Legal Blogging 101

If you have a law firm website, you need to have a blog. Blogs are a powerful way to attract and retain clients. A well-written blog demonstrates your expertise and expresses your law firm’s brand. It can also improve your search engine ranking.

Unfortunately, many law firms ignore their blogs. Or worse, they farm the content out to a service that publishes cookie-cutter posts. Here are a few ways you can create a compelling and effective blog.

Create Content That Speaks to Your Clients.

Sure, you may be interested in a detailed analysis of a Supreme Court decision. You may enjoy discussing the legislative intent of a statute. Your clients probably don’t care about any of that.

When blogging, focus on subjects that will attract and inform your clients. It is unlikely that your readers will be interested in a keyword-laden post about an out-of-state car accident or court decision. Instead, they probably want to know about the practical application of the law.  Intentionally target your clients and marketing personas.

You also want to format the information in a way that is digestible and appealing. You should use short paragraphs, lists, and other easy-to-read formats. Use headers to highlight key ideas. Remember, many of your readers are skimming your posts.

Don’t Talk Too Much About Yourself.

Blogs are a great way to share information. It’s tempting to fill your posts with plugs for your law firm. After all, the entire goal of your website is to attract clients!

However, a lot of your readers may not be ready to hire a lawyer. They are just searching for information about a problem. Your hard sell can push them away (and into the hands of your competitors). Instead, blog posts should be focused on useful information for your clients.

There are situations, however, when this rule can be broken. If a member of your law firm deserves recognition, blog away. Just intersperse these lawyer or staff-focused blogs with informational posts. (And the informational posts should always outweigh the law firm posts.)

Promote Your Content.

Fantastic content is pointless unless people read and share it. Use social media (like Facebook, LinkedIn and Twitter) to promote your blog. Encourage your partners and staff to do the same.

Remember, you aren’t limited to promoting a blog once. If you have content that is “evergreen,” you have the opportunity to re-share it again and again. (More on evergreen content next time.)

Offer Calls to Action.

After your blog post, offer readers an opportunity to engage with you. A call to action can consist of an offer for a:

  • Free consultation
  • Newsletter subscription
  • E-book or brochure download and
  • Other valuable information or services

This allows readers to convert themselves from readers to potential clients.

Just as importantly, follow up on your Calls to Action. The potential client has indicated interest in your services—take advantage of that interest!

Take Time to Blog.

We’ve said this before…  Clients and search engines both prefer up-to-date information. You need to engage with the digital marketplace by publishing regular content.

We know that lawyers get busy. Create an editorial calendar and divide up writing responsibilities. (And, stockpile and schedule posts through your content management system.)

Legal marketing is not rocket science. But, it takes dedication and time. If your law firm needs extra help, contact a legal marketing professional.  Together, we can build a thriving legal brand for your firm.


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Leigh Ebrom