Lawyers wanting to market their business know they need content plan and calendar. That’s a must.
But they have problems putting them together. They need help from a copywriter.
Let’s face it: non-one went to law school at university to spend billable hours wrangling blog calendars, SEO briefs, and social captions. Most lawyers either don’t have time, don’t have the training, or (be honest) don’t want to do it.
Here are 7 ways a copywriter can provide a content plan for a law firm:
1. 🧭 Define the Firm’s Core Practice Areas
Identify the specialties:family law, criminal defense, corporate law, etc. There are several different types of law practices. While they must all abide by the same legal profession rules and regulations, some must take further steps to meet requirements.
Some of these steps must be done before the practice can open for business. A copywriter will also create content pillars around each area. eg. blog posts, FAQs, and service pages.
2. 📅 Build a Monthly Editorial Calendar
Schedule content around seasonal legal needs (e.g., tax law in June, estate planning in December). In the legal sector, client inquiries don’t follow a steady, predictable pace throughout the year. Instead, they arrive in surges, which savvy law firms can anticipate and plan for.
If their business is in personal injury or family law, these seasonal peaks are often the golden opportunities for growth – provided they have the right communication strategy in place. A copywriter might align these with firm events, webinars, or community outreach.
3. 🔍 Use SEO-Driven Topic Research
Find high-intent keywords like “Melbourne divorce lawyer” or “how to contest a will in Victoria.” A copywriter will optimize headlines and meta descriptions for visibility and clicks. Unlike other marketing channels, SEO has a cumulative effect.
It starts slowly but gains momentum over time. Paid channels such as Google Ads provide immediate results but can be costly and stop generating traffic the moment the firm stops paying. With SEO, content from a copywriter continues to drive organic traffic as it climbs search rankings.
4. 🧠 Create Educational Series or Guides
A copywriter will break down complex legal topics into a digestible multi-part blog series There are plenty of reasons that the firm should be blogging, so let’s deal with the main candidates: blogging brings traffic – traffic becomes leads (if the website is done right) and leads become clients; blogging builds a firm’s authority as experts: blogging builds assets that keep working over the long term: blogging brings traffic to the site. Let’s remember that “traffic to a site” is pointless if the law firm doesn’t have a functional website strategy. But with that in mind, blogging consistently will form a foundation of useful information that people can find. Done right, blogging does lead generation and helps bring qualified visitors to a site, some of whom may become clients.
Every article a copywriter does on a topic that matters is a chance for someone to find the law firm who may not have otherwise found them. Examples: “Understanding Your Rights During Arrest” or “Step-by-Step Guide to Buying Property in Australia.” As the builds up a body of fantastic legal blogs, the site is going to generate more and more traffic, which means more and more leads, which means more and more business. These blogs position the firm as a trusted educator, not just a service provider.
5. 🎤 Leverage Attorney Expertise
A copywriter will Interview lawyers from the firm for insights, quotes, or commentary on current legal issues A copywriter can then turn transcripts from the interviews into blog posts, LinkedIn articles, or short-form videos. In today’s content-driven world, every interview holds the potential to become an influential asset in the marketing toolkit.
Doing this, a copywriter can unlock a treasure trove of authentic insights, expert opinions, and compelling narratives by transforming interview transcripts into versatile, high-value content. These transcripts can be repurposed into various formats, such as blog posts, social media snippets, case studies, and whitepapers,each designed to engage the audience uniquely. All this adds credibility and a human voice to the content
6. 📈 Track Performance and Refine with CTAs
A copywriter will help the firm monitor which content drives traffic, leads, or engagement and use analytics to adjust tone, format, or frequency. A/B test headlines or CTAs (Calls To Action) to improve conversion. A call to action is a concise prompt designed to spur an immediate response from an audience, guiding them toward a specific action. No matter whether you’re asking your audience to make a purchase, subscribe to a service, or engage with content, the call to action is a strategic marketing tool.
The primary purpose of a CTA is to change individuals from passive observers to active participants, aligning their actions with the goals of the firm or its campaign. By providing clarity, creating a sense of urgency, and emphasizing the benefits of the intended action, CTAs play a pivotal role in driving conversions and engagement.
7. 🧩 Repurpose Content Across Channels
A copywriter will turn blog posts into email newsletters, infographics, or social media snippets. Repurposing content–also known as content recycling–is the process of reformatting and reusing existing content to expand a firm’s outreach.
For instance, a copywriter can turn popular blog posts into infographics or YouTube videos or into podcast episodes to attract new audiences. A copywriter will use different content formats based on the audience’s needs. A copywriter will also use client testimonials or case outcomes (with permission) as storytelling assets. And most importantly, a copywriter will maintain consistency while tailoring tone for each platform.
Let’s face it: you didn’t become a lawyer to spend your billable hours on blog calendars, SEO research, and repurposing content across platforms.
That’s my job.
If you’re a lawyer or run a law firm and want a tailored, strategic content plan that brings in leads, builds your authority, and works across all channels — I’m your guy.
📞 Call me: 0411 745 193
📧 Email: leon@leongettler.com
