Originally published July 29, 2022 , updated on July 25, 2024

There are various factors that have changed the way we do business. Cultural change, technology, and different consumer habits are just some of them—and let’s not forget the pandemic.

This means that what were once in-person processes have now moved online. But we’re addressing one process in particular here—talking discovery calls and consultations. There’s a growing shift towards clients preferring to have the option to meet online instead of in person. This means that your online space needs to be optimised. Legal content writing services are here to help you do it.

Since your website has become the face of your business, it’s crucial that it’s attractive, informative and emotive. Even its query space and customer service processes must be streamlined and efficient. It shows that you mean business. The best legal content writers bear this in mind. They’ll have you connecting to your prospective clients with minimal effort in the best way possible.

Now let’s tuck into why legal content writing services are imperative if you want to modernise your processes, stay ahead, and scale your business.

Content Marketing and the Legal Industry 

Let’s clarify content’s role in marketing. As of 2022, almost half of businesses claimed that they want to increase their content marketing efforts.

So, what is content marketing, and why is everyone going on about it?

We’ll begin with content. Content is information shared by your business. As a legal industry specialist, you might already be familiar with some content forms. We’ve listed these below.

• Service pamphlets
• Your website copy
• LinkedIn posts
• Google ads
• Newsletters and monthly mailers
• The script of any business videos and podcasts
• Case studies and testimonials
• And, arguably, even your legal contracts.

But we’re going to focus on using the content forms that market your businesses specifically.

Assure Your Audience

Content marketing has risen in popularity for several reasons:

1) The internet is cluttered with content.

In 2021, the average person was estimated to come across between 6,000 and 10,000 adverts per day. Content marketing helps streamline your information to your target audience in a cluttered online market. 

2) Your audience is informed.

With Google, Facebook groups, and online web forums, it’s clear that your audience does their research first. In fact, they’re scrutinous. Every business owner can be assured that a client has completed an in-depth online journey before they’ve finally contacted you.

3) Spam and invasive pop-up ads.

It can seem enticing to pump out as much content as possible. But software has been updated to keep the online experience valuable. This means that repetitive, low-quality content ranks low online. As a result, it’s less likely to be seen.

Legal content writing services advertise by providing value to your audience. They do this by answering relevant questions online. Overall, Google and your search engine favour quality over quantity. We recommend a marketing style that shares helpful information. Professional legal blog writing services will do this while subtly offering your business as the solution.

Empowering Your Audience

An effective marketing approach empowers your audience. It makes them feel like they have the power to choose you. As a result, your audience can make informed and educated decisions when they finally choose your services. The best legal content writing services use this strategy to foster trust. And it goes without saying that trust is imperative when forming connections in the legal industry.

Humanising the Digital Experience

Legal matters are often sensitive. Your online tone needs to sound down-to-earth, warm, and conversational without losing your professional edge. This can be challenging. Legal website writing services understand that they’re communicating complex topics to a layperson with a grade nine readability level.

The best legal content writers aim to be simple and concise without losing credibility in the process. It’s best to choose legal content writing services that are seasoned in your niche. A professional legal blog writing service provider can implement these strategies effectively.

The Crux of Legal Content Writing

Different legal services require different types of content writing, tone, style, and formats.

For example:

Legal website writing services for risk management might use a simplistic and even aggressive writing style. This conveys strength, action, and authority.

Legal blog writing services for construction or family legal matters require a different tone and approach entirely. These will be aimed at conveying feelings of safety, trust, dependency, and credibility.

Legal Content Writing Services: The Benefits

There are so many reasons to invest in legal blog writing services.

Firstly, these writers understand your niche. Secondly, they understand your audience. Thirdly, they know how to foster a connection between your company and its audience. This is crucial when your online profile is the make-or-break point when taking on new clients.

The best legal content writers also know how to optimise your website. We’ll explain what this means next.

The Ins and Outs of Optimisation

Having excellent web copy is essential. But it’s only the first step. If your website can’t be found by the right people – that is, your target buyer profile – it can’t bring in qualified leads.

A legal blog writing service provider will understand that you have to do more than win over your online audience. You need to win over Google too. Currently, high-quality content is one of the most important factors that decipher how well you rank in the online search engine results.

Let’s Talk About the Algorithm

LinkedIn, Instagram, YouTube, and Facebook all have an algorithm. The algorithm is based on your previous online search queries. It then drives articles and images to you, according to what you’ve searched for in the past.

This is incredibly helpful when you consider the vast quantities of information online. If it wasn’t streamlined, the world wide web would be chaotic.

Now, search engines like Google, Bing, and Mozilla have algorithms too. You’ll most likely pick this up in the kinds of online ads that target you. Ever wondered if your phone is listening in on your conversations or reading your mind? That’s the accuracy of an algorithm, But search engine algorithms work differently from social media algorithms. However, both serve the same purpose: to better your overall online experience and put content you want to engage with in front of you.

