Content Marketing for Lawyers
Content Creation By Lawyers for Lawyers
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Legal copy requires a higher touch than general search optimisation.
Google doesn’t visit your site for fluff, and clients don’t either.
Google classifies legal content “Your Money or Your Life” because inaccuracies could seriously harm people’s rights or finances. If you don’t deliver its stringent requirements for Experience, Expertise, Authoritativeness and Trustworthiness (E-E-A-T), your content could be flagged as low-value and not appear in search results at all.
At the same time, law firms must balance high page rankings with professional credibility. Every page speaks to four groups – web spiders, the client, SRA and legal advertising regulators, and the brand.
We have ex-practising solicitors on our editorial team. They’ve been in the legal trenches and know what it takes to work with integrity. Every article we produce goes through back-and-forth with them to make sure it’s brand-protecting. That doesn’t just mean well-written. That means it has an opinion. It positions you as a true thought leader. It translates complex legal topics into digestible and helpful content for clients. It has flair and a voice.
Regardless of whether you specialise in criminal defence, medical negligence or M&A, providing valuable content to future clients is always a priority. Human content for human readers. To stand out in a saturated market, this is the only way.
Why Choose Us?
We write content that competes, connects and converts
On-brand and on-message
We align every piece of content with your brand, your personality and your audience. Search intent, keyword strategy, tone of voice – we cover it all.
Every word earns its place
Legal treatises don’t always create value. Knowing what not to say matters just as much as choosing the right words. We break complex topics into clear, practical answers so people get real help, fast.
We know your legal business
You can count on us to get the details right. We know the law, respect your time, and deliver work that doesn’t need rewriting by your fee earners.
Gen AI ready content
Search is evolving and we’re ready. Our content is crafted for both traditional search and conversational AI experiences (Google Overviews, ChatGPT etc), so it shows up everywhere it matters.
How It Works
We’ve built an agile content creation process shaped around your business
1. Define your demographic
To convert words into enquiries, your content needs to speak directly to the clients you want to attract. We tailor each page to match the needs and knowledge level of your audience. The approach for corporate CEOs isn’t the same as for “no win, no fee” personal injury clients, and your strategy reflects that from the start.
2. Audit and build on what you have
Understanding your demographic will give us insight into what sort of content your clients are looking for and where your gaps are. We work backwards from there to create an editorial calendar that seizes those opportunities, whether it’s a roundup of crypto disputes or a guide to contesting a will.
3. Write thoroughly researched & optimised content
We build every article, guide, page and FAQ around what your clients are actually searching for, using deep keyword data to guide the plan. Every piece is thoroughly researched, accurate, with clear E-EAT signals and citations from credible sources to build authority in your service area. For specialist content, we interview your subject-matter experts to gain their deeper insights.
4. Strengthen your brand with every word
Your content must show clients exactly who you are as a firm. We write in your brand’s style and voice so potential clients ‘know’ you before the first conversation. Strong brand identity leads to more and faster conversions, so you actually win more of the work you want.
5. Monitor and improve results
Once your content is live, we track its traffic, rankings, keyword visibility and conversion rates in real time to see how well it’s working. We report these results to you, and adjust course as needed to keep attracting clients.
Want to write the content yourself?
You’re welcome to draft the legal content and let us optimise it for SEO. Or you can hand everything to us. Legal SEO is our bread-and-butter, so we likely work faster than your fee earners, and we dare say our hourly rate is lower too.