Writing and publishing regular blogs is an important part of your law firm's content marketing strategy. Read our short guide to find out what you need to consider before starting a legal blog.
In addition to more traditional marketing methods, many law practitioners are waking up to the potential of blogging. And whether it’s penning opinion pieces on key industry updates, writing comprehensive guides on topics related to your practice area, or taking a deep dive into popular case studies, there’s certainly a lot you can explore as part of this valuable content marketing strategy.
Read on to discover how your law firm can benefit from publishing regular blogs and what you can do to make these key pieces of content effective promotional tools for your business.
It might not seem like it at first but venturing but blog writing can be extremely worthwhile for your practice and its fee earners. Writing about your law firm, its areas of expertise and other relevant topics is a vital way of driving traffic to your website and capturing the attention of would-be clients who are already searching for your services online.
By writing blogs and uploading them to your site as part of an ongoing strategy, you will establish your firm as a trusted authority in its practice area and help build trust with those who have demonstrated an interest in legal advice and support.
Although it’s a cliché, you should start off by writing about what you know. This not only makes it much easier to gather your thoughts, but it will also ensure that you can make direct links between your blogs and your legal services.
An effective strategy here is to focus on niche topics related to your area of expertise. For example, if you’re a criminal lawyer who specialises in handling violent crimes, you could write about how notable murder or manslaughter cases have influenced how you and your firm approach your work.
Something else to consider is writing about significant events due to affect your area of practice. Conveyancers, for instance, might choose to explore the forthcoming changes to UK stamp duty thresholds and how these will have a serious impact on buyers’ ability to purchase property.
Whatever you decide, remember to write in an engaging manner that helps your readers feel like they’ve learned something from visiting your blog.
There are several things you can do to ensure that your blogs pique interest and keep your readers engaged.
The first is to come up with an attention-grabbing headline that leaves your audience wanting to know more. This can be the difference between your blog being clicked on or ignored completely.
The next is to make sure your blog is easy to digest. Technological advances have left modern readers with short attention spans, so you must ensure they can find what they’re looking for without too much hassle. This can be achieved by breaking up your content into clear sections and adding an appropriate heading above each one.
Another key consideration is to include compelling visuals at strategic points throughout your blog. Pictures, diagrams, or infographics provide alternative ways of presenting your information to the reader and are perfect for breaking up reams of copy.
Lastly, and perhaps the most important thing, is to remember to use simple language that is easy to understand. The ability to translate complex information into something that can be read without an expert-level understanding of the subject matter is the mark of good writing.
The simple answer here is: as often as you can. Search engines such as Google value websites that constantly add fresh content, which means that posting regular updates is more likely to elevate your position in the search engine results pages (SERPs) than writing a blog every six months.
If producing content at an eye-watering rate seems daunting, don’t worry. Creating a blogging strategy is much easier than you think. Just remember to start off by writing about what you know, and the rest will come.
A good example is if you run, or work for, a family law practice. You could write a series of blogs about the areas of family law your firm covers, including everything from divorce and domestic abuse cases to cohabitation agreements and child protection orders. Use your knowledge and experience to answer frequently asked questions within these blogs - you’ll be amazed at how much content you can generate simply by delving into the details of your practice.
At Lawsyst, we understand that keeping your website updated with fresh content is a task that often sits secondary to the demands of everyday casework. That's why we have introduced a comprehensive blogging service for law firms and legal professionals.
If you choose to partner with us, our legal blog writers will work with you to devise and implement a legal blogging strategy tailored to your firm’s requirements, creating accessible, easy-to-read pieces of content that resonate with your readers and drive more traffic to your site.
If you want to find out more about how our legal blogging services can support your marketing efforts, get in touch today.
