How to Write Law Firm Blog Posts That Potential Clients Will Read and Act On

by Jun 30, 2020

Law firm blogging is a popular topic in the legal marketing community.

Maybe you haven’t started blogging for your law firm yet, and starting feels confusing or scary. Perhaps you feel like you’re not sure what to do. Alternatively, you may be blogging, but you’re not seeing the kind of return on investment that you were hoping for.

Whether you’re just starting to blog or frustrated by a lack of progress, this blog post will give you key tips for writing blog posts that attract and engage potential clients.

What do my law firm blog posts need to do to attract more traffic?

Getting more traffic to your law firm’s blog from search requires two things: 

  1. Google needs to return your blog posts as relevant results when a potential client conducts a search related to the content on your law firm’s website.
  2. Once that potential client is visiting your firm’s blog, you need to engage them.

This might sound like a lot of work. But the secret to doing both of these things well comes down to creating high-quality blog content. Content is the single most critical factor in getting better visibility in search results and engaging potential clients online.

Effective law firm website content provides what both prospective clients and search engines want. It’s why Google notes that webmasters should “Make pages for users, not for search engines.” 

Search users rely on Google to provide the best results for their questions — and so far, Google has done an outstanding job with that — but Google needs website content to return in those search results. 

If people don’t write and publish good content, Google has nothing to return to users. What Google wants from you is to create high-quality blog content for its users (and in this case, your potential clients) who are using search to learn more about their situation. The result is better visibility in search, better engagement from potential clients, and a higher conversion rate for your firm.

Quality blog content focuses on your potential clients and the way that they think and conduct searches. If they’re in the research phase of their case or problem, they’ll want to know more about it, the next steps that they should take, and whether it makes sense for them to hire an attorney. Effective law firm website content is all about helping your potential clients. Google wants to provide the best possible results for search queries that its users make.

Next, we’ll discuss choosing topics that are likely to engage your potential clients and drive them to your law firm’s website.

How do I choose blog topics that engage my potential clients?

When attorneys blog strategically, it attracts new business to their law firms. However, some attorneys aren’t sure what to write about to drive more traffic to their law firm’s website. 

Stories in the news, proposed legislation, and answering common questions are all excellent catalysts for blog topics. Below, we break down how to get the most out of each topic:

Consider analyzing news stories on your blog.

News stories often serve as a good jumping-off point for attorneys. You can even choose news stories outside of your jurisdiction so long as you can connect its relevance to the geographic area(s) where you practice.

For example — a story about a celebrity divorce in one state isn’t off-limits to a family law attorney in another state as long as it provides valuable information and analysis to someone who could potentially hire that attorney. For example, you might choose to discuss what could be at stake in a divorce in your geographic area had it taken place there.

The best way to provide value in blog posts is to use your blog for analysis. While summarizing a news story in the first part of a blog post is fine, don’t resort to creating blogs that are simple summaries of news stories, because it’s the analysis and insight that your potential clients are looking for. Be sure to provide an in-depth analysis of the story.

Consider analyzing proposed legislation.

Changes in the law and proposed legislation are two other great blog topics for attorneys. The key to getting the most impact out of these topics is to provide in-depth analysis.

Address common questions from prospective clients.

Blog posts can be a great place to address common questions that you receive from both prospective and current clients.

For example, a personal injury attorney might use a blog post to answer questions like, “Who is at fault in an accident at a four-way stop?” and then use the post to provide analysis.

An estate planning attorney might choose to write a blog about when the best time is to begin creating a will or trust.  

A criminal defense attorney may want to analyze the answer to a question such as, “If an officer never read me my rights, can I get my case dismissed?”

Improve engagement with internal links on your law firm’s website.

Consider adding links to relevant webpages in your blog posts. Blog posts generally capture timely information that draws readers in. They can learn more information by having access to related practice area pages associated with the topic of the blog post.

To learn more about the value of adding internal links, see: “How to Use Internal Links the Right way on Your Law Firm’s Website“.

LawLytics makes law firm blogging easy.

Blogging can act as a needle mover for attorneys who want to market their firm online. 

Blog posts help you declare your stance and opinions. And, when it’s done right, blogging can allow you to become an influencer of people; it helps you attract followers who want to know what you’ll say next, and it can help you become part of the news cycle. 

LawLytics makes this process simple. With the LawLytics platform, attorneys quickly and easily add to and edit their web pages, blog posts, case results, office locations, attorney profiles, and recommendations.

Our platform helps you attract and influence potential clients and referral sources with your built-in blog. LawLytics makes it as easy as writing an email.

LawLytics is built exclusively for law firms and requires no tech experience, so attorneys don’t struggle or miss opportunities. It focuses your firm’s marketing on what works and helps you avoid costly mistakes to get sustainable results.

LawLytics helps you develop a content strategy to meet your firm’s goals efficiently. The result is your law firm’s website becoming a sustainable money-making asset that predictably produces the business you want.

To learn more about using LawLytics for your law firm, schedule a free demo with us.

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