How to Find the Best Legal Content Provider for Your Law Firm

How to Find the Best Legal Content Provider for Your Law Firm

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.

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.

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.

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.

 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.

Google Update Impacts Legal Content Marketing

Google recently updated its Search Quality Rater Guidelines, which will likely impact your law firm’s content marketing strategies. These guidelines help raters assess page quality. The focus is now on E-A-T (Expertise, Authority, Trustworthiness). Your law firm’s website must demonstrate these qualities in its content.

In 2024, Google added “experience” to E-A-T, reacting to AI-generated content like ChatGPT. For legal content and SEO, staying updated and collaborating with an SEO-savvy legal content provider who understands E-A-T and YMYL is crucial. Working with professionals pays off.

Google Update Impacts

The Shift in Direction

Google has shifted focus from YMYL topics like News, current events, Civics, government, and Law to assessing specific content categories for potential harm. According to the quality rater guidelines, content gets labeled YMYL when it poses a high risk of causing damage to readers or others affected. Pages are classified as YMYL if they could significantly impact health, safety, or financial stability due to dangerous topics or unreliable information. Law firm websites must have high-quality content to avoid search engine penalties, as well-written YMYL pages have better chances of ranking well.

EAT, YMYL, and Lawyers

When it comes to legal content, it’s not a stretch to say that inaccurate information can prove harmful to readers and society at large, which makes focusing your efforts on Google’s updated guidelines paramount for law firms and other companies in the legal services space. To begin, the information you share can be actionable, which means it has the potential to guide readers’ behaviors and, thus, has the ability to do harm or cause significant impact – if the content is not carefully considered, accurate, and clearly written.  

Google advises that – even when minor inaccuracies could lead to harm – YMYL is likely applicable. Further, if the topic isn’t one that most people would be comfortable seeking guidance from friends or family, it’s more likely to fall into the YMYL categories. Legal content very likely checks both of these boxes. Finally, the more closely your content identifies with YMYL, which is gauged on a spectrum, the more important E-A-T becomes. 

A High-Quality Focus on E-A-T

Google considers a variety of factors when it determines the quality of the content of a page:

  • The topic and purpose of the page guide the necessary level of E-A-T, amount and quality of main content (MC), and level of information about the MC’s creators. When it comes to YMYL topics, a higher standard for all three is required. 
  • Some factors that can make a page low quality – regardless of its purpose or topic – include having a mixed or mildly negative reputation regarding the website or the content creator or having a shocking or otherwise exaggerated title. 
  • Any type of website can have pages that are identified as low quality, including government and academic websites, and low-quality pages can be about virtually any topic. 

The pages on YMYL topics require more careful scrutiny in terms of factors that are indicative of low quality, and it’s important to note that even one low-quality attribute can push an entire page into a low-quality rating.

The Topic and the Purpose of the Page

The necessary level of E-A-T, as defined by Google, is driven by the page’s topic and purpose. Whatever kind of law you practice, your pages are almost certainly intended to inform readers about important legal matters that could lead to significant actions and profound effects. As such, the very topics of your pages – because the information has the potential to cause harm – are likely to place them squarely in the exacting sights of quality raters, who are required to evaluate the topic when determining page quality. 

A Lack of E-A-T

Google has tweaked its definition of what it means when a page lacks the necessary E-A-T to bypass a low-quality finding by adding a bullet point that states the following – Informational [main content] on YMYL topics is mildly inaccurate or misleading.

Other common examples of pages that are ranked as low quality due to a lack of necessary E-A-T include:

  • The MC’s creator doesn’t have the necessary expertise in the topic at hand
  • The site – although it may be authoritative – is not an authoritative source for the topic at hand (a legal website that offers medical advice, for example). 
  • The MC itself does not inspire trust.

While some pages need no formal expertise to write, it’s critical for the purposes of YMYL topics, which makes it critical for your law firm’s website content. The idea is to highlight the level of legal experience, insight, and skill you have achieved and to ensure that this colors your content. If a page you publish lacks the E-A-T necessary to support its purpose, which is to inform readers on a topic that has the potential to have a significant impact, other factors, such as reputation, cannot save the page from a low rating.  

Do No Harm

Google’s quality raters are trained to recognize that even the most authoritative and generally helpful websites can include pages with harmful MC that are deserving of the lowest ratings. As such, they are called to carefully evaluate each page in terms of its own merits and challenges. Before moving on to any other page quality characteristics, quality raters are required to first check for the following:

  • Untrustworthiness
  • Deception
  • Spam
  • Harmfulness

In its quest to update and upgrade search quality ratings, Google also put out a clear overview of the process involved in the search quality evaluator guidelines. As a provider of legal information, providing informative, well-constructed, compelling YMYL pages is key, which makes focusing on the expertise, authoritativeness, and trustworthiness of the legal content at hand instrumental to offering readers the information they are looking for while remaining in Google’s good graces.

FAQs

What is E-A-T, and why is it essential for legal content?

E-A-T stands for Expertise, Authority, and Trustworthiness. Google uses these factors to judge the quality and reliability of information. It’s important because it can impact readers’ lives, finances, or safety.

How can a law firm demonstrate expertise in its content?

Law firms demonstrate expertise by providing detailed legal knowledge, case studies, and practical legal advice highlighting their attorneys’ qualifications and experience.

What gives legal content authority?

Legal content gains authority through credentials like memberships in legal associations, awards, recognitions, and years of experience. This assures readers that the information comes from a credible source.

How can trust in legal content be maintained?

Trust in legal content is maintained by ensuring accuracy, transparency, and reliability. Avoid sensationalized or misleading information, clearly cite sources, and present balanced and factual information.

Why is YMYL (Your Money or Your Life) important in legal content?

YMYL topics, including legal matters, can significantly impact a person’s finances, health, or safety. To protect users, Google requires such content to be accurate, trustworthy, and high-quality.

What pitfalls should be avoided in legal content marketing?

Avoid providing inaccurate or outdated information, lacking precise citations or sources, using overly promotional language, and neglecting to update content regularly to meet current standards.

Final Word

Law firms must create high-quality legal content that adheres to Google’s E-A-T guidelines. Focusing on expertise, authority, and trustworthiness can enhance their online visibility and establish them as dependable sources of legal information.

SEO Services Tailored for Lawyers: A Guide

Protecting a robust online presence in the digital era is essential for law firms. Search engine optimization (SEO) helps lawyers attract more clients by improving their visibility on search engines like Google. This guide will explain law firm SEO, how it works, and why is is crucial for your law practice.

SEO entails optimizing a website for higher rankings in search engine results pages (SERPs). Lawyers must ensure potential clients can find their firm when searching for legal services online. A well-executed SEO strategy can help your law firm stand out and attract more clients.

Why SEO is Important for Lawyers

Increase Visibility

Most of the time, people use search engines to find legal services. If your website ranks high on Google, more potential clients will see it. High visibility increases website traffic, leading to more clients for your law firm.

Build Trustworthiness

People often view websites that rank high in search results as more reliable and trustworthy. Improving your SEO builds your law firm’s reputation and establishes authority in your field.

Budget-Friendly Marketing

Compared with Conventional advertising methods, SEO offers a Cost-Saving Marketing solution. It targets users actively searching for legal services, making it more likely to convert them into clients. Investing in SEO provides a high return on investment (ROI) for your law firm.

Critical SEO Services for Lawyers

Keyword Research

A person with phone, tablet, and laptop doing keyword research for lawyer SEO
Keywords Research COMMUNICATION research, on-page optimization, seo

Keyword research involves identifying potential clients’ terms and phrases when searching for legal services. Target these keywords to optimize your website and rank higher in search results.

