Writing about the law can help develop your business and attract new clients. Since legal writing is not commonly exciting for readers outside the industry, it is a huge content arena that is left unexplored by many. Blogs are a clever way to share legal information and advice with prospective clients who otherwise might not be inclined to research legal matters.
Masterful Content Can Lead to New Clients
Aside from sharing important legal information, writing blogs is a strong tactic for growing your business. Blogs are one of the few ways to constantly add more and fresh content to your website. Each time you add new content with relevant keywords, SEO increases and pushes you and your firm closer to the top results that consumers find when searching for legal services in your area.
Law blogging requires time, depth of understanding and creativity
When your blog post is strong, Google will reward you generously and consumers will tune in to read your content regularly. If you can get readers following and sharing your blog, you can quickly ascend to an authoritative position in the market. To climb the ranks of quality content writing, you’ll need dedicated time, expert legal understanding and creative ideas for convincing consumers to read your posts.
The best legal blog is educational and entertaining
Writing legal content that keeps readers’ attention is critical to getting prospective clients to stay on your blog long enough to develop both interest and trust in your firm. The sweet spot for legal posts is content that is highly informative but also conversational, it reads as entertaining instead of educational. Honing this craft is no easy feat, but we’ll do our best to provide insight on how to craft the most entertaining blog pieces.
Tips for legal blogging
Before you start blogging, it’s important to understand the task ahead. Researching the market, your audience, current events, and competitor pieces will help you make the most of your legal writing. Let’s look at a few tips to keep in mind when publishing posts:
Research your consumers thoroughly
Before coming up with law topics to write about, research your consumers. If you provide DUI representation, there’s no need to brainstorm a hundred ideas about overseas trade law or current events that aren’t relevant to the services your firm offers.
As you research consumers, pay attention to what services they’re looking for; if they’re in immediate need of representation; if they’re looking for local help; whether they relate more to current events or pop culture. All the information you collect on prospective clients will paint a clear picture of what content they’ll be willing to read. Remember, you are ultimately writing to win clients, so ensuring posts are in the wheelhouse of consumer interest is key.
Come up with more ideas than you can post
Once you have the basic parameters for what will interest consumers, host a brainstorming session with everyone at the firm. Generate as many ideas as possible so you always have a large supply of topic ideas to write about. Once you have a healthy list, you can organize them by consumer relevance, entertainment value, content filling, and available research.
Use timely legal research
If you are referencing legal advice or events, make sure to find recent quality sources. Advice is futile if it’s not up to date, and it won’t reflect well on the professionalism of your firm. Take the time to search or to keep writers up to date with the latest. Once you have quality sources, use them to boost the authoritative voice of your post.
Legal information is hard to digest, so speak conversationally and as simply as possible. Avoid details and provide links or contact information to discuss ideas at greater lengths.
Opt for a thematic niche
Perhaps your blog can follow a theme throughout its lifetime. Consider staying on the beat with current events, pop culture, humor, story or a particular legal genre.
Promote your blog
Use all other marketing means to get the word out about your blog. Find room for a plug-in for your monthly newsletter, in emails, in your formatted signature and in the content you write for other sources. The more traffic you get to your blog, the more clicks and potential clients you initiate.
Stay on brand
Use your blog as a platform to share more about your brand, including personality. Once you establish your brand voice and determine how to convey company culture to consumers, stick with it in every piece you share.
Collect, analyze and use data
Set up a data tracking system for your blogs so you can see which posts fare well with consumers and which topics to avoid in the future. Make sure to implement the analyses you draw from collected data.
Once you are set with how to implement your blog writing, jumpstart the blog topic brainstorming. Coming up with ideas to discuss can be a ton of fun and provide ample room for expansion, so set a time when your whole team can get together and come up with new focuses, together.
Here a few idea starters to get the group thinking:
Ideas for legal blogs that get people talking
Use a narrative
Narratives are the easiest way to convey complex information in a user-friendly way. When sharing legal advice, frame it in the context of a relevant example, allowing the reader to identify with the protagonist.
Discuss a current event with a legal tie
Incorporate pieces on current events that have something to do with the law. This lets consumers know you are on top of local or national events and how to understand them from a legal firm’s point of view.
Showcase wins and losses
When you have cases (win or lose), use them with client permission to examine and showcase firm successes or misses. Pointing out where a case goes awry can be a powerful way to show strength in vulnerability and uncover what you learned from the case (or from another’s example) and how to perform better.
Include infographics or visuals
Legal jargon is taxing to digest, so help move your readers along the page by providing infographics and relevant visuals. These pictures break up your content into several sections, making it more enjoyable to move through. Additionally, it serves your team to provide readers another form of information to understand and break down. On top of visuals helping break up content, it speaks better to some consumers.
Share advice and use a disclaimer
Use blog posts to share tips or courses of action to take when face to face with a legal situation that your company represents. Be sure to include a disclaimer that clearly states the blog post is not official legal guidance.
Invite guest bloggers
Add diversity and outside insight into your post by inviting industry-relevant figures to blog on the firm’s behalf. Ask the writer to share the post on their social channels, too.
Have an idea to share?
Did we miss any important blog writing tips? Do you have advice to share with fellow legal writers? If so, please let us know in the comments so everyone in the marketing community can benefit and improve their blog quality, together.
When to outsource
Something to consider with blog posts is the time needed to dedicate to consistently creating and posting quality blog posts. Most likely, the experts and talented writers at your firm are your strongest prospective writers. But, ask yourself: is this the best use of my employee’s time?
Quality blogs take hours to research, write with an entertaining edge, edit to perfection and post in a reader-friendly format. If your lawyers, paralegals, and staff have additional hours to spare several days a week, then they’re a great resource. If it’s not the best use of your firm’s talent, then it’s time to outsource, and let a competent writer curate entertaining and industry-leading content on your behalf.
Are you ready to outsource your legal blog writing? If so, we are here to help you publish the highest quality and most informative legal blog posts. Whether you need help thinking of ideas to share, pooling adequate research, writing, editing, or automating your publishing schedule, our team can provide the solution to meet your needs. Reach out to us, today.