Law Firm Content Writing

Words Matter More Than You Think

Potential clients land on your website scared, confused, or angry. They just got served divorce papers. They’re facing criminal charges. A creditor is threatening to take their house.

They’re not browsing. They’re searching for someone who understands their problem and can help fix it.

Generic content doesn’t cut it. Paragraphs stuffed with legal jargon don’t connect. Practice area pages that read like they were copied from a textbook make visitors click away.

Good content speaks directly to the person reading it. It acknowledges their situation, explains how you can help, and gives them a reason to call you instead of the attorney on the next browser tab.

That’s what we write.

An Investigative Reporter Approach to Content

Most law firm marketing agencies churn out generic pages stuffed with keywords. They copy what competitors wrote and swap in your firm name. The result? Content that sounds like everyone else and connects with no one.

We take a different approach. We treat every piece of content like a story worth getting right.

Our team digs into your practice areas the way a reporter researches a feature article. We interview you about real cases and real client concerns. We study your local market and competition. We find the angles that make your firm different and build content around them.

This investigative approach produces website copy that actually says something. Pages that answer the questions potential clients are really asking. Content that positions you as the authority in your practice area because it’s built on real substance, not marketing fluff.

Meet Our Content Director

Joe Toppe – Founder & Content Director

Joe leads our content operation, and his background sets us apart from every other law firm marketing agency.

Managing Editor at PropertyCasualty360. Former Associate Producer and Writer at Fox Business Network in New York. Senior Business Journalist at Capital.com. Managing Editor at Innovation & Tech Today. Master’s Degree in Journalism and Mass Communication from Kent State University.

That’s over a decade of professional journalism at the highest levels. Joe knows how to research complex topics, conduct interviews, verify facts, and turn information into clear, compelling prose. When we write content for your firm, you get work from someone who built a career getting stories published in national outlets.

Real journalism credentials. Real investigative skills. Content that sounds like a human wrote it because one actually did.

Content That Meets the Highest Standards

We don’t cut corners. Every piece of content we produce follows established journalism standards, Google’s quality guidelines, and ABA compliance requirements.

Journalism Ethics and Standards

Our Content Director comes from professional newsrooms where accuracy isn’t optional. We follow the Society of Professional Journalists Code of Ethics, the gold standard for ethical journalism. Seek truth. Verify facts. Cite sources. Never plagiarize. These aren’t suggestions in our shop. They’re requirements.

We write using Associated Press style, the same standards used by major newspapers, magazines, and news outlets worldwide. Clean grammar. Consistent formatting. Professional presentation.

Most law firm marketing agencies have never heard of SPJ or AP style. Our team has lived by these standards for over a decade across thousands of published articles.

ABA and State Bar Compliance

Attorney advertising rules exist for a reason. The American Bar Association Model Rules of Professional Conduct set the framework that most state bars follow. We know what gets flagged and what doesn’t.

No misleading claims. No guarantees of results. No improper testimonials. No comparative statements that can’t be substantiated. Your content stays compliant so you don’t get a letter from your state bar.

We’ve written for attorneys across multiple jurisdictions. We understand that what flies in Texas might not work in California. Before content goes live on your law firm website, we review it with ABA guidelines and your state’s specific rules in mind.

Google E-E-A-T Compliance

Google evaluates content quality using four criteria: Experience, Expertise, Authoritativeness, and Trustworthiness. Content that fails these tests gets buried in search results. Content that passes gets rewarded.

We build E-E-A-T into everything we write for your firm:

Experience – Content created by professionals with real journalism backgrounds and direct knowledge of legal marketing

Expertise – In-depth, accurate content that demonstrates subject matter knowledge and proper sourcing

Authoritativeness – Copy that positions your firm as a credible resource in your practice areas

Trustworthiness – Transparent, honest content with clear attribution and factual accuracy

Google prioritizes trustworthiness above all else. Especially for legal content, which falls under “Your Money or Your Life” topics that can significantly impact readers’ wellbeing. Get this wrong and your website disappears from search results. Get it right and you outrank competitors who took shortcuts.

What We Write for Law Firms

Practice Area Pages: These pages do the heavy lifting on your new law firm website. Someone searches “DUI attorney near me” and lands on your DUI page. What they read in the next thirty seconds determines whether they call you or hit the back button. We write content that converts browsers into consultations.

Attorney Biographies: Your bio isn’t a resume. It’s a sales page. We write attorney bios that highlight relevant experience, establish credibility, and show personality. The goal is making someone feel comfortable enough to reach out.

Blog Posts and Articles: Fresh content signals to Google that your site is active. We write articles that answer real questions potential clients are searching for. Educational pieces that demonstrate expertise and bring in traffic for months after they’re published.

FAQ Sections: Every consultation starts with the same handful of questions. FAQ pages answer them upfront, building trust and filtering out tire-kickers before they waste your time.

Website Copy: Homepage headlines. About page content. Contact page reassurance. Every word on your site either builds trust or erodes it.

Content That Ranks on Google

Pretty writing means nothing if nobody finds it. Every piece of content we create is written with law firm SEO in mind.

We research what potential clients in your area are actually searching for. We write content that answers those queries directly. We structure pages so Google understands what they’re about and ranks them accordingly.

Our website development process for law firms builds SEO into every project from day one. Content and design work together to help you get found.

How Our Content Process Works

Discovery Call: We learn about your practice. What areas do you focus on? Who are your ideal clients? What makes your approach different? This conversation shapes everything we write.

Research and Outline: We dig into your practice areas, local market, and competition using our investigative approach. You review outlines before we start drafting.

Writing and Review: We write. You review. We revise until it sounds like you. Some attorneys want to approve every comma. Others trust us to handle it.

Publishing and Optimization: Content goes live on your website. We handle formatting, meta descriptions, and technical SEO. Our website maintenance for law firms team keeps everything running smoothly after launch.