  • Understand Your Audience: Know what potential clients are searching for. Use various tools to find relevant keywords.
  • Long-Tail Keywords: Focus on long-tail keywords (phrases with three or more words) because they are less competitive and more specific. For example, “divorce lawyer in New York” is more specific than “divorce lawyer.”

On-Page Search Engine Optimization

Most of the time, individual web pages are optimized for On-page SEO to improve their rankings in search results. It involves several elements, including:

Title Tags: Use your main keyword in the title tag of each page. Keep it concise and descriptive.  

Meta Descriptions: Write compelling meta descriptions that include your main keywords. These appear in search results and can affect click-through rates.

Headings: Structure your page article using headings (H1, H2, H3). Use your focus keyword in your content heading to improve SEO.

Content: Create high-quality, informative content that addresses your clients’ needs. Use keywords naturally throughout the content.

Images: Optimize images using descriptive file names and alt text that include keywords.

Technical SEO

Technical Search Engine Optimization means optimizing your website’s technical problems to improve its performance and optimize it for search engines.

Site Speed: Ensure your website loads quickly. Use tools like Google PageSpeed Insights to identify and fix issues.  

Mobile-Friendliness: Make sure your website is mobile-friendly. Use responsive design to provide a good user experience on all devices.

Sitemap: You must generate a sitemap and submit it to search engines to understand the structure of your website and index your pages.

Robots.txt: Create a robots.txt file to control your page’s search engines can crawl and index.

Local SEO

Local SEO is vital for law firms as most customers search for legal services in their local area. By optimizing for local search, you can attract more clients from your geographic region.

Google My Business: Create and optimize your Google My Business profile. Confirm your organization name, address, and phone number (NAP) are accurate and consistent.

Local Keywords: Use keywords in your content, title tags, and meta descriptions. 

Local Citations: Ensure your law firm is listed in local directories and citation sites. Consistent NAP information across all listings helps improve local SEO.

Reviews: Inspire satisfied clients to leave positive reviews on your Google My Business profile and other review sites. Positive reviews can boost your local rankings.

Content Marketing

Content strategy means creating and sharing valuable content to attract and engage your target audience. This may involve blog posts, articles, videos, and infographics for lawyers.

Blog Posts: Write blog posts on legal topics that interest your potential clients. For example, “How to File for Divorce in New York.”  

Articles: Publish in-depth articles on complex legal issues. This can help create your expertise and attract clients looking for detailed information.

Videos: Create videos explaining standard legal processes or answering frequently asked questions. Videos can help engage your audience and improve your website’s SEO. 

Infographics: implement infographics to present complex information in an easy-to-understand format. Share them on your website and social media to attract more traffic.

A person placing a block connecting other blocks to form a link, representing link building for lawyer SEO
A man is completing the construction of a bridge. Build bridges, make connections and useful contacts. Improving and developing a business. New innovative solutions, growth and prosperity

backlink strategy involves acquiring backlinks from other websites. Backlinks serve as votes of confidence, indicating to search platforms that your website is trustworthy and authoritative. 

Guest Blogging: Contribute guest content for other websites in the legal industry. Enclose a link back to your website in your author bio.  

Directories: Register your law firm in reputable legal directories. This can provide valuable backlinks and improve your local SEO.

Partnerships: Cooperate with other businesses and organizations to acquire backlinks. For example, partner with a local bar association or legal aid organization.

Content Promotion: Boost your content on social media and other platforms to attract backlinks. Outstanding content is more likely to be shared and linked to by others.

Analytics and Reporting

Tracking your SEO efforts is essential to understand what works and what needs improvement. Apply analytics tools to monitor your website’s performance and make data-driven decisions.

Google Analytics: Google Analytics tracks website traffic, user behavior, and conversions. Review this information to identify trends and opportunities.  

Google Search Console: Monitor your website’s search results performance using Google Search Console. Identify and fix indexing issues, track keyword rankings, and analyze click-through rates.  

Regular Reporting: Create regular SEO reports to monitor and evaluate your SEO strategy’s success. Use these reports to adjust your strategy and improve your results.

Implementing SEO for Lawyers

Implementing SEO for your law firm requires a strategic approach. Here are the steps to get started:

Step 1: Conduct an SEO Audit

An SEO audit helps identify your website’s strengths and weaknesses. It includes analyzing various aspects of your website, including on-page SEO, technical SEO, content, and backlinks. Use tools like SEMrush, Ahrefs, and Screaming Frog to conduct a comprehensive SEO audit.

Step 2: Develop an SEO Strategy

Develop a customized SEO strategy for your law firm based on the audit results. Establish your target audience and key performance indicators (KPIs). Create a plan that outlines your specific actions to achieve your SEO goals.

Step 3: Optimize Your Website

Start by optimizing your website for on-page and technical SEO. Ensure your title tags, meta descriptions, and headings include relevant keywords. Improve your website’s speed, mobile-friendliness, and crawlability. Create and submit a sitemap and use a robots.txt file to control crawling.

Step 4: Create High-Quality Content

Establish a content marketing plan that includes blog posts, articles, videos, and infographics. Target on creating valuable content that addresses your client’s needs and answers their questions. Apply keywords naturally throughout your content to improve SEO.

Implement a link-building strategy to acquire high-quality backlinks. Write guest posts, list your law firm in directories, and collaborate with other businesses. Promote your content on social media and other platforms to attract more backlinks.

Step 6: Optimize for Local SEO

Focus on local SEO to attract clients from your geographic area. Generate and optimize your Google My Business profile, use local keywords, ensure consistent NAP information, and encourage positive reviews.

Step 7: Monitor and Adjust

Regularly monitor your website’s performance using analytics tools. Track your traffic, keyword rankings, and conversions. Create regular SEO reports to measure your progress and adjust your strategy.

Common SEO Challenges for Lawyers

High Competition

The legal industry is highly competitive, making ranking high in search results challenging. Target on long-tail keywords and local SEO to target specific niches and geographic areas.

Constant Algorithm Updates

Search engines frequently update their algorithms, affecting SEO rankings. Stay up-to-date with the current SEO trends and adjust your strategy accordingly.

Time and Resources

SEO requires time and resources, which can be challenging for busy law firms. Consider hiring an SEO expert or agency to manage your SEO efforts and ensure the best results.

Ethical Considerations

Legal firms must adhere to ethical guidelines when implementing SEO. Avoid search engine spamming tactics, such as keyword stuffing and buying backlinks, as they can harm your reputation and rankings.

Benefits of Hiring an SEO Expert for Your Law Firm

Hiring an SEO expert can provide several benefits for your law firm: 

Expertise: SEO experts have the understanding and experience to implement effective SEO strategies.  

Time-Saving: Contracting an expert allows you to focus on your legal practice while they handle your SEO efforts. 

Better Results: SEO experts can improve your website’s rankings and attract more clients. 

Ongoing Support: SEO experts provide ongoing support, monitoring your website’s performance and making necessary adjustments.

FAQs:

What is SEO for lawyers?

SEO for lawyers involves optimizing a law firm’s website to succeed in a higher rank in search engine results. This includes keyword research, on-page optimization, technical SEO, local SEO, content creation, and link building.

Why do law firms need SEO?

Law firms need SEO to increase their online presence, attract possible clients, and stay competitive in the legal industry. High search engine rankings help build credibility and trust with potential clients.

