How to Write Effective Blog Posts for Lawyers (part 1)

July 13, 2012

One of the most effective ways to bring attention to your firm’s website is through blog content.

Not only can a blog generate valuable web traffic, your writing can also convert readers to clients if done correctly. Like any form of social media, the key to blog writing is to be engaging.

Here are five tips for writing effective and engaging blog posts:

1. Choose the right topics. When you first start blogging, it can be difficult to come up with good topics. Keep in mind that blog posts providing instruction, insight or explanation are effective ways to connect with readers. For example, you could pose questions and answers to basic issues pertaining to your area of law.

2. Write for your audience, not the search engines. If you know anything about Search Engine Optimization, you probably know that loading web pages with certain keywords and phrases can boost traffic to your blog or website. However, truly engaging blog posts also provide readers with valuable information. This is what will keep readers coming back for more, and hopefully turn your followers into clients.

3. Keep the legal jargon to a minimum. Remember that the vast majority of your audience will be average people without any legal training. Therefore, using a lot of legal terminology in your posts could turn people away. That’s why it’s best to stick to “common knowledge” insights, unless you’re willing to explain legal concepts in layman’s terms.

4. Write for your geographical area. One of the main goals of your blog is likely to turn readers into clients, which is why you want to focus on the geographical area where your practice is located. Even national topics can easily be made local by adding your city or state’s point if view. For example, I might title a post: “How the new bankruptcy legislation affects Minnesota residents”.

5. Keep any marketing messages subtle. Make sure your blog posts don’t sound like marketing copy. While you want to convert readers to clients, you don’t want the marketing message to take away from your content. This is why it’s best to take a “tell, don’t sell” approach. Also, many state bar regulations prohibit certain solicitation language on web content, so check out your state’s solicitation and advertising rules before writing.

With these tips in mind, you are ready to start writing effective and engaging blog posts that help bring attention to your small firm or solo practice.

Check back later this month for even more tips on blogging, including how to tag posts by topic, link blog posts to your web site and respond to reader comments.