These days, practically every business and individual on the face of the earth has access to the web, to a keyboard, and to an email account—which means there are potentially billions of bloggers out there. From the perspective of your law firm, though, a blog isn't a way to waste time by reciting the humdrum details of your day; it's a marketing tool designed to attract paying clients, meaning that you have to pay attention to some very specific rules.
Blogging has evolved over the last few years. Previously, we advised that blogs should be short and to the point. However, new data shows that longer blog posts, 2,000 words or better, preform better. Long blog posts increase social media shares, decrease your websites bounce rate, and are encourage further exploring of your website. These longer blog posts are more difficult to write, making it a challenging endeavor.
What Makes a Good Law Firm Blog?
The blog on your law firm's website exists for one reason, and for one reason only: to attract the interest of potential clients. That's why, when writing your blog entries, you have to:
- Know whom you're writing for. If your practice caters to personal injury clients, you need to keep your sentences and syntax simple and brief. This is not a statement about your customers' intelligence, but rather a point about clear writing. Aim for a reading level at about 8th grade. Even someone with a high education can appreciate concise writing with information they can digest quickly.
- Tell a story. The best, most effective blog entries are 2,500 words long. These articles are high performing and give your website a good SEO boost. The easiest way to achieve a high word count is to engage in some form of storytelling that keeps readers interested and on your web page.
- Make your content “actionable.” If you write in bullet lists (say, “The Top 10 Reasons You Need a Local Personal Injury Attorney”) they will give potential clients more entry points into your site.
- Don't be stingy with your “secrets.” You can clue in potential clients to legal strategies they might not have been aware of; it's not like they're going to argue their cases themselves rather than hire you!
- Encourage social sharing. Sharing your articles on Facebook or Twitter gives your web blog more exposure and attracts a wider audience. Share your articles along with an image that pertains to the topic of the article, and write a short comment that describes the article and enticing new readers.
Blog Tips and Tricks for Higher Conversions
There are a few ways you can optimize each article for your potential clients and Google. First and foremost, remember that you are writing for your target customer. Google always has their users in mind, and you should too. Here are some best practices for blog writers.
- Write a descriptive title. Each blog post should have a descriptive title that contains the target keywords as well as a compelling message.
- Add links into your content. Ideally, you have many other blog posts with compelling content. Be sure to link to your other content on your website and anchor those links to the appropriate keywords.
- Embed videos or images relevant to your content. This is a good opportunity to keep your readers engaged while they are reading your blog.
- Always include a call to action. Include an offer for a free report, book, or some other lead generation offer.