Industries
SEO for lawyers
People search for the shape of a problem before they hire anyone. A firm can explain that shape. It cannot tell a stranger what to file.
Legal search is full of anxious, specific questions: a deadline, a letter, a landlord, a contract clause. A clear article from a firm that actually practices in that area is a public service and a reasonable way to be found. A generic essay that could have been written in any country is neither.
Advertising rules and the duty not to mislead still apply to a blog. An AI writer does not know your bar, your jurisdiction, or which matters you decline. You have to put those limits in the brief and have a lawyer read the draft.
Name the jurisdiction in the first screen
Say which country, and which region if the rule changes inside the country. A reader in another legal system should understand immediately that this is not their rule. If you practice in more than one place, do not blend them into one article to save time.
Date the piece. Employment rules, filing fees, and procedure change. "Updated for the 2026 filing season in the Netherlands" is a useful sentence. An undated explanation of "the law" is how firms publish something quietly wrong.
Explain the process, not the person's case
Useful articles describe what a first meeting covers, which documents to gather, how a typical timeline feels, and what the firm does not handle. That helps someone decide whether to call and arrive prepared.
Do not write "in your situation you should." You do not have their situation. Point them at the facts a lawyer would ask for, and say that advice depends on those facts. The model will try to be more helpful than that. Delete the extra help.
Stay inside the matters you accept
Publish on practice areas you want more of. If you refer out personal injury or you no longer do family work, those articles should not be on the site attracting the wrong calls. The front desk feels that mistake before marketing does.
Outcomes are the other trap. No win rates, no "we always settle," no stories that identify a client, even with the name removed if the facts are recognizable. A hypothetical has to be obviously hypothetical.
The review cannot be delegated to the marketing seat
A lawyer who practices in that area reads the draft. Marketing can check tone, links, and whether the call to action matches how intake actually works. Publishing because a campaign calendar said Thursday is how a wrong limitation period goes live.
Keep a short banned list in the site profile: other firms you will not discuss, guarantees, and phrases your professional rules restrict. The writer should see that list every time.
Make the next step an intake, not a hotline for free advice
Tell the reader what to send, which office, and what the first conversation is for. If you charge for a consult, say so. An article that invites people to email documents to a general inbox creates work you did not staff.
Link to the practice page and the lawyer who does the work, if they are comfortable being named. A faceless article about a regulated service is harder to trust, and harder to correct when the law moves.
Topics worth writing
- What to bring to a first meeting for one practice area you actually accept
- How a typical matter moves, in your jurisdiction, without promising a duration
- What your firm does not handle, and where a person might look instead
- How to read a letter before you answer it, as preparation, not as advice
- What changed this year in one procedure your clients keep asking about
- How fees and retainers are explained at your firm
Before you publish
- Jurisdiction and date are visible near the top.
- A lawyer in that practice area has read it.
- There is no personal advice, guarantee, or result claim.
- The matter is one the firm wants to receive.
- Intake instructions match what the office will actually do.
Questions
Is a blog disclaimer enough?
A disclaimer does not fix a paragraph that tells someone what to file. Write the article so the disclaimer is true.
Can we cover news about a new statute?
Yes, if a lawyer checks the description of the statute and you say who it applies to. Do not predict how a court will treat a reader's facts.
Should articles name our lawyers?
When the person is willing to stand behind the explanation. It is better than an unsigned voice that sounds like a national newspaper.
How many practice areas belong in one post?
One. Mixed articles rank for nothing and give intake mixed calls.
