Tom Desmond CEO

Law Firm Content Writing

ApricotLaw has created and ranked thousands of high-quality landing pages that provide leads for attorneys.

“I had to admit to my son that I didn’t write this beautiful content… It was ApricotLaw, and it’s fantastic.” – Larry Brock, Attorney

If you’ve done any research about how to get your site to rank and how to get the traffic you need, you’ve likely read plenty of information about keywords, anchor text, and other related phrases. Using these tools can give your site the boost it needs, but Google is smart—if it suspects that you’re not playing by the rules, it might penalize you. 

So, you need a beautiful, highly converting website that doesn’t make Google suspicious. That means you can’t just put in all the keywords and hope for the best. Instead, you need content crafted to catch your readers’ interests and get your site ranking well. 

Great content can make the difference between your current spot in the rankings and the top of page one. Below are a few examples of ApricotLaw law firm content writing and landing page creation:

The Four Conversion Stages: Transforming Rankings into Leads and Cases

At ApricotLaw, we help lawyers win online. Dominating the search results and outranking your competition is an important part of this, but the truth is that it’s really just the first step toward getting the leads and cases you want.

In order to get those leads, your search rankings have to convert into clicks that lead prospective clients to your website, and your site needs to be designed in a way that converts clicks into clients—not one that just immediately bounces prospects back to Google and the search results.

This is where a lot of other attorney SEO and marketing companies drop the ball. They might get you a good spot in the search results or a website that looks nice, but are either of those elements actually converting?

Building the Client-Prospect Funnel

The mistake made by the majority of the law firm websites we analyze is that they’re designed in a way that assumes every single visitor is ready to hire an attorney right now. In reality, things are a lot more nuanced than that. The people who visit your site will be in different stages that range from simply being in a situation that an attorney can help with to actually knowing that they want to retain your services.

Moving prospective clients from the first stage to the final stage of hiring you is known in marketing terms as a sales funnel or pipeline, and a good marketing strategy will comprehensively target people in each stage and coax them along to the end stage of bringing your firm on board.

In terms of content, that means you want to work with writers who understand their audience. Because your possible clients are at different stages of their situation and decision-making, you need content that addresses the keywords and situations that the reader may be interested in or suffering from. 

The Four Stages

So what are these different stages? To answer that question, let’s take an in-depth look at the client-prospect funnel for law firm websites:

  • Stage 1: Shock – In the first stage, your prospect has just been put into a situation that you can help them with. They’re in shock and still trying to absorb what’s happened. If you’re a personal injury attorney, for example, this might be the immediate aftermath of a car accident. For a criminal defense or traffic ticket lawyer, this would likely be the time immediately following getting arrested or ticketed. For a family law attorney, a prospective client might have just received a divorce petition.
  • Stage 2: What Next? – After processing their position, your prospect is probably going to be looking for information on either what to do next or what their options are. They probably haven’t decided that they want a lawyer yet—but they might be considering it.
  • Stage 3: What Law Firm? – The prospect now knows for certain that an attorney is their best option, but they haven’t yet decided on a specific law firm to hire.
  • Stage 4: Ready to Hire You – The final stage of the funnel sees a prospective client ready to make that commitment to your firm by coming in to speak with you during a consultation. This is the stage where your website’s call-to-action button finally gets that all-important click.

If your online marketing strategy and website only cater to the people who have already decided they want an attorney, you’ll miss out on all of those other potential leads. We’ll help you market your firm to people in all of the different stages, thereby ideally getting you more leads and better cases.

Search Results: Converting Rankings into Clicks

ApricotLaw isn’t just interested in getting you to the top of the search results; we also work hard to make certain that those top rankings are actually bringing traffic to your site.

We do this by making your search listings stand out from the pack. How? The answer’s actually pretty simple: We hook your prospects in by listing all of the elements that they’re concerned about in each of your landing page SEO titles and meta descriptions. Whether it’s laws that may affect them or how-tos regarding their claim, we’ll help them find you. 

