Creating high-quality content is a vital part of your online marketing strategy, especially as more and more people use the internet to find professional services.
While it’s essential that your legal practice creates fresh, exciting and thought-provoking content, it’s also essential that the content created remains compliant with legislations and regulations.
Marketing for legal practices is not as straightforward as it is for other traditional services, as there are a number of rules that must be abided by. For example, it is a bad idea to write something along the lines of “We will win your case.” Further, making promises to go to trial or ensure a settlement are unsubstantiated, and must be avoided.
Instead, you should focus on creating compliant yet engaging content for your legal firm. Well-written content inspires, entertains and educates while attracting potential clients to your firm. It showcases your firm as knowledgeable and professional, offering up-to-date procedures that are effective and well-informed.
How to balance compliance with effective marketing
Because of legislation, it is essential that all content promoting your law firm is not only informative and engaging, but also fully compliant with legal advertising regulations.
Top dos and don’ts
• Convey your skill and commitment to clients
• Avoid offering unrealistic expectations to potential clients (e.g. instead of “we never miss a phone call!” say “We ensure every client receives the utmost attention to their case.”
• Avoid making unsubstantiated claims (e.g. “We are the best law firm in[…]”)
• Avoid mention of fee arrangements, settlements or compensation (this is best left between the individual lawyer and the client)
• Carefully review all content before publishing it
Legal Content Best Practices
When it comes to creating high-quality legal content, we recommend that you write about a broad range of topics. Include a variety of perspectives, arguments and experiences, while ensuring that each piece of content is factual, compliant and written. Your writing should showcase your firm as an authority in your areas of practice, while being captivating and inspiring to potential customers.
While blog posts are an excellent way of getting your message across, you should also consider creating:
• Press releases
• Practice area content
• Legal articles
• Newsletters
• Social media content
Topics to consider for your audience
• Types of clients/industries you serve
• Examples of the scope of cases your practice handles
• Why clients choose your firm for representation in this field
• Your philosophy in handling these types of legal matters
• Your approach when working with clients to address their legal problems and build their case
At 8 Ways Media, we specialise in creating original, valuable and interesting content for a range of industries. Our content is designed to build trust, enhance search engine results and increase your authority and web presence.
To learn more about our services, please contact a member of our team today.
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