Your law firm’s blog is a great tool to attract potential clients to the firm’s website. But – the content is what will be the determining factor to whether or not the potential client values your information enough to be converted into a lead. Picture this perfect scenario: someone searches for information on what to do after a car accident, they land on one of your personal injury blog posts about auto accidents, submit the contact form and turn into a client. This doesn’t always happen, but, it’s what we all want. Providing great and relevant information is the key in this ideal process.
The starting point begins with a solid and strategic content plan. Keep these tips in mind when you plan your content:
Think about keywords. Your firm or practice should have some identified keywords that are meant to drive targeted web traffic to your law firm. Don’t overwhelm your content with dropping in keywords to your posts. Naturally incorporate those keywords without seeming abnormal.
Quality over Quantity. Don’t stress yourself out about writing a 5 page blog post. Usually, no one has time to read lengthy posts, anyway. Keep a strategic and simple approach with targeted information. Usually, readers like to find quick and helpful information. Even utilize bullet points in your content to help with readability.
Listen to your clients’ frequent questions. If you tend to hear the same questions over and over from your clients, chances are, other people have those same questions, too. Your blog post titles can be questions, and you can provide very helpful information in the Q&A format.
Focus on what you enjoy. Let’s face it. We don’t want to write about things that aren’t interesting to us. If you have a niche for child custody and visitation cases, write about those topics. Passion tends to make the difference between amazing success and silent defeat. You’ll become a better writer if it’s something you enjoy.
Be personal. People want to make a connection with more than just the computer screen. Be you, it’s okay to show emotion through writing. By having a more personal dialogue on your blog posts, you will build credibility with your audience. Readers will understand that you are human too if you empathize with your audience.
Blogging can be intimidating at times. Make it something you enjoy, but always have a plan. Make sure you have something to say, and you’re not just writing blindly. Once you have established a strategic content plan and begin writing, be sure to track your success. You can do this through Google Analytics and an accurate intake process. If you need help establishing a plan, Monument32 can help with a dialed-in approach for your law firm web marketing.