The benefits of starting a blog for a law firm or legal business bear repeating, even if you’ve heard them before (and you probably have).
By now, you understand how blogging helps grow the chances of getting discovered through online search for any business.
You’re well aware of how it builds trust with readers.
You know how a blog helps position you (or, if you’re a marketer, your client) as an authority in any industry.
A blog can play a hugely instrumental role in the first part of the sales journey:
As a result of its ability to attract prospects, it can help grow your business, too.
Just look at this case study from Jeff Bullas to see five great examples of blogging success, including companies like Etsy and OptinMonster.
The benefits of blogging can’t be disputed. In fact, you’re probably ready to get going with a law blog right this second. After all, the sooner you begin, the sooner you can reap the rewards.
But where to begin?
If you need a little push making the first move toward content marketing success with a law blog, you’re in the right place. These tips for starting a blog with legal blog writers will show you how it’s done.
How to Position a Law Business for Success with a Blog + Legal Blog Writers
The first must for starting a law blog? Hire the right writing talent!
1. Hire Legal Blog Writers!
A blog can’t be successful without good writing talent behind it.
You can’t just hire any writer, either. You’re working within a niche industry. Useful, thorough, factually accurate blogs about legal topics require expert knowledge. You need writers who are up to the task.
Generally, you won’t find these types of writers at a content mill. If you do end up hiring cheap services, it’ll leave you with cheap, inaccurate filler blogs that provide no value for your audience.
Bottom line: If you want a good legal blog, one that does everything you need it to do for successful content marketing and SEO, you need higher-level writers who know their way around legal topics.
You gotta hire and invest in expert legal blog writers.
For inspiration, here’s what a great law blog looks like:
The Startup Law Blog is a perfect example of a blog with solid writing and expert knowledge behind it.
It also gets tons of engagement!
For proof, look at how many comments a recent post got:
2. Don’t Give Legal Advice
Lawyers and law firms need to tread carefully when posting online and blogging. There are ethical lines you should not cross to avoid misleading readers.
The American Bar Association has outlined general guidelines to follow when posting online. One biggie is to know the distinction between offering legal information and giving legal advice.
Legal advice is specific and relates to the information and circumstances of an individual case. Legal information, on the other hand, is general, hypothetical, and can be applied to lots of different cases. To avoid ethical tangles, you should stick to the latter in your blog posts.
Here’s where hiring an expert legal blog writer can save you – they’ll know this distinction inside-out and can make clear statements in posts about it. They’ll let the reader know the information is general and not intended as legal advice.
3. Keep the Language General and the Tone Approachable
It could be easy to forget who you’re writing for and include legal-speak in your blog posts.
This is a big no-no. For one, your audience is probably much more general than you think. You’ll mainly be talking to people who have been searching the web for basic information and explanations about legal topics. These people won’t have any legal training.
This means you need to keep your language general. Don’t include legal jargon (unless you’re willing to define it in plain terms), and explain basic concepts in a down-to-earth way. Otherwise, you may turn visitors away.
4. Focus on Quality and Usefulness
It can be hard to come up with a steady stream of blog topics, but there are always two keys to keep in mind for subject matter. Focus on providing quality and usefulness to your readers.
What does quality look like?
- Clear, easy-to-read text with good grammar, punctuation, and spelling.
- Ideas are broken up into short paragraphs for maximum readability.
- The blog is organized with headers and subheaders.
- One idea flows logically into the next, and the next, and so on.
What does usefulness look like?
- The topic is one that would interest your target audience.
- The blog features enlightening or practical information – it speaks to your readers’ lives, concerns, or pain points.
- The blog is written in a relatable, understandable, clear tone.
- It’s factually accurate.
- The blog is timely, or better yet, timeless (it will still be good information a week from now, a month from now, or six months to a year from now).
Quality and usefulness are two universal aspects that should apply to every single blog you write, no matter the topic.
If you phone it in, your readers will know, and they’ll stop caring.
5. Write to Your Target Audience
With a blog, you can’t write to the entire world at large.
First of all, that’s impossible. Second of all, if you tried to do that, you would end up with something way, way too general to be useful.
You need to have an audience in mind when you write in order for your content to be effective and serve its purpose.
What’s that purpose? Helping people find answers you can provide.
