The difference between legal content that educates and content that converts

Most law firms produce content, but is the content actually doing anything for the business? 

There is a difference between content that builds knowledge and content that builds pipeline. Both have a place in a well-structured marketing strategy, but confusing the two is one of the most common reasons law firm content fails to generate enquiries. 

Content That Educates 

Educational content builds trust and credibility over time. It positions your firm as a knowledgeable voice in your sector and keeps you front of mind with clients and referrers who are not yet ready to instruct. Different types of content can include; 

• Guides and explainers that break down complex legal topics for a non-legal audience 

• Articles that keep clients informed about regulatory or legislative changes affecting their sector 

• Thought leadership that shares your firm's perspective on emerging issues in your practice area 

This kind of content is essential for building long-term reputation and search visibility. On its own though, it rarely generates direct enquiries because it is not designed to. 

Content That Converts 

Converting content moves a reader closer to a decision. It speaks directly to a problem they are actively trying to solve and makes it clear that your firm is the right choice to help them. 

• Examples that show the specific situation a client was in and what changed as a result of working with you 

• Service pages that speak to client outcomes rather than firm credentials 

• Targeted content built around a specific problem, sector or type of client with a clear and relevant call to action 

Where Most Law Firms Get It Wrong 

Most law firm content sits firmly in the educational camp. That content has real value, but a strategy built entirely around education leaves a significant gap. Prospects who are ready to instruct need to see that your firm understands their situation, has solved similar problems before and can be trusted to deliver. Without converting content in the mix, your firm can be highly visible and still lose instructions to competitors whose content does a better job of closing the gap between interest and action. 

A well-structured content strategy does both. It builds awareness at the top of the funnel whilst actively supporting business development further down. 

At EWO, we help law firms build content strategies that do both jobs properly. Get in touch at ewo.uk.com to find out how we can help.