How long does it take to see results from SEO?

SEO is a long-term strategy. It generally requires 3 to 6 months to see visible progress in search engine rankings and website traffic. However, this schedule can vary depending on your industry’s competitiveness and the effectiveness of your SEO efforts.

What are the most important SEO services for law firms?

Law firms’ most important SEO services include keyword research, on-page optimization, technical SEO, local SEO, content marketing, and link building. These services help improve search engine rankings and attract more clients.

What is local SEO, and why is it essential for law firms?

Local SEO optimizes a website to attract clients from a specific geographic area. It is crucial for law firms because most customers search for legal services in their local area. Local SEO helps law firms appear in local search results and Google Maps.

How can content marketing help my law firm’s SEO?

Content marketing helps improve your law firm’s SEO by creating valuable content that addresses potential clients’ needs and questions. High-quality content can attract traffic, earn backlinks, and improve search engine rankings.

Outbound links are links from different websites to your website. It performs as a vote of confidence, indicating to search platforms that your website is trustworthy and authoritative. Premium backlinks can improve your search engine rankings and drive more traffic to your website.

How do I choose the right keywords for my law firm’s SEO?

Choose keywords relevant to your legal services and with a high search volume. Focus on longer keyword phrases (phrases with three or more words) as they are less competitive and more specific. Use tools like Ahrefs and SEMrush to find the best keywords.

At Lexicon Legal Content, we’re committed to creating law firm website content that ranks and turns website visitors into clients. To learn more, call our office or send us an email today.

.

Mastering Law Firm Content Writing: A Guide to Crafting Engaging Legal Content

In the competitive world of marketing legal services, content writing plays a pivotal role in drawing in clients and establishing a firm’s authority. Below, we’ll guide delve into law firm content marketing techniques, offering insights and strategies to create impactful content that resonates with your audience.

The Importance of Law Firm Content Writing

Content writing for law firms is not just about filling up web pages; it’s an essential part of your marketing strategy. Compelling content can educate clients, build trust, and position your firm as an industry leader. But crafting content that speaks to potential clients while reflecting your firm’s expertise is no small feat.

Understanding Your Audience

Understanding your audience is essential before you start writing. Your clients are looking for reliable information that can help them make informed decisions. They might be stressed, confused, and seeking clarity about their legal issues. Your content should address these feelings directly, offering solutions and reassurance.

Topics That Matter

Choose topics relevant to your practice areas and your clients’ needs. Common content topics for law firms include:

  • Legal process explanations
  • Changes in law
  • Case studies
  • Frequently asked questions
  • Legal advice for specific situations

Each piece of content should be crafted with the intent to inform, engage, and guide your readers through their legal journey.

Crafting the Perfect Article

When writing an article for your law firm, consider these elements to enhance its effectiveness:

  • Title: The title should be catchy yet informative. Include keywords like law firm content writing to improve SEO and attract more readers.
  • Introduction: Set the tone of the article and briefly outline what the reader can expect to learn.
  • Body: Use clear, concise sentences. Break down complex legal concepts into digestible parts. Use Employ bullet points, headings, and subheadings for seamless navigation through the content.
  • Conclusion: Summarize the key points and encourage the reader to take action, whether contacting your firm for more information or reading related articles.

SEO Best Practices

SEO is critical in making sure your content reaches the right audience. Here are some tips for optimizing your law firm content:

  • Create content that demonstrates experience, expertise, authority, and trust (E-E-A-T)
  • Use relevant keywords throughout the article
  • Include internal links to other pages on your website to boost SEO and provide readers with more resources.
  • Optimize your meta descriptions and title tags with keywords to improve your visibility on search engines.

Consistency is Key

Consistency in tone and style helps in building a recognizable brand voice. Whether you choose a formal or conversational style, make sure it reflects your firm’s ethos and meets your audience’s expectations.

Engaging the Reader

Your content should aim to inform and engage. Use real-life examples, tell stories about past cases (while respecting confidentiality), and pose questions that make readers reflect on how the information applies to their situation.

Updating and Maintaining Content

Law is constantly evolving, and so should your content. Regularly update your articles to reflect the latest changes in law and policy. This helps maintain accuracy and boosts your SEO efforts, as search engines favor up-to-date content.

FAQs:

Legal content FAQ: Many question marks on a table top, some of which are illuminated.

Why is content writing important for law firms?

Content writing attracts potential clients, builds trust, establishes authority, and improves search engine visibility for law firms.

What topics should law firm content cover?

Law firm content should include explanations of legal processes, updates on laws, case studies, FAQs, and specific legal advice.

How can I optimize my law firm’s content for search engines?

Optimize content by using relevant keywords, updating meta descriptions and title tags, linking internally, and keeping the content current.

How often should firm content be updated?

Update law firm content at least annually or whenever there are significant changes in the law.

What tone and style are best for law firm content writing?

Use a professional yet accessible tone. Whether formal or conversational, keep the style consistent with the firm’s brand personality.

Effective law firm content writing is a powerful tool for elevating your firm’s online presence and client engagement. By understanding your audience, employing SEO strategies, and consistently producing quality content, your firm can establish credibility and authority in the legal field. Remember, in the realm of law, information is key, and being the best source of this information will set your firm apart. Contact us today to get started.

10 Tips to Help Legal Blog Writers Turn Readers into Clients

Legal blog writing is an extremely effective way to market your law firm online.  It can establish your firm as a leader in your practice area, improve your website’s rankings for various search terms, and lead to new professional opportunities. The return of an investment of time or money on blogging can be substantial – in fact, according to Hubspot, marketers that prioritize blogging see 13 times the ROI than businesses that don’t.

All of that said, law firm blogging is significantly different from blogging for other businesses. Not only is the legal market extremely competitive, but law firms are subject to substantial regulations regarding their advertising and marketing materials. In addition, there is a significant gap between getting people to read a blog post and getting them to become a paying client.  Here are 10 tips to help you do it.

1. Write for Legal Consumers

First things first – remember your audience. Legal consumers aren’t concerned about the newest developments in case law; they are worried about things like how they are going to pay their medical bills or who will get custody of their children after their divorce. Blogging is a great opportunity to target long-tail keyword phrases that consumers are searching for. If you answer legal questions that your clients are asking, there is a good chance that you’ll show up in the search results when they Google their questions. Some examples of blog topics that could answer common questions include:

  • Do I need a lawyer after a car accident?
  • What are the penalties for a first-time DUI?
  • Chapter 7 vs. Chapter 13 bankruptcy
  • How do I start an LLC?

2. Avoid “Legalese”

People looking for legal services typically are not lawyers or judges and likely have not gone to law school. As a result, you should avoid using legalese in your blog material. While you may know exactly what comparative negligence is, don’t assume your readers do. If you do use legal terms, explain them in a clear and concise way that your readers will understand.

3. Choose Catchy and Intriguing Headlines

Creating content is pointless if no one is reading it. One of the best ways to get people to click on your links is to use catchy and intriguing headlines. The unfortunate reality is that clickbait works. It’s a good practice to create titles and headlines that pique your readers’ interest and leave them wanting to learn more. Some examples of effective headlines include:

  • Don’t Make This Mistake after a Car Accident
  • Why Talking to the Insurance Company Yourself is a Bad Idea
  • Here Are the 4 Things You Should Do Before Filing for Divorce

4. Add Images

A super handsome black dog
Scout (AKA Scooter Libby, Disgraced Former Counsel to Vice President Dick Cheney)

According to digital marketing expert Jeff Bullas, posts with images get 94 percent more views than those without images, and it’s easy to understand why. Blog posts with images tend to receive more engagement for several reasons. Firstly, images capture the attention of readers and make the content visually appealing. They break up the text and create a more inviting reading experience. Additionally, images help to illustrate and clarify concepts, making the content easier to understand. They also evoke emotions, establishing a connection with readers and encouraging interaction.

