Content marketing for lawyers who target consumers


If you handle criminal defense, immigration, personal injury, estate planning, family law, or other practice areas in the consumer realm, you may have found (or believe) that prospective clients aren’t interested in your blog or newsletter or other content until they realize they need your services.  

So why bother with a newsletter or blog or other content? 

Because when they do need your services, they’ll read everything on your blog and consume all of your content, and you want to have content for them that isn’t just bullet points about your services but content that lets you connect with them that nothing short of actually speaking with you and getting to know you can do.

You want them to hear your stories and get a sense of what it would be like to know you and work with you, so they can get to know, like, and trust you.

Which they can do through your content. 

“Okay, got it. But how do I get them to visit my website or blog, watch my videos, read my articles and sign up for my newsletter so I can build a relationship with them before they need my legal services?”

Good question, Grasshopper.  

Since most people aren’t interested in your “legal” content until they need your services, and only then look for it and consume it, you need to give them something else they are interested in. Another subject you can write about or talk about. 

Like the kinds of subjects consumers are interested in—taxes, insurance, credit, consumer protection, social security, and so on.

When your would-be clients find and read your articles about retirement planning, for example, they learn what you do in your day job, sign up for your newsletter, and you stay in touch with them. When they need legal services, they contact you (instead of looking for someone from scratch) because they already know you. 

And guess what? You can accomplish the same thing without writing about insurance and credit if that’s not your thing. You can write about other subjects that interest you and are likely to interest a segment of the consumer population. 

Some lawyers write about technology. Some write about productivity. Some write about writing and other creative pursuits. They talk about apps or books or websites they recommend, and build up a following that way.  

They might do that on a separate blog or channel rather than the blog for their law practice, but they link to it and mention it. 

You know what that means, don’t you? It means you can write about a lot of things that interest you, your hobbies and outside interests, and have fun creating content about those subjects. 

You know what else that means? It means you can do the same thing if you handle business law instead of or in addition to consumer law, because your clients are consumers, too.

Write what you want to write to write about. People who share your interest will find you, follow you and eventually hire you. Or. . . tell someone they know about you.

How to build an effective newsletter for your practice