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How to Build a Lead Generation Machine Online with Content Marketing (Part 1 of 2)

If you are looking to drive more high quality traffic to your law firm's website, one of the best ways to do so is via unique, high quality content on your blog.

lead generationIt is estimated that 95% of law firms already have a website, but too few attorneys are consistently generating quality leads from their online presence because they lack great content.

Google has made it increasingly difficult to rank high without putting a lot of quality content on your website.  If you want to continue ranking well on Google, which drives more qualified traffic to your website so you can generate more online leads, you must put more and more content on your website.

Here are the first 4 of 8 best practices in content marketing:

Best Practice 1: Create content prospects will connect with and will want to read. If your website is the first to pop up in a Google search, but a potential client reads your home page and finds it littered with meaningless legal jargon, then chances are they are going to move on to website number two. People hire attorneys they feel a connection with. If the viewer doesn't connect with your website, then chances are they aren't going to call you.

By creating content that viewers find informative and relevant, easy to digest and in multiple formats (like audio or video as well as written) you are encouraging them to spend more time on your site. By filling each page with informative and easy-to-understand language, an attorney is boosting their visibility on the web and converting browsers into believers.

Best Practice 2: Know the critical keywords prospects use to search. While Google is making sure the context fits the keywords, websites still need to focus on certain keywords. Start by making a list of at least 20-30 terms you believe an interested prospect might use to search for your kind of services. Then do your research.

I recommend two sites: Google Keyword Tool and You can find the first one simply by searching on Google for it. The terms definitely emphasize Google's pay-per-click model, which is why I strongly recommend double checking your findings against the results from Use only one or two key terms per blog post and do not post duplicate content.

Best Practice 3: Make sure your blog is on the same domain/subdomain. I used to recommend having two different sites: your primary website and a separate blog site. Due to the recent changes in Google I now recommend keeping your blog on your website (use instead of If you already have two separate sites don't combine them unless they are less than six months old.

By integrating your blog and your website in one place, you can increase your rankings by adding more content via your blog. Topics for your blog can include recent cases you have handled, commenting on current events or stories in the media, answering frequently asked questions, and discuss aspects of the law.

Best Practice 4: Create geo-targeted pages. You need to write several pages for each city you want to target. For example, if you are a business litigation attorney in the East Valley of Phoenix, you want to have several pages of content focusing on each of the following cities: Phoenix, Tempe, Chandler, Scottsdale, Mesa, Gilbert, etc.

Do not make the mistake of only targeting Phoenix because every single other attorney is doing that. Put as many pages of content up there for the secondary cities. Even though you will not receive nearly as many hits for those cities the competition to rank on the first page of Google will be significantly less.

Come back here tomorrow where I will share the last 4 of 8 best practices for content marketing.

© The Rainmaker Institute, All Rights Reserved National Law Review, Volume IV, Number 308



About this Author

Stephen Fairley legal marketing expert, law office management

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.