Law Firm Content Writing

“These are all excellent!  On point, succinct and very useful.” – Director of Marketing at DDSS

We write over 5,000 pages per year.

Does anyone actually read website copy? Yes! The problem is they often stop reading it as soon as they realize it is the same generic, filler text found on every other lawyer’s website.

Say something original, something of value, and you will hook your audience. You will build trust and boost your search results, authority, and web presence — all of which will lead to client inquiries.

PaperStreet specializes in web-friendly, law firm content writing that is tailored to both your audience and search engines. We write and edit search-engine-optimized content, general legal website content, blog posts, practice area content, attorney biographies, press releases, legal articles, newsletters, marketing materials, social media posts, and more.

Here is our detailed guide on how to produce the best legal content for your law firm.

Benefits of Our Law Firm Content Writing

Makes Your Job Easier – Writing or producing content for your law firm takes you away from your core business. Let us take care of your content so you can stay focused.

Sets Your Firm Apart – Does your content contain errors, legalese, or dense paragraphs that no one actually reads? Does it distinguish you from the competition? PaperStreet specializes in web-friendly, SEO-optimized content that is clean, compelling and tailored to your audience. We can help increase your firm’s web traffic and establish your online presence as an authority in your area of practice.

Cost-Effective – We work with various budgets on a flat rate contact. Quality legal content boosts search engine rankings and it attracts more clients, which, in turn, produces a great return on investment. Review our prices and give us a call to talk specifics.

The Content Writing Process at PaperStreet

At PaperStreet, we prioritize a collaborative and efficient approach to content writing, ensuring that our clients receive high-quality, optimized content tailored to their needs. Our process consists of several key stages:

  1. Client Project Scope: The process begins with the client identifying which web pages they would like us to write. If applicable, clients may also specify target keywords for each page to guide our writing.
  2. Writing: After the project scope is established, our team will create an initial draft of all contracted pages. This draft will be shared with the client through Google Docs for easy access and collaboration.
  3. Client Review: Clients are encouraged to review the initial draft within two weeks of delivery. During this review period, they can provide redlined changes directly in Google Docs. To ensure clarity and organization, all revisions must be kept within a single document. It’s important to note that edits submitted outside of Google Docs, including handwritten changes, or feedback provided after the two-week period will incur additional charges at PaperStreet’s hourly rate of $220.

Other Important Notes About Our Content Writing Process

  • Search Engine Optimization: If the client provides keyword phrases before the writing phase, we will incorporate these keywords into the content to enhance search engine optimization (SEO). Additionally, we will create title tags and meta descriptions for each page to further support online visibility.
  • Word Count: For the purpose of this project, a “page” is defined as one web page with a length of 500 words.

Case Studies

EAT or E-E-A-T for Law Firm Content Writing

Demonstrate Experience, Expertise, Authority, and Trustworthiness

The basic principle of E-E-A-T is to make sure you let potential clients know of your experience as a lawyer. Have you actually practiced in their specific area of need, for example, copyright law? Have you handled a personal injury case that is similar to theirs?

Low-quality pages often lack an appropriate level of E-E-A-T for the topic or purpose of the page. Here are some examples:

  • The content creator lacks adequate experience, e.g. a restaurant review written by someone who has never eaten at the restaurant.
  • The content creator lacks adequate expertise, e.g. an article about how to skydive written by someone with no expertise in the subject.
  • The website or content creator is not an authoritative or trustworthy source for the topic of the page, e.g. tax form downloads provided on a cooking website.
  • The page or website is not trustworthy for its purpose, e.g. a shopping page with minimal customer service information.

Next, you need to demonstrate that you are an expert in that area. Yes, you are a lawyer, but you are competing against other lawyers. You need to showcase your specific expertise with your pedigree, education, awards, wins, and anything else that is notable to show off your knowledge.

For authoritativeness, the search engines will look to your overall reputation. Who are you? Have you been mentioned before? Cited? Are you well known?

Finally, for trustworthiness, this is the overall quality of your page. Is your page credible? Are you transparent with the content, author and clear contact information? Do you have an overall positive reputation?

Frequently Asked Questions About Our Content Writing Services

What types of legal content writing services do you offer?

Our team can write bios, practice area pages, firm about pages, blogs, whitepapers, newsletters, guides, presentations, and more.

How much does legal content writing cost?

Our content writing typically ranges from $200 to $300 per page, but can vary by project.

What is the turnaround time for a page of content?

We can turn around content in a few days to a few weeks, depending on the size of the project. Review our process chart for creating custom content.

Who writes the content?

Our content is written by attorneys and edited by a full-time employee on the content team at PaperStreet.

Determining What Makes Your Law Firm Unique

You must write about why clients should choose you. Some common questions to answer are as follows. Note that you only need one of these, so pick the best one.

