If you are a legal professional, it matters to write about topics that your clients will find useful. Apart from educating your clients, blogging also enhances your website’s searchability. If you want to attract potential clients to your practice, consider starting a legal blog to go with your website. There is a learning curve to starting a legal blog, and starting one requires a certain level of technical knowledge. Apart from the content itself, you also need to make sure that your blog is search-optimized, readable, and valuable to your audience. Fortunately, it won’t take long for you to create a successful blog. This guide will give you the basics of how to build and manage a blog that supports your practice.
Why Start a Blog?
Blogging is considered an important marketing tool for small businesses. Now that more people are going online for their needs, brands will need to stand out. The best way to do this is to build credibility and authority. Blogs allow businesses to showcase their industry knowledge. Using how-to articles, infographics, and editorials, brands can attract audiences with their insights and knowledge about their respective field.
Law firms will benefit from blogging, considering how complicated the legal world is to people who are not attorneys. Here are a few things you can achieve by building and managing a legal blog:
Provide answers to questions that cover litigation, liability, and rules of court
Give common advice on how to prepare for a legal challenge
Discuss the latest enacted laws and their impact on certain groups
Debunk legal myths and bad advice that could complicate a person’s legal situation
There’s a lot more you can write about in a legal blog so long as it gives value to your audience. However, as you get around to finding topics to explore, it’s crucial that you understand the other aspects of starting a blog.
Tips for Starting Your Blog
Whether you are a managing partner or a solo practitioner, you need to spend as much time setting up the blog as you do putting ideas on paper. For that, here is a few things that might help you out:
Write from Your Audience’s Perspective
The fact that a legal blog helps you establish authority and credibility doesn’t mean you should cram as many legal terms as you know into the content. Your blog should be targeted towards people who need lawyers to make sense of their situation. In other words, you shouldn’t tempt yourself into adding technical language to every article.
While keeping your audience in mind, aim to deliver the information clearly and in simpler terms. In case you will be using terms such as “declaratory judgment” or “motion in limine,” consider including a short explanation along with an example. After all, the aim of a legal blog is to educate visitors and showcase your legal prowess. In addition, make sure to keep your paragraphs and sentences short. Add graphics and photos as well if you are writing long-form blogs that exceed 1,000 words.
Relate It to Your Practice
If you are a specialty lawyer and promote yourself as such, your blog should be focused on the field you practice in. If you are a personal injury attorney, for instance, you can talk about such topics as wrongful death and legal options for employees who were injured on the job. Focusing your blog on your specialty will help you reach out to people who need the services you offer. Plus, you won’t have to take so much time drafting a blog on a topic you already know so much about.
Do Keyword Research
Keyword research is crucial to creating content for your legal website. Search engines such as Google use keywords to determine a web page’s relevance to a search query. If a potential client searches for “divorce lawyers,” Google provides a list of links to relevant web pages. The most relevant are often placed in the first position in this list. The challenge here is to compete with other firms and solar practitioners who are also writing search-optimized blogs. You will not be the only one writing blogs on certain topics.
It matters to develop a keyword strategy that includes terms and phrases that competing practitioners are using. The most basic approach is to understand what potential clients are searching for. If you are a corporate lawyer in Washington, you can simply type “corporate lawyer Seattle” in the search engine field and hit enter. Next, scroll down to the bottom of the search results page and you will see a list of queries suggested by Google. These are queries that users also look for if they need a corporate attorney.
If you want a more accurate way to build a list of relevant keywords, you can always use keyword research tools such as SEMRush or Ahrefs. Once you have your list, include these terms or target keywords in the blogs you are writing. Make sure the keywords fit naturally into the text so it doesn’t appear awkward to readers.
Write Great Headlines
When it comes to attracting readers to your legal blog, you need to come up with effective headlines that are concise and engaging. The process is not as simple as it looks, as HubSpot suggests an ideal length of 60 characters for a headline. That’s because shorter headlines are easier to read and provide a straightforward glimpse of what the entire content is all about.
How do you create a 60-character headline that includes a target keyword and sets the audience’s expectations about the article? The key here is to prepare at least three or four versions of the headline and test them using a headline analyzer. This tool can provide suggestions on how to improve your headline for maximum results.
Add Links to Related Content
Another way you can improve your blog’s searchability is by adding links to web pages within and outside your website. With internal linking, You can add links to other articles in your blogs to keep audiences engaged. The more they find valuable information, the more likely they are going to schedule an initial consultation.
It’s also important to include backlinks from authoritative sites. If you find content that’s relevant to the topic you are writing, make a link so you can add credibility and value to the piece.
Don’t Forget Metadata
Blogging is not just about delivering information. To make your blog more visible online, you need to include meta-data or meta-tags before publishing a write-up. Meta-data provides additional information on what your blog is about to search engines. Examples include the meta description and alt image tags (if you have high-quality photos in your articles).
If you need help when it comes to adding meta-data and optimizing the other aspects of your blog, consider using plugins such as Yoast, RankMath, or SEOPress. These plugins offer numerous features that can improve your blog’s online visibility. They are also useful for making sure your articles are readable so you can keep visitors on your page until the content ends.
How to Manage a Legal Blog – Final Points
Are you ready to start your own blog for your legal practice? Keep these tips on how to manage a blog in mind so you will have a blog that’s readable, searchable, and valuable to your profession.