Recent legal industry reports highlight the power of legal content writing as 57% of surveyed respondents indicate they found their lawyer through an online search engine. This compares with 59% who found their lawyer through a referral source.
This data shows law firms and legal professionals need a balanced approach to their marketing efforts and hiring a legal content writer can be an effective way to support the online marketing side of those efforts.
No matter your practice area, firm size, or content publishing frequency, we break down some of the main benefits of hiring a legal content writer and how they can elevate your business by saving you time and money.
Why You Need a Skilled Content Writer for Marketing Your Law Firm or Legal Service Business
Several reasons support the decision to hire a quality legal content writer for your law firm, legal technology company, or other legal service business. We discuss those reasons in more detail within the next section. But first, some key context for why content writing is fundamental to your law firm’s future success in today’s market.
Before the internet, lawyers and law firms heavily relied on word-of-mouth referrals from colleagues or current clients to attract new business. While that marketing source is still important, the internet offers those in need of legal services a new method for finding trusted experts to solve their legal problems.
Your potential clients are increasingly likely to shop for a law firm on the internet and through other social media platforms no differently than they would for other products or services. In fact, potential clients are likely to vet your online presence even if a trusted referral source recommended you.
Both short and long-form content is useful in executing a complete marketing strategy and can include, amongst others, the following types of content:
- Blog posts on your firm or substantive legal industry topics
- Practice area webpages
- Attorney bios
- White papers, industry guides, etc.
- Social media posts
- Emails and newsletters
The shift in how people access legal markets means a couple of things for your law practice. One is that you need an online presence that gives prospective clients an opportunity to find you. However, a mere presence is not enough. Your online profile must effectively speak to two audiences.
The first audience is your potential client’s search engine (e.g., Google, Firefox, etc.) which acts as a gatekeeper through how it ranks and presents your online profile through different queries. The second audience is the potential client who, after finding your profile, requires convincing that you are the right candidate for the job. Both audiences need regularly updated content that demonstrates your expertise and differentiates you from other market choices in the here and now.
The 5 Reasons Your Law Firm Can Benefit from a Legal Content Writer
As explained above, our business reputations increasingly exist via websites and other internet platforms. Providing information and thought leadership about your firm and your practice is essential to client development. However, using a legal content writer can provide significant cost and time savings compared with a do-it-yourself approach or using a non-legal specific marketing writer.
You Can Focus More Attention on Your Legal Practice
Law firms that don’t rely on a legal content writer for developing thought pieces and blog posts often depend on their attorneys to craft content. They may do this to save costs and because they know their attorneys have the industry knowledge (unlike generic marketing services that may lack the skillset to adequately write on a topic).
While this practice may save you marketing expenses in the short term, it may also cut into your opportunities for generating revenue. Your law firm’s attorneys likely bill at an hourly rate. The time they must dedicate to drafting content for your website is time they could otherwise spend on billing to client matters, likely at a rate higher than what you would save on the cost of hiring a legal content writer.
Optimize Your Legal Marketing Efforts for the Average Legal Consumer
Aside from the revenue-cost analysis benefit, your attorneys’ style of writing also might not translate well to high-quality content built for attracting an online audience and ranking on search engines.
For good reason, attorney writing is different from legal content writing. It requires precise use of technical jargon and restatements of law built for audiences of judges, opposing counsels, governments, regulatory bodies, and other sophisticated parties in a formal setting.
In comparison, your legal content writing should still relay accurate information about legal issues but do it in a way that makes the knowledge accessible to the average reader or target audience. The benefit of a legal content writer is their ability to distill legal information and reframe that knowledge in a way that connects you to potential clients.
Legal Content Writers Establish Credibility and Trust with Your Potential Clients and Referral Sources
Legal content writing is about building credibility and trust within your community and leveraging that community to expand your market through their web of connections. Building credibility within your personal and professional relationships takes time. And traditional marketing methods can only extend so far due to your time constraints (e.g., meet and greet events, volunteering, attending conferences, speaking engagements, etc.).
