Content Marketing for Business Law Firms: Pages Owners Read, Pages Attorneys Approve
Content marketing for a business law practice means pages that answer the questions an owner has before booking a consultation, written so the firm's attorney can review every line. Because we are a marketing agency and the firm is the law practice, the attorney keeps the pen on anything about the law. Our drafts describe how the firm works, never what the law says.
What a firm sells with a page, and what it does not
A business law firm sells a consultation first and an engagement second. That makes content marketing for a small business attorney different from a blog that chases traffic: each page exists to carry one kind of owner one step closer to a booked consultation. A clear page about how a first meeting runs can do more for intake than a dozen posts on matters the firm does not even take.
It also has to sound like the firm. An owner who reads about a calm, patient conversation on the page and then meets a rushed one on the phone has been told something untrue. So we begin from the attorneys' own description of the practice: the matter types, the places, the way intake works, the order of an engagement from inquiry to close-out. The pages follow from that.
Eight pages an owner reads before requesting a consultation
The first-consultation page
How the firm handles the first meeting: who joins, how it is booked, what the firm asks and what it leaves for after an engagement exists. The firm describes its own process, and we shape the wording.
The billing-options page
Hourly, flat fee or limited scope, explained in the firm's own reviewed words. We type no figure and we do not guess at one. See the website design page for where it sits in the menu.
The engagement-letter page
A plain-language description of what an engagement letter is for, in wording the firm's attorney writes or approves. We arrange the page, and counsel owns every sentence about the document.
The intake page
What happens after the form: a conflicts check, a reply, a time on the calendar, and a reminder that a message is not a client relationship. It cuts down on the owner who sends a second message to ask whether the first arrived, and it feeds the lead generation path directly.
The referral-source page
For accountants, bankers, commercial brokers and other lawyers: the matter types the firm takes, where, and who receives an introduction. Whether referral arrangements are mentioned at all is a question for counsel.
A practice-area page for each matter type
Formation, contract review, commercial leases, partner agreements, disputes, buying or selling a company, employment advice for employers. One page each, covered in the business lawyer SEO work.
Firm news
A new associate, an office that moved, a talk at a chamber breakfast. Short, factual, and approved by the attorney before it goes up.
Seasonal posts
A short note timed to the point in the year an owner thinks about a matter type. The attorney chooses the topic and reviews the wording.
Who drafts, who reviews, who presses publish
| Piece of writing | Drafted by | Attorney's step before it goes live |
|---|---|---|
| Practice-area page | Our writer, from the firm's notes on the matter type and the places it serves | Read for accuracy and for the firm's advertising rules in its state, edited or rewritten, then approved in writing |
| First-consultation page | Our writer, from the firm's description of how the meeting runs | Confirm the page matches how the firm really works |
| Billing-options page | The firm's words, tidied and arranged by us | Counsel approves every sentence; no figure is typed by us |
| General-information article | The firm's attorney, or a draft from an outline the attorney supplies | Check each statement for accuracy as of the publish date, since laws change and differ by state |
| Firm news item | Our writer, from facts the firm provides | Confirm the facts and the wording |
| Seasonal post | Our writer, on a topic the attorney chooses | Review or rewrite before it is scheduled |
A year of publishing as a business law practice lives it
The calendar of a business law practice has its own rhythm. In many markets it looks something like this, and the topics below are about how the firm works, not about the law.
- The new-year formation rush. Founders start the year with a company in mind. Refresh the formation page and the first-consultation page.
- Tax-season referral weeks. Accountants have owners who need a lawyer. The referral-source page and the intake page do the work.
- Year-end entity cleanup. Owners tidy the records they ignored in the spring. A short firm news item and the practice-area pages are enough.
- Fiscal-year contract renewals. Vendor and customer agreements come up for signature. The contract-review page and the billing-options page get another look.
- Lease-renewal stretches. The commercial-lease page matters most here, ahead of the dates owners are already watching.
- The summer slowdown. Fewer inquiries means time to rewrite older pages and bring attorney bios up to date.
- Budget season. Owners plan the next year's outside spending, and the billing-options page is the one they will compare.
What never goes into a draft we write for a law practice
- Steps for forming, running, selling or winding down a company, or what a document needs in order to work.
- Any statement of what the law requires, allows or forbids, in any state.
- Any promise or hint of an outcome, a saving or a recovery for a client or a matter.
- Case studies, client stories and quotes. We write none, and whether the firm shows any is a question for its counsel under its state's rules.
- Comparisons with other firms, directories or named competitors.
- Claims of rank, specialty or certification, for the firm or for any attorney.
