Content Marketing for Law Firms

You should publish new content (or update existing content) on your website or blog at least once per week. It’s okay to add content more frequently (up to three times per week) or even less frequently as long as you’re consistent. New content can include new blog posts, new practice area pages, or updates of either.

The quality of your website or blog’s content is an incredibly important factor, and publishing as frequently as possible without sacrificing quality is ideal.

Consistency signals to search engines that your site is active and gives you more opportunities to be seen online. You can think of it like casting a fishing line into the water; the more lines you throw out, the better your chances of getting a “bite” (or in our case, a reader).

Establishing and maintaining a consistent publishing schedule means there’s a system in place to keep content coming on a regular basis. Without such a schedule, it’s far more likely for a firm to fall behind and go months without touching the content on its website.

Content marketing builds trust and relationships with people seeking legal help. If your firm answers questions people have, you’ve positioned yourself as trustworthy and authoritative. These are invaluable qualities, especially in an industry where your services are key to improving people’s lives when they are vulnerable.

Google even has a phrase for “verticals” or industries where the stakes are high for consumers—Your Money or Your Life (YMYL). In YMYL verticals, experience, expertise, authoritativeness, and trustworthiness are invaluable. There’s even an acronym for that, too. E-E-A-T.

Quality content is the best way to improve your E-E-A-T, enhance your presence online, and increase the likelihood that when your potential clients are looking for an attorney, they’ll find you.

We create both blog posts and webpages for your website, with each serving a distinct purpose in your digital marketing strategy.

Blog posts focus on users in an information-gathering phase after a serious injury. These pieces answer specific questions people commonly search for when they’re looking for clarity, reassurance, or next steps. Blogs help demonstrate your authority, build trust, and keep users on your site longer, all of which are signals that Google values highly.

Blogs also play an important role in building authority within your community. People seek out helpful answers about preparing for winter road trips or stocking a first-aid kit—even though they haven’t been injured and don’t currently need a lawyer. That positive experience creates recognition and trust. Later, when they or someone they know faces an unexpected situation, your firm comes to mind first because you’ve already demonstrated genuine expertise and care.

Webpages are typically designed for users who already know they need legal help and are actively comparing attorneys. These pages answer the questions people ask when deciding who to hire, and they guide visitors toward becoming qualified leads. They’re also structured to help your website rank well for the high-intent search terms people use when looking for a lawyer.

At cj Advertising, we create reliable, ethical, white-hat content written for real people. While some agencies rely on black-hat tactics, like keyword stuffing, buying backlinks, or hiding text in an attempt to trick search engines, those shortcuts often lead to steep penalties that can seriously damage a firm’s rankings. Once that happens, rebuilding authority is far harder than doing things the right way from the start.

It may seem counterintuitive, but “human-first” content is exactly what Google prefers, and the algorithm has become extremely good at rewarding authentic, high-quality work while penalizing search-engine-first content. That’s why everything we create, from blog posts to service pages, is built around helping real users, answering their questions, and establishing your firm as a trustworthy authority.

This approach is part of our larger content marketing strategy of employing best practices while staying at the forefront of SEO trends and algorithm updates.

The most accurate measure of success in content marketing is the number of interactions you receive from your website. Those interactions include phone calls, web form submissions, and chats. Though it’s difficult to directly attribute a single piece of content to interactions, especially with phone calls, we can monitor trends over time to determine whether the content is moving the firm’s interactions in the right direction.

It’s also essential to measure content’s visibility on Google. We look at whether blogs and webpages rank for important search terms. And even though web traffic is becoming an increasingly challenging metric in the age of Google’s AI Overviews, large language models like ChatGPT, and changing user behavior, we also monitor traffic, focusing most heavily on high-quality traffic that leads to interactions.

Yes. However, it’s best to focus on one piece of content for one location to get the absolute best results. If a firm has multiple markets, we coordinate with the firm and cj’s Brand Strategists to prioritize markets and locations to focus on, based on the firm’s goals and opportunities. In many cases, we actively build content to improve the firm’s position in several markets.

We know how busy law firms can be, and our team has years of collective experience researching and acting on data without any involvement from your firm. However, suppose your firm has specific practice areas or insights you want incorporated into your content. In that case, we will happily work with you to ensure our content marketing efforts align with your firm’s goals.

Yes, we offer both. We select topics based on current data and best practices. Then we write, edit, and post content to ensure it’s optimized to perform well online. We also update content as needed and always maintain a consistent publishing schedule.

Most people looking for local businesses start their search online. The same is true for people looking for information that they’ll eventually use to decide whether they need services or goods. Content is one of the best tools at a law firm’s disposal for being visible on search engines, and that content needs to be optimized according to best SEO practices.

Ultimately, we like to think about what’s best for users because that’s exactly what search engines consider when they index and rank content. By putting your website’s users’ needs front and center, we are also positioning you to be seen online, which is critical in a time when people rely so heavily on search engines to find local services.

Absolutely. AI gives your firm yet another opportunity to be found online, either through mentions in LLMS and Google’s AI Overviews or via citations in these AI platforms. Our team stays on top of best practices when optimizing your content to ensure it has the best possible chance of being cited and mentioned in LLMs.