Legal professionals are also acutely aware of how their business often depends on the depth and breadth of their relationships with people. In the context of legal services, this largely centers around providing high-quality, effective work products (the main reason why referrals from current and former clients are so critical).
However, the opportunity to showcase the quality of your legal services requires an initial investment of time and rapport building with your network, which includes the likes of:
- Family and friends
- The public
- Fellow colleagues (i.e., other lawyers and legal professionals)
- Other professional service providers (e.g., CPAs, financial advisors, insurance representatives, real estate agents, doctors, social workers, etc.)
Legal content marketing gives you a platform to maintain contact and gradually strengthen the trust of your relationships with the above list of people.
So, when the moment comes that a member in your community needs your legal services, they are ready to take the next steps to engage with you or quickly recommend your name. This happens because you’ve already spent time demonstrating your knowledge and ability to help through your legal content. With each piece of quality content, your network becomes more aware of your presence as a thought leader within your practice area.
Industry-Specific Legal Content Writers Don’t Require Much Training or Guidance
When you work with a legal content writer, you can save time and money on researching, organizing, and developing a great piece of legal content. That’s because industry-specific content writers have the requisite knowledge to either write on your topic with minimal research or can effectively research a topic.
Legal industry knowledge generally comes in two forms. The first is through formal education (e.g., having a J.D. or other higher education). The other form of legal knowledge can come from practical experience in the field as a law clerk, attorney, or other legal professional.
Having both forms of knowledge can be especially beneficial as it means your legal content writer has the academic and practical background to give your content true substantive depth. Other benefits of having a legal content writer with extensive education and experience include:
- The skills to effectively write on a topic with minimal direction and only having big-picture goals available.
- The ability to ask important questions about a content project when necessary.
- Understanding how a particular piece of content may interact with other content on your website for optimal cross-linking and website development.
- An appreciation for how complex, vague, and uncertain laws can be and how that does not always translate into yes or no answers. The benefit is providing transparent and insightful discussion of legal issues for your potential clients.
Writers without industry knowledge, in comparison, may struggle with going beyond the surface of a researched topic and may not fully appreciate how the topic applies to your prospective clients and their concerns. The result is often content that simply mimics what your competitors have already done and doesn’t bring anything new to the table. This can make it difficult for your content to rank and, more importantly, will not help you stand out to your market audience.
Your Legal Content Writer Should Be Able to Combine Industry Knowledge with Internet Marketing Trends
When you rely on your associates or other attorneys to prepare your marketing content, you risk a final product that is overly technical and difficult to read because of formatting, word choice, or syntax issues. Additionally, this method may not lead to optimal SEO performance if the content does not target helpful longtail keywords or meet other search engine trends.
Alternatively, using a marketing writer that has extensive SEO knowledge but limited legal industry knowledge will give you a product that performs well on Google but won’t move the needle on your credibility with the reader.
A legal content writer offers a balanced solution to what would otherwise be a Catch-22. They have required knowledge to give your content depth and context. However, they also appreciate how the content needs to read for your audience to find it via search engine results.
Meet Our Writer
Why Use Express Writers
At Express Writers, we take great care to vet all our special industry writers, including our legal content writers. Our legal context writers have significant experience in the legal industry, previously working in attorney and other legal professional roles. They carry advanced degrees and have the knowledge to distinguish your content substantively and from an SEO perspective.
Going beyond their credentials, they ultimately love their fields of study and enjoy the opportunity to continue being a part of the industry in this impactful way.
As a lawyer, you may also find yourself often wearing multiple hats when trying to manage and grow your law practice. You may act as the CEO, bookkeeper, hiring committee, and many other roles necessary for your business.
Consider hiring a legal content writer and take internet marketing off your list of duties. With our agency, you don’t have to worry about trying to hire a freelance writer for your content projects – we do the heavy lifting.