Seen. Everywhere.

Content for law firms, answering the question before the practice area

The page that earns a legal enquiry is almost never a practice area page. It is a plain explanation of the thing that has gone wrong, written by somebody the reader can see is qualified to explain it, and in this market that explanation usually has to start by saying which system the matter sits in.

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    Why a specialist

    Law firm content is not generalist content

    Content for a practice is not a news section. It is a library of plain explanations, one for each problem a client might arrive with, written so that somebody with no legal training can read it on a phone and understand their position well enough to know they need help. Each one carries a named lawyer, because the reader is assessing the author as much as the answer. It is one of the disciplines on our content offer, run for the practices in our legal work.

    The requirement a European brief does not have is the jurisdiction paragraph. The mainland, the DIFC and ADGM are separate systems with their own courts, so an explanation that does not say which one it is describing is incomplete, and the one that does say is immediately more useful than anything else the reader has found. The other difference is that this demand regenerates, because the population turns over and the same questions arrive from new people every year.

    2008In regulated search since
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    97%Client retention
    28 moAverage client tenure
    Adm insights
    How the work runs

    Fix the pages a client already lands on, then build the library

    We start with the pages a client already reaches, because the matter pages, the lawyer profiles and the contact information are doing more work than anything we could add and are usually the weakest part of the site. Then the library, one explainer per problem, briefed from your actual enquiries rather than from a keyword tool.

    Each piece states the position plainly, says which system it is describing and carries a named author, because the reader is judging the writer as much as the writing. Nothing goes out that the firm would not stand behind. Talk to our team about which client questions your site does not currently answer.

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    Questions

    Law firm content, answered

    What does law firm content actually include?

    A library of plain explanations, one for each problem a client might arrive with, plus the matter pages and lawyer profiles those explanations point at, written so somebody with no legal training can understand their position on a phone. What it rarely includes is a weekly legal update.

    Most firms get far more from twelve good explainers than from a hundred news posts. The updates tend to be read by other lawyers, which is pleasant and commercially useless.

    Why does every piece have to name an author?

    Because the reader is assessing the person as much as the answer, and an explanation of something consequential that appears to have been written by nobody in particular invites exactly the doubt you were trying to remove. It also gives the piece somewhere useful to send the reader next.

    The byline links to the lawyer, the profile links to the way to reach them, and the whole path takes about twenty seconds. That path is the point of the content.

    How much should we say before it becomes advice?

    Enough that the reader genuinely understands their position and not so much that they believe they can resolve it alone, which in practice means explaining what applies, what the usual sequence of events looks like and where the real difficulty tends to sit. The firm decides where that line is and we write to it.

    Holding back everything useful is the more common mistake. A page that explains nothing persuades nobody, and the reader simply goes to the firm that did explain.

    Do we have to say which system a matter sits in?

    It is the single most useful paragraph on most legal pages in this market, because the mainland, the DIFC and ADGM are separate systems with their own courts and a client with a contract or employment question usually cannot tell which applies. Saying so clearly is marketing and client service in the same breath.

    It also makes the page far harder to copy, because a generic explanation lifted from another market cannot carry it. That is a useful side effect.

    How often does legal content need updating?

    Less often than a news feed and more often than most firms manage, because an explainer describing a position that has since changed is worse than no page at all and will keep attracting readers while it misleads them. We keep a review date against each piece.

    The library approach makes this manageable. Twelve pages reviewed twice a year is a real task, whereas three hundred posts is not.

    Does legal content ever stop working?

    Less than in most sectors, because the population here turns over constantly and wills, employment and property questions regenerate rather than deplete, so the same explainer is new to a large share of the people reading it each year. That is a genuinely different economic case to a news post.

    It is also why we would rather write twelve pieces properly than ninety quickly. The ones that last are the ones that were worth the time.

    Does content work alongside SEO?

    They are close to the same job for a practice, because the explainers are what actually rank once the structure and the profiles are right, and the search work is what decides which problems are worth explaining first. We run them together as one programme.

    It runs directly with our SEO for Legal work and feeds the social calendar at the same time.

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    Talk to a law firm content specialist

    Tell us which work you want more of and the questions your clients ask in the first five minutes of a call. We will come back with what your current pages are doing, which questions are unanswered and what the first ninety days would cover. Our Dubai office is at Meydan Grandstand in Nad Al Sheba, on +971 4 251 8056.