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Strategies for legal content writing

Legal content aims to simplify the concepts of domestic and international law. The primary idea here is to help the 'regular Joe' understand the rather complicated and technical world of legal matters. Legal content writing is one of the excellent marketing strategies for law firms. It helps to establish their authenticity, promote their message and subsequently attract clients.

In this mission, specialised legal content writing services have come to their rescue. By creating engaging content for the clients they help the law firms to build a positive impression, generate more traffic, and understand their clients’ interests. 

So, in this blog, you will learn about the strategies to write compelling legal content. 

Implement best strategies for effective legal content writing

Choose suitable topics

The most important strategy for writing legal content is to choose a suitable topic. You have to select your legal content by considering the expertise level and requirements of your potential clients. For this, you need to conduct proper keyword research and gather feedback from your clients. 

By conducting keyword research you will come to know about your clients’ search intention for legal content. Therefore, keyword-optimised content for legal firms results in a high rank in search engines. For example, you can search a topic using Google Trends. When you search for a topic using this tool, it will give you insights about ‘Related topics’ and ‘Related queries’. Also, it will highlight the ‘Rising’ and ‘Top’ topics and queries regarding your searching keyword phrase. Legal content writing services use tools like Google Keyword Planner Tool, Semrush’s Topic Research tool, and more for this purpose. 

Also, gather feedback from your clients and gain ideas about topics. So, ask them about the challenges they have faced during their cases, which resources they have found helpful, how they overcome the challenges after taking legal advice, etc. These questions and your client’s experience will help you to create compelling legal content for them. As a result, you can build strong communication with them and they rely on your content before appointing a lawyer. 

Understand demographics

Then, you have to analyse the demographics of your target audience. You can do it through any analytics tool and also check the insights from social media platforms. These platforms assist you in understanding the demographics of all your clients, followers, and web traffic. The demographics of the clients include geographic location, age, education level, areas of interest, gender, job title, salary, and family background. 

This scrutiny of demographics helps you craft the right legal content for the right people based on their expertise, educational background, and preferences. As a result, your content becomes relevant and engaging and generates awareness among the people. 

Demonstrate E-E-A-T

E-E-A-T is a crucial factor for lawyers and legal content writing services profiles. But what does the E-E-A-T stand for? It means 'Expertise', 'Experience', 'Authoritativeness', and 'Trust'. Among these four elements, trust is the most important factor for law firms. According to Google’s guidelines, 'Trust' is mandatory to analyse these things – 

• The ‘About’ page and the other profile pages of a website are crucial parts of any business. The About page elaborates a clear explanation of the company’s journey, and the profile pages describe the qualifications of its clients. For instance, a law firm should describe its history, achievements, and milestones (potential cases it has handled). The profile pages include the bio, experience, education history, and other significant information of the firm's professional lawyers.   

• Another trust factor is off-page SEO. Off-page SEO includes backlink building, citations, reviews, and customer ratings. So, you have to consider the quality of backlinks—specifically, their relevance to the website content. Also, you have to maintain the consistency of your business citation (business name, address, contact details, etc.) across different channels. Then, ask your client to provide some useful and positive feedback for your business. 

•  Consider showing the real evidence of your employees’ expertise. For example, a law firm should include their lawyers' work history, case results, and awards. If the law firm has a contract with the third-party service providers, they can include the portfolio and client testimonials of those service providers on their site. 

All these things play key roles in the trust factor for a law firm. Furthermore, legal content writers in India should follow these guidelines to gain the reputation and trust of the clients. 

Apply the best practices for on-page SEO

On-page SEO techniques help increase your website's organic traffic and search engine ranking. First, you have to consider keyword research. From the above section, you have already learned why keywords are important for legal topics. So, now you will learn about the other strategies for search engine optimisation for law firms. 

• You have to create an engaging title for your legal content. It will be the HTML page title that appears on the search result. 

• Then, you must include the H1 tag for your content. It should be similar to the title and the length should lie between 50 and 60 characters. 

• The meta description appears just below the title of your content on the search engine. So, include this to drive people to click on your page. 

• Also, you should add internal and external links to strengthen your content’s authenticity. 

Strong CTA

By implementing a potential CTA, you can engage readers, gain more followers, and build a strong connection with them. Generally, professional content writing services for law include these types of CTAs -

• Embedding your contact page link: You can simply add a link to navigate to the contact page of your law firm. Otherwise, you can include the phone number and email ID in the content. 

• Newsletters: You can add CTAs to subscribe to your newsletters. The newsletters are significant tools to provide the latest legal news-related topics in your client’s inbox. 

• Link to other related resources: Mention and add URLs of other resources to engage your readers. 

• Social media following: You can encourage your readers to follow you on social media. It will build your reputation and trust.  

Simplify legal jargon

Legal content can’t stand without legal jargon. So, you must incorporate some legal jargon while writing legal content. But ensure you’ve provided an easy-to-understand explanation for every terminology. Also, craft your content in a simple language and maintain readability.

Moreover, you can provide definition tooltips, such as pop-ups, that include a word's meaning and context in Wikipedia.  

Conclusion

Content is king for every industry. Thus, every law firm should focus on writing engaging blog posts and articles. By adopting the right approaches and strategies, they can reach out and communicate with larger audiences and build their reputation. So, they should hire a legal content writing service, implement the right strategies for their content creation, and witness success.