6 Legal Blog Writing Tips For Law Firm Marketing

Legal Blog Writing Best Practices For Law Firms

Writing a legal blog is one of the easiest ways law firms can implement content marketing. If you manage to write high-quality content and adequately optimize it, you'll be getting great ROI for little to no cost. That said, you can't just sit down, write whatever you want, and expect to rank high in the SERPs.


Ranking high itself is a challenge, but it can be achieved with a proper Lawyer SEO strategy. In this post, we'll talk about the most basic but important factors that will help boost your rankings.


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1. Identify Your Target Audience


The first step is ensuring that your law firm's content is as targeted as possible. Your topics, advice, tone, and style must appeal to the type of audience you want to reach.


Remember: The goal of content marketing is to attract potential clients.

So, if your target clients are ordinary people, you don't want to write content that's chock-full of legalese and niche language. Instead, you need to write it as digestible for them as possible.

Likewise, if your target audience are businessmen, marketers, and entrepreneurs, you want to incorporate language and terminology relevant to business and appropriate niches.


This also applies to the kinds of topics you'll write about. For example, if you're focusing your marketing efforts on finding Personal Injury leads, you should write content for aggrieved plaintiffs looking to resolve their insurance disputes.

In other words, you need to write what best caters to your target audience. That way, you're making sure the right people find your content.

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2. Write For The Web

I'm sure you can write a great book on Personal Injury claims. However, that doesn't mean the same content will do well as a blog.


Remember: Great content is available in a variety of formats. However, pairing the proper format with the suitable medium is part of what generates excellent content.

Paragraphs on the web should be shorter (1-3 phrases), making them easier to read and skim. Additionally, utilize a writing style that is appropriate for your target audience. For example, unless your primary audience consists of lawyers, you should avoid employing a lot of legalese. You can also use bullet points, images, and infographics to better communicate your points to a non-lawyer audience.


3. Write What Your Target Audience Needs

Keep in mind that your content must create leads to make revenue. And the content must first captivate visitors to generate leads.

Make sure that every piece of content you create (whether it's a valuable resource page, a blog post, a video, or something else) contains information that people are looking for.

With a few basic Google searches, you can see if your content matches what your target audience is looking for. For example, are they wondering how much they'll get from a personal injury claim? Do they want to know the statute of limitations for medical malpractice claims? Do they want to know what qualifies as wrongful termination?


Remember: If the content you create answers a question or solves a problem that people are looking for, it has a much better chance of bringing meaningful traffic to your legal practice or website.

4. Consider The Value Of Writing About A Certain Topic

As you know, writing a legal blog isn't quick and easy. For a blog post to be an effective content marketing and Lawyer SEO tool, you need to put some time and effort into research, writing, and editing.

In addition, since legal blogging is most effective when you're publishing high-quality content regularly, you need to make sure that all the content you post contributes to your eventual ROI. This means you have to decide whether or not specific topics are worth writing about in the first place.


For example, if your marketing efforts focus on finding leads in California, there will be little to no value in writing about employment claims in Texas. Similarly, if you're focused on finding personal injury leads in Texas, there's less value in focusing all your efforts in writing about employment law claims.


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5. Optimize For Keywords

Great research and writing skills are just half of what you need to a successful legal blog. Not only should you be able to make high-quality content that caters to your target audience, but you also need to know how to properly optimize it for search engines.


Remember: The goal here is to get your blog posts to rank high in the SERPs, bringing traffic and attention to your law firm's website.


6. Don't Forget To Promote Your Content

It will take some time for your blog posts to produce organic traffic and results via search engine traffic after you've published them. However, you might hasten the time it takes to get an ROI by promoting it.


Promote it on social media, in your email newsletters, and in email marketing lists. This might not be traffic from SERPs, but it's still traffic that sends favorable signals to search engines.

Let LawyerLeadMachine Help Your Law Firm


Law Firm SEO and Digital Marketing can increase traffic and conversions. Writing legal blogs is one of the most accessible ways to get started on a Lawyer SEO strategy.

Want to get started on your SEO? Review your options here.

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