One of the most difficult challenges for lawyers when setting up a legal content writing blog for their website is creating consistent and compelling content that compels potential clients and customers to action. With legal content writing, the goal is to create content that provides potential customers with a memorable experience that is relevant to their needs. If your blog marketing is really good, you’ll be able to use such diverse tactics as picking “how to” questions that people ask about the law, writing about how they might need a lawyer for a certain problem that you handle, or writing about the new laws in place for certain issues. This quality and diversity of content will help you to separate your blog marketing from the plethora of other industry blogs out there, and show visitors that you offer quality legal services.
With that in mind, here are some great tips and tricks you can use to create a quality company blog and drive organic traffic to your website.
Make Sure to Use Quality Images and Graphics
Content that is most helpful on the Internet is also content that is easily digestible. With the rise of Instagram and other visual social networks, the Internet has become a more visual platform. Instead of looking at visuals as contrary to the quality of your blog, look at them as being a complementary visual component. Something like an original image or an infographic will make your small law firm marketing blog more appealing to visitors, and people are also much more likely to share content that has original images in it.
Fortunately, you don’t have to shell out thousands or even hundreds of dollars to a graphic designer to make compelling imagery. There are many free or cheap online photo editors out there that will allow you to make images to at least a semi-professional quality. If you watermark or tag each of these images with your brand name, this will really help your legal practice get out there and make a real splash with potential clients and customers.
Stay On Topic and Keep it Personal
When creating a blog, you want everything you are writing about to be relevant to your legal practice. You’ll want to not only write about your legal niche or specialization, but you’ll also want to write about what has helped your grow along the way as a legal practice, and what stumbling blocks you’ve overcome. This will make you come off as authentic and bring potential clients and customers back to hear your personal story.
For example, you may have been involved in a case that you felt was winnable but you ultimately lost. Instead of chalking up the experience as a complete loss, you can write about it and what you learned from the case, and what you would do differently in the future for any new clients and customers.
Remember that it will take time to come up with topics that will appeal to potential clients and customers. But just like Rome, a legal content writing strategy cannot be built overnight. Creating shareable and actionable content with a personable bent will help to up your SEO rankings and build trust among your potential clients and customers, who will call in already having a sense of who you and your legal practice is about.