Originally published March 21, 2023 , updated on July 10, 2024

Law firm content writing is key for attracting new clients and retaining current ones. But how you go about creating your law firm’s website content is an important decision. You can choose whether to use in-house writers or outsourced legal content writing services. When choosing between these options, it is worth considering quality, cost, expertise and consistency. Our analysis will help break this down later in the blog.

For context, recent HubSpot data reveals businesses are continuing to invest highly in content creation services. This is largely due to the flexibility of content writing in helping achieve a range of marketing goals. Expanding your customer base or changing your brand image, for example. As such, it is worth investing in legal content writing solutions if you’re looking to take your law firm to the next level.

Read more to help inform your decision.

In-House Legal Content Writing Services

As the term suggests, in-house legal content writing services refer to content created by those within your law firm. This might be a dedicated content writing team, staff pulled from your existing marketing department, or new staff altogether.

Pros

• Control:  When you outsource your legal content writing services, you relinquish control as an external agency provides the content. With in-house content, you can keep a close tab on the process. As a business leader, this is valuable as it allows you to communicate and manage your resources more effectively. Having greater control also means you can implement the changes more quickly.
• Personalisation: Having long-standing staff create content for your law firm gives it authenticity. They’re familiar with your brand, making it easier for them to create content that aligns with your values. In-house legal content writing services are, therefore, more likely to have a consistent tone of voice and style. You should note, however, that an experienced content writing agency, such as Goodman Lantern, will be able to provide personalised legal content writing solutions for your specific law firm.
• Skills Investment: By upskilling your staff and investing in them, your team will become better and better at providing legal content writing solutions. 

Cons

• Time-Consuming: Creating effective marketing content requires a significant diversion of a business’s resources. This is particularly true for the legal industry, as forming meaningful connections with potential customers has the potential to result in conversions. In-house legal content writing services can take resources away from your firm that you can use to support day-to-day activities.
• Limited Skill Sets: While those within a firm will possess lots of industry knowledge, they may lack the skills to create effective content and acquiring them can take time and money.
• Cost: Law firm content writing can be expensive in-house because it’s linked to overhead costs such as salaries, insurance, benefits, and more. 

Outsourced Professional Legal Content Writing Solutions

When outsourcing your law firm’s website or social media content, there are many options. Using contacts, freelancer platforms and seeking out content writing agencies are all ways to find third parties that can provide legal content writing solutions. Data shows that the demand for outsourced process services across the board has been rising in the UK. Between 2018-23, the number of outsourcing businesses grew by an average of 2.5% a year. Creating effective marketing content is one of these valuable business processes.

Choosing between agencies and freelancers is another consideration, which you can read more about here.

Pros

• Diverse Content: Outsourcing brings in writers with a fresh perspective. This not only means your firm’s content can become more diverse, but external writers can also be unbiased when analysing your overall content approach.
• Large Talent Pool: One of the pros of legal content writing services is that they can be fully remote. As such, your choice of potential third parties to outsource to is vast. This allows you to pick the freelancer or agency that’ll be the best fit for your law firm.
• Scaling Potential: You aren’t limited to outsourcing just writers. Goodman Lantern’s legal content writing solutions offer researchers, editors, videographers, designers, SEO strategists, and more. The result is content crafted specifically for your law firm and the intended audience.
• Expertise: By outsourcing to a reputable and experienced team, you can rest assured that industry professionals are undertaking your law firm’s content writing. Agencies such as Goodman Lantern comprise experienced, qualified and skilled individuals.

Cons

• Lack of Control: When outsourcing any process, there is an element of ‘letting go’. At Goodman Lantern, we prefer to call it ‘trusting the process’. While we might not involve you in every element of the content creation, you will be consulted every step of the way.  We also offer technical and content audits.
• Sourcing the Right Experts:  With such a breadth of choice, finding the experts that are most suited to your law firm can be difficult. Sourcing legal content writing solutions is now more challenging when it comes to freelancers, as there can often be less indication of their service’s quality. This is why outsourcing to a content agency comes highly recommended. 

What Goodman Lantern’s Legal Content Writing Services Can Do for Your Firm

As an experienced content writing agency, we’re able to offer you all the above benefits of outsourced legal content writing solutions. What’s more, certain aspects negate the cons of outsourcing. Goodman Lantern’s content professionals are dedicated to understanding the pain points of your firm’s target audience, as well as the importance of accurate and concise information. Our team will craft content solutions that will attract, grow and retain your client base. Your brand growth is our priority. 

Get in touch with us today.

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