Content strategy for law firms
People hire lawyers they trust. Content is how they decide who that is.
Nobody wants to need a lawyer. When they do, they call the one who already explained their problem clearly.
Sound familiar?
-
Billboards and bidding wars
Legal keywords are some of the most expensive clicks there are, and they stop working the day you stop paying.
-
Every firm sounds the same
Everyone says experienced and aggressive. Nobody can tell you apart without hearing how you think.
-
Compliance nerves
Advertising rules make firms nervous to post anything, so most post nothing worth watching.
Where I’d start
Three starting points. The real formats come out of the audit, built around your people.
-
01
Plain answers to scary questions
One attorney answering the questions clients ask in the first meeting, in plain language, within the rules your bar sets.
-
02
What happens next
Walk people through the process step by step. Fear of the unknown is why people put off calling.
-
03
Myth versus reality
What TV gets wrong about your practice area. It’s educational, it’s watchable, and it builds authority.
I did it for my own business first.
-
298M+
Organic YouTube views across two channels
-
424K
Subscribers on the main channel
-
1,663
Videos published
-
$0
Spent on ads
One 41-minute video took three days to make and has earned about $25,000 over two to three years. That’s what content that pays you back looks like.
How it works
-
01
Audit
I review your channels, your content and how it gets made, and tell you what’s wasting your time.
-
02
Roadmap
You get written actionables: what to make, who should make it, and how often.
-
03
Build
Put the right person on camera and post with feedback. Ninety days of reps, then your team runs it.
The Audit
$2,500
A one-hour call reviewing your channels, content and workflow. Written actionables, check-ins over 90 days, and a re-audit at day 90.
Questions
How do you handle bar advertising rules?
Your firm keeps final say on compliance. I build formats that are educational by design, and we review them against your state’s rules before anything goes out.
Do I have to be on camera myself?
No. Part of the audit is finding the right person, and it usually isn’t the owner. Your best spokesperson is probably already on your payroll.
Isn’t it too late for us?
It’s not too late. But in two years you’ll say it’s too late, and wish you’d started two years ago.
Find out what your firm should be publishing.
A few questions. If an audit is the right next step I’ll tell you. If it isn’t, I’ll tell you that too, and why.
Book your audit