Law Firm Content Strategy — Tips From A Digital Project Manager

Every law firm in the country wants to be on the web. Best Lawyers, Super Lawyers, US News. They all rank high up there in search results if you know what to ask Google or Bing.

But few law firms are getting leads because they don’t have a content strategy; meaning, they’re throwing it out there but people can’t find it.

If you’re in marketing, it’s time to be proactive. Here are tips From Web design Toronto and Web design NYC on how to get your law firm website noticed by more people in search engines.

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1) Know Your Audience

  • Know your audience, and cater to it; otherwise, you’ll be wasting money on marketing your law firm website (more on that below).
  • You need a *solid understanding of your audience, as well as what people are searching for on Google. If you have those two things nailed down, the strategy itself will be much easier to execute.

2) Know Your Competition

Don’t think that you can just throw up a website and close your eyes. You can’t. If you’re not doing research on who’s already in the game, then you’re playing at a handicap (by default).

  • Know what you’re up against; it will give you an indication of where to start building your digital presence. So if there are 20 other firms in your area that are advertising on Google and doing SEO (more on that below), then you’ll need to do something different or at least try and match and surpass what they’re already doing.
  • You can do a search for your specific city in Google and see who comes up when you add the word “lawyer” to the search (more on that below).
  • The top five results are usually the firms with an active digital marketing strategy; if you can’t beat them, join them.

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3) Know Your Websites

Most people think they just need a website to run ads on Google or Bing. They’re wrong. You need at least three sites.

  • The first site should be called your “brand” site; it’s the first thing that comes up on Google. This is usually your actual name, like, or, etc.
  • The second website you need is called a *link-building website. That’s where you put information about who you are, what you do, and why people should hire your law firm (more on that below).
  • The third website is optional; but you’ll still need at least one of these sites if you want to run any kind of paid ads on Google or Bing. You can have as many as you want, but the more websites you have the higher the cost per ad is going to be.

4) Know Your Keywords

The harder it is for people to find your site when they search on Google or Bing, the less likely it is that anyone will see your law firm website. Here are some tips from our SEO Toronto and SEO NYC team.

  • You want people to find your site when they search for “best DUI defense lawyers in New York,” or “NYC DUI lawyers.”
  • The more specific the keywords are, the better chance you have of being found. For example, it will be much easier to get someone who’s searching for “NYC DUI lawyers” to find your site than if they were searching for “NYC attorneys.”
  • Remember, less is more. The best practice is to place your primary keywords in the URLs of your website (namely, your brand and link-building websites) and then sprinkle them throughout your content.