Here’s how to make legal content that speaks directly to your audience.
Start by Listening to Your Clients
Your clients are already telling you what they need. But are you listening?
Every consultation, email, or phone call reveals patterns. What questions do you hear over and over again? That’s your content roadmap.
If you handle personal injury law, people may ask, “Do I have a case?” or “What is my case worth?” If you practice family law, they might ask, “Who gets custody?” or “How is child support calculated?”
Keep a running list. Then turn each question into a blog post, FAQ, or video script.
Use Clear, Simple Language
Most legal clients aren’t lawyers. Avoid legal jargon unless you explain it. Instead of saying “motion to compel discovery,” say “a request to force the other side to share information.”
Use short sentences. Write like you’re talking to someone who’s never been in a courtroom. If you confuse or overwhelm your reader, they’ll leave your site—and possibly choose another attorney.
Focus on One Question at a Time
Each piece of content should focus on one issue. Don’t try to explain every detail of the divorce process in one blog post. Instead, write several focused pieces like:
- “What to Expect at Your First Divorce Hearing”
- “How Is Property Divided in a Divorce?”
- “Can I Keep the House After the Divorce?”
This makes it easier for readers to find the answers they need—and easier for you to structure your content.
Optimize for Search Engines
Good legal content also needs to be found. Use natural language that people would typically search for. Think about how your client might type a question into Google.
Instead of targeting “negligence in tort law,” try “Who is at fault in a car accident in Colorado?”
Use keywords in your title, subheadings, and URL. But always write for people first, not just algorithms.
Keep It Local and Relevant
Clients want to know how the law applies to their specific location. A blog post about general DUI laws isn’t as helpful as one titled “What Happens After a DUI Arrest in Denver?”
Tailor your content to your state, county, or city. This not only enhances relevance but also fosters trust with potential clients seeking local assistance.
Use a Friendly, Professional Tone
Legal topics can feel intimidating. Write with warmth and authority. Let clients know you understand what they’re going through. You don’t need to sound casual, but you also don’t need to sound like a law textbook.
A reassuring tone helps visitors feel more comfortable—and more willing to reach out.
Update Your Content Regularly
Laws change. So should your content. Review your top-performing pages every few months. Ensure that the information is accurate and that the links are still functional.
You can also add updates to reflect new laws, recent court decisions, or changes in your area of practice.
End With a Clear Next Step
After reading your content, what should your visitor do? Encourage them to call, fill out a form, or schedule a consultation. Keep it simple and stress-free.
Here’s an example:
“If you have more questions about your legal situation, contact My Law Firm. We help clients deal with legal issues in a personalized and professional way.
Want help turning your legal expertise into content your clients want to read? Reach out to Legal Web Design today to get started.