A super cute tan and white dog
Sadie (AKA Marquis De Sade or Biz Markie)

5. Use SEO Best Practices

Your content isn’t going to convert readers into clients if nobody sees it. In order to maximize the chances of your blog posts ranking well in the SERPs, you should use search engine optimization (SEO) best practices. Some of the most important of these include:

  • Using your target keyword at a 2-3 percent density
  • Link to external authoritative sources
  • Link internally to your other pages on your site
  • Use header tags for your subheadings
  • Demonstrate experience, expertise, authority, and trust (E-E-A-T)

6. Write for Digital Readers

People read text on screens differently than they read books or newspapers. According to the Nielsen Norman Group, 79 percent of users scan websites, and only 16 percent read word-for-word. As a result, you should structure your blog posts in a way that makes them scannable. Specifically, you should include:

  • Informative headings
  • Bulleted lists
  • Highlight keywords
  • One idea per paragraph

Importantly, scannable doesn’t mean short or lacking in substance. In a “your money or your life” (YMYL) area like law, it’s important for your content to demonstrate expertise, which often means longer content.

7. Link to Authoritative Sources

It’s a good practice to link to authoritative sources in your blog posts. For example, if you cite a state statute, you should link to your state’s official code. Similarly, if you use a legal term, you could link to Wikipedia (if there is an article on it) or a source like Cornell’s Legal Information Institute. Be sure not to link to seemingly informative websites like nolo.com, which are actually platforms for lawyer advertising. If you link to a source where other attorneys are running ads, you could inadvertently lose potential clients to them.

8. Don’t Focus on Length

Google has made it clear that there is no “right” word count for content. That being said, law is clearly a  YMYL area, which means that your content needs to demonstrate E-E-A-T. Demonstrating experience, expertise, authority, and trust often requires discussing topics in detail, which in turn requires longer form content. For context, we regularly create web pages in the range of 4000-5000 words for clients in competitive markets, and our blogs are typically in the 1000-2000 word range.

9. Focus on How a Lawyer can Help the Reader

Remember that people who are reading your blog likely have a legal problem that they want someone to solve. So, even if you are writing a blog about how much a personal injury case is worth or what the penalties for a first-time DUI are, always bring it back to how a lawyer can likely provide a more favorable outcome. For example, in the personal injury valuation blog, address the factors that determine the value of a personal injury case, but then pivot to discussing how legal representation can maximize a settlement or award. Similarly, in the DUI example, discuss the potential penalties but then explain to the reader how a lawyer may be able to identify potential defenses or negotiate a plea bargain.

10. Include a Clear Call to Action

Your blog should end with a clear call to action. In fact, you should likely have a call to action “above the fold” – the part of your website that is visible without scrolling –  and one at the end of your article. Make it easy for your readers to contact you by including your phone number and a link to your contact us page.

Need Legal Content? Call Us Today

Here’s our call to action – if you need legal content, contact us today. The attorney-led team at Lexicon Legal Content creates blogs, practice area pages, press releases, and other forms of content for digital marketing agencies and law firms throughout North America. Call us at 877-486-8123 or contact us online.  You can also order content online or request a free sample here.

 

 

 

Google Considering Policy on E-E-A-T for AI Content

Roger Monti of Search Engine Journal recently reported that Google is forming a policy on how AI-generated content will interact with E-E-A-T, their framework for evaluating content. What they decide will almost certainly have a significant impact on content marketing, specifically in Your Money or Your Life (YMYL), like law, finance, and medicine.

What is E-E-A-T?

E-E-A-T is an acronym for experience, expertise, authority, and trust. It appears in Google’s Search Quality Rater Guidelines, and Google identifies the elements of E–E-A-T as important considerations in Page Quality rating. While it is not a ranking factor directly, a page’s E-E-A-T will certainly affect its ranking, particularly in areas that can have a significant impact on a person’s health, safety, or well-being.

Here’s what Google has to say in it’s Rater Guidelines about experience as a part of E-E-A-T:

AI Doesn’t Have Experience with Anything

Since ChatGPT went viral in late 2022, people in every industry have been racing to figure out exactly how to integrate it into their workflows. Generative AI can do a lot of things; it can write college-level essays, categorize data, and even act as a chatbot for customer or client interactions. 

One obvious potential use case is using it to create marketing materials such as blog posts or website content. That said, marketers have been wary of AI content, and rightfully so. As recently as 2022, Google said that it categorized AI-generated content as spam and that it may take action against sites that have it. Since then, Google has changed its tune, saying that it is fine with AI-generated content so long as it is helpful.

The problem is that this guidance seems to be at odds with the principles of E-E-A-T. At this point, AI cannot claim to have experience with anything. Presumably, then, AI-generated content cannot generate content that aligns with E-E-A-T.

What Does Google Have to Say?

According to Monti, Google’s Gary Ilyes and others responded to various questions related to AI at Google Search Central Live Tokyo. Presenter and Japanese SEO expert Kenichi Suzuki then blogged about the event. According to the Search Engine Journal article reporting on Suzuki’s blog, Google had the following to say regarding AI-generated content and AI:

  • Google’s algorithms and signals are based on human content and, as a result, human-created content will rank higher than AI-generated content
  • Google is having internal discussions on how to deal with the fact that AI-generated content cannot align with E-E-A-T principles and will announce its policy once they settle on it

All of this uncertainty has many people in the content creation space wondering how to proceed, and the stakes are especially high in the legal industry. As of now, you can use AI to create content, but the last thing you should do is ask ChatGPT to write a blog titled “Don’t Make This Mistake after a Car Accident” and copy and paste the output into a blog. Some of the ways you can safely use AI to speed up the content creation process include:

  • Generating content ideas
  • Rewriting boilerplate sections of text (for example, using it to rewrite an existing call to action)
  • Getting over writer’s block
  • Proofreading
  • Generating lists
  • Outlining content

It’s critical to thoroughly review everything that AI spits out, as it regularly “hallucinates,” which is a nice way of saying it generates false information. As a cautionary tale, all you need to do is consider what happened to New York attorneys Peter LoDuca and Steven Schwartz. The two lawyers were recently ordered to each pay $5,000 and send a letter of apology to several judges named as authors of options after they filed a brief written by ChatGPT that cited fake nonexistent cases.

Lawyers and law firm marketing teams who want to use AI to make the content process more efficient should develop best practices regarding how and when to use it. At Lexicon Legal Content, we’re integrating AI into our process in various ways, from editing to content creation, all with full transparency. If you’d like to learn more about how we can help you create content that ranks and generates new clients, call us today or contact us online.

Blogging for Lawyers: Driving Traffic and Boosting Your Reputation

In today’s digital age, establishing a strong online presence is crucial for lawyers. This is particularly true for attorneys and firms in highly competitive areas like personal injury and criminal defense.

Blogging offers an invaluable opportunity to showcase your expertise, engage with potential clients, and elevate your professional reputation. By consistently publishing high-quality content, you can position yourself as a thought leader in your field, attract a wider audience, and drive traffic to your website. In the highly competitive legal industry, blogging can give you a distinct advantage over the competition and open doors to new opportunities.