  • Being 1st. Being first showcases your experience. You may be the first law firm to practice, get a big win, go paperless, or win an appeal.
  • Attribute Ownership. What is one distinctive characteristic, peculiarity, or feature of your practice? What can your firm say that no other firm can say?
  • Be a Leader. Leadership positions automatically give respect and notoriety. What area are you a leader in? Why are you a leader in that area?
  • Heritage. Having a history is a powerful way to brand the firm. When did you first start practicing, even if not at this firm? Do you have deep roots in your community?
  • Specialize in your Market. Those that concentrate their practice area are assumed to be experts in their field. What can you say about your practice that no one else can claim?
  • Preferred Provider. People trust firms that represent big names, large organizations, famous people, or have lots of clients. What names have you represented?
  • Make your Service in a Special Way. Do you practice in an innovative way? Paperless? Unique case research? Library of documents to work with? All virtual?
  • Be the Latest. Is your business new? Is it the latest trend? Did you start up practice to get away from doing it some other way?

How to Choose Topics for Blog

  • Keyword Research – Start with keyword research. You need to figure out what people are searching for and then you can write.
  • Target Audience / Personas – Figure out who your target audience is and create some mythical personas of a client.
  • Outline – Create a Google Doc or MS Word and begin creating an outline of all your major headlines and subheads.
  • People Also Ask – Run some Google searches and find the People Also Ask section, write on those specific topics.
  • Related Search – Take a look at related searches and see if any other ideas need to be covered.

Content Writing by Lawyers for Lawyers

PaperStreet has a team of attorney writers to help with your specific needs.

SEO Best Practices for Legal Content

Some of the specific items you need to be aware of for SEO are:

  • Title Tags: One of the most important tags on your website is the title tag. It tells search engines the overall topic of your page. It is used in ranking pages and displays in the search results.
  • Meta Description: This is a nice pithy statement about the page, typically longer than a title tag and most often included in the search results too.
  • H1: This is the headline of your page. Every page needs one. It can also be the same as your title tag or different
  • H2 / H3: These are the subheads of your page. Each page should have a lot of H2 and H3 tags, depending on the length.
  • URLs: Ideally your URLs are not too short and not too long. You should want to have keyword phrases in them and describe your topic.
  • Internal Links: You should internally link all your key pages and related pages.
  • Backlinks: Each key page of your site should get backlinks from other sites. At the very least, you want your homepage to get links.
  • Original Content: You should not have AI-generated content or copy content from another source.

Outreach and Publication: Where to Publish Your Content

Most likely, you are going to publish your content on your own site, either as a practice area, guide, or blog post. However, you don’t necessarily need to publish everything on your site. You can also publish on other websites and get a link back.

  • Own Site – Default
  • Social Media – Post a new update and link to your page.
  • Newsletters – Create a monthly newsletter and link to your page.
  • Community / Forums – Answer questions, post guides, and link to your firm.
  • Partners – Set up an outreach campaign to write articles and get links back.

How to Measure Web Content Success

You can measure the success of your website content in several ways:

  1. Inquiries – The best way is to track inquiries and revenue increases.
  2. Rankings – You can check your actual search rankings for those pages you created or updated.
  3. Traffic – You can check your actual analytics for increases in traffic.
  4. Client Happiness – You can also track whether you receive fewer questions from clients and are able to provide them with better guidance

What Our Clients Say

The entire process was painless
Stars

We contacted Paperstreet when our web hosting company went out of business and our site went down without notice ... The entire process was painless and made a great experience out of a potential disaster situation.

Sperry Law Firm
I cannot say enough good things about their product and service
Stars

Paperstreet just refreshed our website, and I cannot say enough good things about their product and service ... they bring the most excellent experience, knowledge and organization to the process .. You are in great hands when you work with Paperstreet. HIghly recommend!

Sally Purifoy
You are one of my favorite clients
Stars

"You are one of my favorite clients, and dealing with people like you makes work a piece of cake - honestly.

AMAZING!!!!!!!!!!!!!!!!!!
Stars

Your content for the homepage was AMAZING!!!!!!!!!!!!!!!!!!

weaving in our “story theme”
Stars

Well done, this is great! It’s a good balance of showcasing our culture and USP, weaving in our “story theme” and making it compelling.

I love it!
Stars

I love it! You have made it really unique!

these topics are fantastic
Stars

With regards to the Blog topics, these topics are fantastic!

I am impressed
Stars

I am impressed by the depth of your writer's research!

YOU GUYS ARE AWESOME
Stars

"YOU GUYS ARE AWESOME. Thank you, again"

wonderful
Stars

"You did a wonderful job."

No changes whatsoever
Stars

Brilliant. No changes whatsoever.

excellent
Stars

"This is excellent. "

excellent job
Stars

You did an excellent job. I like it. It is good.

Content Writing Articles

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