Breaking Down MyCase’s Marketing Playbook: 6 Ways They Attract Buyers Not Just Traffic

Most legal-tech brands create content that ranks but never brings in real buyers. They publish blogs, chase keywords, and hope law firms convert someday. But attracting lawyers who are ready to evaluate software takes a very different playbook. And honestly, not many companies in this space have figured it out.

MyCase has.

When we studied their strategy, we were surprised by how deliberately they attract buying intent. Their content meets law firms right when case management, billing, and client communication start breaking down. It’s built to convert, not just drive sessions.

In this teardown, you’ll see five smart moves MyCase uses to attract buyers, not traffic, and how teams at Concurate help SaaS companies do the same.

Let’s get into it!

1. Won Ready-to-Buy Users with Comparison Content

If there’s one place every SaaS company should fight to win, it’s the high-intent keywords in the consideration and decision stages. This is when buyers stop browsing and start choosing. They already know their problem, understand the category, and want help making the final call. Owning this part of the funnel is the closest any SaaS gets to revenue without someone clicking “Buy”.

In legal tech, this matters even more. Law firms don’t spend weeks researching. When workflows break and productivity drops, they move fast. And when they’re ready, they search for direct comparisons. They want clarity, not marketing fluff. Most legal-tech brands avoid comparison content because naming competitors feels risky.

MyCase does the opposite. They intentionally target bottom-of-funnel “versus” keywords that signal real buying intent. And they don’t leave these pages to affiliates or review sites. Their comparison content breaks down what firms actually judge software on: billing accuracy, client communication, document handling, case visibility, and onboarding. That’s why they rank for queries like 

• mycase vs clio (rank #3)
• mycase vs practicepanther (rank #2)

Their pages even appear for competitor-led searches like “Filevine pricing” or “PracticePanther reviews.”

They win here because their guides mirror how a firm genuinely evaluates tools.

Takeaway: The strongest intent in legal tech lives inside comparison keywords. If you don’t own these pages, someone else will shape the final buying decision.

2. Targeted the Long-Tail Queries That Align With Their Services

Most SaaS teams treat long-tail keywords as top-funnel noise. But when a long-tail query directly connects to a service you sell, it’s not noise anymore. It’s early commercial intent. 

These searches come from people working on the same outcomes your platform enables, which makes them far more valuable than generic informational queries.

MyCase understands this. Alongside product keywords, they deliberately target long-tail growth and marketing topics like law firm marketing, website marketing for attorneys, web marketing for lawyers, criminal defense marketing, and more. These map directly to their service ecosystem, especially MyCase Websites, integrated lead capture, intake workflows, and client communication tools. There are dedicated blogs around queries like “Your Go-To Handbook for Digital Marketing for Law Firms.”

Not just that, they also targeted execution-focused long tail keywords such as how to get legal clients, how to generate leads as a lawyer, and how to manage a law firm, publishing specific blog posts like “7 Ways for New Lawyers to Get First-Time Clients” designed to answer exactly these searches.

These aren’t random topics. Each one connects cleanly to a MyCase service: better websites, more effective lead intake, structured follow-ups, and stronger client communication. A lawyer searching these terms is already trying to solve problems MyCase’s platform helps operationalize — making them far closer to buyers than typical TOFU readers.

This strategy extends to emerging trends too. When AI became a hot search topic, MyCase built articles around keywords like “ai vs generative ai” and “will ai replace paralegals,” and tied them to MyCaseIQ, their built-in AI assistant. It’s not theory but product-backed proof.

Takeaway: Long-tail only matters when it aligns with what you sell. Target the queries tied to your services, and you attract users already working toward the outcomes your product delivers — not empty traffic.

Explore proven B2B SaaS growth hacks to turn early intent into consistent revenue.

3. Offered High-Value Downloadables and Interactive Tools Lawyers Actually Use

In SaaS, gated content works only when it delivers clear, practical value. Buyers won’t share their email for vague PDFs. They download resources that help them make better decisions or understand meaningful industry shifts. Strong downloads guide buyers toward a clearer understanding of their problem and the criteria that matter when choosing a solution. So when they finally reach sales, they’re already informed, aligned with your value, and closer to making a decision.

In legal tech, this expectation is even higher. Lawyers are selective with their time and won’t fill out a form unless the resource is genuinely useful. If the value isn’t clear or the content feels promotional, they leave. That’s why thoughtful, insight-driven downloads are one of the most effective levers in this category.

