Prospective clients are browsing, watching, and reading across multiple platforms—often long before they ever call a law firm. From TikTok to Google Search to a friend’s forwarded email newsletter, people move through a wide array of content as they research their legal needs.
Diversifying your content formats and distribution channels is one of the smartest moves your firm can make. It increases your discoverability, strengthens your credibility, and improves your SEO rankings—all of which boost your chances of getting hired.
Here’s a strategy (plus tactics and reasoning) for diversifying content to boost visibility.
Understanding your client’s journey
Legal clients rarely hire on impulse. Most of your prospects will move through three stages. The key is that each stage of the client journey requires its own type of content.
Awareness: “Do I have a legal issue?”
Content: Social media, blog posts, local news stories
Example: Spark interest with a TikTok clip or blog post that explains common legal misconceptions related to your practice area.
Consideration: “Who can help me?”
Content: Google Search, lawyer review sites, firm websites
Example: Create an optimized practice area page or solicit a Google review to help move a lead toward conversion from discovery.
Decision: “Can I trust this firm?”
Content: Email newsletters, YouTube explainers, direct contact
Example: A polished video walkthrough of your intake process or a warm, informative newsletter can build confidence to reach out.
Understand their journey, and then you can tailor your content to match your prospect’s needs.
Content + channel: Choose the right mix for your firm
Listen up: You don’t need to publish on every platform, but you do need to be strategic.
This is a big list. Review it, then choose the formats that fit your audience and your bandwidth.
Written content (blogs, FAQs)
- Essential for SEO and long-form authority
- Easy to repurpose into social media captions or newsletter blurbs
- Best for complex or evergreen topics
Video content (YouTube, TikTok, Instagram Reels)
- Builds trust by showcasing your team’s personality and knowledge
- Excellent for “explainers,” myth-busting, and walk-throughs
- Choose short, simple clips for TikTok and Instagram
Email newsletters
- Share seasonal tips, case results, and blog recaps
- Keep you top of mind with past clients and referrals
- Low-cost and high-trust when done consistently
Social media (Facebook, LinkedIn, TikTok, and Instagram)
- Facebook: Great for local practices and reaching older demographics
- LinkedIn: Ideal for B2B, employment law, or thought leadership/reputation
- TikTok/Instagram: Good for younger clients and practice areas like personal injury, family law, criminal law
Visual content (infographics, carousels)
- Helps simplify legal processes (e.g., “Steps in a Personal Injury Case”)
- Tends to perform well on Instagram, LinkedIn, and blogs
- Can double as print handouts or newsletter features
Local publications and partnerships
- A column or contributing Q&As to a community paper positions you as the “go-to” legal voice in your area
- Sponsoring local events is also great exposure. Contribute Q&As to community papers or sponsor local events
- Especially helpful if your firm relies on word-of-mouth referrals
Now, here are some optional formats for firms looking to grow their reach further. Remember, all content should serve some business needs and create visibility for clients and prospects.
- Podcasts or guest audio appearances: Best for thought leadership and niche audiences
- Interactive content (quizzes, polls, live Q&As): Higher effort, but good for engagement if you have the bandwidth
- Webinars or short online classes: Especially useful for estate planning, business law, or immigration practices
Pro tip: Pick 2–3 formats that fit your audience and your team’s bandwidth. Get consistent before you scale.
Google rewards content diversity, too
It’s not only about where your clients are—it’s also about where Google wants to send them.
Google’s algorithm values fresh, varied, and multimedia-rich content.
Having a mix of content formats boosts your chance of being shown in more search results.
- Diverse and well-structured content keeps users on your site longer, improving engagement signals like bounce rate and time on page.
- Repeating a core message across formats builds topic authority (E-E-A-T)—a major ranking factor, and one that could help you with AI search.
Get started diversifying without overwhelming your team
You don’t need a huge content machine to make an impact. Start with what you already have.
Repurpose one piece of content across formats:
- Blog → Video → Social post → Newsletter snippet → Infographic
Example: “What to Do After a Car Accident”
→ Blog post
→ 60-second video for Instagram or TikTok
→ Snippet in your next email newsletter
→ Infographic for LinkedIn
Tools to make it easier:
- Canva (for visuals and social posts)
- Loom (for screen-recorded explainers)
- Descript (to edit videos or create audiograms)
- ChatGPT (to outline, rewrite, or caption your ideas quickly)
Tips for staying sane:
- Add one new format per month—don’t rush.
- Delegate based on format: someone who loves TikTok shouldn’t write newsletters.
- Outsource where possible (or hire us to help).
Consistency > complexity. A steady stream of good content beats scattered, high-effort campaigns.
Track your metrics to find out what’s working
You don’t need to guess—let the data guide you as you decide how to adapt your diversification strategy.
- Website: Track time on page, bounce rate, and traffic sources
- Social media: Look at reach, engagement (likes/comments/saves), and shares
- Email: Open rate, click-through rate, unsubscribe rate
- Intake: Ask “How did you hear about us?” and log the answer
Review and next steps
A thoughtful, diversified content approach is one of the smartest investments in long-term visibility.
The goal isn’t to be everywhere—it’s to be visible where it counts.
Match your content to your audience’s habits and your firm’s strengths so you can grow awareness, earn trust, and increase retention.
Need help identifying the right channels for your firm? Book a free consultation.