Now, we aren’t claiming that we have degrees in psychology or anything (although some of us actually do), but we spend an almost absurd amount of time trying to get into the heads of the people who are running internet searches for the keywords that your pages are or should be ranking for. We know what your audience is searching for. It’s simply a matter of making sure they find your page. 

These searches are most likely going to be conducted by people in stages 2 and 3 of the client-prospect funnel, so your search listings need to give these people exactly what they’re looking for. For example, prospects in stage 2 are going to be searching for options and information. They want to know what their case might be worth or how to beat the charges against them. Meanwhile, prospects in stage 3 have already concluded that they need an attorney and are probably now looking for a free consultation or something else to make them consider your firm.

Prospects: Clicking Through to Your Site

While great SEO will always require a page’s target keyword to be its title, there’s still plenty of room to fit all of the above elements in. For example, a car accident lawyer page’s listing should look something like this:

Atlanta Car Accident Lawyer | FREE Consultation!

After a car crash, you need to know what your case is really worth and how to get insurance to pay it. To find out, CLICK HERE.

Putting words in all caps might seem a little cheesy, but it gets people to notice your listing and read it. By putting “FREE Consultation” in the page title, your stage 3 prospects will immediately see one of the things that they may be looking for in a law firm and hopefully click through to the landing page. By baiting the meta description with promises of answers to some of a stage 2 prospect’s most pressing questions, these people may also click through to your site, where they can then potentially be moved on to stages 3 and 4.

Search Console Analytics

We don’t just stop there, however. Google Analytics can provide some amazing information regarding how your site is doing on the conversion front. We won’t just optimize your search listings for what we think will work; we’ll constantly check the data to see if your rankings are actually performing.

When we find that a page isn’t doing well, we’ll look at how we can fix it. For example, you might already be ranking for divorce attorneys in your area, but your phone isn’t ringing. We’ll take a look at your content and make sure your pages have the content your potential clients want to see. 

If the click-through rate for a page isn’t where it needs to be, we’ll keep making adjustments until it starts bringing in traffic—and bringing you leads.

Site Design and Content: Converting Clicks into Leads and Cases

Your law firm website can receive all the traffic in the world, but if it isn’t designed to convert, you’ll usually lose out on a ton of potential cases. It’s not hard to create a site that looks nice, but making one that also transforms traffic into leads is what you really want.

A website that’s a conversion powerhouse is essential because it can be made to cater to all four stages of the client-prospect funnel. Stage 1 prospects might arrive at your site because they previously saw or heard one of your firm’s commercials, while stage 2 and 3 prospects will probably arrive by clicking through from a search result listing. Stage 4 prospects are likely to be returning visitors who have been mulling over whether to take that next step.

That’s what makes this tricky. Your site needs to give all of these prospects what they’re looking for so that they move further along the funnel and ultimately decide to make that final click and schedule a consultation. That’s why our writers work closely with the design team. Converting interested readers into participating clients is important, so both design and content should be optimized for that.

While an eye-catching design or high-quality photography can pull in a potential client, you also want to give them the information they need to make a decision about your services. That content should also fit the design, making it as easy as possible on your potential clients to get the information they need. When your content is made to fit the site, it can change your rankings.  

Above the Fold: Getting Your Proof and Call to Action Right

The portion of the page that’s immediately visible to your site’s visitors is known as the above-the-fold area (ATF). It’s been proven that the vast majority of visitors won’t bother to scroll beneath this area and will form their opinion of your firm based entirely on it alone. This is also the area that’s most likely to convert your stage 3 and 4 prospects into clients, making it extremely important to get it right.

These are the essential elements of a high-converting ATF area:

  • A bold yet clean overall design
  • Prominently displayed contact information
  • A call-to-action button that converts leads
  • Proof that your firm has experience and that it gets results

Making the contact information, such as your phone number, easy to get is obvious, since it can bring in the stage 4 prospect who’s ready to hire you. But getting the other elements right will help bring in your stage 3 prospects—and even some of those in stage 2.

