I’ve seen too many law firms miss the mark with content that sounds smart—but doesn’t connect or convert or trigger free SEO traffic. That’s why David Arato and I teamed up to outline the 10 Golden Rules of Content Creation for Law Firms. Drawing from both of our backgrounds in law (David was the attorney) and digital marketing, we created a framework that helps firms write in a way that Google understands, clients relate to, and fellow attorneys respect. We covered everything from avoiding legal jargon to using AI-friendly formats, all with a focus on practical strategies that actually work. Whether you’re writing content yourself or reviewing what your agency delivers, these rules will help you create with more clarity, more purpose, and better results.

Key Topics

04:41 – Golden Rule #1 - Avoid Legal Jargon - The importance of writing for your client and matching how people actually search.

08:07 – Golden Rule #2 - Answer Questions - How answering client FAQs is now the most valuable SEO tactic and how Google’s AI Overviews and PAA (People Also Ask) results reward this strategy.

15:37 – Golden Rule #3 - Leverage Multiple Content Formats – How to cascade one video into blogs, social posts, and Google Business Profile in order to boost reach and ranking.

17:52 – Golden Rule #4 - Create Educational Resources - Why top-of-funnel content earns trust before clients are ready to hire and how education content builds long-term value.

19:39 – Golden Rule #5 - Use Advanced SEO Strategies - Learn how to use long-tail keywords for better ranking and lead quality, pruning underperforming webpages and balancing content for three target audiences.

27:09 – Golden Rule #6 - Humanize Your Firm - Using personal stories, community involvement, and first-person language.

28:24 – Golden Rule #7 - Address Timely Legal Issues - The importance of sharing your take on timely issues to show expertise.

29:50 – Golden Rule #8 - Include Calls to Action in Every Piece of Content - Placing CTAs to capture leads without being pushy and avoid losing leads in the moment.

31:24 – Golden Rule #9 - Develop Consistent Brand Message and Voices Across all Content - How brand consistency across your site and social media increases trust and recognition.

34:16 – Golden Rule #10 - Implement the Easy Book Strategy - Turning your blog content into a professional ebook that builds authority and grows your list.

38:14 – Jay’s rapid fire questions for David re: technology, apps, books and sports.

Resources Mentioned

Books:

• The 7 Habits of Highly Effective People by Stephen R. Covey – https://a.co/d/4eSjoaU
• How to Win Friends and Influence People by Dale Carnegie - https://a.co/d/4eSjoaU

Podcasts:

• The Daily Stoic – https://podcasts.apple.com/us/podcast/the-daily-stoic/id1430315931
• The Daily (New York Times) – https://podcasts.apple.com/us/podcast/the-daily/id1200361736

Apps/Tools:

• Google Tasks
• Fiverr (for ebook formatting/design) – https://www.fiverr.com/

About our Guest:

David Arato, JD is the founder of Lexicon Legal Content, a content marketing agency specializing in high-quality, SEO-driven legal content for law firms across the U.S. and Canada. With a background in law and over a decade of experience in legal writing and digital marketing, David helps firms craft content that ranks, builds authority, and drives results. He holds a J.D. from Saint Louis University School of Law and a B.A. in Political Science from the University of Missouri–St. Louis. Based in Breckenridge, Colorado, David is known for blending legal expertise with strategic content insight.

https://www.linkedin.com/in/davidarato/

https://www.lexiconlegalcontent.com 

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules,  a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon.  He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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