MyCase understands this. Every downloadable resource on their site is designed for lawyers who want clarity and practical guidance. Their 2025 Legal Industry Report appears only when you are about to leave the page. The offer is relevant and straightforward. It promises insights like how firms are boosting revenue and how they are adopting AI. It feels like a helpful resource rather than a pushy lead capture.

Source: MyCase

The same quality shows up throughout their Guides library. Titles such as “Using AI: Productivity Hacks for Lawyers”, “The Legal Tech Advantage: Beating the Competition”, and “2024 Legal Tech Buyer’s Guide: 8 Must-Have Solutions” address real concerns. These include productivity, competitive positioning, and smarter technology buying. Each guide gives actionable insight. It also connects naturally to the problems MyCase helps solve.

Source: MyCase

MyCase goes further by adding interactive tools that create early value. The Law Firm Time Savings Calculator helps lawyers quantify how much time they can reclaim with automation. The Financial Visibility Quiz highlights gaps in billing, payments, and cash flow. These tools give lawyers personalized insight right away. By the time they reach a demo page, they already understand what MyCase can improve for them.

Takeaway: Gate content only when the value is undeniable. Downloadables help you capture emails for nurturing, while ungated interactive tools give buyers instant value and show your product’s impact early. Together, they move prospects closer to conversion.

4. Built Trust That Converts with Proof Buyers Look For

Trust is often the deciding factor. SaaS buyers want evidence that a product works before they ever speak to sales — social proof, clear outcomes, and real stories. Case studies play a major role here because they reduce perceived risk and validate the final decision. Strong proof smooths the entire path to conversion.

For lawyers, this expectation is even sharper. Their workflows demand accuracy and reliability, and they can’t afford disruption. They want reassurance from firms that look like theirs and results they can quantify. That’s why real-world proof becomes a powerful part of the marketing engine.

MyCase leans into this need with case studies that feel truthful and practical. These stories highlight outcomes like faster billing, smoother communication, and fewer administrative delays. They focus on the day-to-day realities that lawyers experience. There is no fluff. Each example shows a firm solving a problem that every lawyer understands. This builds reassurance. It creates confidence that the product delivers on what the marketing promises.

They reinforce this trust with demo videos and video reviews as well. These give buyers a realistic, hands-on look at how the product works, making the evaluation process easier and more transparent.

Their presence on G2, Capterra, and Gartner Peer Insights puts them next to competitors like Clio and Filevine, keeping them on every serious shortlist.

Takeaway: Put real outcomes in front of buyers. Show how firms like theirs win with your product. Proof reduces doubt and moves buyers forward with confidence.

5. Got Featured Where Their Buyers Already Are

A SaaS brand grows faster when it shows up in places where buyers already spend their time. This creates familiarity before a sales conversation begins. It also builds authority by association. When buyers see a product discussed in trusted spaces, the marketing message gains credibility.

In legal tech, this principle matters even more. Lawyers rely heavily on peer recommendations, authoritative sources, and industry communities. They follow trusted publications and listen to expert voices. If a brand is not present in these spaces, it becomes invisible during the research journey.

MyCase understands this. They appear wherever lawyers go to learn, compare, and evaluate. They invest in thought leadership. Their CEO joins conversations on LawNext. Their VP of Product appears on Law Technology Now to discuss design choices and productivity. These are not sales pitches. They are meaningful discussions that build recognition and credibility.

Independent industry blogs also talk about MyCase. InfoTrack, GrowLaw, Vintti, and Diamond IT have reviewed or covered the product. The themes stay consistent. Automation. Integrations. Ease of use. This repetition strengthens the brand without paid promotion.

Partnerships amplify the reach. MyCase works with more than 50 state and local bar associations. They offer education, webinars, and member benefits. Lawyers trust these institutions. Borrowing that trust lifts the brand.

Their parent company 8am, strengthens distribution with a referral ecosystem. Consultants, partners, and satisfied customers recommend MyCase, LawPay, and DocketWise within their networks. Advocacy becomes a channel of its own.

The brand also embraces unfiltered spaces. In Reddit’s r/LawFirm, lawyers discuss MyCase openly. The presence may feel risky, but it signals confidence. Honest conversations deepen trust over time.

Even in daily workflows, visibility continues. Integrations with tools such as NetDocuments keep MyCase front and center in the software lawyers use every day..