Your stage 3 prospects know they want an attorney, but they need to be convinced that you are that attorney. By tastefully adding and displaying proof, such as testimonials, awards, and settlement results, you’ll help them quickly understand that you know how to bring a case to a successful conclusion.

Equally important is your call-to-action button. It shouldn’t just say “Free Consultation,” because this will typically only convert your stage 4 prospects who have decided to hire you already. Instead, the button text needs to be compelling and cater to your prospects’ concerns. For example, if you’re a personal injury firm, your stage 2 and 3 prospects probably want to know how much money they could receive in a settlement, so “Find Out What My Case Is Worth” will grab their attention. Similarly, your stage 1 and 2 prospects probably want to know if they even have grounds for a lawsuit, so “Do I Have a Case?” could be extremely effective.

We never stop experimenting with ways to improve the ATF area of our clients’ sites, and we’ll keep making adjustments until yours becomes a conversion monster.

Below the Fold: Proving That You’re an Authority

While it’s true that fewer visitors will scroll down the page, these are leads that you don’t want to pass up—they just take a little more convincing. These are most likely your stage 1 and 2 prospects, people who are looking for information that either puts their situation into context or explains what they should do next.

The below-the-fold content can also give you more room for more keywords for a potential client. By going into more detail, you’ll have the chance to rank for more keywords. For example, the above-the-fold content might mention motorcycle accidents, but people might be searching for more specific related topics: helmet laws, insurance regulations, and fault laws, for instance. 

Your text content isn’t just there for SEO purposes—it’s there to move these people along the funnel and on to stages 3 and 4. The people reading your content may be feeling upset, overwhelmed, and frightened by how serious their accident was. They’re seeking information about their next steps, and by providing them with more information, you’re showing them that you can help with their claim. 

We’ll provide you with content that doesn’t just rank high in the search results; it’ll also lead your readers to view you as an authority on their problem, and, ultimately, they’ll want to turn to you to help them solve it.

Downloads: Catching the Leads Who Need to Mull It Over

Some prospects just need more time to think things over than others. Even if your website doesn’t make an immediate conversion of some prospects, you can still convert some of these visitors into clients through other means.

One of the marketing techniques that we’ve had great success with are helpful e-books that your prospects can download for free in exchange for their email address. Your e-book needs to contain a wealth of information that—just like your landing page content—provides answers to the prospect’s concerns and gets them to view you as a helpful authority.

Not only will ApricotLaw provide your firm with a downloadable e-book, but we’ll also craft a drip email campaign that will follow up with the prospect to ideally bring them back to your site and ultimately schedule a consultation that converts them from a cold prospect to a hot lead.

Conversion: The Key to Winning Online

As you can see, winning online is more than just getting the top rankings. Your online marketing efforts need to convert—on all fronts and through multiple prospect avenues. With ApricotLaw, you won’t just convert prospects who’ve already decided to hire you; you’ll get leads from every stage of the client-prospect spectrum.

We’ll focus on more than ranking highly, too. We want your visitors to convert to clients, and our writers can help. They’ll produce the informative content you need to get clients’ attention and keep their attention. We write highly converting pages so you can focus on helping your clients succeed. 

Special Notes on Content Workflow and Our Guarantee

Workflow: You can inspect the content before we publish it on your website, or we can publish it and send you the live links. It’s your choice. You’ll receive a full publishing report every month from our managing editor.

Guarantee: Everything that ApricotLaw produces must be 100% perfect. If something isn’t properly optimized, or if some component of the page needs to change, we’ll go back into the page(s) and make the update(s) immediately.

Reach Out to the SEO Experts at ApricotLaw

If you’re seeking leads, content that meets your high standards can help you climb in the rankings and get the traffic you need. Call 212-960-8584 or fill out the form below when you’re ready to take your law firm content writing to the next level. The law firm website pros at ApricotLaw are standing by.