Legal Marketing: Four Elements of a Great Blog Post

May 20, 2013

blog writing “Why should I read this?”

Every time a reader or potential client visits your blog, this is likely to be the first thing that goes through their mind.  You have to quickly convince them that your content is interesting and valuable. Fail to provide useful content and you’ll lose readers.

How can you keep your audience? Here are four elements of a great post.

1. A well-defined strategy and topic

Before you start writing, ask what you want the post to accomplish. Position you as a practice area expert? Showcase your personality?

In other words, precisely defining your subject matter and strategic goals will make the post easier to write — and make it more valuable to readers.

2. An engaging title

The best titles grab attention and promise worthwhile content. Two examples:

  • Five Things to Do After a Car Accident
  • New Perspective on Workers’ Compensation

Which would you click on?

3. A compelling first paragraph

Consider starting with a question, statistic or statement that resonates with readers.

Two examples:

  • Imagine having credit card bills you can barely manage. Then you fracture your shoulder, find yourself with a pile of medical expenses and can’t work.
  • Many issues facing individuals with excessive debt are worsened when they are involved in accidents. Those issues can become particularly important if individuals cannot pay their medical expenses or are unable to work for a prolonged period.

Which would draw you in?

4. Persuasive, concise body text

First-rate posts are clear, well researched and succinct (250-450 words).

Regular blogging can test even the most gifted writers. While these guidelines can’t guarantee success, they can make the process less challenging.

Learn more about blogging and explore other marketing resources for your law firm in FindLaw’s lawyer marketing articles.

And take advantage of the FindLaw webcast “Blogs For Business: 5 Things Every Lawyer Should Know” this Wednesday, May 22nd. There are two sessions available: 1 p.m. CDT and 3 p.m. CDT. Register here.