- Prices, hourly rates, retainer amounts or timelines for legal work.
- Client names, matter facts or anything learned in confidence.
- Openings built on fear: the scary email, the sudden lawsuit, the deadline about to pass.
A draft that slips into any of these goes back before the attorney reads it, not after.
Refreshing an old practice-area page, in the order the file moves
Pull the page with its inquiry history
Which matter type is it for, and how many form requests and calls came from it? A page nobody has reached in a year is a candidate for a rewrite or for retirement.
Mark every statement the attorney should recheck
We flag anything that sounds like a statement about the law and send it to the attorney with a note. We do not decide whether it is still accurate.
Rewrite the parts about how the firm works
Matter types taken, places served, how a consultation is requested, how intake handles the first reply.
Send the redline to the attorney
The attorney sees every change marked against the old text and approves, edits or rejects each one. The version marked FINAL is the one approved in writing, not the one named that.
Re-link and date the page
Point it at the matching billing, intake and practice-area pages, and record the date the attorney last reviewed it.
Set the next review
Every page carries a reminder tied to the matter type, the attorney and the date it was last approved.
Notions about a business law practice's blog
Said on the intake callA post a day keeps the consultation calendar full.
What the matter file showsVolume is not the aim. A page for each matter type the firm takes and a handful about how the firm works beat daily posts on topics outside the practice. Attorney hours also cap how much can be properly reviewed.
Said on the intake callArticles about the law show an owner that the firm is serious.
What the matter file showsWhether to publish them is the firm's call. If counsel wants them, the attorney writes or reviews each one for accuracy, and we organize the schedule and the page layout.
Said on the intake callContent marketing sits apart from intake.
What the matter file showsA strong page that lands an owner on a form answered next week is working against itself. The page and the lead generation path are one thing.
Said on the intake callAnyone can draft the pages and the attorney can skim them.
What the matter file showsSkimming is not review. Each page is read for accuracy and for the firm's advertising rules in its state, and the attorney is the one who answers for it.
What a managing partner asks before handing over the firm's pages
Who writes a practice-area page for a small business attorney, and who signs off?
Our writer drafts from the firm's own notes on the matter type and the places it serves. The attorney reads every line, edits as needed and approves in writing. Nothing is published, scheduled or sent to a platform without that approval, and the attorney is the one responsible for what carries the firm's name.
Will your pages tell owners how to form a company or what a lease has to say?
No. Telling someone how to do either is giving legal information, and laws change and differ by state. Our pages describe the practice. Where the firm's counsel wants a general-information page, the attorney writes or reviews it and decides whether it runs. We prepare the layout around it.
How does the billing page get written without a price on it?
The firm describes how it bills (hourly, flat fee, limited scope or a mix) in its own words, and counsel approves them. If the firm wants a figure on the page, that is its decision under its state's rules and we do not supply one. The page does more work than an owner expects, because most cost searches end there.
Do you write case studies or client stories for the firm?
No, and we do not invent them. Whether a firm shows any testimonial or case summary is for its counsel under its state's rules. We build page space for such items only when counsel has decided they may appear.
How much of an attorney's week does content marketing review take?
That depends on the firm, which is why we plan around attorney hours instead of a publishing quota. Drafts arrive in a batch with changes marked, so an attorney can read them in one sitting instead of on a trickle of reminders. A solo attorney and a firm with a marketing coordinator will set different rhythms.
What happens to the old articles already on the firm's site?
We list them against the matter types the firm takes today. Some are refreshed and reviewed again, some are merged into a practice-area page, and some are retired. The attorney decides which, since an old article about the law may no longer be right.
Where are the prices, and can a month be the last one?
Content marketing work is part of the Organic Growth plans, and every price is on the pricing page. Each month stands alone, the way a file closes when its matter does: no startup fee to recover and no contract to sit out.
Start with the pages the firm already has
Book a call and we will go through the current practice-area, billing and intake pages with you and mark which ones an attorney should read first. Plan details are on the pricing page.
Which practice areas should the phone ring for?
Name the formation, contract, lease or dispute work your attorneys handle best and the places they practice. There is nothing to prepare. Keep client names and case facts out of the note, because this is a marketing inquiry and not a legal one.
Tell us which matters your firm wants more of.
Say which practice areas keep your calendar full, which ones you would like to take on more of, and where your attorneys practice. You get one monthly figure and a straight read on what fits. Leave client names and case details out of the note, since this is a marketing inquiry and not a place for confidential information.
The stack of pages being initialed is an illustration. It predicts nothing for any firm, client or matter.