Understanding the Benefits of Blogging for Lawyers

Enhancing online visibility and brand awareness

Blogging allows lawyers to increase their online visibility and establish a strong brand presence. By consistently publishing informative and valuable content, you can attract the attention of search engines and improve your website’s search rankings. This means that when potential clients search for legal information or services related to your area of expertise, your blog posts are more likely to appear in the SERPs. As your blog gains visibility, it helps to build brand awareness, making you a trusted resource in the eyes of your target audience.

Establishing expertise and credibility

Blogging offers lawyers an excellent platform to showcase their expertise and establish credibility within their practice areas. By sharing insights, analysis, and practical advice through your blog posts, you demonstrate your deep understanding of legal concepts and your ability to provide valuable solutions to common legal challenges. Over time, this consistent display of expertise helps to build trust among your readers, positioning you as a go-to authority in your field.

Blogging allows lawyers to expand their professional networks and strengthen their reputation within the legal community. When you consistently share well-researched and insightful blog posts, you attract the attention of fellow legal professionals, including colleagues, judges, and influencers. This can lead to opportunities for collaboration, speaking engagements, and invitations to contribute to industry publications. By actively participating in the legal blogging community, you can enhance your professional reputation and position yourself as a respected authority in your practice area.

Identifying Your Target Audience and Topics

Before diving into blogging, it’s essential to identify and define your target audience. Consider the specific demographic, legal needs, and interests of the clients you want to attract. Are you focusing on individuals seeking personal injury representation or businesses in need of corporate legal advice? By understanding your target audience, you can tailor your blog content to their needs, making it more relevant and engaging.

Once you have a clear understanding of your target audience, it’s time to research and identify topics that will resonate with them. Keep up with current legal trends, industry news, and common legal issues your audience may face. Explore the questions and concerns they might have and address them through your blog posts. By providing valuable and informative content that directly addresses their needs, you can establish yourself as a go-to resource for legal information. 

Additionally, you can use blogging as a chance to answer specific client questions (and get your blog to show up for long-tail keywords). Use your experience with your clients to brainstorm ideas for topics based on the questions they often ask. Some examples of blog topics that answer specific questions include:

  • How long do I have to file a car accident claim?
  • Who will get the kids in a divorce?
  • What are the consequences of marijuana possession?
  • Do I need a lawyer to file an insurance claim?

Sometimes, coming up with blog topics is the hardest part of the process. Fortunately, we’ve built a free AI Legal Blog Topic generator that can provide practice area and state-specific blog topics to get you past the blank page.

While it’s important to cater to your audience’s interests, it’s equally important to select topics that highlight your expertise as a lawyer. Identify areas within your practice where you excel and possess specialized knowledge. These topics should showcase your unique insights and perspectives, setting you apart from competitors. By demonstrating your expertise through well-crafted blog posts, you position yourself as a trusted authority in your field and attract clients seeking specific legal expertise.

Crafting Engaging and Informative Content

When crafting blog content as a lawyer, it’s important to write in a clear and concise manner. Avoid using complex legal jargon that may confuse or alienate your readers. Instead, strive for a conversational tone that is easily understandable by both legal professionals and the general public. Break down complex concepts into digestible, straightforward explanations, providing practical examples to illustrate your points effectively.

To engage your readers and make your blog posts more compelling, consider incorporating storytelling techniques. Humanize the legal concepts by sharing relevant anecdotes, case studies, or client success stories. Tell stories that resonate with your audience, highlighting the challenges, solutions, and positive outcomes. This not only makes your content more relatable but also keeps readers engaged and interested in your blog.

While it’s important to avoid overwhelming your readers with excessive legal terminology, there are instances where using specific legal terms is necessary and expected. Be mindful of your audience and the context in which you’re using legal terminology. When necessary, provide clear definitions and explanations to ensure your readers understand the meaning and implications of these terms. Balancing accessibility with accuracy is key to effectively communicating legal concepts.

Conducting Keyword Research

Keyword research is a critical step in optimizing your blog posts for search engines. Identify relevant keywords and phrases that your target audience is likely to use when searching for legal information or services. Use tools like Google Keyword Planner, SEMrush, or Moz to discover popular keywords with reasonable search volumes and relatively low competition. Incorporate these keywords strategically throughout your blog posts to increase your chances of ranking higher in search engine results.

Incorporating Keywords Naturally into Your Content

When incorporating keywords into your blog posts, it’s important to do so naturally and seamlessly. Avoid keyword stuffing, as it can negatively impact readability and user experience. Instead, focus on incorporating keywords in your titles, headings, subheadings, and within the body of your content in a way that sounds natural and relevant. This helps search engines understand the context of your content and improves your chances of ranking for targeted keywords.

Writing Compelling Meta Descriptions and Titles

Meta descriptions and titles play a crucial role in attracting users to click on your blog post when it appears in search engine results. Craft compelling and concise meta descriptions that accurately summarize the content of your blog post while enticing users to click and read more. Similarly, create attention-grabbing titles that include relevant keywords and pique curiosity. A well-optimized meta description and title can improve your click-through rate and drive more traffic to your blog.

Optimizing Images and Headings

In addition to textual optimization, it’s important to optimize images and headings within your blog posts. Use descriptive file names for your images and include alt text that describes the image content using relevant keywords. This helps search engines understand the visual elements of your blog post. Similarly, utilize headings (H1, H2, H3, etc.) to structure your content and make it more scannable for both readers and search engines. Incorporate keywords naturally within your headings to further optimize your blog posts.

Promoting Your Blog and Driving Traffic

Sharing Blog Posts on Social Media Platforms

One effective way to promote your blog and drive traffic is by sharing your blog posts on social media platforms. Create social media accounts for your legal practice or personal brand and actively engage with your audience. Share snippets or teasers of your blog posts, along with captivating captions and relevant hashtags. Encourage your followers to visit your blog for the full content. Additionally, participate in legal discussions and engage with other professionals and influencers in your field to expand your reach.

Participating in online legal communities and forums is a valuable strategy to promote your blog and drive traffic. Seek out platforms where legal professionals and individuals seeking legal advice gather to exchange knowledge and information. Share your expertise, offer valuable insights, and provide links to relevant blog posts when appropriate. By establishing yourself as a helpful and knowledgeable contributor, you can attract the attention of potential clients and drive traffic back to your blog.

Backlinks are links from other websites that direct users back to your blog. They not only drive direct traffic but also improve your blog’s search engine rankings. Actively seek opportunities to incorporate backlinks to your blog in relevant content, such as guest posts, industry publications, or legal directories. Ensure that the backlinks are natural and contextual, adding value to the content in which they are placed. This helps to increase your blog’s visibility, credibility, and traffic.

In Conclusion

Blogging for lawyers offers numerous benefits, including enhancing online visibility, establishing expertise, building relationships with potential clients, and strengthening your reputation within the legal community. By identifying your target audience and selecting relevant topics, you can create valuable content that resonates with your readers. Crafting engaging and informative blog posts, optimizing them for search engines, and actively promoting your content through social media, online communities, and collaborations helps drive traffic to your blog.

As you embark on your blogging journey, remember that consistency, quality, and relevance are key. Regularly publishing well-crafted blog posts, engaging with your readers, and staying up-to-date with legal trends and industry developments will help you maintain a strong online presence and solidify your reputation as a knowledgeable and reliable legal professional.

Embrace the opportunities that blogging provides to connect with a broader audience, showcase your expertise, and differentiate yourself from competitors. Whether you are just starting or looking to enhance your existing blog, the strategies and best practices outlined in this guide can help you drive traffic, boost your reputation, and achieve your professional goals.

