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How to Write Legal Blogs That Work

By January 9, 2019August 10th, 2021No Comments

Writing legal blogs may seem easy at first….but let’s be real: they are not.

Not only do you need to make your dry topic interesting and easy to read, but then there is also a thing called SEO that you have to optimize and Google Keywords that you have to insert…blah!

There is only so much legal mumbo jumbo to cover until you bore your readers to death, so it’s time to viciously edit your legal vocab:

  • Cut your sentences in half
  • Insert periods instead of commas
  • Trim out useless adjectives
  • Shorten paragraphs
  • Create more white space

Follow these tips and you’ll become a much more effective legal blogger:

Don’t be Afraid of White Space – Too Many Words Will Scare People

The average web surfer is unwilling to commit more than a few minutes to a blog post, especially one covering comparably dry legal advice.  Don’t post blogs that require the reader to scroll beyond one page. The best legal blog posts are about 700 words in length. Longer articles are likely to test the reader’s attention span. Overly long posts will send them running to your competitor before they reach your “call to action”.  Make sure there are plenty of paragraphs to divide thoughts throughout your blog posts. Short paragraphs are easily readable and create more of a lasting impression.

Choose Your Topic Wisely

Determining what you would like to write about is just as important as the actual writing.  People are inclined to click links featuring buzzwords or other catchy titles. Half the battle is getting your audience to click the link and give your post a chance.  So don’t choose any old topic. Think about how you can help your readers with unique insight.

Still stuck? Ask yourself:

  • What are you passionate about?
  • What do you like to argue about?
  • What would you like to know more about?
  • Stalk your competitor, what are they writing about?
  • Ask Google! Google your topic and see what else people are interested in by checking the “People Also Ask” box
    • Example: Googled “brain injury”

Refrain From Using Legal Jargon…Dumb it Down

Your legal blog is not an opportunity to showcase your legal brilliance, i.e. don’t be pretentious. Your blog posts need to speak directly to the readers in need of your legal services.  Refrain from using legal jargon in your blogs…not everyone went to law school. Dumb it down and readers will remain engaged that much longer and ultimately prove likelier to pay for your services.


Niche’s Are the Way

There are countless blogs on personal injury cases, auto accidents, divorce and other popular legal subjects.  While it’s virtually impossible not to write about the exact same subjects as other law firms, try picking a few niches, provide consistent content about those subjects and your following will grow in time.  

The key is to select subject matter that is between a niche you excel at and material plenty of people are interested in.  You can create a niche by highlighting a certain aspect of your law firm such as a specific area of practice, geographic location, etc.  Some legal blogs rock it simply by selecting niche subjects such as legal news updates, tips on how to get into law school and “how to” topics.


Your Job is to Help People Solve a Problem

What matters most is the audience finds your blog intriguing.  People search for local attorneys for specific reasons. Help those in need solve one or several problems and they will think highly of your law firm.  Provide reliable, authoritative and helpful information and your client base will gradually expand.


Posting Makes Perfect

In a perfect world you should try to post two to three blogs per week.  Buts let’s be real you are lawyers, you are busy, and if you are writing them yourself a minimum of two a month will do. You can always increase your posting  frequency when you have time. Ideally you can write several in your down time and be able build a steady queue of content, or you can hire us to help build your blogging empire.  

A consistent stream of content will do two things:

  • Provide your audience with engaging content and they will be inclined to share it on social media and other outlets.
  • Google and other search engines reward websites and blogs that feature content at a consistent frequency.  Become a regular blogger with weekly posts and your (SEO) will improve in due time.

So what am I saying…blogging is an art.

Can you do it?

Of course.

Do you have the time and energy?

If not, shoot us an email and we’ll tell you more about how we may be able to help!

Author Colleen Vizents

As Chief Operating Officer, Colleen works directly with our legal marketing clients to amplify their brands online, and attract their target clients.

More posts by Colleen Vizents
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