Including a blog on your law firm’s website is a search engine optimization (SEO) strategy that has proven itself effective time and again, and the more frequently you update your blog, the better. Still, it can be a challenge to keep thinking of interesting, relevant ideas for blog posts, especially when you are already busy with all the other responsibilities that come with being a lawyer and operating a law firm. Once you finish writing law blog posts about the most common questions that prospective clients have about your law firm’s practice area, it is easy to get writer’s block.
Many law firm blogs then resort to content that is repetitive or obviously promotional just to have something with which to update the blog every month or every week, but that is far from your only option. Writing about current events and news items means that you always have something to say, but posting about current events on your blog can backfire if you don’t do it right. Here are some of the pros and cons of addressing current events on your law firm’s blog.
PRO: You Can Ride the SEO Boost of Trending Topics.
When you write about a current news topic, you can ride the temporary SEO rankings boost as millions of users search for content on that topic. Still, you should relate the content to your law firm’s practice area. For example, if you practice family law, you can write about legal processes related to surrogacy. You can mention the legal steps of how Kanye West and Kim Kardashian came to be listed as the parents on their daughter Chicago’s birth certificate after her gestational surrogate gave birth to her. Not only will prospective gestational surrogates find your blog post, so will people who are just looking for some celebrity news.
CON: You Can Attract Trolls.
They say that you should avoid talking about politics and religion, and this is true in legal blog posts. Do not write about controversial current issues unless they relate to your law firm’s practice area. Even then, focus on the legal aspects and mention the current event only in passing. Writing about controversial topics can make you a target of vitriol and harassment, and it can alienate prospective clients who disagree with you about the issue.
CON: It Can Seem Gimmicky.
Readers can tell when businesses are pandering to them by writing about of-the-moment topics. Don’t write about a current event just to seem cool. Your job is to be a lawyer, not to be elected senior class president. Only write about current events when you have something informative to say about them.
Let Law Blog Writers Do the Writing
Of course, you could always entrust the task to Law Blog Writers, where a team of writers has experience determining which current news topics are appropriate for which law firm’s blog. Contact Law Blog Writers to get readable, professionally written content geared toward your prospective clients.