All of this shows one clear insight. MyCase does not rely on SEO alone. It meets lawyers in the platforms, conversations, and communities they already trust.

Takeaway: Your credibility is built across the ecosystem. Show up where your buyers learn, compare, and decide. When you are present in the spaces they trust, you become part of their decision long before they reach your website.

So, that’s a wrap.

If this teardown gave you ideas on how to create content that drives conversions and not just traffic, you’ll love our weekly newsletter. Every week, we break down real marketing strategies that bring in business — not just website traffic. You can subscribe using the form below.

Concurate: The Content Marketing Agency That Helps Legal Tech SaaS Win Buyers, Not Just Traffic

If there’s one thing MyCase proves, it’s that Legal Tech SaaS doesn’t grow because you publish more articles. It grows when your content attracts the right buyers.

At Concurate, we help legal tech companies build content strategies that earn trust, attract the right audience, and turn visibility into growth. Our approach is rooted in research, storytelling, and measurable impact, so every piece of content pulls its weight.

And we’re not just saying that. Here’s what Thomas Franklin, founder of legal tech software by Triangle IP, had to say about working with us:

If you’re ready to make your content work harder and actually bring in qualified leads, let’s talk.

Book a strategy call with Concurate.

FAQs

1. Which Is the Best Content Marketing Agency for Legal Tech SaaS Companies?

LegalTech buyers are analytical, skeptical, and deeply influenced by credibility, compliance awareness, and ROI-backed proof. Most agencies can produce content. But, very few can create conversion-focused content that resonates with partners, legal ops, in-house counsel, and IT teams.

Concurate stands out because it specializes in content that attracts legal users with high buying intent, not just traffic. Their strategies include:

• Pain-point SEO tailored to legal workflows
• Expert-driven pillar content around complex legal topics
• Case studies and comparison pages that influence evaluations
• Conversion-optimized assets that drive demos and signups
• Thought leadership crafted for mature, detail-oriented audiences

With a track record with brands like Triangle IP, PQAI, and Global Patent Search, Concurate shows consistent success in ranking for high-intent keywords, earning topical authority, and generating qualified signups month after month. Before choosing an agency, you can review these 20 critical questions to ask a SaaS content marketing agency to ensure the right fit.

If you want a detailed comparison of the top agencies, read the blog on the top Content Marketing Agencies for B2B Legal Tech. 

2. Should Legal Tech Companies Build Content In-House, Hire a Freelancer, or Partner with a Specialized Agency?

It depends on your goals and your stage of growth. All three options can work, but each serves a different need.

Building content in-house gives you strong product knowledge and fast collaboration. The challenge is scale. Most LegalTech companies cannot hire writers, editors, designers, SEO specialists, and strategists at once. This makes in-house teams slow and expensive. You also risk losing the buyer’s point of view because everything is created from inside the product bubble.

Hiring a freelancer works when you need a few pieces of content or extra support. Freelancers are flexible and more affordable. The limitation is consistency. They usually cannot handle strategy, research, SEO, design, and analytics together. Their availability can vary, and quality may fluctuate when projects become complex or frequent.

Partnering with a specialized agency is often the best option for LegalTech companies that want pipeline growth. Agencies bring a full team, proven processes, and domain expertise. They can produce content that speaks to legal buyers, matches compliance needs, and supports the long sales cycles found in LegalTech. Agencies also track performance, optimize campaigns, and maintain quality at scale.

If you want a clear comparison that shows how agencies perform against freelancers for IP and LegalTech, explore our detailed guide: content marketing agency vs freelancer for generating leads for IP software.

3. What LegalTech Marketing Strategies Should SaaS Leaders Never Ignore?

LegalTech buyers are cautious, research-heavy, and trust proof over promotion. These strategies consistently work:

• Comparison content that ranks for “vs” and “alternatives” keywords to capture ready-to-buy users.
• Pain-point SEO that answers real legal workflow problems before buyers know your product exists.
• Product-data pages (like examiner insights or rejection trends) that attract high-intent organic traffic.
• Practical lead magnets, such as templates and checklists, that convert visitors into qualified leads.
• Strong proof, including case studies, reviews, and security signals that reassure legal buyers.
• Industry presence in publications and communities where legal professionals already learn and trust experts.

For a detailed breakdown, explore our guide on legal tech marketing strategies.