To publish blogs often, you’ll want to plan your law firm’s content.
Content planning may not be useful if your content doesn’t resonate with your readers. Posts that don’t educate or inspire readers are unlikely to influence them to reach out to you.
Here are five things to consider before you publish your law firm’s next blog post.
Does this post have purpose for my potential clients?
Some attorneys publish blog posts on topics that pique their interest. You may enjoy writing about such a topic and find your post to be a compelling read. But what does that post do for your potential clients? A post may interest you. But if it doesn’t interest your potential clients, the work you put into writing it may not pay off for your law firm.
Your posts need to have an effect on potential clients. Does your post help a potential client solve a problem? Does it teach the potential client something new? Does it inspire a potential client to reach out to you? For example, a DUI attorney may write a post about “How To Protect Your Rights In A DUI Traffic Stop,” or “What To Do If You Fail A Field Sobriety Test.”
These kinds of posts are educational. They provide information to those who are looking for it. The more specific the post topic, the more likely it is to attract the attention of web visitors who are searching for these topics.
Will the right potential clients read my blog post?
The expression, “You can’t please everyone,” holds true for blogging, too. You’re unlikely to capture anyone’s attention if you write broad blog posts. Traffic for the sake of traffic is a meaningless metric. The traffic your law firm website receives may not translate into new clients for your firm. Do not write posts to attract traffic. Write blog posts to attract your ideal potential client.
Take some time to consider your ideal potential client. You may find it helpful to create client personas to tailor your law firm blog posts.
Am I including images or infographics with my law firm blog post?
Images can help or hurt your law firm’s blog posts. If the images you choose don’t reflect the content you’re writing, it can be confusing. Images are an extra opportunity to educate your potential clients. Sometimes, images can educate potential clients in ways that text content cannot.
Images can reinforce topics that are difficult to understand without a visual. Images can provide data that would be difficult to explain in text to give extra insight to a topic.
Consider the above blog post example, “What To Do If You Fail A Field Sobriety Test.” Maybe your post explains three things the reader should do. A good infographic can explain an idea to your reader fast and may help them remember what to do in the future.
Web visitors tend to scan pages and posts for the information they need. They don’t want to waste time. Potential clients like having choices. When they can rely on you to give them content in various forms, they’re much more likely to engage you.
What are competing law firms writing about?
Sometimes, reading the work of people we like (or dislike) can inspire us to write better posts. Before you publish a blog post, Google your post topic to see what your competitors are writing about it. Do you disagree with what they’re saying? Have they written a post that doesn’t explain everything a potential client should know? This is an opportunity for you to add to a blog post that’s inadequate by writing one that’s better. And it’s important that you do: a potential client is likely to choose an attorney that provides them with more information, not less.
There are emotional and rational influences affecting a potential client’s decision to choose you. Build a strong brand on the web that shows potential clients you care about their problem. Provide them with content that helps them understand their problem and make a decision.
Am I optimizing the titles and subheaders of my law firm blog post?
Many web readers tend to skim. They’re looking for a tidbit of information that helps them make a decision. It’s important to write titles that stand out and subheaders that tell the reader what to expect. That way, they can quickly access the bit of information they need. They may continue reading if they find your post compelling. Optimized, informative titles help search engines decide when content is relevant to a query. They let those browsing the web see, at a glance, if this is a post they want to read.
Does your law firm website need content? LawLytics can help.
Content marketing attracts the right web visitors to your website and can turn them into potential clients. LawLytics can help your law firm write useful content and create infographics that work with both search engines and potential clients. Whether your law firm needs a website and content to accompany it or you’d like to add additional content to your site, we’re here to help. Our content marketing department provides substantive evergreen pages, blog content, and digital marketing collateral such as ebooks and email newsletters.
To learn more about our content creation services or how we can improve your law firm’s marketing, schedule an appointment online.