Top 5 Mistakes to Avoid in Content Writing for Law Firms
Traditionally, lawyers have relied on their legal expertise and courtroom success to attract new clients. That's not the case anymore, as times have changed. With more law firms marketing their services on Google and other search engines, it's becoming harder to stand out and bring in consistent business.
To stay competitive in today's fast-paced digital world, law firms need to level up their marketing strategy, and that starts with SEO for lawyers. One of the easiest ways to get started? Legal content writing!
That said, it's not just about putting words on a page. Your content must speak directly to your audience and align with ever-evolving search engine algorithms.
That's where we come in.
At Sapphire SEO Solutions, we've been helping legal professionals grow their online presence since 2007. Our SEO-certified copywriters know the ins and outs of legal content marketing, and more importantly, they know how to create content that connects with your ideal clients and converts traffic into leads.
In this brief guide, we'll walk you through the top mistakes law firms make with content writing and how to avoid them. Stick with us until the end, as we'll also share some eye-opening SEO stats that might help you decide if it's time to partner with a reliable legal SEO agency.
Ready to learn more about legal content writing? Let's get started!
Why Writing Legal Content Is Important for Law Firms
For law firms, having high-quality legal content that's properly optimized for SEO isn't just a bonus. It's essential!
Great content helps Google and other search engines understand the intent behind your pages, making it easier to connect your site with users searching for legal help in your area.
According to Backlinko, 8 out of 10 consumers in the United States search for local businesses online at least once a week, and over half of them use Google Search and Google Maps to find the information they need.
That means you're likely missing out on potential clients if your content isn't optimized and visible. Law firm content writing can help your practice cut through the noise, show up higher in search results, and connect with the right audience at just the right time.
5 Common Mistakes to Avoid in Content Writing for Law Firms
Are you already writing legal content for your law firm's website but aren't getting the traffic you deserve? You need to figure out what you're doing wrong by conducting a full SEO website audit and changing your strategy accordingly.
Here are some common legal content writing mistakes that can harm your website and online presence:
Mistake #1: Using Legal Terminology
If you've been practicing law for a while, chances are you're used to speaking in legal terms, whether it's technical jargon, statutes, or case law references. It's all second nature to you. After all, you're an expert in your field, and complex legal language is just part of your everyday routine.
However, when it comes to writing content for your law firm's website, here's an important question to consider: Just because you can write it, does that mean you should? Probably not!
Think of it this way: you wouldn't hand off a motor vehicle accident case to a paralegal who isn't equipped to handle it, right? In the same way, legal content writing requires a specific skill set that blends legal knowledge with clear, reader-friendly communication.
Someone who's just been in a serious car accident isn't looking to decode the finer details of the statute of limitations. They want answers. They want help. If your website content is too technical or hard to follow, they're likely to click away and look for someone who speaks their language.
When creating content for your law firm, it's crucial to think about who your audience is. They're not lawyers, that's for sure. Your readers are everyday people who are looking for guidance during some of the most stressful moments of their lives.
If your message goes over their heads, they won't stick around. When visitors bounce quickly, search engines notice. High bounce rates can hurt your SEO, lower your authority score, and push your site down in search rankings.
Effective legal content writing is about building trust and making complex information accessible. That means ditching the heavy legalese and using clear, simple language to explain what your firm does and how you can help. The more time visitors spend on your site, the more likely they are to reach out. Now, that's a win for both them and your law firm!
Mistake #2: Failing to Offer Value
When it comes to writing legal content, there's one thing every law firm should keep in mind: Google's E-E-A-T guidelines.
What exactly is E-E-A-T, and why does it matter for your practice?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a framework Google uses to evaluate the overall quality of your website content.
While it's not a direct ranking factor, these guidelines impact how search engines and your potential clients perceive your site. Think of it more as a mindset than a technical checklist. It's all about creating genuinely helpful, people-first content.
If you've been publishing blogs or landing pages but aren't seeing the results you hoped for, there's a good chance your content isn't fully aligned with E-E-A-T principles.
When your website doesn't offer clear, valuable answers, readers will likely bounce and look elsewhere, probably to a competitor who speaks more directly to their needs. This kind of user behavior can adversely impact your rankings over time.
To get the most out of your content, start by brainstorming topics that matter to your audience. What questions are they asking? What concerns keep them up at night?
