Five Steps to Creating Blog Posts That Encourage Readership and Bring in Clients

If you’re just getting started with law firm web marketing, you may be wondering why you should take the time and effort to create a blog for your site. It can seem confusing—after all, can’t you just update your legal library when you have news, rather than keeping a whole separate blog?

The truth is, you should do both. Many attorneys who are new to blogging make the mistake of thinking the blog is a separate entity from the other content on their website. If done correctly, your blog should enhance your webpages, add fresh and less-formal copy, and keep readers coming back for more updates—but this can only happen if your web pages and blog posts work together.

Follow these five steps to create a great legal blog that complements your library articles:

  • Find your topic. Ideas for articles can be found pretty much anywhere, but they will have the most weight if they are relevant to what’s happening right now. Read through your local news headlines to find an issue that you can give a unique perspective on. Don’t be afraid to take a viewpoint opposing conventional opinion; a controversial stance will often get more readers than one that goes along with the crowd.
  • Write a library article. Create a library article on the topic, filling in your opinions and stating how it impacts the reader. The article should be between 300 to 500 words and contain links, contact information, and search-engine-friendly key phrases. 
  • Write your blog post. Now you’re ready to create a blog post. It should be shorter than the library article and use a creative headline that will arouse curiosity in your audience. Remember: the whole point of the blog is to create copy that will get readers to link back to your main page. By mentioning that your firm has covered a sensitive topic, but not giving away the whole story, you can get them to click the link to read more.
  • Invite readers to weigh in. Your blog should have a comments section where people can participate in the discussion.
  • Get a heads-up on your next topic. There are automated systems that will email you search results on a regular basis, making it even easier for you to collect newsworthy items. For instance, you can set up an email alert for “Texas medical malpractice” to be sent to your inbox once a week, letting you post at your leisure.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.