In the hypersaturated digital legal space, ranking highly on search engines has become a greater challenge than ever. No longer can firms simply churn out keyword-implemented content and have a successful SEO strategy.
Now, Google’s algorithm prioritizes high-quality legal professional content. It must be relevant, accurate, up to date, and most importantly, engaging legal topics. Done right, this can help you excel at SEO, increase your law firm website traffic, and establish your authority as a legal professional.
So, how do you write compelling legal blog posts that provide tangible value to your clientele base and help you rank higher on search for the legal industry?
Use a Range of Legal Blog Posts Types
You should be writing on an array of subjects both directly and indirectly related to your specific legal practice. Plan on producing legal writing content on a regular basis, it is easier to maintain a devoted readership if you don’t change things up in your law firm.
When everything becomes one-note, content tends to fall flat. This is why you should try your hand at a range of blog types, including:
- Legal 101 FAQ – When prospective clients are in need of legal advice, Google is often the first place they’ll go in order to ask questions. For lawyers, writing blog posts that provide an informative answer to frequently asked questions helps you rank highly in search—since the content is directly in response to the query—and it creates an initial touchpoint that demonstrates your legal expertise, which can lead them further down the sales funnel in your practice area.
- How-to – Similarly, sometimes a potential client will need guidance for filing documentation or operating their business according to rules and regulations. How-tos give you an opportunity to guide someone through the steps they need to follow. Depending on your legal field, an example legal blog post could be:
- How to file for divorce
- How to change your business’ legal structure
- How to sue for personal injury
- A deep dive – Want to show off your legal knowledge? This type of blog post can provide a more focused, in-depth discussion on a specific legal matter or case. It could be anything from legal issues that are currently top of mind in the culture, historical cases that set precedents, or tricky cases you’ve successfully handled.
- Infographics – Infographics are especially powerful tools for visual mediums like social media. These tend to be shorter and more focused on conveying a specific message. They can include statistics, checklists, or legal facts.
- Guest posts – These are popular since you don’t have to write them yourself. Instead, you can host another lawyer or legal expert to write on an interesting topic or provide expertise on a niche legal subject. This helps increase your credibility and expand your professional network.
By switching up your legal blog posts, you make sure that readers will come to your site expecting to read something new and interesting.
Make It Easy To Read
Humans have limited time and attention spans.
You only have a fleeting moment to capture their focus. The longer the post goes, the harder it will be to keep them hooked. That’s why most posts should range between 500 to 2,000 words. Though, ideal lengths are around 600–1,000 words for short-form and 1,500–2,000 for long-form.
It’s not just length that matters. You also have to consider the readability.
Having massive text walls is one of the quickest ways you can immediately lose your audience. Content needs to be quick, to the point, and digestible. Ways you can make your legal blog posts easy to read include:
- Utilize white space – White space helps a blog feel skimmable. By separating paragraphs and simply spacing things out, you help the content breathe. From an aesthetics standpoint, breaking up content is much more pleasing to the eye since it provides a visual break—however small—from the text.
- Use bullet points – Bullet points help add to a post’s scannability. They let you list things out or briefly highlight important information.
- Use one-liners – Varying sentence length and paragraph length gives a blog post a sense of rhythm and pace. One-liners are a punchy way you can add white space and emphasize a point.
- Separate content into headers – H2s and H3s help break up content into more digestible chunks. They also make it easier for a reader to scan through the content and pull out something specific without having to necessarily read the whole post.
- Keep your intro brief – An intro for a 1,500-word blog shouldn’t be any more than 150 words. Your intro is your chance to make a first impression and briefly explain what the reader will be reading about. It should be short, snappy, and get right to the point.
Write for Your Audience
The most incredible legal blog post can fall completely flat if it’s written for the wrong audience or if it’s written in such a way that the intended audience can’t understand it.
Every blog post should have a clear purpose. Whether it’s to inform, drive traffic, or convert a client, the underlying reason will impact how you write the blog and who you’re writing it to.
To help you know your audience, you can build out detailed client personas. Use both market research and existing clientele to flesh these out. In doing so, you will be able to write more targeted content that’s directly applicable to your most likely client.
When it comes to the writing itself, you have to walk a fine line; it should be understandable to the average reader, but you don’t want to talk down to them—finding that balance will come more easily with practice.
Focus On Your Specialty
The purpose of your blog is to increase your client base.
Write what you know and limit your posts to subjects related to your area of expertise. For instance, if you’re a divorce lawyer, there’s little reason to write about legal matters that are unrelated to your field, such as immigration law.
Ranking highly for services or fields that you do not offer is a poor utilization of your blog, resources, and time. And simply demonstrating your knowledge doesn’t provide enough down-funnel value.
Therefore, stick to subjects that are directly related to your field and applicable to would-be clients. Writing what you know is the best way to build your credibility as a thought leader.
Edit, Edit Again, and Edit Some More
Good editing can make a blog post sing. Bad editing, or no editing at all, could sink you from the beginning. Knowing this, don’t release your content until it’s been checked and double-checked. As Forbes notes:1
“First impressions can be made in as little as 33 to 100 milliseconds. Writing is no different, and spelling, grammar, and punctuation are some of the first things an attentive reader will notice and judge.”
Your content shouldn’t be given to the public until it’s perfect. Simply running a spell check and confirming that there are no glaring grammatical issues isn’t good enough. As you edit, be sure to:
- Cut out the fluff, whether in verbiage or content
- Make the piece visually appealing
- Keep content clear and concise
- Don’t edit immediately after writing; instead, edit with fresh eyes
- Make sure that both the overall purpose of the blog is met
- Do the same with each individual section
Use SEO Best Practices
Optimizing your blog posts for search helps ensure that readers will actually end up seeing the posts. If you fail to do this, all of your other efforts will be for naught.
Search engine SEO best practices include:
- Using relevant keywords throughout the content and headers
- Including title tags and meta descriptions
- Adding image alt-text
- Breaking up content for readability
- Linking internally and externally
- Updating your timestamp
- Including images and videos
Additionally, Google has recently emphasized the importance of a good page experience. According to Google, this is: “a set of signals that measure how users perceive the experience of interacting with a web page beyond its pure information value.”
And how can you create a good page experience? Google recommends that you focus on the following search signals:2
- The core web vitals, which deal with load speeds, page interactivity, and visual stability
- Making your website mobile-friendly
- Using HTTPS
- Ensuring that there are no intrusive interstitials
Convert It—Helping You Convert Blog Readers
Your law firm website copy and blog posts are some of the most important ways you can improve your website’s SEO. But SEO isn’t an overnight process. In fact, it could take several months to a year before your blog posts start having a noticeable impact on your search rankings.3
What do you do if you want to move the needle right now?
That’s where paid ads can be an immediate difference-maker. At Convert It, we specialize in creating legal PPC campaigns that can provide ROI right now. Our platform provides everything you need to generate new clients, including:
- Call & lead tracking
- Behavioral targeting
- Conversion websites
- Drive traffic
- Captivating ads
Want to discover how Convert It could help you win new clients? Learn more today!
- Forbes. Here’s How To Become A Better Writer. https://www.forbes.com/sites/ashleystahl/2019/10/30/heres-how-to-become-a-better-writer/?sh=1e9927531736
- Google Search Central. Understanding page experience in Google Search results. https://developers.google.com/search/docs/advanced/experience/page-experience
- Search Engine Journal. How Long Does SEO Take? https://www.searchenginejournal.com/seo-101/how-long-seo-takes/