Effective Content Marketing Strategies For Lawyers

social media marketingWhen it comes to marketing their services, attorneys are caught between a rock and a hard place.

On the one hand, today’s lawyers have access to absolutely unprecedented opportunities to draw in new clients thanks to cutting edge marketing tools.

On the other hand, lawyers have to use these tools judiciously, lest they wind up looking less than professional. That’s because lawyers are trusted with helping their clients navigate some of the toughest challenges they’ll face in their entire lives.


Your Reputation Above All

When the chips are down and people may be looking for a lawyer to help them secure a financial settlement, the kind that allows them to move on after an accident injury has prevented them from working. Sometime, an attorney’s clients are hoping to secure a plea bargain that allows them to stay with their families instead of serving out a long prison sentence.


The one thing that none of these folks want is a lawyer who comes off as a clown because he or she has a sloppy website or an overly personal social media presence. For this reason, practicing attorneys need to be very careful about how they represent themselves on the Internet.


The good news here is that lawyers who embrace best practice content marketing strategies can harness the power of the Internet, without compromising their professional stature. If you’re a lawyer who been looking for ways to start building your content marketing strategy, here are some tips to help you get started.


Quality Content Matters

Content is the core of any solid web marketing plan. That said, too many would-be web marketing gurus simply don’t understand how the process works. Despite what you’ll see when you Google terms, like, “best drunk driving attorney,” quality matters; and it’s especially important when your professional reputation is on the line.


Just think about it for a moment. Would you hire an attorney whose website was filled with poorly written content that neither sold you on their services, no spoke to the quality of their legal acumen.


Content That Works for Lawyers

If you’re creating content for a website for attorneys you need to consider the concept of a value proposition. This is the hook that turns readers into clients.

So what is good value proposition for an attorney? In most cases, your ability to specialize is what will set you apart from your competition, while providing value for your clients. Whether you specialize in child custody cases or defending suspected drunk drivers, your content needs to reflect that specialization. That’s because that’s where your clients see your value.

Beyond Content

Of course content is just one piece of the web and content marketing puzzle for modern lawyers. These days, that effort is going to include everything from purchasing PPC (pay per click) advertising; to managing the firm’s presence on social networks like Facebook and Twitter.


These outlets all work to establish your firm’s brand while driving traffic back to your primary website or blog. Once the potential client has followed social links to your site, you’d better have something worthwhile waiting for them when they arrive.

Any attorney you ask will tell that quality marketing is absolutely essential when you’re chasing down new clients. They’ll also tell that marketing efforts can seriously backfire if they’re not done correctly.


To keep your marketing effort effective and interesting; focus on web marketing strategies that emphasize quality above all else.


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Jurgita Glodenyte


Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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