Law firms need to understand why someone is searching for a lawyer and what type of information they’re looking for. This allows attorneys to craft content that resonates, builds trust, and drives meaningful engagement.
Client intent goes beyond targeting keywords; it’s about addressing the motivations, questions, and concerns of potential clients at every stage of their decision-making process. Whether it’s website content, blog posts, PPC ads, or social media messaging, aligning content with user intent helps law firms attract more qualified leads and improve conversion rates.
What Is Client Intent in Legal Marketing?
Client intent refers to the underlying reason a potential client is searching for information or services. In digital marketing, user intent is often broken down into three categories:
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Informational Intent: The user is looking for answers to questions, such as “What are the penalties for a first DUI in Texas?”
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Navigational Intent: The user is trying to find a specific law firm or attorney website.
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Transactional/Commercial Intent: The user is ready to contact an attorney or schedule a consultation.
For law firms, the goal is to identify which type of intent applies to the audience and then create content that meets them where they are in the process.
How to Align Your Content With Client Intent
1. Develop Content for Each Stage of the Client Journey
Clients often go through several stages before hiring a lawyer. Attorneys should have content that aligns with each stage of this journey.
Example: Personal Injury Law Firm
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Informational Content: Blog post on “What to Do Immediately After a Car Accident”
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Consideration Stage Content: Page explaining “How Personal Injury Settlements Work in California”
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Decision Stage Content: Service page with clear CTAs like “Schedule a Free Case Evaluation Today”
Matching content to intent ensures you’re not just attracting traffic, but attracting the right traffic.
2. Write Practice Area Pages With a Client-Focused Approach
Instead of simply listing services, law firm websites should address the common concerns and goals of the potential client.
Example: Divorce Attorney
A generic practice area page that simply says “We handle contested and uncontested divorces” misses the mark. A better approach:
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Start with the problem: “Going through a divorce can be one of the most stressful times in your life.”
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Address specific intent: Include sections like “How Property Division Works in [State]” or “What to Expect in a Child Custody Hearing”
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Offer clear next steps: “Contact our office to get answers based on your unique situation.”
This aligns content with both emotional intent and legal decision-making intent.
3. Use Keyword Research to Understand User Questions
Effective keyword research can uncover not just what users are searching for, but why they’re searching for it. Look beyond short-tail phrases like “criminal defense attorney” and focus on longer, intent-driven queries such as:
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“Do I need a lawyer for a first-time misdemeanor?”
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“How much does it cost to hire a probate attorney?”
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“Can I sue for a dog bite in [City]?”
Use these insights to guide your content strategy, particularly blog posts, FAQs, and video scripts.
4. Align Paid Search Ads With High-Intent Keywords
Transactional intent is especially important in paid advertising. Bidding on high-intent keywords like “free consultation DUI lawyer near me” will attract users who are ready to take action.
Example:
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Ad Headline: “Charged With DUI? Speak With a Local Defense Attorney Today”
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Landing Page: Includes phone number, form, and a reassuring message about experience and case results
Avoid sending ad traffic to generic homepage content. Instead, direct users to highly relevant, conversion-focused pages.
5. Create Social Media Content That Matches Audience Mindset
Client intent on social media may be more passive, but it’s still an opportunity to build trust and create awareness. Use these platforms to:
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Answer common questions
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Share client success stories or testimonials
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Provide legal tips related to trending news
Example: An employment law firm might post, “If you’ve recently been laid off and aren’t sure if your severance package is fair, here are 3 things to consider.” This kind of content taps into informational intent while positioning the firm as a trusted resource.
6. Use Live Chat and Intake Forms to Qualify and Respond Based on Intent
Live chat and intake forms give you real-time insight into what the user wants. Use these tools to:
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Ask qualifying questions that align with practice area focus
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Route users to relevant pages or schedule appointments immediately
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Personalize responses based on the user’s stage in the journey
Example: A user on a workers’ compensation page starts a live chat asking about denied claims. The chat response could link them to a resource about denied claims and offer a free consultation.
Why Aligning With Intent Improves Marketing ROI
Marketing strategies that align with client intent lead to:
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Higher quality website traffic
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Better lead-to-client conversion rates
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Lower bounce rates and longer on-page engagement
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More efficient use of ad spend
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Improved trust and brand authority
It’s no longer enough to just “rank on Google” or “post on social media.” The firms that succeed are the ones that truly understand their clients and meet their needs at every stage.
Our Final Thoughts
When attorneys align their marketing content with client intent, they create more meaningful connections and increase the likelihood of turning prospects into clients. Whether through website copy, paid search ads, blog content, or social media posts, the focus should always be on delivering value that speaks directly to what the client is looking for.
By approaching your strategy with intent in mind, your law firm will not only improve its visibility but also build the kind of trust that leads to long-term client relationships.