You can’t help everyone, though. You can, however, help the people your professional law services target. Plus, this kind of targeting helps your business and your blog tie together seamlessly.
If you haven’t found your target audience yet, you need to get going on market research. Only then will you understand who to address in your blog posts.
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6. Stay in Your Lane
You may be tempted to write about any law topic under the sun for your blog, but you really shouldn’t. Instead, focus on your expertise.
In other words, stay in your lane. This will help you build a unique blog that is incredibly useful.
Go too general, and you might not bring in the audience you’re looking for. Stick to that sweet spot where you can write about useful topics and employ your personal expertise and practice area. This combination will help you hit each blog out of the park.
For example, this blog successfully focuses on a niche legal topic/practice area – contract drafting:
Staying in your lane also includes writing about your specific geographic region. Focusing on law topics for your state or city will help you attract local readers who could become clients.
Take a look at this blog from a Nebraska law firm. They have targeted a specific county in this post to draw in readers from that region:
7. Use Your Voice
Over 2 million blogs get published on a daily basis. There are hordes upon hordes of voices clamoring for attention online.
To stand out, you have to use your voice. You have to position yourself as an individual. After all, there’s only one of you. Use that to your advantage!
General tips for finding and using your voice:
- No matter what you’re writing about, pretend you’re talking to one person.
- Imagine this person as an individual from your target audience (look at your brand personas and choose one to write for).
- Write to them on a one-to-one level, like you would if you were addressing them face-to-face.
- Really think about how that conversation might go. It would be professional, of course, but you might throw in a joke or two to lighten the mood. You might have a warmth and sincerity that comes out naturally. Or, you may prefer to get down to business and waste zero time.
Whatever your personality and conversational style, let it leak into your writing. Use your voice and stand out from the masses of other law blogs out there.
8. Avoid Sounding Salesy
If your blogs sound like you’re selling your legal services, you’re doing it wrong. To put it bluntly, you’re making yourself look like an ambulance-chaser.
Selling should be the very last thing you think about when you’re blogging (the call-to-action at the end of a blog post is the only exception).
9. Don’t Rehash Easy-to-Find News or Information
Planning to write a blog about a big law that just passed, or a high-profile case that’s in the news? Just say no to rehashing information that’s already out there and nothing more.
If your readers can easily google the topic and find a better-written news story about it, there’s no reason for you to rehash it. Instead, summarize the details briefly, then provide your take on the issue at hand.
For instance, approach it from your perspective as an expert in a specific type of law. Give your readers a professional’s opinion on the matter.
This tip goes along with #7, above. Don’t contribute to the wasteland of duplicate, useless content that’s already out there. Be unique, have an opinion, and avoid rehashing.
10. Change Up Your Posts
To help your blog stay fresh, change up the type of stuff you post. Don’t feel nailed to one style or format – think outside the box.
Here are some quick ideas:
- Go slightly off-topic. As long as your blog has a general focus that you stick to regularly, you can feel free to go slightly off-topic every once in a while. This can shake things up and even draw in new readers.
- Share a personal story. A personal story can help your blog and your brand seem relatable, friendly, and approachable – all great for business. The story can relate to your profession or not. If it’s entirely personal, this helps reinforce the idea that a human is behind the screen.
- Invite discussion. Sometimes it’s fun to sit back and let your audience take the reins. Introduce a hot-button issue or topic that’s deeply relevant to your readers, then hand it over to them in the comments and see what happens. Make sure you participate and add your two cents!
- Do an interview. Do you have a wise mentor who guided you to where you are today? Have them drop some of this wisdom on your blog. Can a colleague provide some timely information? Or maybe there’s a law blogger you respect who you’d love to feature. Present any of these people in an interview format to shake things up.
A Law Blog + Legal Blog Writers = A Smart Business Move
Content marketing is proven. Blogging is proven. These facts are undisputed.
If you haven’t started blogging yet for your law business, what are you waiting for? People are out there on the internet, looking for expertise on legal topics that’s both solid and trustworthy. They have questions that need answering.
You are uniquely positioned to provide those answers. It’s a golden opportunity to build your reputation in your field and draw in new clients. All you need is a blog and legal blog writers to make it happen.
Ready to begin, but lack the time or expertise to start writing?
Express Writers has a team of general, expert, and authority writers who can do it for you. Try a blogging package today and start taking advantage of the power of blogging.