You’ve written a masterpiece. It’s the best 500 words anyone could write about this week in maritime law. But hold on, don’t click publish yet! Run through these legal blogging tips before releasing your genius on the unworthy internet masses.
1. Proofread it at least once. Browser-based spell check is good, but it can’t save you from discussing why a uniform maritime law is in the “pubic’s interest.”*
2. Have a non-attorney quickly read it. What makes sense to you might not be clear to someone who opted-out from three years of Bluebook, Hornbooks, and Socratic method. Your audience likely includes members from both sides of society. Potential clients are looking for answers, not more questions.
3. Add a catchy title. Your blog does two things: provides quick answers and reflects your authority on a topic. The internet can only know how great you are if your posts are shared. Blog posts with creative titles are more likely to be clicked on and passed along via social media.
4. Check your keywords. Did you repeat “Townsville Maritime Attorney” 17 times in your 500-word post? That’s probably too much. Search engines don’t work like you may think they do anymore. People don’t like reading keyword-stuffed blather (and they won’t). Make sure your post reads naturally, so your intelligence shines through. “I loved her keyword-stuffed piece on maritime security and its Fourth Amendment implications,” said no one ever.
5. Stop linking internally to your home page. People are already on your site. They got there because they need the best maritime lawyer buried treasure can buy. If they want to go back to your homepage, your site’s navigation bar does just that. Otherwise, internal linking starts to look spammy pretty quickly (to humans and search engines).
6. Add a picture. There are plenty of free stock photo sites (we list a few here). A blog post with a relevant picture is going to draw more attention and keep readers interested. Always pay attention to license restrictions when using a photo you didn’t take.
7. Who does the post serve? Blogs should be written to provide a service to readers. They are not meant to be self-serving advertising. Are you giving your readers something to take away from this post? Good…you’re ready to go.
8. Publish and share. Unless your blog has an extremely active following, people might not see your post (at least right away). Create some buzz. Share it on social media and with colleagues, family, and friends.
9. Relish the fame as the internet basks in your greatness…and then do it all again. Frequently. An active blog is easy marketing and a great way to keep potential (and current) clients engaged.
* Apparently Google is very aware of this common error and underlines “pubic” as a likely misspelling in Chrome. They are so dam considerate. (Yes, that was intentional).