Let’s say someone’s in the middle of a legal crisis—maybe they’ve just been served, hit with a DUI, or are staring down a custody battle. Where do they go first for answers and solutions?
Google.
They don’t pull out the Yellow Pages or call their cousin’s neighbor’s lawyer. They type in a question.
And if your law firm isn’t showing up with a clear, helpful answer?
You just lost that case… before it even hit your inbox.
That’s why SEO content writing is one of the most powerful (and underutilized) strategies in the legal world. It doesn’t just improve rankings; it builds trust, drives leads, and turns casual browsers into paying clients.
So, to boost your law firm’s marketing, try these 7 SEO content writing tips. They’ll help you move from page three to the top of the search results. If you need assistance creating SEO optimize content for your law firm, consider hiring an SEO agency for attorneys. SEO agencies like Rankwise have the knowledge and experience it takes to create the best legal content for law firms.
1. Focus on Topics, Not Just Keywords.
Once upon a time, SEO was all about exact-match keywords. If you didn’t cram “best personal injury lawyer near me” into every other sentence, you weren’t doing SEO.
But those days are over. Today, Google cares more about relevance and context than repetition.
That’s why the smartest law firm content focuses on topics rather than just target phrases people type into search engines like Google.
What does that mean for you?
Instead of forcing one keyword into a blog post, focus on answering all questions about a specific issue.
Let’s say you’re writing about DUI defense in California. Your post should:
Define DUI laws in your state.
Explain penalties for first-time vs. repeat offenders.
Outline the steps to take immediately after an arrest.
Clarify license suspension rules.
List potential defenses (lack of probable cause, inaccurate testing, etc.).
Link to relevant legal resources or services.
This turns your article into a complete guide, which Google really likes. And bonus: you’ll naturally rank for multiple long-tail phrases without trying.
Tools like Answer the Public, People Also Ask, Semrush Topic Research, and aHrefs Topic Research can help uncover what clients are really asking. Start with a core topic and build outward from there.
2. Create Content for Your Ideal Clients.
You’re not writing for other lawyers. You’re writing for people who need legal help immediately.
Your SEO content should speak directly to the person searching at 1 a.m. after an accident or dispute. That’s why client personas matter.
A persona is a snapshot of your ideal client: their problems, motivations, fears, and what they need to hear to trust you.
Example persona for a family law firm:
Name: Ashley.
Age: 37.
Situation: She recently separated and is seeking full custody of her children.
Needs: Clarity, protection, emotional support.
Searches: “Can I get full custody in California?” “How to protect my kids in divorce.”
Keep Ashley in mind. This will warm your tone, make your CTAs more reassuring, and make your structure easier to digest.
Use data from:
Google Analytics (Audience → Demographics)
Intake forms (How did they find you?)
Social media insights (Who’s engaging with your content?)
CRM records (Most common case types)
Writing for personas doesn’t just make your content more empathetic; it makes it more effective.
3. Diversify Your Content Types.
Not all legal content has to be a 1,200-word blog post. Mixing it up boosts engagement. It keeps users and search engines interested.
Law firm content you should be creating:
Blog Posts: Still the bread and butter for law firms and attorneys. Use blog posts to address common questions or clarify newsworthy topics.
Service Pages: Each practice area (e.g., “Estate Planning,” “Criminal Defense”) deserves its own fully optimized service page.
Location Pages: Help you rank locally for your practice in your local target cities.
Video Content: Converts well, boosts time on-site, and builds trust fast. (Example: “What Happens During a Free Consultation?”)
Infographics: Break down complex timelines, steps, or comparisons.
FAQs: Excellent for both voice search and client confidence.
Podcasts: Not required, but useful if your firm wants to build a brand or show thought leadership.
Rankwise PRO tip:
Turn one blog post into multiple formats—record a video summary, extract quotes for social media, and turn it into an FAQ. One topic can easily create 4 pieces of content for you.
4. Make Your Writing Clear, Kind, and Human.
Your clients aren’t lawyers. They’re stressed-out people trying to find answers online.
So please—for the love of Google—write like a human. That means:
No legal jargon without plain English explanations.
Short sentences and paragraphs.
Simple formatting with bold headings and bullet points.
Conversational tone (if it sounds like a deposition transcript, rewrite it).
Example:
Instead of saying:
“Chapter 7 bankruptcy entails liquidation of non-exempt assets to discharge unsecured debts…”
Try:
“With Chapter 7 bankruptcy, you can often erase debts like credit cards or medical bills by selling assets. However, you usually get to keep essentials like your car or house.”
The second one is more readable, engaging, and likely to convert.
Also:
Always include a clear call to action (CTA) at the end of every piece. A simple “Schedule a Free Consultation” can boost conversions a lot.
5. Promote Your Content.
Just hitting “publish” on your website is like hanging a flyer in the woods. You need to get your eyes on your content.
Easy ways to promote:
Email your list: Weekly digest or highlight a new post.
Post on LinkedIn or Facebook: Bonus points if your lawyers reshare it.
Add internal links: New content should link back to key service pages.
Answer Reddit or Quora threads: Link when relevant, but don’t spam.
Repurpose content for short-form videos or reels: “3 Things To Do After an Arrest” can easily become a 30-second tip.
Consider republishing successful posts on Medium or Substack. This can boost visibility. Just remember to include a canonical link to your original post.
Promotion isn’t optional. If content marketing is a campfire, promotion is the oxygen.
6. Track Results and Use the Data to Get Better.
You’re a lawyer, and we know you love evidence. So why guess whether your content works?
Use tools like Google Analytics, Search Console, and even simple CRM notes to answer key questions:
Are blog readers converting into clients?
What topics get the most organic traffic?
Which pages have high bounce rates and need improvement?
Which keywords are rising over time?
Also, track micro-conversions like:
Contact form fills.
Clicks on your phone number.
Email list signups.
Downloads of legal checklists or PDFs.
If a blog about “What Happens After a Hit and Run” gets 1,000 views and three clients every month, write three more just like it.
Let the data guide your content roadmap.
7. Update and Refresh Old Content.
Here’s the dirty little secret of SEO: Old content can outrank new content if updated.
Google values fresh content, especially in fields like law. Because in the legal industry, rules, precedents, and statutes change frequently.
How to refresh your content:
Add new statistics or legal developments.
Improve readability (shorter paragraphs, better headers).
Add FAQs or schema markup.
Embed updated video content.
Link to newer blogs or service pages.
Check and fix broken or outdated links.
Even changing the publish date after an update can show Google that your content is fresh. And trust us—refreshing an old blog post often takes less time than writing a new one from scratch.
Make content refreshing part of your quarterly strategy. You’ll be amazed at how much more traffic it brings in.
Final Verdict: Content Writing for Law Firms Is About Connection—Not Just Keywords.
Your potential clients are online. They’re anxious, confused, and overwhelmed. Your job, before they even call, is to meet them where they are and offer clarity.
SEO content writing for law firms isn’t about tricking algorithms. It’s about building trust, answering questions, and proving that you are the advocate they’ve been searching for.
Remember to keep it human, helpful, and optimized when you write a blog post on DUI laws, an FAQ about child custody, or an estate planning guide.
With these seven tips, your law firm won’t just get more clicks. You’ll receive better leads and stronger cases. Your reputation will grow on its own long after you hit “publish.”
Attorneys Rankwise Helps
Rankwise offers SEO services to attorneys, lawyers, and law firms throughout the US.
Here are some of the locations we serve:
