5 tips for starting a law firm blog: audience, keywords, SEO


Lawyers have blogged since the early days of the web – and it’s not hard to see why. Writing has always been a staple of the legal profession, and with the advent of the internet, blogging has given lawyers an essential way to use their writing to connect with their clients and share their expertise.

However, for lawyers more comfortable writing memos and legal documents than click-through lists, blogging for a law firm can seem like an impossible challenge. However, blogging is not an inherently elusive art: rather, it is a skill that develops naturally over time. If you take steps to hone your web writing expertise, you will quickly become a competent blogger.

Ready to dive into the wonderful world of lawyer blogging? Here’s what you need to know.

Why create a law firm blog?

These days, it seems like almost every legal and non-legal site you find has their own blog. Why is that? It all comes down to a few main reasons:

  • Digital Marketing: Modern websites live or die thanks to their search engine optimization (SEO). A frequently updated blog is an essential tool in helping you rank highly on Google and other search engines, thereby attracting more traffic to your business.

  • Public participation: Your customers probably spend a large part of their day online. Therefore, establishing a strong digital presence with a law firm blog can give them an easy way to stay in touch with you.

  • Make a name: Many law firms live or die based on their reputation in the field. Writing an authoritative blog can help position your firm as a trusted member of the legal community.

These are just a few of the reasons that more and more lawyers are starting to write their own blogs. If you’re ready to join the crowd, keep these tips in mind.

Know your audience

Before you put the pen on the paper (or your fingers on the keyboard, more likely), be sure to ask yourself who you are writing for. Are you targeting fellow lawyers with a deep understanding of the law, or are you hoping to educate a more general audience? Are you planning to answer common questions or delve into complex issues related to your specific area of ​​expertise?

Knowing your audience will affect all facets of writing and managing your blog. For example, if you’re hoping to speak to a large audience, relying on complicated legal jargon will likely send your average reader looking for help. Meanwhile, keeping things too simple will annoy or frustrate a more educated audience. Identifying a specific demographic before you start your blog will help you set your posts up for success.

Not only will understanding your readers help you choose an appropriate tone, it will also allow you to choose topics that resonate with your target audience. You might want to post an in-depth analysis of an obscure case to be of interest to other lawyers, but if you want to engage uninformed readers, for example, you can choose to blog about common legal issues people may have in. specific scenarios.

Choose depth rather than width

If you are trying to appeal to as large an audience as possible, you may be tempted to post on as many different topics as possible to try and attract a large reading audience. However, the reverse approach is much more reliable. Don’t scatter the topics of your blog; instead, choose the most specific niche possible.

Rather than just blogging about business law, real estate law, or immigration law, consider focusing on your specific region. Some of the more popular law firm blogs focus entirely on issues related to their local communities, posting articles on real estate law in Arizona or family law in Harris County, Texas.

You might not attract as many readers from around the world by keeping that regional focus with your blog, but the readers you attract will likely be much more interested in your content – which is ultimately the most important factor.

Be brief

Lawyers are no strangers to bulky writing projects. Fortunately, blogging doesn’t have to be one of them. Many high performing blogs are around 2,000 words long, but many are even shorter than that.

Even then, one fact remains the same for most digital audiences: Internet users don’t have a long attention span. Don’t be surprised if many readers barely scan the headers and bullet points of your complex blog post. That’s why it’s always a great plan to strike a balance between completeness and brevity on your law firm’s blog: write articles long enough to provide detailed information without being too long to overwhelm readers.

Moreover, you can also keep your blogs user-friendly by dividing them into short sections and keeping the paragraphs short. Don’t overwhelm your reader with walls of text; Instead, consider using lots of short three- or four-sentence paragraphs, headings, and bulleted or numbered lists to make things easy to digest.

Set a schedule and stick to it

While targeting a specific audience and writing engaging content are essential to creating successful articles, blogging for lawyers often boils down to one key ingredient: consistency. If you publish two blogs in a week and don’t update your page for two months, you will be struggling to get a lot of readers.

While you don’t need to blog on the same exact schedule all year round, it’s good to stick with a general routine. For example, you might aim to post one article every two weeks, or four articles per month, or a new post every Thursday. The exact timeline doesn’t matter – just make sure you post enough posts to keep your readers engaged with your blog.

Don’t forget about SEO

Your attention should always be on your reader whenever you write a blog, but SEO is still important to consider. Just sprinkling your target keywords in your copy or encouraging other law firm blogs to link to your site can greatly improve your search engine rankings and make your job easy to find. .

As with the rest of your blog content, make sure your SEO strategy uses niche and specially tailored keywords that help you rank highly for your target audience. Also, consider using measurement tools like Google Analytics to help you track traffic to your site and see if your current strategy is working.

Blogs for lawyers allow legal professionals of all specialties and backgrounds to share their knowledge and connect with their audience on a deeper level. Heed these tips and your law firm blog will be on the right track for success.

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