As an attorney, you might not yet have a blog for your law firm’s website. Or maybe you do, but nobody’s reading it. Either way, getting eyes on your blog is one of the best ways to draw in new, qualified potential clients. So decide what practice area you’d like to write about, grab a coffee, a pen and paper, or even better, your laptop, and let’s get started. These 7 tips will help you get your law firm’s blog cranking out useful content in no time. When you implement these tips, you’ll see a bump in your blog’s online performance, getting you more viewers and a solid following. Check ‘em out:
1. Catchy Title
Any blog you write has to have an engaging title. It’s the first thing anyone will see, so it needs to be interesting, it should make people want to read more, and oh, it should be less than 70 characters. If that sounds a little overwhelming, don’t worry, it gets easier: there’s a couple of quick tricks to come up with titles that actually fit that description, and draw readers in. Your best bet is to think about questions that your clients usually have. Either ask that question in your title: “I’ve been arrested for a DUI, what do I do now?” or answer the question “5 things you must do immediately after a DUI arrest.” Make sure you’re using action words, or words that provoke a sense of urgency. Your audience needs to open this; give them a reason to.
2. Logical Keywords
Each blog should focus on just one keyword. Choose a keyword that you know your audience is searching, that’s relevant to your practice area, and then focus your blog around that word specifically. Don’t drop “Chicago Criminal Defense” in there 20 times, you’re not trying to be spammy (that will only hurt you) but do try to work it in naturally a couple of times. Not only will choosing just one keyword per post bump your rankings for that word, but a blog with a singular focus will read better to your audience than one that’s unorganized and all over the place.
3. Focused Topic
Along the same lines as the last point, it’s important to tackle just one issue at a time in your blogs. Again, you’re thinking of your reader here. In most cases, people who are searching for legal help are already in legal trouble. This means they want information specific to their situation. Generic, general overview information won’t be helpful to them, and it certainly won’t draw them to your site. Instead, focus in on one situation, say a second time DUI offense, and write about just one aspect of that, like what the possible repercussions are. This type of specific, informational blog post helps your reader get exactly what they were looking for, and it builds your credibility. The more useful, in-depth blogs you publish, the more authority you’ll establish, and the more likely it is that someone will come to you for legal help, instead of the competition.
4. Targeted Language
It’s important to remember that the people who will be reading this blog are not lawyers. They don’t have a legal background, and they won’t understand a lot of the legal terms that you might use every day. When you’re writing your posts, make sure to go back through at the end, and make sure you’ve fully explained technical terms. Breaking blogs down into more common language, makes your posts more accessible to readers. When you achieve this, your audience is likely to return to your blog when they need more information.
Blogs are the most effective when they are regularly updated. It’s in your best interest to try and publish consistently, whether it’s every other week, or every day. Google likes fresh content, so the more often you publish good, optimized posts, the higher you’re likely to sit on those search engine results pages. When you publish consistently, you’re more likely to get regular subscribers, rank higher, and look more professional.
6. Have a plan
The easiest way to stay consistent and publish regularly is to have a plan. At HA Digital Marketing, we like to set up content calendars that outline what blogs you’re going to write, what they’re about, and what keyword they’ll be referencing, for at least a few months in advance. This way, you don’t have to worry about what you’re going to write, how you’re going to write it, and how you’re going to make it perform well. You just have to check your calendar, write it up, and publish it. Bada bing, bada boom, you’re done. Not sure how to set it up? Check out our free template!
7. Promote, promote, promote
You put a lot of time and effort into your blog, so you probably don’t want all of that work to go to waste. How do you get eyes on that helpful piece of content you just published to cyberspace? You promote it. Social media is your best friend. In fact, if you want any of your content to be seen, you need social media. Publish those great blogs to your social media accounts, and know that when you do, you’ll be increasing your reach as well as your social media user engagement. It’s good to note that Facebook and LinkedIn are probably your two best channels, so focus on those if you’re overwhelmed at first, and then branch out into different media like Twitter and Google+. If you feel like you don’t have a large enough following to make a difference, don’t just accept it, change it! Here’s some tips to increase your law firm’s social engagement.
If you’ve read any of our other blogs, you know we’re all about content. As a digital marketing company, we believe content is the number one way to build trust with your audience and boost your online presence. If you’re not sure how to implement these steps, or if you’re blogging regularly and not seeing results, send us a message or give us a call at 616-843-0877! We’d love to help.