In the legal field, it is rare to be able to put character into your documents and writing. In fact, most of the time, you will write in legalese and the “voice” that you use will be more on the lackluster side of the spectrum. Writing for your legal blog, however, gives you the opportunity to step out of the box and put some charisma into your writing. It also gives you a chance to get more personal and create a “voice” or a tone for your law firm.
Getting Past the Obvious
If you read tips that tell you how you should write blog posts, they will all tell you that blog posts need to be “informative and catch the attention of readers,” but often, it is difficult to really pinpoint exactly what that means. Obviously, we want to catch the attention of readers and provide them with information. We also want to remain relevant and maybe even throw in an air of entertainment, but again, none of that tells us how to really write a blog post.
Getting the Voice Right
To put this all into perspective, you need to think about how you would talk to a client, face to face. Essentially, that is how your blog should sound. To get you into the swing of writing blog posts, you should start with a few blog posts that answer questions in the fields of practice that your law firm covers. Take a common question that you hear from clients and put that as the title of your blog post. Then, answer that question, like you would if you were talking to a client sitting right in front of you.
Try Different Tones & Voices
You may not be accustomed to writing in this type of style, but practice makes perfect. The more you sit down and write blog posts, the better you will get at it. Once you are comfortable with writing blog posts, you can add in a bit of humor here and there. Be careful with sarcasm, as written word can often be misconstrued when sarcasm is used, but you can certainly be professional in your blog posts and include some humor or lightheartedness, as well. Of course, it is up to you and your law firm to decide what tone of voice you want your blog to reflect.
Reply to Comments
A blog is not meant to be a one-way conversation. In fact, conversation is the key to successful blogs. You want to spark a conversation, so be sure to reply to any comments, even if that means you simply thank commenters for their two cents. Keep responses short and sweet. While there are people who love conflict and would enjoy reading an altercation in the comments, you do not want to have long, drawn out arguments in your comments. Keep it professional.
We know you are busy and would probably much rather be meeting with clients, reading up on cases, and answering phone calls from potential clients. If you just cannot find the time to sit down and write blog posts, just tell Law Blog Writers what tone of voice you want your blog to have and we will handle the rest. Or, leave it up to us and we will give your blog the character we think it should have. Contact us today for all of your website content and law blog needs.
The Huffington Post published in 2015 (updated 2016) that AM Law 200 law firms were spending 2 percent of their revenue on marketing. However, this figure is not as high as law firm management consultants would advise. If you were to follow their advice, your law firm would spend between 2 and 5 percent of total revenue.
A More Modern Way of Creating the Marketing Budget
Then, there is the advice that comes from the Legal Marketing Blog, which states that using a percentage based amount to come up with your marketing budget is the “lazy way” of computing a marketing budget, which will, in turn, probably end up in money that is wasted or misdirected. Their advice is to come up with marketing goals, consider the planning that is required to meet those goals with specific measurable objectives, and create a budget from that perspective.
The Legal Marketing Blog says that by using this method of creating a marketing budget, you will find that determining the amount of money that needs to be spent to achieve those goals is a much easier figure to arrive at. Also, if budgets need to be approved, the specific marketing action plan will help with the approval. Of course, whatever method you decide to use to come up with your marketing budget is up to you and your law firm.
Marketing Tactics You Should Be Using
With technology running the lives of most people nowadays, if a potential client does not have anyone to ask for a referral for an attorney, that individual is most likely going to head to Google and search for one. Most people are also going to look a bit further than just the websites that pop up in the top searches. Many will continue on to read reviews about lawyers in the practice area they are searching, because they want to find someone who sounds like can handle cases successfully.
Alyn-Weiss & Associates, Inc., a Denver-based legal marketing consulting group, conducted a national survey of regional and local business law firms. According to Weiss, the survey revealed that law firms which are not using the following six marketing tactics are missing out on potential clients, listed in this order:
· Websites that are effective
· Online rankings
· Client reviews on rating directories, such as Avvo and Google Plus
Do you see the technique at the top of the list? Blogging. If you want to be competitive with other law firms in your practice area and location, you are going to have to have a blog that is just as good as theirs. In addition, you are going to need a user-friendly and professional looking website, as well as reviews from past clients that talk about your ability to handle cases successfully.
Not Enough TIme to Write Blog Posts?
We can help you with a couple of those tactics, as well as a way to keep your marketing budget at a reasonable level. At Law Blog Writers, we have found that most law firms simply do not have time to write for their blog – or their website. We provide blog posts and/or website content to law firms that need our help. Our legal writers know how to incorporate SEO into engaging and informative blog posts. You can place an order easily on our secure order page or you can contact us with any of your questions on our simply online form here. We look forward to helping you improve your blog and website!
