If you are a lawyer or handle marketing for a law firm, you should seriously consider working with an experienced legal content provider. Content marketing is an efficient and cost-effective way for law firms to reach new clients and the benefits are well-documented.  For example, companies with blogs get 67 percent more leads than companies that don’t. Some of the specific benefits of regularly creating content include:

• Attracting backlinks
• Increasing brand awareness
• Establishing your firm as a leader in your practice area
• Blogging allows you to targeting long-tail keywords
• More content means more opportunities to rank well in the SERPs

As a busy practicing attorney who wants to get more clients, you may have every intention of creating content but have trouble finding the time or motivation to get it done. What’s more, just writing content isn’t enough – to get your content to the top of the search results, you need to learn best practices when it comes to things like content optimization and on-site SEO.

Fortunately, there is no shortage of law firm marketing agencies that can help you with content creation. That said, in a “your money or your life” area like law, it’s vital for your content to be accurate and in compliance with the advertising rules in your state. Additionally, in order to rank well, your content needs to demonstrate experience, expertise, authority, and trust (E-E-A-T) in a way that aligns with Google’s guidance. 

With this in mind, you should look for an agency that understands how to optimize content to show up in the SERPs in 2024 AND with writers who know the law. But how do you find a unicorn like this? Well, if you are reading this, you already have…but here’s some advice in case you want to continue your search.

Look for Subject Matter Experts (SMEs)

When you are looking for a person or company to handle your law firm’s content, you need to find someone with expertise in three distinct areas:

• The law
• Optimizing content for search
• Writing engaging content

Finding all three of these attributes in a content provider can be challenging. The expertise in the law is relatively easy – it’s not difficult to determine whether someone has JD or Esq. behind their name.

Read Reviews Before Choosing a Legal Content Provider

One of the best ways to determine the quality of a legal content provider is by reading reviews and case studies from their past clients. Look for testimonials from law firms similar to yours in size and practice area. Pay attention to specific results mentioned, such as increased website traffic, higher search engine rankings, or growth in client inquiries.

Evaluate Their Understanding of Legal Ethics

Creating law firm content involves significant, challenges, particularly regarding ethics and compliance with state bar advertising rules. Your content provider should demonstrate a thorough understanding of:

• The ABA Model Rules of Professional Conduct
• State-specific regulations on attorney advertising
• Best practices for disclaimers and avoiding the unauthorized practice of law
• Ethical considerations in discussing case outcomes or client testimonials

When evaluating a legal content provider, ask about their process for ensuring compliance and how they stay updated on changes in legal advertising regulations. A reputable agency should be able to provide clear guidelines on how they navigate these issues.

Assess the Legal Content Provider’s SEO Expertise

While legal knowledge is crucial, your content provider must also be well-versed in current SEO best practices. 

In 2024, this goes beyond simply stuffing keywords into articles. Look for an agency that understands the importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in legal content, how to optimize for featured snippets and other SERP features, the role of user intent in search rankings, technical SEO factors that impact content performance, and strategies for local SEO, which is particularly important for law firms. Ask for examples of how they’ve helped law firms improve their search visibility and what metrics they use to measure success.

Evaluate Their Content Creation Process

A high-quality legal content provider should have a robust process for creating accurate, engaging, and optimized content. Their approach should encompass several elements. First, they should employ thorough research methods using reliable legal sources. It’s crucial to understand how they ensure factual accuracy and legal correctness in their content. The provider’s revision and editing process is also a critical component, as it helps refine and polish the final product. For example, at Lexicon, we offer unlimited revisions to ensure our clients’ satisfaction with the final product.

You should inquire about any content provider’s  use of AI tools in content creation, and if utilized, how they maintain quality and originality. Lastly, their approach to creating various types of content, such as blog posts, practice area pages, and FAQs, should be tailored to each format’s requirements while maintaining consistency in quality and accuracy. 

Look for a Provider Offering Customized Solutions

Every law firm has unique needs and goals. Avoid content providers who offer one-size-fits-all packages. Instead, look for an agency willing to create a customized content strategy tailored to your firm’s specific:

• Practice areas and target clientele
• Geographic focus (local, regional, or national)
• Marketing goals and budget
• Existing online presence and areas for improvement

A good content provider should take the time to understand your firm’s unique value proposition and incorporate it into your content strategy.

Looking for a Legal Content Provider? Contact Lexicon Legal Content Today!

 While exploring your options is valuable, if you’re reading this, you’ve already found a content provider that checks all the boxes. Lexicon Legal Content combines deep legal expertise with cutting-edge SEO knowledge and engaging writing skills.

Our team of experienced attorneys and SEO specialists understands the unique challenges of marketing a law firm online. We create customized content strategies designed to boost your firm’s visibility, establish your authority, and attract more qualified leads.

Don’t let your valuable time be consumed by content creation when you could be focusing on practicing law. Contact Lexicon Legal Content today to discuss how we can elevate your firm’s online presence and help you reach more potential clients. Let us handle the content while you handle the cases.