention and advocacy.
A law firm should provide content that meets the needs of clients at all stages. Legal content writing targets clients at different stages. It offers significant benefits for the TOFU and MOFU stages. A blend of legal content writing and copywriting is beneficial for the MOFU stage.
The website pages used for legal content writing are the homepage, practice area pages, location pages, FAQS, guides, downloadable resources, and ebooks. Email newsletters and follow-up emails also fall under this category of law firm content marketing.
Legal content writing should answer questions, showcase topical authority, and build trust. Learn more about it.
