If you’re taking the time to write a law firm blog post for your website, it’s because you want to provide information that people are looking for and bring them to your site. If people like the information you are providing and are in need of your services, you want them to retain you.
But how do you distinguish your legal content from all the other attorneys and law firms that are also creating content for their websites?
Legal content that is compelling grabs the interest of your readers and holds their attention. Readers cannot resist continuing to engage with the content because it is giving them what they want to know all the while convincing them that you are the right firm to solve their legal problem.
Writing a compelling legal blog post is that perfect combination of legal concept, art, and marketing. It’s taking the information that you want to convey and presenting it in a way that is attractive and persuasive to your readers.
So how do you go about creating a compelling legal blog post?
Know Where You’re Going
Let’s face it, if you don’t know what you want to say, your message is not going to be clear to your readers, and they won’t hesitate to look elsewhere. A little preparation can improve your blog content and actually make it easier to write.
- Choose your topic – What do your potential clients want to know? What questions or concerns have often come up with past clients? Are there legal issues specific to your community? What about community events?
- Do some research – Is this area of law changing? Has it been in the news lately? Can you share some little-known aspects?
- Create an outline – Jotting down a working title and a few major points you want to cover helps to keep you organized and less likely to get off task.
Get Your Readers’ Attention
As your audience scrolls through the results of their look-up, what is going to get them to stop and click on your legal blog post? How will your content stand out so that it gets the click?
- Know who your audience is – Who are you trying to reach? What is their specific problem? What would you say to them that you know would get their attention?
- Write a great headline – Making your headline a question is a good way to get people to read it. Questions create curiosity, and that gets attention. Or use the old stand-bys, ‘how to’ or ‘what to do if.’ Your readers are looking for information that will help them make a decision.
Keep Your Readers’ Attention
Once you have a reader’s attention, you must act quickly to keep it, or with the swipe of a finger, away it goes. When your blog post opens and your readers’ eyes hit that first sentence or two, you have to hook them in to continue reading. You may want to let them know immediately what they can expect if they continue reading. What is the solution you are offering?
- Create an introduction – Can you share a relatable story about your topic – personal or something in the news – to further connect with your reader before launching into the nuts and bolts of your post?
- Make it easy to read – You want your content to convey your message to both those who skim and those who will read more in-depth. Don’t discount the importance of visual appeal with your content. Use sub-heads to break your content into several consumable chunks. Keep your paragraphs short. Keep your sentences short. Keep your grammar simple. Use bullet points.
What about SEO for a Law Firm Blog Post?
You can’t just ignore it. Even if you don’t really understand it and you’re not all that interested in learning about it.
Presumably, you are writing your blog post so people who have a problem you can solve will read it. How are they going to find you? They will do a Google search. And what does Google do? Google will do its best to match what the searcher types in with some content on the web. So you need to have some language in your post that is going to match the search criteria of the audience you are trying to reach.
The language a searcher uses becomes the keywords that you want your content to match. And the more precisely you match the search query, the more likely your content will be pulled from the herd and placed closer to the top of the search results list.
So, think about it. What might somebody be looking for when you want them to find you? Are you generally a ‘personal injury attorney in Chicago’? Are you more specifically a ‘Schaumburg wrongful death lawyer’? People often search by location + specific problem they have + your profession.
If you’re writing about ‘wrongful death,’ use it a few times throughout your post so search engines know your post is a good fit for someone searching for information about wrongful death. Don’t be afraid to use similar words interchangeably – like ‘attorney’ and ‘lawyer.’
It’s really best not to try to be all things to all people in one blog post. Niche down your topic so it addresses a specific aspect of your practice and then incorporate the keywords that relate to that subject.
A word of caution about keywords:
- Ultimately, it is great content, not keywords, that wins the day. Don’t forget to use keywords when you have an opportunity to do so. But don’t litter your content unnecessarily and distract from its value.
Use internal links
Inserting a phrase such as ‘Manhattan child support attorney’ into your content (assuming it’s relevant) gives you the perfect opportunity to link your law firm blog post to the area of practice page on your website that talks about that area of your practice.
The more your readers feel like you can help them, the better your chances are of having them contact you. You want to make it convenient and easy for them to get more information from you and not need to look elsewhere. Two or three internal links can take your readers to other places on your website that provide them with more information and a way to contact you.
At the End of Your Law Firm Blog Post, Let Your Readers Know What They Should do Next
It’s called a ‘call to action’ – CTA.
At the end of your post, you want to let your readers know what you would like them to do next. This is the final paragraph or two of your post. Write a few sentences to summarize the information in your post and why an attorney is the best way to solve the problem you discussed. Then write a few more sentences about why you or your law firm is the best choice among available choices.
Providing something of value to your readers without obligation can be a good way to get them to remember and contact you. Offering a free consultation is a good way to make contact with new clients. Ask readers to contact you to take advantage of your offer and provide a link and phone number for easy access.
Proofread and Edit Before You Publish
Clean, concise content that uses terms that are well understood by most people is going to attract more readers and keep them reading. Taking the time to read (out loud can be helpful) your content and remove what isn’t really necessary can make your writing more impactful. Hemingway Editor is a very useful free editing tool that points out issues in your writing that you may not be aware of and may want to change. Grammarly also has a free tool, and the newest version of Microsoft Word has a decent built-in editor.
A Final Tip About Law Firm Blog Posts…
There are only so many hours in any day. Yes, you want your legal content to be compelling. But you don’t have hours and hours to make it perfect. Give yourself a window of time to write your law firm post. Proof it. Edit it. Publish it. And let it go. The more you do, the better you’ll get. And if, after a while, you decide that content writing isn’t where you want to focus, Blue 7 Content has you covered.
At Blue 7 Content, we write compelling legal content. It’s all we do. We do it a lot. We do it well. Our content is always original, well researched, and search engine optimized. We write to order, or we can provide our own creative expertise. The content we create includes any of the following:
- Law firm practice area pages
- Law firm blog posts
- Law firm landing pages
- Law firm frequently asked questions (FAQs)
- Press releases
- Attorney bio pages
- Law firm ‘about us’ pages
- Law firm homepages
- Law firm email marketing campaigns
We know your time is valuable and you prefer to focus on what you do best. So let us help you be better by focusing on what we do best. You can contact us here to book a free strategy session and learn how Blue 7 Content can get you great results with great content. Call us at 843-580-3158.
Written by Mari Gaines, JD – Legal Content Writer