Filtered Communications has been helping law firms of all sizes elevate their digital presence since 2016. Whether your firm need updates to existing content, new pages, posts, guides and articles, or a complete content strategy, we deliver high-quality, results-driven marketing solutions.
Why Does Content Marketing for Law Firms Matter?
Content has become the main gateway for lawyers to reach potential clients and turn them into actual clients. However, the role of the internet and integration of AI into our daily lives has changed the journey potential clients take. How they look for legal information and find lawyers is different, so your content marketing strategy should be, too.
Law firms need to be visible online, but you can’t just say you’re the best at what you do. Lawyers must prove it. How? By demonstrating your expertise through targeted content that resonates with your audience, provides answers and solutions, and anticipate their needs. Most importantly, it must be written in a way they understand and the value of it must be clear.
Why Our Legal Marketing Strategies Work
Law firms can have a strong digital presence when they properly leverage their website, blog, social media profiles, and other platforms. Some of the work we’ve done with LawOnline.ca is a prime example of the benefits that come from a tailored strategy.
At Filtered Communications, our legal content marketing services get results because of the foundation and core principles it’s built on:
- Identifying and understanding the wants and needs of the firm’s audience
- Setting clear goals
- Consistently portraying the firm’s unique brand and voice
- Following SEO and GEO best practices
- Regularly assessing content performance and making adjustments
The legal marketing services we provide vary depending on the firm’s needs and current position. Many law firms are starting from scratch because they’ve never had a formal digital strategy or it’s severely outdated. Others have a strategy but don’t have the skills or time to create the content outlined in the plan.
Custom Content Marketing Solutions
The evolution of marketing, search trends and introduction of AI greatly impact a law firm’s content marketing success. High search rankings, trustworthiness and converting site visitors to clients depends on content quality and how well it’s tailored to both their audience and search systems. At Filtered Communications, our legal content marketing services are driven by these factors.
We start by getting to know your law firm’s brand, objectives and competitors, then perform a website and content audit. The audit helps us identify gaps and opportunities based on what’s working, what isn’t, and what’s missing. From there, we develop a legal content marketing strategy that’s aligned with your firm’s goals and positioned to gain the trust of search engines and AI.
We also help firms that already have an established content strategy and plan but need a skilled legal writer to execute it. The fact is, what’s shared on a firm’s website, blog, social media profiles, and other content platforms must be written in a way their audience understands. It needs to have clear answers, including those to anticipated follow-up questions, and help guide them to their next step.
Language and reading level are important; formal writing filled with legal jargon and vague information doesn’t rank well or meet the needs of potential clients.
We’ve spent years writing for lawyers and creating marketing strategies for law firms. Let us help so you can focus on the law.
Types of Legal Content
When it comes to reaching your audience, law firms need to be visible where potential clients research legal topics and find lawyers: In Google search results and AI features and programs. But the internet is crowded and competition is fierce.
Convincing search systems that what your firm has to say can be trusted so that it ranks well and is cited and mentioned in AI Overviews requires people-first content and a positive user experience. Most of all, it requires publishing quality information that has clear value.
Filtered Communications creates high-quality legal content for websites, blogs, social media profiles, third-party publications and newsletters, including:
- How-to guides
- FAQs
- Practice area pages and sub-pages
- E-books
- Firm achievements
- Media releases
- Case studies
- Attorney bios and profiles
- Guest articles
This list is not exhaustive; there’s really no limit to the type of content we provide law firms. Listicles are another way to format content that’s highly effective at engaging readers. For example, we wrote this blog post, 7 Website Mistakes that Cost Canadian Law Firms Clients. We identified several common website issues we’ve seen over the years, some related to content and others web performance.
If you have a special project in mind, we’re confident our legal marketing services can help.
Why Choose Us for Your Legal Marketing Needs
With over a decade of providing content marketing for lawyers, we’ve developed a strong understanding of their audience – how to reach and engage them, what they want to know and how to write for them.
We offer comprehensive legal marketing solutions that strengthen brands, increase online visibility and position firms to attract clients. Our content optimization skills, which we developed from specializing in online communications since 2009, guides our work. In recent years, we integrated generative engine optimization (GEO) into our writing and legal marketing strategies. With the widespread use of AI, the importance of GEO will only continue to increase in the years to come.
Regardless of your practice areas, number of employees, and budget, a content marketing strategy for your law firm is a must-have in our digital-first world.
Learn how Filtered Communications can help your firm maximize its online presence today. Contact us online or call 519-760-6705 for a free consultation.