Start leveraging the power of blogging for lawyers today, and see how it can transform your online presence and contribute to your long-term success.

As a busy practicing attorney, there is a good chance that you just don’t have the time to consistently write, publish, and optimize blog posts. Fortunately, we’re here to help. The attorney-led team of professional content writers at Lexicon Legal Content has helped hundreds of law firms with their content marketing efforts over the past decade. To learn more about how we can help you, call our office today or contact us online.

What Lawyers and Marketing Teams Should Know about Google’s Upcoming Helpful Content Update

Google is updating its search algorithm – again. While the company isn’t overtly saying that the change is in response to a potential flood of mediocre content created by generative AI, it isn’t hard to read between the lines. In its announcement, Google shared that it will be rolling the update out in the coming months. Specifically:

  • A  greater focus on content with unique expertise and experience
  • The update to the system will more deeply understand content from a personal or expert point of view

In addition, Google is looking into displaying content in the SERPs found in “unexpected places” like forums or blogs. Here’s what Google’s Danny Sullivan had to say about it on Twitter the other day:

So, how does this impact lawyers and their marketing teams? Can they use generative AI to create marketing content? We all know that Google looks to experience, expertise, authority, and trust (E-E-A-T) when it evaluates the quality of a page. We also know that Google’s systems evaluate content for “Your Money or Your Life” sites – such as law firm websites – much more closely for E-E-A-T than others.

Putting this all together, it is more critical than ever for law firms to create and post content that demonstrates a unique perspective and expertise in a particular matter. In addition, it increases the likelihood that a well-maintained blog or engagement in forums will result in content that appears in users’ search results.

How Can Lawyers and Law Firm Marketers Create Content that Ranks Well in the Helpful Content Update?

If you’re wondering how to create content with a good chance of getting Google’s attention, you’re in luck. Last August, Google provided guidance on how to create content that will be successful within the Helpful Content System.

First and foremost, you should be creating content for people, not for search engines. People-first content focuses on satisfying the reader and using SEO best practices secondarily. Some of the specific ways you can ensure that you are creating people-first content include:

  • Providing content that is useful for your intended audience
  • Creating content that clearly demonstrates first-hand expertise and depth of knowledge on the topic
  • Ensuring your site has a primary focus
  • Providing enough information to help consumers achieve their goal (which, for law firm websites, is connecting with a lawyer that can help them

Google is updating this guidance to focus on the importance of experience as an element of helpful content and helping users find “hidden gems.” What does this mean for lawyers, specifically?

Have a Robust About Us Page & Attorney Bios

Your about us page and attorney bios are a great place to showcase your firm’s expertise and experience. Make sure that you discuss the firm’s history, experience, and successes (if allowed in your jurisdiction). Also, be sure to highlight individual attorneys’ educational achievements, professional affiliations, accolades, and anything else that demonstrates expertise and experience.

Post on Your Blog Regularly

Blogging has always been an essential part of a comprehensive content marketing strategy, but this update may make it even more important to cover topics of interest to your potential clients in your blog posts. A blog is a great place to target specific questions your clients may be asking – also known as long tail keywords. Some examples of specific search phrases you could target in your blog include:

  • Who Will Cover My Medical Bills after a Car Accident?
  • Is Student Loan Debt Dischargeable in Bankruptcy?
  • What Do California Courts Look for in Child Custody Cases?
  • How Does a Plea Bargain Work in a DUI Case?

By posting content that answers questions like these on your website, you are more likely to connect with legal consumers looking for the same legal services you provide.

Creating helpful, accurate, and compelling content takes significant time – as does staying on top of Google’s content guidelines. If you are a busy practicing lawyer, it’s extremely likely that you don’t have time to do it.

Fortunately, the attorney-led team of professional legal writers at Lexicon Legal Content is here to help. We are obsessed with creating captivating and optimized legal content for lawyers and marketing agencies that work with law firms. To learn more about our services, contact our office today or email us through our online contact form.

Florida’s New Tort Reform

The Florida Legislature has changed the tort law in an effort to reduce frivolous lawsuits by limiting personal injury cases, insurance litigation, and attorney fees. These sweeping changes are uprooting the landscape of Florida’s civil litigation and, among other things, will make it more difficult and expensive to sue insurance companies.

In short, the tort reform:

  • Decreases the statute of limitations from four to two years in general negligence claims.
  • Modifies Florida’s comparative negligence system from a “pure” comparative negligence system to a “modified” system (with the exception of medical negligence cases). As such, plaintiffs over 50 percent at fault for their own damages aren’t generally entitled to damages.
  • Establishes standards to assist in jury calculations of the actual amount of medical damages in both personal injury and wrongful death cases.
  • In negligent security cases, the business’s insurance company may be able to make the criminal entirely liable and not on the business that failed to protect customers.

The new law also does the following regarding bad faith claims:

  • Provides that negligence in and of itself is insufficient to support a bad faith claim. Instead, the insurer must not act solely based on their own interests in settlement.
  • Allows the bad faith or unfair actions of the claimant and their legal counsel to be considered when examining the insurer’s actions.
  • Makes insurance companies immune to bad faith actions if they tender either the amount demanded by the claimant or the policy limits, whichever is lesser, within 90 days of receiving actual notice of a claim, provided there is adequate evidence to justify the disputed amount.
  • When multiple claimants and limited policy limits exist in a single claim, the insurer can now file an interpleader action or use binding arbitration to determine how the limited policy limits are split up among the claimants to prevent bad faith claims.

Tort Reform Fast-Tracked in Florida

Governor Ron DeSantis proposed the tort reform changes in February before the new legislative session began. Florida’s new tort reform law was then presented at the beginning of Florida’s current legislative session, and, as expected, DeSantis swiftly signed it into law. 

In the Florida House, the bill passed with an 80-31 vote. The only member to cross party lines was Rep. Paula Stark, a Republican from St. Cloud who voted against the bill.

The Florida Senate voted 23-15 in favor of the bill. These Republicans voted no: 

  • Jennifer Bradley of Northeast Florida
  • Jason Brodeur, representing Seminole and part of Orange counties
  • Erin Grall of East Central Florida
  • Joe Gruters, representing Sarasota and part of Manatee County
  • Jonathan Martin, representing part of Lee County

The single Democrat to vote in favor of the bill was Linda Stewart of Orange County.

Opponents of the new tort reform argue that it won’t help lower insurance premiums. Instead, they will hurt people seeking compensation from businesses that have harmed them. DeSantis said the tort reform was essential “to protect Floridians, safeguard our economy and attract more investment in our state.”

Now effective, the law “returns Florida’s tort system to fundamental American judicial principles that the most responsible pay for the damages they caused,” Representative Tommy Gregory said.

Leaders from both Florida Legislature’s chambers supported the reform effort, which was similar to the strategy used for property insurance reforms from the legislative December special session. Leaders predict the bill’s impacts as a boon to the state’s economy. However, many opponents to Florida’s new tort reform are concerned about consumer and plaintiff rights. 

Changes Under House Bill (HB) 837

House Bill (HB) 837, titled Civil Remedies, according to Gov. Desantis’ office, modifies the “bad faith framework, eliminates one-way attorney’s fees and fee multipliers, and ensures that Floridians can’t be held liable for damages if the person suing is more at fault.” The hope is that insurance rates will decrease, although there is no mandate providing for this in the bill.