Let's say you run a personal injury law firm. Your readers might be wondering things like:
Who's responsible for a multi-vehicle pileup?
Can I get compensation for a slip and fall in a grocery store parking lot?
Can I recover damages if I'm partially liable for a motor vehicle accident?
These specific, relatable topics can bring the right traffic to your site, eventually turning curious readers into clients.
If you're feeling stuck when it comes to generating ideas, don't hesitate to scope out your competitors. Larger firms often work with experienced SEO teams and legal content writers who spend hours researching trends and audience needs in the legal industry.
Take a look at what your competitors are publishing. You don't need to copy them, but you can draw inspiration and spot patterns in what works.
Writing legal content that connects with people (and Google) isn't about stuffing your site with legal jargon or generic advice. It's about showing your expertise in a way that's relatable, relevant, and easy to understand.
Don't have the expertise and skills to write and publish content? Consider hiring SEO blog writing services to get started!
Mistake #3: Failing to Optimize Your Legal Writing
Most lawyers don't realize that legal content writing isn't just about sharing information. It's also about making sure your law firm's website is fully optimized for search engines. Why does that matter for your practice? Let's break it down.
Search engines like Google use hundreds of ranking factors to determine how trustworthy and relevant a website is. These factors help decide which websites appear on the first page of search results when someone has a legal query or searches for a lawyer.
Here's why that first page matters:
A study by Backlinko (which analyzed 4 million Google search results) found that the #1 ranking page gets around 39.8% of all clicks. That drops to 18.7% for the second spot and 10.2% for the third.
If your site isn't ranking near the top, chances are it's not getting much traffic. So, how can you improve your rankings and get more eyes on your website?
It all starts with SEO, and keyword research is one of the first steps. Figure out what terms people are actually searching for in your practice area. Once you know what your potential clients are Googling, you can create content that addresses those questions directly.
Here's an example:
A quick search on Semrush shows that the keyword "What are non-economic damages?" gets around 260 monthly searches and has a keyword difficulty of 30% (a sweet spot for targeting).
If you're writing about that topic, make sure to naturally include that keyword in your content (no keyword stuffing, please!). Also, sprinkle in related terms like pain and suffering, loss of earning potential, and other relevant phrases to show Google that you know your stuff in this practice area.
Don't forget to target variations of your main keyword, like:
What do non-economic damages include?
What are general damages?
Are general damages the same as non-economic damages?
That said, SEO is about more than just keywords. There are several other essential areas to consider, such as:
Since SEO involves so many moving parts, it's smart to partner with a legal marketing agency that understands your industry inside and out, like Sapphire SEO Solutions.
We don't just write legal content; we help law firms like yours make their websites more search engine–friendly, build authority, and climb higher in Google's rankings while bringing in high-quality leads.
Mistake #4: Not Having an Effective Legal Content Writing Strategy
As a lawyer, you're probably swamped with cases and court appearances. During the little downtime you may get, you might be tempted to squeeze in some legal content writing for your firm's website.
While that might feel like a productive use of time, as you'll be checking another task off your list, is it really the most effective approach?
A lot of attorneys still rely on email marketing to attract clients, and for good reason. Email campaigns have historically shown a strong return on investment (ROI), which is why many lawyers focus more on emails than search engine optimization (SEO).
However, the digital world has changed. In fact, studies show that 61% of Americans spend three times more time reading blog content than email marketing. That's a massive opportunity to capitalize on for law firms that are looking to grow their online presence and reach new clients through helpful, informative content.
That said, your law firm's blog isn't a personal diary. Writing about whatever pops into your head and hitting "publish" without a plan can hurt your SEO. It can drive up your bounce rate and cause your site to drop in search rankings.
So, what's the key to effective legal content writing? Having a clear strategy. That means knowing:
What topics to write about
When and how often to publish
How to optimize your content for search engines and your readers
Google favors websites that consistently offer valuable, well-written content. If you're running a small law firm focused on a local audience, consider publishing two to five helpful blog posts per week.
On the other hand, if your firm has a national reach, you'll want to publish even more frequently to stay competitive.
Here's something you might not know: how often you post also affects how frequently search engines visit your site.