Beating the Algorithm

A good online experience is defined by a couple of factors. The most important are relevance and quality. Google and its users like credible content. So, legal blog writing services naturally create the kind of copy that’s fed to the top of the search engine.

This means that if someone wants legal services in your area or within your niche, they’ll likely search for it online. Excellent legal website writing services ensure your law firm pops up at the top of these search results.

That’s where legal blog writing services become a little scientific. Yes, your copy must be functional and get your point across clearly. But it also needs to be optimised: in other words, incorporate the trending keywords in the right places. And this is just one way legal content writing services boost your business visibility by drawing in more leads.

Your Search Engine Wants Quality

The best legal content writers will make sure your website has the following:

• Great copy
• Content that’s optimised and accessible to your desired audience
• Credible copy backed by reputable services
• Affiliate links
• A quick loading speed
• The right image quality and size

These all work together to boost your online ranking. But, once your website is discoverable, it doesn’t end there. Next, legal blog writing services work to hold your audience’s attention. It’s even better if they engage with your online profile too.

Enticing Copy to Boost Engagement

Legal website writing services craft engaging content coupled with catchy headlines and images to keep your audience on your page. The next step is to drive engagement. This will be in the form of comments, reviews, queries, and testimonials. These all build your online profile. The best legal content writers ensure that potential clients are more likely to work with your firm specifically.

Professional legal content writing services create informative blog posts that tap into your legal niche. These posts position your business as an authority in your industry. This information can then be shared on the appropriate social media profiles. This makes your online profile discoverable and reachable from all corners of the internet. Ultimately, the copy will pull traffic to your site and get your audience to contact your sales team directly.

Engagement Collects Data

Legal website writing service providers understand the importance of engagement. Engagement provides your communication team with metrics and important information about your client profile. It can look at the services they want and their activity on your website. Legal content writing services can even comb out any gaps in the market that you could leverage.

The best legal content writers collect all this information on your behalf. Next, they streamline it so that you can use it to better your services and your offerings. Of course, this also helps your team get to know your client better.

The Content You Need as a Legal Entity

The two basics when it comes to marketing in the legal sector would be an optimised and consistently-updated website. This works in tandem with thought-provoking blog posts. These blog posts attract and win over your audience base. Legal blog writing services use clever CTAs and well-placed links to pull traffic to your site. The result is that people get in touch with your sales team. They take the reigns from there.

Here’s Why Legal Website Writing Services Are Worth It

Like we said, your website is arguably your brand’s face now that almost all processes are moving online. Your website must include the following elements to be effective:

• Its design, headlines and copy tone must communicate your services while speaking to your client base.
• Since this is happening online, it’s important that you adopt a human approach and style to really foster connection. This connection, in turn, builds trust and drives online interest.
• By providing helpful information linked to your target buyers’ online searches, you offer credible information that offers value.
• This, alongside the correct keyword density, placement, and other website elements such as loading speed and image quality all feed you to the top of the search engine results, boosting your visibility.
•  The result is that you win over the search engine’s algorithm alongside your new or existing clients.
•  Since algorithms and trends change, your website must be updated consistently.
• An active website drives more traffic and more leads and conversions than an inactive website. This is where blog posts come in.

Invest in Legal Blog Writing Services That Drive Interest

Thought-provoking blog posts are an easy way to keep your website updated, up-to-speed, and trending. By posting blog posts consistently, you increase your ranking and discoverability on Google.

Your blog posts can be related to your services, case studies about your success, or even offer trending and helpful information according to your niche. They will also incorporate the trending keywords at just the right density. This is a subtle way of pulling traffic to your site.

For example, if you work in family law, you could post an article on the processes regarding asset splitting and even the psychological effects of divorce on children and how to navigate these best. That way, when someone searches these topics, they’re pulled to your site. 

Success Requires a Team

When it comes to effective copywriting, one writer simply doesn’t cut it. You’ll need a team. This includes a website programmer who can run an audit on and update your existing website. You also need a graphic designer, a research team, a group of writers, an editor, and a project manager. 

When you choose legal content writing services, your business has access to a full team with various perspectives. They can also provide you with valuable insights that you can use to better your services and customer experience. What’s more, it takes the stress off your team’s shoulders, so they can focus on the job at hand.

Goodman Lantern’s Writing Services

At Goodman Lantern, we offer in-depth, professional legal content writing services suited to your budget and personalised for your unique aims and outcomes. We have a full team versed in your niche. They’re also updated on the latest tech, software and marketing trends. Our legal website writing services offer a fusion of educational copywriting alongside enticing subtle sales strategies.Are you looking to take your legal website to the next level? Book a trial, and we’ll create an impactful online strategy, giving your business the boost its been looking for.

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