A well-organized blog can do a lot for your law firm. Blogs not only push your content and promote your expertise, but they give you more material to leverage on social media and help you improve your search engine rankings (SEO). In short, if you have a digital strategy, blogging should be part of it. But it’s important to make sure your content is great – and how do you know what resonates? We’ve compiled a list of the best blog formats for law firms, along with some ideas on how to promote your blog content for maximum exposure.
Top Blog Formats for Law Firms
1. “How To” Guides
These blog posts help people learn more about a topic of interest. Naturally, your best bet is to explore the areas in which your practice specializes. Topics ranging from “How to Find the Best Lawyer for You” to “How to Protect Your Business Against Workers’ Compensation Claims” are informative for readers.
2. Answer a legal question
Whether you’re answering a single frequently asked question or creating a longer FAQ article, blogs that answer questions will serve readers well. You want to give less specific advice than someone would get in a consultation, but more information than a general search query would provide. It’s also a good idea to include a disclaimer stating that the posting does not constitute an attorney-client relationship. Some examples include “How often should I contact my attorney about my case?” or “Does my case qualify as unfair dismissal?”
3. Lists, or “Listicles”
Detailed listings have become very popular, and for good reason. These blogs are simple and quick items that offer a list of answers. Simply put, they help the reader understand the topic and then offer different ways to approach the problem. Consider blogs that start with titles like “Top 4 Ways to…”. or “The 5 steps…”. And even better, this format can also allow your business content to become a featured snippet.
Although you want to showcase the accomplishments of your law firm, these blogs should be fewer in number and more widely spaced than other types. Think of the common 80/20 rule, where 80% of your content is non-promotional and focuses on creating value, and 20% of your content is solely related to promoting your business. Think about awards your company has won, past partnerships, or things that share a bit of culture, such as volunteer events or highlights of company activities. This type of content typically receives high levels of engagement when shared on social media.
5. Predictive titles
Blog posts that share insights into the future are increasingly valuable. If you can make predictions about legal topics or share key takeaways for the year ahead, you’re more likely to show up in search results and more likely to be seen as an expert.
6. Case studies
If you want to highlight your company’s successes, consider uploading case studies as a blog. Follow the typical case study format of the situation, solution, results, but consider developing the case study further and relating it to your knowledge and background on the legal topic illustrated in the case .
Checklists are like a combination of a listicle and a how-to guide. They are simply useful pieces of content that users can turn to when navigating the legal world. It could be something like ‘A checklist for filing an insurance claim’. The list will review the items a user would need to accomplish this task.
8. Expert overview
Expert roundups are traditionally done by finding a large number of experts in your industry and compiling their knowledge and advice into an FAQ-style blog. For law firms, you can bring together experts from your firm. It’s a great way to showcase lawyers as thought leaders.
Law Firm Blogging: Some Tips
Once you’ve decided on the right blogging platform for your law firm, try checking out this free eBook for tips and grow your blog with these tactics in mind:
- Keep it relevant to readers – Above all else, readers are looking for relevance. Make sure it’s always helpful and informative at a minimum.
- Be creative – Don’t just regurgitate the same topics you see on every law firm’s website. Approach topics differently and think about new ways to position information or new issues that haven’t been widely covered.
- Titles are important – Remember that titles are the first thing a reader will see. This is how they determine if your content is worth clicking or not. Titles should spark interest while conveying the blog’s topic (and don’t forget to limit jargon).
- Keep your audience in mind – It’s important to keep your readers in mind when creating content. Use the vocabulary that will be most familiar to them and focus on answering the questions that matter most to them.
- End your post with a call to action (CTA) – One of the most effective and overlooked ways to generate leads and conversions is to simply add a CTA to the end of your post. Decide exactly what action (just one) you want your readers to take, then state it very clearly at the end of your post.
- Keep SEO practices in mind – Law firms should always aim to write and publish blog content that will rank well on Google, and SEO is the bridge that will help you achieve that. Keep in mind that blogs should be at least 500 words and include a featured image (with alt text) and a meta description. See: 10 Tips for Writing an SEO Friendly Law Firm Blog Post
Promoting your law firm’s blog: some tips
Even if you’ve thought of great topics and written valuable content, if you don’t promote your blog content properly, no one will read it and you won’t be very successful.
- Highlight your blog on your website. It is important that your blog is accessible. Consider making your blog its own sub-page, with navigation tabs available that will lead readers to desired content.
- Promote your blog posts on your social networks. Once you’ve created blog content, be sure to mention it on each of your social networks, including Facebook, LinkedIn, Twitter, etc. Make sure each profile includes your contact information and links to your blog and website.
- Include featured blog content in your email newsletters. Keep your audience informed about what’s happening in your industry and in your business.
There you have it, the top blogging topics for law firms. We hope this article has inspired you to start creating more content that your audience will love to read. Remember that blogging regularly is important if you want to reap the benefits. At the very least, your law firm should publish one blog per day.
Lacking the time and resources to keep up with a consistent law firm blog? We have the most legal writers and journalists in the industry, who help you take your idea and write the content as if you had the time to write it yourself.
This post has been edited and reposted from January 20, 2021.