You know that legal blogging is important for lead generation, but what should you write about? How do you know your posts will reach the right people? If you're strapped for time, here are 11 ideas for your blog posts.
More people are searching for lawyers online than ever before. When a potential client types a legal query into a search engine, you’ll want them to land on one of your web pages. Each visit is a chance to convert them into a real client.
To expand your reach, you can create additional web pages based on your practice areas and other topics. But the one thing that can really help lawyers reach the right people is creating a legal blog and posting regularly on a range of targeted topics.
Many of today’s businesses maintain a blog in some form and 70% of customers say blog posts influence their buying decisions. Although blogging is now common practice in the business world, not many lawyers or law firms have a blog.
In fact, the American Bar Association reported in 2015 that 65% of law firms don’t have a blog at all, while 9% did not know. Individual lawyers were also less likely to blog than firms. That means today’s lawyers have a unique opportunity to use blogging to reach the right people and gain more exposure than their competitors.
Of course, to maintain a blog, you have to post regularly. Sometimes the hardest part of writing a blog post is coming up with an initial idea. Here are 11 blog ideas that help lawyers reach the right people:
1. Legal Advice on Specific Practice Areas
Your expertise in your practice area is perhaps your greatest strength. It’s also the most sought after resource amongst your potential clients. To reach the right people, you can generate blog posts about your specific practice areas so that internet searchers can find some of the answers they are looking for. You can write at length about these topics, so don’t restrict yourself.
For example, if you are a personal injury lawyer, you could cover every niche of personal injury law rather than write a single personal injury law blog post. You could create a step guide covering what to do if someone has been injured at work. You could write another post about what to do if someone has been involved in a car accident that resulted in an injury.
2. Step Guides: What to Do Now
Step guides are some of the most popular blog posts online. They take a complicated subject and break it down into task list that can be followed easily by readers. They are also ideal posts for search engine optimization because they generally cover the questions that potential clients might search for. For example, if you are a DUI lawyer, you could create a post entitled, “What Should I Do if I’ve Been Charged with a DUI?”
3. Recent Changes in Law
To the layman, the legal world is a complex organism that is difficult to understand. Changes in law don’t always make headlines either, especially if they don’t include sweeping changes that have broad implications. If any recent changes in the law have occurred in your area, you could post a blog about them to showcase your knowledge to potential clients.
For example, if you are an insurance lawyer in Virginia, you could create a blog post covering changes to state insurance law that year. Because states usually publish this type of information publicly, you could also link to the state website.
4. Case Studies
Any time you’ve had a successful case, you can write a case study about it. Creating case studies is a great way to build trust with web visitors, as it shows that you’ve seen success in your practice. Case studies can also be optimized for keywords. If you choose to pursue case studies as a major part of your marketing effort, you could even create a separate web page devoted to housing case studies.
5. Trial Process Guides
Unless they have been in court before, most people are relatively clueless about how court proceedings work. Naturally, court cases don’t usually play out the way they do in the movies. They can also be a long and arduous process. One way to put your potential clients’ minds at ease is to create blog posts about trial processes. These could take the form of step guides, numbered lists, or trial narratives.
6. Answers to Common Questions
Even if you already have an FAQ section on your website, you can still address those questions at greater length in blog posts. Like step guides, blog posts help lawyers reach the right people by honing in on the keywords that get searched most frequently. FAQ posts can also be used to build trust and provide your clients with a path toward a solution.
7. Legal Strategy Breakdowns
Although you may not want to go too in depth in terms of your legal strategy, revealing a little bit about how you operate in court can expose potential clients to your expertise. Most people may not know how a lawyer fights a case until they have a consultation and choose to retain the lawyer. Legal strategy breakdowns can work to address those concerns early. They can also be used to address key terms to help you rank in search engines.
8. Dispel a Legal Myth
When it comes to the law, there are always plenty of myths circling around. For example, some people believe that tickets issued by a traffic officer are considered moot if the officer isn’t wearing their hat. If you’ve heard any such myths over the years of your practice, you can address them in blog posts.
Targeting these posts specifically for common search terms can help lawyers reach the right people; there is always a chance that the people searching for these myths are hoping that they represent a loophole to a legal problem.
9. Guest Bloggers
Inviting a guest to write a blog post can establish trust with visitors. Guests bring fresh ideas to your legal blog and assist you when you’ve run out of blog ideas. If you invite a guest blogger to write for you and they have their own website, you can share backlinks. Backlinks are favored by search engines and they can drive more web traffic, especially if your guest gets high traffic on their own site.
10. Seasonal Content
Many businesses create seasonal content on their blogs as a way of celebrating holidays and addressing seasonal issues that may pertain to their particular field. You can do the same with your legal website. For example, if you are a DUI lawyer, you could create a seasonal blog post covering trends in drinking and driving over the holiday season.
11. Predict the Future
Offering insights into the future of their practice areas can help lawyers reach the right people. When the legal landscape is changing, people want to read about it. You could cover specific news items or you could write about changes you’ve noticed during the years of your practice. Offering insight into the future is a positive way to establish credibility with your readers and, of course, a powerful way to address specific search terms.
Don’t Forget Your Goal
When writing blog posts, it’s important to remember your overarching goal: to attract new clients.
Blogs help lawyers reach the right people, but once those people land on a post, you want there to be an easy transition from website visitor, to prospect, to client. When writing, remember to mention the importance of obtaining legal counsel. Include contact forms, buttons, and other conversion opportunities throughout your blog.
A good practice is not to name your firm directly in your blog posts, though an exception may be made for case studies. Blog posts generally work best when they are helpful and informative, or when they address a question that you have the answer for.
A targeted, well-maintained blog will always help lawyers reach the right people for as long as it’s active. As a busy lawyer, you may or may not have time to write your own blog posts. Doing keyword research and optimizing a blog for search engines is also a sustained process that takes time out of each day.
If you need help writing and doing SEO, you can always consult with marketing professionals. You can also outsource your efforts entirely.