“Florida has been considered a judicial hellhole for far too long, and we are desperately in need of legal reform that brings us more in line with the rest of the country,” DeSantis said. “I am proud to sign this legislation to protect Floridians, safeguard our economy, and attract more investment in our state.”

Changes under the legislation will apply to causes of action accruing after the effective date of March 24, 2023. The significant changes include:

Decreased Statute of Limitations

HB 837 also amends section 95.11, Florida Statutes, regarding the statutes of limitations for various civil causes of action. The statute of limitations for general negligence has decreased from four to two years. 

As a result, plaintiffs and their attorneys will prepare their cases and assess the validity of their claims at an earlier point in the case. The change may also increase the ability to gather evidence closer to the date of the alleged incident in many cases.

Additionally, plaintiffs may be deterred from filing suit sooner in contested liability cases. The new two-year statute of limitations could also help leverage earlier settlements and resolutions of claims, especially during the pre-suit phase.

A Modified Comparative Negligence Standard

This law changes Florida’s comparative negligence standard from “pure” comparative negligence to “modified” comparative negligence. Florida joins the majority of the other states that already subscribe to a “modified” comparative negligence standard. However, this doesn’t apply in medical negligence cases.

Before this round of tort reform, plaintiffs could recover a percentage of their damages proportionate to the defendant’s degree of fault. Now under “modified” comparative negligence, if a plaintiff is more negligent than the defendant, they can’t recover anything. So, for instance, if someone is 51 percent at fault for causing a car accident, they can’t recover damages from it. Previously, if they had been 99 percent at fault, they were still entitled to recovery for the other one percent of their damages. 

Evidence Admissibility for Medical Expenses

HB 837 also modifies evidence plaintiffs rely on to establish their past and future medical expenses in a civil injury claim. Under the previous law, plaintiffs were allowed to claim the total amount of medical bills charged for services rendered outside of services paid by Medicare or Medicaid. They didn’t need to show evidence of adjustments or reductions made by their insurance company. Plaintiffs covered under Medicare or Medicaid could only use the amounts actually paid by Medicare or Medicaid as evidence of past medical expenses. 

Under the new tort reform, the evidence proving the amount of damages for past medical bills that have been paid is limited to the evidence of the amount actually paid, no matter the source of payment. Admissible evidence for unpaid past medical bills will depend on if the party bringing the legal action has health care coverage, Medicare, or Medicaid as follows: 

  • If they have health care insurance but obtain treatment under a letter of protection or they don’t submit charges, they can admit evidence of the amount that health insurance would have paid to satisfy charges, plus their share of medical expenses. Reasonable amounts billed to the plaintiff for medically-necessary treatment or services are also admissible as evidence. 
  • If they don’t have health insurance, or they have Medicare or Medicaid coverage, they can admit evidence of 120 percent of the Medicare reimbursement rate.
  • If there is no applicable Medicare rate, 170 percent of the applicable state Medicaid rate is admissible as evidence.

Damages can’t include any amount exceeding the evidence of medical treatment and services expenses admitted. Claimed amounts also cannot exceed the amounts actually paid, amounts necessary to satisfy charges due, and those essential for reasonable and necessary future medical treatment and care. 

For future medical expenses, the “usual and customary” sum will depend on whether the plaintiff has health care coverage as follows: 

  • Suppose the plaintiff has health care coverage outside of Medicare or Medicaid. In that case, they can admit evidence of the amount that could be satisfied if charges were submitted, along with the portion of medical expenses under the insurance contract.
  • If the plaintiff doesn’t carry health insurance or has Medicare or Medicaid, evidence of 120 percent of the Medicare reimbursement rate in effect is admissible. 
  • If there is no applicable Medicare rate, 170 percent of the applicable state Medicaid rate is admissible as evidence.

In essence, there are now uniform standards to help juries calculate the actual amount of medical damages in civil personal injury and wrongful death cases. If an insurance company has paid a full medical bill for past services, the actual amount they paid is the only amount admissible at trial.

Disclosure of Letters of Protection and Referrals

If a plaintiff receives medical treatment under a letter of protection, an agreement to defer collection on a medical bill until the plaintiff recovers in a lawsuit, it must be disclosed, along with all bills for medical expenses. The new law also requires them to be itemized and coded. Plaintiffs must also disclose if they were referred for treatment under the letter of protection and who referred them.

If the plaintiff was referred for medical treatment under a letter of protection by their legal counsel, disclosure of the referral is allowed, notwithstanding the attorney-client privilege. Why? Because the financial affiliation between the law firm and the medical provider pertains to the issue of bias of the testifying medical provider. This portion overturns the Florida Supreme Court’s decision in Worley v. Central Florida Young Men’s Christian Ass’n, Inc., 228 So. 2d 18 (Fla. 2017).

Changes to the Law for Bad Faith Actions

The new laws also address bad-faith actions. For example, the insured and their representative now have a duty to act in good faith to attempt to settle a claim. If it goes to court, the trier of fact (judge or jury) can consider if good faith efforts were made. If they determine they were not, then they can reduce the amount of damages. In addition, negligence alone is insufficient for bringing a bad faith claim against an insurer.

Bad faith actions aren’t viable if the insurance company pays the lesser of the policy limits or the damages demanded by the plaintiff within 90 days after receipt of a notice of claim with sufficient evidence. If the insurance company doesn’t pay, the 90 days won’t be admissible in court for bad faith actions, and the statute of limitations extends for 90 days. 

If one occurrence leads to multiple claims, the insurer isn’t liable beyond the policy limits for failure to pay within 90 days as long as one of the following applies:

  • The insurer files an interpleader to identify rights of claims, and if they are in excess of the policy limits, claimants can then receive a pro-rated amount
  • The insurer provides the full policy limits available at binding arbitration, which provides a pro-rata share of the funds as the arbitrator decides, who should include comparative fault and the potential trial outcome in their decision. 

Negligent Security

For negligent security actions against owners or operators of real property brought someone legally on the premises who suffered harm by the criminal act of a third party, the judge or jury in the case now must consider the fault of all individuals who contributed to the injury or death, including the criminal. As such, the property’s owner or operator can’t be held liable for damages caused by a third party attempting to commit, or while committing, any criminal act on the property. 

 This bill also establishes a presumption against negligent security liability for “multifamily residential property” owners or operators if they meet the burden of proof demonstrating “substantial compliance” with such things as crime assessments, employee crime and safety training, and safety and security measures to include:

  • Active security camera systems at places of exit and entry that maintains retrievable video for at least 30 days
  • Lights in the parking lot from dusk to dawn
  • Lighting in common areas, walkways, proches, and laundry rooms from dusk to dawn
  • A deadbolt in every door that measures a minimum of one inch
  • Locking devices on every sliding door and window
  • Locked gates at pool fence areas 
  • A peephole or viewer on a door that doesn’t have a window or window next to the door

Changes to the Contingency Fee Multiplier

Under previous tort laws, courts could consider and award contingency fee multipliers to attorneys’ fees based on various factors such as:

  • The applicable market if contingency fee multipliers were required to obtain competent counsel
  • If the attorney mitigated the risk of nonpayment
  • The amount of fees involved
  • The final results obtained
  • The fee arrangement between the lawyer and client
  • The chances of success at the outset of the action

The new law creates a “strong presumption” that the “lodestar” fee, the number of hours a lawyer would have reasonably spent, and multiplying it by a reasonable hourly rate, is sufficient and reasonable. Only in rare and exceptional circumstances can this presumpting be overcome and the evidence must show that competent counsel couldn’t otherwise have been retained. 

