How can law firms create engaging digital content?
What does great legal content look like?
Engaging digital content is an essential tool for your firm’s success in today’s competitive legal landscape.
The right content – from blogs to social media posts – can position your firm as trustworthy, visionary and approachable. This can help to establish credibility, enhance online visibility, attract clients and win business.
Whether you specialise in family law, intellectual property or litigation, here's how to make your legal content compelling and impactful.
Use attention-grabbing titles and formats
Focusing on what your readers need to know will get their attention.
Consider beginning your titles with phrases such as ‘how to’, ‘what you should know’, or ‘five essential steps’ to address your audience directly.
Think about how your content is presented. Dense blocks of text can be difficult to digest, especially when dealing with intricate legal topics.
Break your content into manageable sections using clear subheadings, bullet points and bolded text to highlight critical information.
Include breakout boxes or quotes to emphasise essential points. This can help with complex topics.
Consider structuring content as a series based on a particular topic or theme, or breaking educational pieces into separate articles to give bite-sized information and sustain engagement.
Be relevant to build trust
Your content is more likely to attract readers if it responds to issues your clients care about.
Start by addressing the challenges faced in your industry. This could be the implications of election results on businesses, or the latest on employment law reforms.
You can also demonstrate your firm’s forward-thinking by exploring emerging issues. For example, the ethical challenges of artificial intelligence.
Focusing on future trends could position your firm as an innovative thought leader.
Use visuals and interactivity
Encourage readers to engage with your content by including infographics, charts, timelines and interactive tools.
You could consider using a simple online design platform like Canva, which has templates and AI functionality that can generate visual elements.
Incorporate your brand colours and fonts to ensure your content is unique to your firm, while remaining clear and approachable. This consistency can help your graphics when posting on social platforms such as LinkedIn.
Use storytelling to make an impact
Creating content based on case studies can help your audience relate to your firm and its services.
There might be a recent landmark case that you can give insights on. Or perhaps a particularly interesting case that your firm handled which showcases your expertise.
If privacy is an issue, you can use hypothetical scenarios that illustrate how legal principles apply in real-world situations.
Optimise content to be easily discovered
No matter how informative your content is, it won’t make an impact if no one sees it.
Search Engine Optimisation (SEO) gives your content the best chance of being seen by the right audience.
Some key tips for SEO include:
- using unique keywords to help your content reach the right audience
- summarising content with meta descriptions to increase search engine visibility
- including links to reputable sources and related content to enhance your credibility online
Pair this strategy with a social media presence, such as on LinkedIn, and you’ll strengthen your firm’s role as an industry authority.
Engaging content is more than marketing
Well-crafted content for your website or social media platforms is necessity rather than a luxury.
It’s a step in the right direction to enhance your online presence and connect with your audience.
By creating compelling content for your firm, you’ll be more likely to build rapport, win new business and boost profitability by showing potential clients that effective solutions to their legal problems could be just a click away.