Law Firm
Blog Writing

Law Firm Blog Writing

Blogging is one of the most cost-effective and powerful ways to market your law firm. Organizations that blog on a regular basis attract an average of 55% more visitors to their site, receive 97% more links and gain 67% more leads than those that do not blog. PaperStreet offers a variety of blogging packages ranging from two to 12+ posts per month.

Our legal blog writers are attorneys with extensive experience writing for law firms. Our blog posts are optimized for search engine optimization and customized to your practice area and geographic market. Best of all, they are turnkey, from topic conception through writing and posting, meaning busy attorneys don’t have to worry about continually creating content.

Our attorney blogging services include the following:

• Topic Development – We research and present topics that relate to your practice areas. Once you approve the topic, we write the post.
• Research – We research all posts in order to cover the latest information.
• Writing – We aim for a length of 500 to 700 words (ideal from an SEO perspective).
• Optimization – We weave in keywords and structure the page in a manner that will promote page views.
• Title Tags and Meta Descriptions – We write title tags and meta descriptions for each page in order to best perform in search engines.
• Summary – We summarize your post so that you can easily add the summary to your social media accounts and link back to the post.
• Edit – We include one edit if you are not entirely happy with the post.
• Posting – Once the posts are approved, we upload them to your blog platform.

As a best practice, we recommend posting daily or at least two to three times per week. However, we can structure our blogging packages to fit any budget.

We also offer ebook services in which we write and package a blog series into an online mini-book which you can offer as a free content download on your site.

A Note for SEO Clients

If you are an SEO client, our blog team works closely with our SEO team to ensure that your monthly blogs are supporting your SEO campaign and keywords. We also pursue link building options for your blogs and create content that will enhance your website’s performance.

CONTACT US TODAY TO LEARN MORE ABOUT OUR ATTORNEY BLOGGING SERVICES.

How to Write a Legal Blog

Too often, many attorneys attempt to write their law firm blog posts without understanding their purpose or SEO guidelines. Using incorrect practices can actually harm the performance of your website’s SEO campaign. Further, if you don’t follow specific law firm blogging parameters, your efforts could be in vain.

Here are our top 10 tips for legal blog writing:

1. Keep the blogs at least 500 words.
2. Share law firm news within the blog.
3. Write in no more than an 8th grade reading level.
4. Don’t rewrite topics already covered in your core content.
5. Add links within your blog posts to existing content on your website.
6. Use keywords in your blog posts but they shouldn’t be more optimized than your core content.
7. Embrace buzz-worthy topics from the news, popular culture, etc.
8. How-to’s and lists make excellent blog topics.
9. Don’t be afraid to use blogs as your voice to discuss local laws, cases, etc.
10. Be sure to share your posts on all of your social media platforms.

Examples of Legal Blog Topics:

When creating a blog, there are two important rules: Your blog content should be engaging and informative. As long as the post fits those guidelines, the sky is the limit in terms of possible topics. Some attorney blog examples include:

• Exploring Child Custody Apps: What Works for Your Family?
• Top 10 Biggest Mistake to Avoid When Creating Your Will
• Can a Medical Professional Be Sued After a Patient’s Suicide?
• The 10 Biggest Truck Accidents on Florida Highways
• The Impact of Bankruptcy on Your Divorce

Blog Writing Reminders for Attorneys

Though we are happy to take the reins for your law firm’s blog, we’re also happy assist our clients when they decide to write their own content. Let us edit your content or implement SEO optimization to take some of the burden off your plate.

If you do write the content for your blog, here are some of the most important tips to keep in mind.

Avoid Being Wordy

Individuals who seek the services of a lawyer are often looking for “the quick and dirty” when it comes to information related to their potential case. That said, it’s important for you to avoid using too many words when getting your point across. While the trend is moving more toward long-form content, conciseness still counts. If your point can be made in a 6-word sentence instead of a 12-word sentence, use 6 words.

Use Headings to Break Up Large Chunks of Text

A wall of words may scare off your potential clients for a variety of reasons. Readability is key when blogging, so add some headings, nice images and/or bullet points throughout and keep things interesting. And if you use images in your posts, be sure to give credit where credit is due — particularly if you’re using someone else’s photos. Always properly attribute all images.

Steer Clear of Legal Mumbo Jumbo

This is imperative. After all, you’re not writing for the Supreme Court — you’re writing to potential clients who are often in desperate need of legal guidance and assistance. Not all clients have degrees, and some may not have finished high school. Keeping that in mind, avoid using legalese in your posts. Instead, break it down in plain, simple terms while still getting your point across effectively.

Proofread, Proofread, Proofread

One thing that is often an immediate turn off to readers is when they come across typos when reading. It gives the impression that hey, you don’t really care about the image you present to your readers and potential clients; and in some cases, the readers may think that you simply do not know what you’re talking about and you’re just making it up as you go. You certainly do not want to present that image, so always read and re-read your posts prior to putting it online. If you’re not comfortable with proofing yourself, have a good friend (or your paralegal) check things out for you. Also, error-free texts will help you in your marketing efforts, since many online publishers tend to link to quality blogs (which can be invaluable when bringing in clients).

Remember to Share Your Law Firm’s “Wins” on Your Blog

Many firms do not realize that sharing their success stories on their legal blog is not only meant for prospective clients and opposing counsel but is actually useful for building employee morale. Employees may be inspired by reminders of how your firm has helped clients in vulnerable situations, and by the successes of colleagues in situations that may have been genuinely challenging to litigate. Further, it’s good for morale to express satisfaction with your employees by celebrating their successes on your blog.

Demonstrating a Proven Track Record of Success

In today’s legal industry, the necessity of online firm marketing has created a crowded and hyper-competitive branding space. Basic marketing language — even thorough, well-written content — may not give the prospective client a sense that your capabilities are fundamentally different than those of your competitors.

One of the ways how you can prove that you are more capable than your competition is to simply include your “big wins” on your firm blog. When clients can scroll through and read about your success stories, they can recognize the value you bring to the table and even visualize how you could help them secure the result they’re looking for. The legal industry is — and likely always will be — client-oriented, but results-driven. As such, engaging the client’s desire for the best possible result is a surefire way to separate yourself from the pack.

Sharing your wins on your law firm blog is also important not only to show that you have secured substantial results for clients in the past but also to show that you do not shy away from pursuing a claim to its end (when circumstances require). Further it showcases how you will give the impression that you are an able firm that is unintimidated by the prospect of complex and large-scale litigation.

Finally, firms that are unwilling to discuss their wins may give off the impression that they have something to hide, and that they are therefore less likely to be open in other aspects of the attorney-client relationship. Showcasing recent cases is a big step towards demonstrating that you actually value transparency.

Remember, to not go too fat the other way — the primary focus of your blog should be to educate your clients and have them keep returning to your site for those insights. That said, having a section dedicated to your success is still a marketing win.