For example, if your content schedule is every Wednesday and Saturday, Google's web crawlers will learn that pattern and start crawling your site on those days, making it faster for your new content to get indexed and ranked.
Do you only post once every few months? If so, don't expect much love from Google. The search engine might stop checking your site regularly and prioritize your competitors instead. That means less visibility, fewer clicks, and missed opportunities to connect with potential clients.
Mistake #5: Handling Content Needs on Your Own
As a lawyer, getting content to rank higher on Google probably isn't at the top of your to-do list. Between managing cases, attending court hearings, and handling the day-to-day admin, who has the time to crank out multiple 1,000-word articles every week? Even if you did, that still might not be enough to compete in today's competitive digital space.
A few years ago, short articles of around 500 to 1,000 words could get you decent visibility online. However, the bar has been raised since the introduction of Google's E-E-A-T guidelines (Experience, Expertise, Authoritativeness, and Trustworthiness) and the growing competition among law firms.
Long-form, in-depth content is now the gold standard. On average, the pages that rank on the first page of Google are about 1,447 words long. That's a lot of research, writing, and editing for just one blog post.
Sure, you might think about delegating that task to a paralegal, but here's the catch: content written by legal professionals often ends up being too technical for the average person.
If your content is difficult to read or overly complex, potential clients will bounce before they even finish the first paragraph. As we've said before, SEO isn't just about writing more. It's about writing smart.
To make your legal content more search engine–friendly, structure it in a way that both humans and Google can easily understand. That means:
Breaking up long blocks of text with subheadings
Using bullet points or numbered lists
Including visuals or infographics when appropriate
These minor tweaks help Google crawl your pages more efficiently and make your content easier and more enjoyable for your readers.
Nobody wants to scroll through a massive wall of text. It looks cluttered, feels overwhelming, and usually leads to one thing: a higher bounce rate, which can hurt your site's SEO.
Should Your Law Firm Hire Legal Content Writers or Work with a Full-Service SEO Agency?
Many law firms hire legal content writers to create and publish content on their websites, and there's nothing wrong with that!
Building an in-house team to strengthen your digital presence can be a great move. However, before hiring copywriters, weighing the pros and cons is essential.
The writers you bring on may not fully understand your audience or the nuances of your legal practice. Even if they do, they might not be well-versed in search engine optimization, which means you'll likely need to bring in an SEO expert to help your content rank higher on Google.
It doesn't stop there. If you're investing in content, you'll also need an editor to ensure everything is polished and professional. Grammar mistakes, typos, or clunky sentences can make your firm seem less credible, which can drive potential clients away.
Building an in-house content team consisting of writers, editors, and SEO specialists can get expensive fast. Not to mention the added challenge of managing a growing team, keeping everyone on the same page, and staying motivated as your content needs scale up.
If you plan to grow, that means hiring even more people, further driving up the costs.
To help you decide what's best for your firm, be sure to check out our earlier blog:
"SEO Content Writing Agency vs. Freelancers: Which Is Best?"
Now, there are situations where working with a freelance legal writer might be a good fit. But more often than not, law firms benefit from partnering with a dedicated, results-driven SEO agency like Sapphire SEO Solutions.
What sets Sapphire SEO Solutions apart? Our writers aren't just legal-savvy, they're SEO-certified pros. That means they know how to take complex legal concepts and break them down into content that's both easy to understand and optimized for search engines.
From keyword research to on-page SEO, local SEO, and even technical SEO, our team handles it all. We'll not only help your website attract prospective clients but also convert them into paying customers.
Focus on Your Legal Practice and Let Sapphire SEO Solutions Take Care of Your Legal Marketing Needs!
Creating content and learning SEO might seem simple at first glance, but when you're trying to write for the right audience, juggle legal work, and navigate the many elements of search engine optimization, it can quickly become overwhelming.
As a busy lawyer, your time is better spent doing what you do best, which is serving your clients. Let the SEO experts handle your law firm's content writing needs so that it can shine online without the added stress.
Not sure what's holding your website back? Request a free site audit today.
We'll take a close look at your website, identify any key issues, and build a custom content strategy to help your law firm rank higher and attract the clients you want.
Ready to boost your visibility and climb the search rankings?
Order SEO-optimized content or fill out our online contact form to connect with one of our SEO specialists today. Let's get your law firm the attention it deserves!