Law firm websites often have a blog on which the firm regularly publishes content. But what makes a good law firm blog article? Check out this short article with my top 10 tips to writing law firm blog articles.
The Internet is full of exceptional and thorough legal content. If you do not provide it to your website visitors, they will go elsewhere. Most blog articles are short, bland and don’t provide the kind of in-depth content your website visitor is looking for.
- So, my first tip to writing your law firm blog article is to answer your visitor’s questions. By that I mean, ask yourself, what are the top 10 questions I get asked every day – and answer them one by one in separate blog articles. Many people struggle to come up with blog article topics. I would recommend that you create a word document entitled ‘blog topics’ and keep it on your computer desktop. Then, every time an issue comes up or you get asked a question, you add it to your blog topics list. That will take out the guesswork involved when trying to come up with your next blog topic. Click to learn more information on writing law firm content.
- Do your research before you write the blog article. Before I write a blog, I will research what people are searching for and how they are searching. There are several tools you can use to do your research, these include answerthepublic.com and the Google Ads keywords tool. However, the simplest tool to use is Google itself. For example, go to Google and type in a search. In this instance, I will type in: “how much does an estate planning lawyer cost?” First of all, did you notice how Google auto completes your search query? Before I could finish typing my sentence, Google had already given me several examples of searches I could run. These are popular queries that others have searched for. Once you complete your search, scroll down the search results page. You will see a section entitled “People also ask.” Google is telling you what people are searching for. Answer their questions.
- Develop your blog around your keywords. As mentioned above, identify your keywords or key phrases and develop your article around them. However, do not overload your blog article with the keywords. There was a time when ‘keyword stuffing’ a blog or other web page was an effective means of generating Google’s attention. That is no longer true. Do not overload your article with keywords. Use them a few times but don’t do so if this would jeopardize the readability of your content.
- A question I often get asked is how long should the blog article be? In short, there is no perfect length for a blog article. And Google does not (so far as I am aware) count how many words you have in your blog article as a basis for determining whether it should rank your article. Having said that, what I do recommend is that your blog article provide an in-depth analysis of your topic. I’m not talking about a treatise. However, I’m also not talking about a 300-word article. A great content marketer I follow always talks about the need to ‘give Google a reason’ to put your blog in its search results. Google is focused on providing its users answers to their questions. If Google trusts your website, it may show up. One of the ways of developing trust is writing detailed, in-depth and relevant content that answers users’ questions.
- Create meta data that corresponds with your content. Meta data is the ‘code’ behind your blog (and every other page on your website). In short, every web page will have a 1. title tag 2. description and 3. headers. Your average attorney writing hers or his own blogs is not going to create custom headers so for now let’s focus on the first two. A title tag is a short 55 or so character description of what your web page is about. It’s critically important to let Google know what this page is about. Unfortunately, the majority of websites run by attorneys don’t have custom title tags. This is a lost opportunity. A meta description is just as it sounds, it’s a small description of the web page (in this case a blog article) that is intended to give the Google user a quick summary of what the page is about. The goal being to convince the Google searcher to click through to your web page. Some tools like WordPress have plug-ins (Yoast SEO Plug-in) that you can add to the back end of the site which make adding meta data very simple. Other websites like Squarespace and Wix are not as easy I’ve found.
- Add images to every web page including blog articles. Images are important whether they’re on your website or social media channels. Every photo you upload to your blog article should be named and alt text should be added to the photo (also easily done inside WordPress). Google is still a computer and does not ‘see’ your photo per se. It reads what you tell it about your photograph.
- Link out to at least one external website in your article. For example, this article is on blog writing. One of my top 10 tips to writing law firm blog articles was using keywords in your blog article. Notice that I used a ‘live link’ above to another blog article that is about ‘using keywords in a blog article.’ The website I linked to is a respected Internet authority called Moz. These highlighted keywords are called ‘anchor text.’ It is important that this highlighted text describes the website that the text links to. Do not state things like ‘you can find the article here,’ and make the word ‘here’ the live link. Google looks at ‘here’ and has no idea what it means.
- Add internal links to your blog article to other website content that lead readers to other pages within your website. On my website you can read about the law firm website content writing services we provide. That was an internal link. This will hopefully keep people thumbing through your website looking for more information before they reach out to you. It increases the amount of time people spend on your site which is also important to Google.
- You can outsource your content writing. Ghost writing is extremely common in the legal industry. Just make sure you read and edit the content before it gets posted. One of the complaints I often hear from clients is that their former content writer didn’t understand the legal industry. In addition to putting out pour content, their writers also made unsubstantiated claims. For example, in Illinois a lawyer cannot call herself an expert or specialist. A simple mistake like that can result in a call from the ARDC.
- Once you publish your content on your website, ‘promote it.’ Just because you posted new content on your website doesn’t mean people will read it. You need to promote it to your social network on Facebook or LinkedIn. This will drive traffic to your website which in addition to enhancing your website visitor numbers, pleases Google. Other websites you can promote your content on include: Reddit, Twitter, Quora, and do not forget to publish your new content on your Google Business Listing.
Companies who blog increase their chances of ranking in search engines by more than 430 percent. At LawFull Attorney Marketing we only use lawyers to write our content.
If you want to speak with LawFull Attorney Marketing about how we can help in your law firm blog writing, reach out to us today.