Being in the legal field is all-consuming. Between the years of education, internships, training, and practice, it’s easy for decades of one’s life to be consumed by the legal sector. Though most attorneys enjoy their jobs and what they have accomplished, it’s important to note that the years of specialized training can be isolating as well. It’s easy to become accustomed to having cases, court sessions, and evidence consume your life and forget that others have not had the same.
When it comes to digital marketing, it’s important to keep the distinction between your experiences and the experiences of others at the forefront of your mind. Though you have a deep understanding of your field and the topics that come with it, potential clients and website viewers do not. Without understanding this difference, it’s easy to create content that is boring, confusing, or incomprehensible to the average reader.
To combat this, you must make a concerted effort to make your law blog more interesting to the masses. This is how you draw in new clients and keep business flowing. Our team has extensive experience in this arena, and we have some key tips to share.
When you write a law blog riddled with technical jargon, the only people who would benefit would be your competition. Since they likely won’t read your blog, you are essentially throwing your hard work and writing into the internet void.
Instead, use layman’s terms and explain the concepts you talk about. While you don’t want to be condescending, it’s helpful to pretend that your audience doesn’t have much experience with the topic. You’ll need to remind them of term definitions and spell out your trains of thought more clearly than you would elsewhere. Think of it like a friend explaining a movie that you saw a long time ago. You wouldn’t need all the details, but basic plot highlights and character names might help to jog your memory. Give the same level of information to your blog readers.
It can be tempting to write ultra-specific blogs because they are interesting to you. However, most of your potential clients probably aren’t looking for such precise details. They are likely searching for basic information on a legal topic and enough to show them that you know what you’re doing. Being too specific in your blog can isolate a large portion of your audience who isn’t interested in that niche area.
You can’t be appealing to the masses if the masses can’t find you. Invest in SEO efforts and keyword research to improve your search engine ranking. If you are writing about a topic that is particularly trendy or popular, consider using PPC to boost your traffic. Optimization makes a huge difference in who sees links to your site and who is likely to click on it. If you want a specific audience, or even simply a bigger audience, you need to optimize.
From time to time, a major news story or celebrity scandal takes up a large amount of internet traffic. When this happens, many people are focused on that certain topic. If you treat this group like a captive audience, you can use their collective interest to your advantage by writing about how the topic relates to your firm’s business.
For example, let’s say a famous celebrity couple gets a messy divorce. If you run a family law firm, you may want to write a blog post about why the divorce was complex and explain some of the details released by the media. This includes your website in search engine results for a topic that’s already highly sought after and shows your expertise in your field. This topic is also approachable because many readers will already be familiar with what happened. This means that they have baseline knowledge and are interested in learning more via your blog.
Similarly, if there is a court case with significant media coverage, you can write a blog about your perspective on the case. Your expertise and opinion will be appreciated, and the topic will remain interesting to many different demographics.
Most areas of law have several subcategories for which attorneys can be hired. For example, within criminal law, there is DUI, murder, embezzlement, fraud, etc. When you are writing your law blogs, rotate between topics that you cover. Don’t focus on one area, as you miss out on clients who are seeking other services. You’ll likely achieve a wider audience with this tactic, as well as more return readers.
As established, many people don’t understand the world of law very well, and many of your website visitors are looking through your blog for answers to their questions or advice on what to do. If you provide that information to them, they are more likely to stay on the page and more likely to call you when they need representation.
Many attorneys’ instinct is to hoard information to ensure that clients must pay for their time and knowledge. However, giving away a little advice won’t eliminate their need for a lawyer, so you really aren’t losing clients or money. If they see that you know how to handle a topic, they’re more likely to turn to you for help.
Even if your advice only consists of basic information, increased website visits and longer page views can only help your firm. The more these things happen, your website gains legitimacy with search engines, improving your ranking on search engine results, and increasing traffic to your site.
When it comes to writing strong, approachable blogs for law firms, RizeUp Media leads the industry by a mile. Our team specializes in law firm media, and we know how to create content that is interesting to a wide audience. Our optimized blogs can help your business grow and increase the visibility of your firm to the masses.
For more information, please contact us online today.
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