At Mackman, we’ve supported law firms for over two decades, including our long-standing relationship with regional heavyweight Holmes & Hills Solicitors. In that time, we’ve learned that successful content marketing in the legal sector is grounded in strategy, empathy, and clarity.
Content Marketing For Law Firms Tips
Here are our top tips for successful law firm content marketing:
- Start With Strategy: Audiences & Keywords First
Before creating any content, invest time in clearly defining your audiences and understanding their needs, concerns, and search behaviours. This foundation allows for effective key phrase research—informing your content topics, tone, and structure so that your efforts are discoverable and meaningful. - Ensure Your Website Supports Your Content Ambitions
Even the best content can fall flat if your website isn’t fit for purpose. Your content team needs a platform that’s not only easy to update but also structurally optimised for SEO. A fast, intuitive, and well-structured website is essential for amplifying your content’s impact. - Build Trust With Educational, Human Content
Law firms often deal with people at vulnerable or uncertain moments. Use your content to demystify legal topics with clear, jargon-free language. Well-crafted explainers, FAQs, and ‘what to expect’ articles not only reassure but convert. - Showcase Local Expertise & Specialist Knowledge
Authority and credibility matter. Highlighting specialist practice areas, landmark cases, and commentary on changes in the law—especially those affecting your region—strengthens your firm’s position as a trusted expert. Our work with Holmes & Hills has demonstrated how powerful this can be in generating quality leads. - Collaborate Across The Firm
Your fee earners are a goldmine of content ideas. Involve them in planning and developing content to ensure your firm’s authentic voice and unique insight come through. Clients appreciate hearing from the people they’ll be dealing with. - Maintain Consistency & Compliance
Content plans should align with business goals and uphold regulatory standards. We recommend editorial calendars, review processes, and tone of voice guidelines to ensure a cohesive, compliant content output. - Use Data To Continuously Improve
Monitor keyword performance, page engagement, and lead generation to refine your strategy. Content marketing for law firms is a long-term investment—sustained, data-informed improvements make a measurable difference.
At Mackman, we focus on ethical, insight-led marketing. For law firms, content marketing isn’t about volume—it’s about relevance, reassurance, and results. If your legal firm needs content or marketing support, please contact us.