When people need legal help, they often turn to Google before picking up the phone.
That means your potential clients are reading articles, blog posts, and FAQs before they decide who to contact.
Content marketing for law firms is one of the most effective ways to show your expertise, rank in search results, and turn online searches into new enquiries for your business.
In this article, I’ll run you through why content marketing matters for law firms and share practical strategies to get noticed.
At the end, you’ll find a quick checklist you can use to start improving your firm’s visibility today.
Contents
Why content marketing matters for law firms
Legal services are highly competitive, with Google Ads often costing more than $50 per click in Australia.
For smaller firms, that can be unsustainable. Content marketing provides a cost-effective alternative by attracting organic traffic and building long-term visibility.
Google is now the main way people search for attorneys online, with 92% of people saying that’s how they would find their lawyer. This means that if you don’t have great visibility on Google, your firm is likely missing out on many potential clients.
Strong content marketing improves visibility while also building trust. People are more likely to engage a lawyer who explains complex issues in plain English and answers their questions upfront.
Optimise your website service pages
The foundation of content marketing for law firms is a well-structured website.
Many practices make the mistake of having a single ‘Services’ page that lists everything. A better approach is to create dedicated pages for each practice area.
For example:
- Family law services
- Criminal defence
- Conveyancing
- Wills and estates
Each page should:
- Use location-based keywords such as ‘family lawyer Parramatta’
- Explain services in simple, jargon-free language
- Include client FAQs to capture long-tail searches
- Feature a strong call-to-action such as ‘Request Our Advice’ or ‘Book Your Free 15-Minute Telephone Consultation’
This structure makes it easier for Google to understand your expertise and helps clients quickly find the information they need.
Blog articles and FAQs are powerful tools for law firms. They give you a chance to answer common client questions while improving your search visibility.
There is so much content you could cover as a lawyer, but just a few examples are:
- ‘What happens if I die without a will in NSW?’
- ‘How long does a divorce take in Australia?’
- ‘Do I need a lawyer for buying a house?’
Publishing articles like these achieves two goals. First, you show up in search results when potential clients are researching. Second, you demonstrate your expertise in a clear and approachable way.
Content that directly answers questions can also appear in Google’s Featured Snippets, which show above standard search results. This increases your visibility and even gives you an advantage in AI-driven search results, hugely increasing your click-through rate.
Strengthen your local presence
Local visibility is critical for law firms. Clients usually search for a lawyer nearby, using terms like ‘conveyancer Newcastle’ or ‘business lawyer Adelaide’.
Here are some steps I suggest to boost local SEO:
- Claim and optimise your Google Business Profile
- Add accurate contact details, opening hours, and service descriptions
- Upload high-quality team and office photos
- Publish updates monthly to stay active
- Ensure your firm’s name, address, and phone number are consistent across directories
Research shows that firms appearing in Google’s local pack (the map section of results) get significantly more enquiries than those relying only on organic listings.
Build up your backlinks
Google still views backlinks as one of the strongest signals of authority. For law firms, the most valuable links often come from:
Referral partners
Accountants, mortgage brokers, or financial planners you already work with are natural link partners. A simple ‘preferred partner’ page on each other’s websites can generate referral traffic and SEO value.
Industry associations
Memberships with organisations such as the Law Society of NSW or Australian Bar Association often include online directories where your profile and website link can be published. These links carry strong authority.
Local community involvement
Sponsorship of local sporting teams, schools, or events often comes with a website mention on the organiser’s page. Links from chambers of commerce or business networking groups also send strong local trust signals.
Beyond these, law firms can also benefit from guest posting on relevant business blogs, contributing articles to legal publications, or offering expert commentary to journalists through services like SourceBottle or Help a Reporter Out (HARO).
Case study: Randle & Taylor
A strong content marketing strategy can deliver measurable results.
Randle & Taylor Barristers and Solicitors, an Adelaide-based law firm, came to us for help optimising their website.
In March 2025, the keyword ‘Small Business Lawyer Adelaide’ ranked #50. After targeted on-page optimisation and content updates, it reached #1 by June 2025 and has held the top spot since.
While the keyword has lower monthly searches, its success boosted visibility for higher-volume terms like ‘Small Business Lawyers’ (200 searches/month). This helped drive more organic traffic and contributed to enquiry growth, now averaging 40–50 per month.
This shows how ranking for niche, high-intent keywords can deliver real business results, even with modest search volumes.
Ready to boost your law firm content marketing game? By optimising your website, publishing helpful content, and building local authority, your firm can attract more clients without relying on expensive advertising.
Start with the checklist below and just keep taking consistent action. Small steps, repeated over time, lead to measurable results and steady client growth.
Quick-win checklist for law firms
Here are simple steps you can take right now:
- Create dedicated service pages for each practice area
- Add suburb or city keywords naturally to titles and headings
- Publish one blog post each month answering client questions
- Claim and update your Google Business Profile
- Gain backlinks from referral partners and associations
- Collect and respond to client reviews regularly