Limited Applicability of One-Way Attorney Fees

Before the new law was enacted, “one-way attorneys’ fees” applied when the insured prevailed in an action against an insurance company. Since the law went into effect, they only apply to declaratory judgment actions for determining insurance coverage against an insurer after coverage is denied for a claim, excluding a defense under a reservation of rights. Suppose a declaratory judgment is granted for the insured against the insurer. In that case, the court shall award reasonable attorneys’ fees; however, they are still limited to those incurred in the action. 

Furthermore, section 768.79, Florida Statutes, the “offer of judgment” or “proposal for judgment” statute, applies to any civil action involving an insurance contract.

What Critics of Florida’s Tort Reform Say

Opponents of this year’s tort reform argue that it won’t lead to lower insurance rates and may negatively impact policyholders and their lawyers. Instead, they say that insurance companies will have an easier time avoiding or defending against lawsuits by policyholders claiming denial or low-balling of benefits. 

In addition, ordinary Floridians will face higher risks, less safety, and fewer options to hold wrongdoers accountable as the law removes the incentive for private businesses to take the necessary steps to keep their customers safe. The measure might also discourage trial attorneys from representing clients against insurance companies as it stands to constrain what they can garner in attorney fees sharply.

The legislation lacks any requirements for insurance companies to decrease their policyholder rates as a result of the substantive changes. This is only one reason the legislation has been criticized by trial attorneys and their clients, who argue that this reform goes too far and will cause a windfall for insurance companies.

Critics of the newly signed legislation also say the new law itself will likely face a lawsuit.

Florida’s Civil Courts Inundated with New Case Filings

Plaintiffs in recent civil cases were in a race against the clock when the legislative process wrapped up on March 24th when the governor signed the bill into law, which took effect immediately.

Last year in March, Orange County reported under a thousand circuit civil lawsuit filings. Contrastly, 9,194 cases were filed before Florida’s governor signed the new bill into law before the end of March this year. As of March 28, 2023, 4,097 were still being processed.

In Seminole County, 285 circuit civil suits were filed last March, compared to 1,856 this March. Osceola County’s civil lawsuit filings increased from 158 in March of 2022 to 1,679 this March. Some lawyers estimate that 100,000 civil cases were filed statewide in March alone, mainly because the new law is considered unfavorable to attorneys and their clients.

Statewide, data from the Florida Courts E-Filing Portal (responsible for maintaining a statewide court registry) show that a total of 90,593 circuit civil cases were filed between March 17 and March 22 in Florida. This figure equals 77 percent of the 118,179 cases filed between January 1 and March 22.

Meanwhile, in South Florida’s tri-county area, 23,666 circuit civil cases were filed between March 17 and 24, representing 71 percent of the 33,315 filed in 2023 through March 22. The dramatic rise in case filings has caused staffers throughout the state to work overtime and administrators to implement measures to limit expected delays. 

Attorney and founder of the personal injury firm Morgan & Morgan, John Morgan, shared with the South Florida Sun Sentinel that his legal teams filed about 25,000 of these civil suits before the bill took effect. He described it as “a Herculean effort” and then went on to express that not to do so would have been “legal malpractice.”

A civil defense lawyers association requested Florida Supreme Court Chief Justice Carlos Muñiz in a letter dated March 23, 2023, to issue an emergency declaration providing defendants additional time to respond to the downpour of litigation. Supreme Court spokesperson Paul Flemming told the public a few days later that Muñiz knows about their issues and “is trying to decide what the best course of action would be.”

HB 837 immediately took effect upon becoming law. However, it should be noted that many of the changes will apply only to causes of action filed after the law’s effective date, which is why so many were in a hurry to file cases earlier in March. 

The change to the statute of limitations for negligence actions also applies to causes of action accruing after the effective date. Regarding insurance contracts, the law may not be used to impair consumer rights under insurance contracts arising before the effective date. However, the legislative changes will only apply to insurance contracts issued or renewed after the law’s effective date.

What’s Next?

Whether the new law faces legal action is yet to be seen. There’s no denying that some parties will benefit more than others from these changes. Still, the full effects of changes and their benefits or consequences won’t be known for some time. No matter how courts, attorneys, lawmakers, consumers, policyholders, or businesses think about Florida’s new tort reform, the fact remains that the change has happened, and they must move forward together. All involved parties will need to make some adjustments to their practices, some more than others. Consumers and policyholders should seek counsel from an experienced attorney as soon as they suspect they have legal matter on their hands.

FAQs: Can Lawyers Use AI-Generated Content for Marketing?

Right now, it’s nearly impossible to have a discussion about digital marketing without mentioning ChatGPT or AI generally. The technology is undoubtedly amazing; it’s capable of answering questions, creating a business plan, and even writing essays. One of the most obvious potential use cases for the newest generation of AI tools is content creation – but is it a good idea to use it? Let’s dig in and see what the issues are….

Can I Post AI-Generated Content on My Website?

Yes, you can. That said , the last thing you should do is post AI-generated content on your legal site without significant oversight and review. On February 8, 2023, Google clarified its position on AI-generated content. In short, it said that using AI-generated content is not against its guidelines. Like other forms of content, it will rank well if it is helpful for people searching for information. Additionally, as clarified in March of 2024, if you use AI to create content in an attempt to “game” SEO, your site will likely be penalized.

Should I Use AI Content?

As the old adage goes, just because you can do something doesn’t mean you should. If your site deals with topics that can affect your money or your life (YMYL, in Google’s parlance), it will scrutinize your site’s content more closely. Specifically, it will look closely for signals that demonstrate experience, expertise, authority, and trustworthiness (E-E-A-T).

YMYL sites include sites that relate to topics like medicine, finance, and law. As a result, it’s critical for lawyers to ensure that the content on their site is accurate, helpful, and in compliance with the rules of professional conduct. If you are using AI to generate content, it’s imperative that you (or someone with the necessary expertise) review every word of it before you post it on your website. At that point, it becomes a legitimate question as to whether using AI to create long-form legal content is truly more efficient than human writing.

If you need 100-word product descriptions for kitchen appliances, you’re likely fine to use AI to generate them and post them with a cursory review. If you are creating long-form blog content on complicated legal topics, you probably want to have more human involvement and oversight in content creation.

How Can AI Help in the Content Creation Process?

That said, there are certainly ways in which AI tools can help content creators make the process more efficient. Some of the ways that you can use AI to help in content creation ethically and without creating more work include:

  • Blog topic ideation
  • Client persona identification
  • Keyword research
  • Content outlining
  • Basic legal research
  • Getting over writer’s block

Is AI-Content Well-Written?

Whether you think AI-generated content is well-written depends on what you believe makes content “good.” To many people, it’s just too generic and “clean” to qualify as good content. The reality is that law firms and other professional service providers have a brand identity that they want their content to reflect, and content generated by artificial intelligence lacks the personality that achieves that goal.

Is AI-Content Bar-Compliant?

There is no guarantee that the content created by AI will be compliant with the rules of your state bar. It may make statements that inadvertently guarantee a favorable outcome, it may suggest that you are a “specialist” or an “expert,” and it may even provide incorrect information. Furthermore, it’s possible that some state bars may hold the position that using AI-generated content without oversight is, per se, a violation of the rules of professional conduct. 

In Conclusion…

If you are a law firm or a digital marketing agency that works with law firms, AI can certainly help you in your efforts. That said, you should be certain that there is a significant amount of expert oversight in the process. Using AI to mass-produce content and posting without review can land you in hot water with Google and even your state bar.