The reputation of lawyers as workaholics is largely undeserved. It isn’t that lawyers surround themselves with busywork just to make themselves feel important. In fact, many lawyers undertake great efforts to maintain work-life balance. The problem is that, no matter how organized you are, and even if your law firm employs several paralegals with whom you communicate effectively so that they can be the most helpful, many of your work responsibilities are things only you can do. An app can order your groceries, and a paralegal can draft a memorandum for you to review, but only you can appear in court to represent your clients.
Therefore, it only makes sense to hire a content marketing firm to write content for your law firm’s blog. You have already taken the right first step by choosing a company that exclusively produces content for law firms instead of one of those generic content mills where algorithms and keywords are the priority. To ensure that you get blog content that meets your standards and helps you achieve your marketing goals, these are things that you should let the marketing firm know, so that its writers can compose blog posts that will appeal to your audience.
Don’t Leave the Writers Guessing
If you just say, “I need one blog post per week,” even the best writers cannot reliably submit blog posts that you will find acceptable. Good writers will do as much research as they can; they will read your law firm’s website and look at the blogs or other law firms with similar practice areas, but they can’t read your mind. The more information you give the writers, the better the posts they will write. These are some important things to tell the content marketing firm when requesting blog posts.
· A list of specific topics for posts, if possible
· An outline of how the post should be structured (for example, introduction, paragraph about the law or legal principle in question, paragraph about a news story or court decision where this legal principle plays a role, call to action)
· What you want the call to action to say (for example, phone number, law firm’s slogan, mention of geographic area)
· Keywords (the fewer the better, or else the posts will sound like bot-written SEO content)
· Things to avoid saying (for example, mention of controversial political issues, names of parties in lawsuits, referring to you as the “best” attorney in your practice area, mentioning one of a firm’s partners in a blog post but not the other partners)
Hire Legal Blog Writers
Law Blog Writers produces blog content specifically for law firms. We can give you well-written, informative content based on even the most cursory instructions, but the more you let us know about what you want, the better the content will be. Contact Law Blog Writers to start the discussion about your vision for your law firm’s blog, and we will deliver informative, engaging content for your readers.
Adding a blog to your law firm’s website can help your law firm in several ways. It can increase your website’s conversion rate (the percentage of visitors to your website that become clients of the law firm), it can boost your SEO rankings (how high in the list of Google search results page your website appears), and it can inform prospective clients about legal issues and current events related to your law firm’s practice areas. Conversely, much like a late night, drunken social media post, a bad blog can be an embarrassment to your law firm, reminding everyone who takes fingers to a Google search bar of your error in judgment. Here are some common mistakes that even the most knowledgeable, skilled writers often make on law firm blogs, as well as solutions to these problems.
PROBLEM: Typos in the Title and Subheadings
Imagine that someone types your name into Google and finds a blog post about the case you recently won in your capacity as pubic defender. Yes, you can correct it and publish the corrected version, but how many people will see it before you do?
SOLUTION: Proofread and proofread again before you click “publish.”
PROBLEM: Writing Posts but Not Publishing Them
Imagine that you hire a content marketing firm to write twelve posts for you, which you intend to publish weekly. You have enough to give your blog weekly updates for three months, but only if you click “publish.” They won’t do your SEO rankings any good just sitting there in an attachment to your email.
SOLUTION: Set the date and time ahead of time for each post to become visible to visitors to your website.
PROBLEM: Broken Hyperlinks
Adding links to your blog posts is a good idea. It leads your readers to information that they are seeking, it boosts the SEO rankings of your website, and it generates good will with the authors of the content to which you have linked. Of course, you will not get any of these benefits if the links you include in your blog post do not work.
SOLUTION: Navigate to the links before you publish your post to make sure that you have typed or copied them correctly. If they do not work, fix them or replace them with links that do work.
PROBLEM: Images That Don’t Display Properly
Images are great for your blog, but not if they are blurry or cut off.
SOLUTION: Preview your post, images and all, before you publish it. Edit or replace images that do not display well.
Let Law Blog Writers Do the Writing
If all this proofreading and troubleshooting on your blog sounds like too much work for a busy lawyer like you, perhaps you should hire a content marketing firm where the writers have legal expertise. Contact Law Blog Writers to start the discussion about your vision for your law firm’s blog, and we will deliver engaging content that is free of glitches and embarrassing errors.