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Law Firm Websites: Seven Tips for Legal Content Writing

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writing web pagesHow to start web page writing when you don’t know where to begin

Geri L. Dreiling

Writing pages for your law firm’s website can, at times, be daunting — especially when you’re staring at a blank computer screen and wishing that the legal content would just magically appear.

In writing countless numbers of web pages for attorney websites, though, I’ve found that following seven steps can make the process more manageable.

1.  Research your keywords.

Keywords are the string of words that people type into a search engine such as Google when they’re looking for information. Researching the keywords that are searched most often but have the least amount of competition will help improve your search engine performance.

For law firms, geographic locations can form the basis of many of your keyword phrases.

There are several free tools — among them Google Insights, Wordtracker and Google AdWords — you can use to conduct keyword research.

Although it can be time consuming, making the effort to understand how prospective clients might go about finding you and using that information to inform your writing is important. If you do not have time to conduct the research, outsource it to a legal content writer who can prepare the information for you.

2. Pay attention to keyword placement and page length.

Estimates vary when it comes to the optimal word count for a web page that provides the necessary legal content for prospective clients and search engine optimization, but generally it lies somewhere between 300 and 700 words.

At Legal Media Matters, we aim for about 500 words, repeating a keyword phrase four to 10 times. Generally speaking, keyword phrases are often most effective in the title, in the lead paragraph and at the end of the page.

However, keyword usage must be natural. The main priority is making the text attractive and helpful for human readers rather than machines. As with any new endeavor, mastering these parameters takes some practice.  If you’re short on time, it may be easier to hire a legal content writer to handle the matter for you.

3. Write fresh legal content.

Don’t plagiarize. When you’re writing your web pages, it’s natural to look at how your competitors have handled a topic. It may be tempting to use those passages on your own website, especially if the competitor’s site is performing well in the search engine rankings.


The first reason is the moral and legal one: You’re taking someone else’s words and representing them as your own. Second, it can hurt your website’s performance. Search engines reward fresh content. If you simply duplicate what someone else has written, you’re going to do more harm than good when it comes to your search engine position.

4. Limit jargon and legalese.

Potential clients turn to the Internet in search of information.  If your reader needs a legal dictionary to interpret your prose, he or she is likely not going to continue reading. Instead, the prospective client will search for another website, one that he or she can understand.

That doesn’t mean you should avoid legal terms all together. In fact, some of those legal terms might be good keywords. For example, the terms “copyright” and “trademark infringement” should serve as keywords for an intellectual property law firm’s website.

Nina Totenberg, the legal affairs correspondent for National Public Radio, is a master of explaining legal concepts. Listen to a few of her news segments for ideas on how to communicate complex topics in a comprehensible yet informative manner.

5.  Turn your draft over to a copy editor.

It is easy to miss grammar and spelling mistakes when you’re too close to your copy, and when you work with keywords and legal terms a draft can quickly become unreadable. You need to have someone else read it over before you publish it.

I would be lost without my copy editor, Kerry Bailey.  At Legal Media Matters, legal content for our clients’ websites is given a thorough copyedit before it is deemed publishable.

6. Provide contact information and a call to action.

Make it easy for prospective clients to contact you. Make sure to incorporate your contact information — be it a phone number or a link to an online intake form — and urge your reader to get in touch with you.

When you’ve finished writing your page, ask yourself: “What do I want my reader to do next?” The answer will be your call to action.

7.  Assess your performance.

After six months, evaluate the performance of your web pages. Which pages are generating hits? Are those visits coming from search engines? If so, which keywords are bringing readers to your site? You can use the insight gleaned from the pages that have performed well to boost your underperforming ones.

Do you have any tips of your own you’d like to share? Feel free to leave a comment in our response section. And if you have questions about our seven tips or simply want to outsource your legal content writing, contact Legal Media Matters via our online contact form or email

If you’re looking for  more legal content writing tips or attorney marketing ideas, subscribe to the Legal Media Matters email alerts: Get articles via e-mail

Comments (10)

  1. Steve Miller

    This article is a Home Run.

    When we were creating we studied rules like this very carefully.

    As a result we Google rank #2 behind the software company on a search for “pclaw training”. We focus on the keywords for “amicus attorney”, “pclaw” and “time matters” on every page. It works.

    Any lawyer or web site designer for a lawyer needs to adhere key words and content, keep it fresh and current.

    I look forward to more meaningful articles here at LMM.

  2. Geri L. Dreiling

    Hi Steve —

    Thanks so much!

    Yes, I agree that keywords and fresh content are critical if you hope to have a well-performing website. It takes some planning but it is well worth it.


  3. Rafal


    Great and really useful post!


  4. Geri L. Dreiling

    Hi Rafal —

    I’m glad it was useful and you are very welcome!


  5. Kevin

    Keywords are definitely a key point you should seriously focus on. A reliable keyword tool will help0 you get this task done well. Besides the mentioned keyword tools, i would like also to add iSpionage keyword tool, i have tested it for some weeks now and it does very good job.

  6. Devendra

    Hi Steve,

    An important reminder for lawyers who wish to post their law firms web site.
    We surely will take clue from this and have the content edited and quality checked before going live.

    Thanks in deed.



  7. Geri L. Dreiling

    Hi Devendra —

    Yes, copy edits are a very good idea. It is easy to overlook grammatical errors if you are too close to the text. And, I know for myself, there may be a sentence that I think is crystal clear that leaves my copy editor scratching her head.

    At Legal Media Matters, we take a team approach when it comes to web content writing projects. The programmer supplies the keyword research needed for search engine optimized writing. Because of my legal and journalism background, I handle the writing. My copy editor brings her “fresh eyes” to the web content writing project before it is released to the client.

    We have also split up the services for our clients. Some law firms simply want keyword research and others may just want a final copy edit. We can provide our assistance at any stage.


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