How Your Law Firm Can Use Content to Generate Leads

Elevating thought leadership is one of the many benefits of content marketing, but perhaps the most valuable for your law firm is lead generation. New clients are essential for the growth of any firm and you have all the tools to get them. Conducting client research with brand personas and keyword research provides the audience, while publishing the right content turns audience members into potential customers. As the old adage goes, content is king. 

What is a Lead?

The definition may vary depending on the organization, but in its simplest form, a lead is someone who has expressed interest in your firm or services. For many people, hiring an attorney involves some research and depending on where they are in the process, they could be an information qualified lead, marketing qualified lead or sales qualified lead. 

  • Information qualified lead – This is a person who has expressed initial interest. They could have answered a questionnaire, signed up for your newsletter or even followed one of your social media accounts. 
  • Marketing qualified lead – An information qualified lead who continues to express interest in your firm becomes a marketing qualified lead. Whether they reached out with an inquiry or contacted an attorney directly, this person is seeking more information as they consider a business partnership.  
  • Sales qualified lead – By this point, your lead is ready to discuss pricing and hire your firm. Mission accomplished. 

What is Lead Generation?

As any legal marketer knows, not every lead will eventually become a client. It’s a numbers game and the goal is to attract as many people from your target audience as possible. More interested people will become more leads, which will generate more new clients for your firm. 

Think of it like a raffle with the grand prize being a new client. Of course, it’s technically possible that one ticket, or lead in this case, will be enough to win the prize. However, the odds of winning become increasingly higher with the addition of each ticket. Speaking engagements and advertisements are beneficial, but consistent and relevant content is the most effective and cost-efficient way for your firm to generate leads. 

Generate More Leads

Developing key pieces of content such as a webinar, ebook or case study that will elevate your thought leadership is the goal of our SAME 4-step strategic process.

Learn more

Content to Put Behind Landing Pages

Every law firm needs a good website. It’s your first introduction to your target audience and making a good impression is vital to building and maintaining those relationships. Including all background information about your attorneys and practice areas as well as content such as a blog or podcast, this homepage is the centralized hub for your firm, but for the purpose of lead generation, landing pages are equally important.

While your website likely includes multiple tabs and sections with a library of information, a landing page is a standalone web page with a single call to action. There’s no need for additional clicks on a landing page as the primary goal is to turn visitors into leads. Just as blog posts and social media messages can drive traffic to your website, content is the key to generating leads through a landing page and there are a number of types for your firm to consider. 

  • Webinars – A virtual presentation gives your firm an opportunity to establish credibility and trust with an interested and engaged audience. 
  • eBooks – You know the questions your prospective clients are asking. Answering them in the form of an eBook gives your firm authority and status as a leader in your industry. 
  • Host events – Even with the convenience of technology, face-to-face interaction still has a prominent place in business. A live event is your firm’s ticket to forming a deep connection with your audience, and can also be done virtually while the need for social distancing practices remains. 
  • Case studies – This is where your expertise can really shine. With detailed explanations of past successes, your firm can provide evidence of its potential to prospective clients. 
  • White papers and guides – With content that is informative rather than sales-focused, your firm can position itself as a valuable resource, strengthening the relationship with members of your audience. 

Storing and distributing this content on a landing page is a win-win for your firm and the leads you generate. They receive valuable information for their decision-making process, while you get a chance to connect with someone who has expressed interest in hiring your firm and showcase what you have to offer. Be sure to gather contact information on your landing page so your firm can reach out to visitors individually for any follow-up discussions to continue the conversion from lead to a new client. 

Our strategic 4-step process was specifically developed to help our law firm clients create a content marketing strategy that drives higher lead generation, while also equipping attorneys to sell their services. Learn more about how we can help your firm attract new clients and grow revenue with this SAME process here.

SAME process. UNIQUE results.

Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

Find out how.


Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position