30 Mar, 2023

5 Best Practices for Creating Law Firm Web Content

5 Best Practices For Creating Law Firm Web Content

What is the best way for your legal practice to get noticed and stay visible online? If you say having a user-friendly and visually appealing website, you are correct, but not entirely. While having an attractive website does help, it is just half of the equation. You will need high-quality law firm web content to dominate search engines and make it easier for your prospects to find you.

Why Your Law Firm Needs Web Content 

Your law firm’s website needs content for practical reasons. Google’s search bots crawl textual content to index and rank web pages. If a webpage is only composed of images and not much else, it will be difficult for it to earn a placement on the first page of Google, much less achieve a top search ranking. 

Being in a highly competitive industry, the first page of Google is where you want to be, particularly if you are keen on expanding your client base and increasing your caseload. Research revealed that 71% of web traffic comes from the first page of Google, while only 6% is from the second page. This perfectly demonstrates how achieving an excellent placement on the world’s largest search engine can help you attract significant traffic and leads. 

Beyond aiding your website’s visibility and search ranking, having web content can also benefit your law firm in many ways. It allows you to: 

  • Demonstrate your legal knowledge and expertise
  • Keep your audience engaged and interested
  • Encourage prospects to take your desired conversion action

How to Create High-Quality Law Firm Web Content 

It goes without saying that anything you put up on your website should be relevant, compelling, well-thought-out, and carefully written. Otherwise, you might be unable to make the most of the benefits content marketing can offer. Here are several best practices you should follow to create an effective content marketing strategy.

1. Always consider your website goal


Before generating web content of any kind, you must determine what you want to achieve with your website. For instance, if your goal is to raise brand awareness, you’d want to equip your site with search engine-optimised content containing relevant keywords and search terms your prospects use to find legal services similar to yours. 

On the other hand, if you want your audience to take a specific conversion action, such as giving you their contact details, you should create content encouraging them to do so. For instance, you can offer them an e-book or any long-form content with valuable information potential clients won’t find elsewhere.

2. Know your audience

It’s impossible to create high-quality law firm content if you don’t know to whom you’re writing it for. Therefore, knowing who your audience is and understanding their needs are crucial. With a keen understanding of your prospects, it will be much easier to determine the topics they find interesting, the type and tone of your content, and other crucial factors that would make your web offerings more appealing and engaging.

3. Incorporate relevant keywords

You’d want to incorporate keywords relevant to your legal services to make your web content more search engine-friendly. Not only will this help with your search rankings, but it also reassures your audience they are on the right website. 

Start your content marketing strategy with keyword research. You can do this by: 

  • Using keyword research tools such as Google Keyword Planner.
  • Identifying the keywords your competitors are ranking for.
  • Listing down potential content topics related to your legal specialisation.

4. Make your content readable and easy to digest

structure of KT blogs

Because reading on a screen is unlike reading paper, you must ensure your web content is as user-friendly as possible. Even if you have written a compelling piece about UK’s criminal or corporate law, some of your prospects will likely shy away from it if they find your content hard to read. Therefore, consider the following to make your content easy to consume:


  • Keep your paragraphs short and scannable.
  • Consider using numbers or bullets to highlight essential points.
  • Use subheadings.
  • Add relevant images and media to convey vital information.
  • Always proofread your content after writing. Nothing says “unprofessional” better than web content riddled with misspellings and grammatical errors.

5. Try different web content types

Your law firm web content doesn’t always have to be an article or a blog post. You can experiment with other types of content to spice things up so your prospects won’t get bored with your offerings. You can upload videos, podcasts, or infographics to provide variety to your audience.

A Word of Caution 

Content creation can be time-consuming, so you will need to be realistic about the time and effort you need to spend on this task. It helps to have a schedule as it would enable you to create and post content consistently. 

Also, consider outsourcing your content marketing to experts, such as our team here at Kinetic Traffic. As a lawyer, your time is precious. It helps to seek professional assistance so you can focus on your law firm and clients needing your legal expertise.

Generate Traffic and Case Leads with High-Quality Web Content 

High-quality content is a vital ingredient of an effective law firm marketing strategy. Not only does it allow you to showcase your legal knowledge and expertise, but it also helps increase your search ranking and online visibility. As such, consider the pointers above so you can create compelling and well-written content that will help drive traffic and leads to your website. 

If you require expert assistance when developing an effective content marketing strategy for your legal practice, we at Kinetic Traffic are happy to help. Our team can offer you specialist law firm digital marketing solutions to help you create better brand awareness and attract more traffic and leads. Contact us, and we’ll create a strategy tailored to your law firm. 

Lead your law firm towards the best results.

Get in touch with our team and let’s talk about your marketing needs.

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