You have taken the time to sit down and write an informative, yet conversational blog, you have edited it, and you’re feeling confident that you have a final draft. You post it to your law blog with a smile on your face. You finally did it! Even if it isn’t the first blog post on your law blog, it still feels good to know that you have accomplished the feat of writing yet another blog post that will help keep your website moving up those ranks in the search engines, as well as possibly attract new clients.
But, you are not finished yet! Publishing a blog post is just the first step of marketing your blog. From here, you need to promote that blog post. How do you do that?
Here are some simple tips that can help you get that blog post out there and in front of potential clients’ eyes:
Share, share, share
Share every single blog post that you write on your social media networks – Facebook, Twitter, LinkedIn, etc. Email it to your friends. If you happen to know any journalists, send it their way, too. Twitter is a great place to share your blog post, because you can share your blog post up to three to four times per day there. If any of your previous or current blog posts are relevant to conversations you see on social media, pop a quick mention and link about that blog post. There are so many ways that social media can be used to promote the content on your blog – you just need to keep your eyes and ears open.
How often should you post to your blog? A good rule of thumb is to try to get a blog post published at least once per week. If you have the time to write more, that is definitely a plus, but once a week, especially if you are able to publish a blog post the same day each week, would be a good practice. Additionally, if you publish on the same day each week, readers will know when to look for your next blog post.
This doesn’t mean that you publish a blog post once per week and forget about your blog the rest of the week. You should constantly be promoting your law blog. On a daily basis. So, even though your blog writing schedule might be once per week, you should be “working” on your blog each and every day.
Socializing With Other Lawyers Who Blog
You should get into the practice of referencing (and linking to) other law bloggers in your blog posts. Read and pay attention to other law bloggers’ blogs, and you may even find inspiration while you are reading them – or at least a point to start off with. Comment on their blog posts. You never know – that one comment could lead to a conversation, and eventually turn into a client referral.
If you are at a complete loss writing for your blog, or you just cannot find the time, contact us a Law Blog Writers, and we will handle the writing for you. You can fill out our online form, email us at firstname.lastname@example.org, or call (202) 505-BLOG (2564).
We have talked about the things you should do with your law blog to build it and gain readership. We have talked about how to market your law blog. We have also provided you with law blogging topics and ideas to get you started and keep you going. Now, we are going to tell you about the mistakes that you can make to (unintentionally) hurt your law blog.
Don’t fret if you are making these mistakes. Blogging – and especially law blogging – is often a trial and error endeavor. As lawyers, we are educated in the law, not in content marketing. Even people who have spent years blogging have watched SEO requirements change over time, which has in turn changed how people needed to write and market their blogs. Blogging is definitely a learning process, and we are here to help you learn what you need to know.
With that said, here are three mistakes that will definitely hurt your law blog:
1. Ignoring the technical features. Sure, writing and marketing your blog is a lot of work, but if you ignore the technical features of your blog, such as keeping the software secure and up-to-date, maximizing your blog’s speed, and double-checking here and there that your blog is functioning properly, you are going to annoy and repel readers more than attract them.
2. Neglecting formatting and editing. It is certainly tempting to publish a blog post once you have written it. However, you should stop and take some time to edit through it for grammatical errors. After all, you are supposed to be an “expert” in your field, and grammatical errors can undermine that authority. Also, cut out any extraneous wording to make your blog post easily readable. (Remember that a lot of readers will scan through your blog posts, so use bold and italics for emphasis.) Add an image or a chart to your blog post, if you can find one that is fitting.
3. You Don’t Come Up With a Blogging Plan. We covered this quite a bit when we talked about marketing your blog. You have to have a plan for your blog. You cannot simply recycle the content that you read on other lawyers’ blogs. You need to take into consideration who your readership is and what they would want to read, come up with attainable goals for your blog, and stick to those goals. Be sure to use headlines that grab the attention of potential readers, skip any promotion and marketing within the body of your post, but rather focus on writing blog posts from your readers’ perspectives.
As we already said, everyone makes blogging mistakes. Quite a bit of marketing is trial-and-error, but we want to make sure that you are aware of the do’s and don’ts of law blogging so that you can avoid making many of the mistakes other lawyers have made before you. Stay tuned to our future advice here on the Law Blog Writers Blog, and if we can help you with your blog content, feel free to contact us anytime!