Lawyers write so many documents to be read by judges and by other lawyers that it is easy to forget that you are writing for a different audience when writing a blog on your law firm’s website. How can you establish the most effective tone in your blog posts? In other words, who is your audience, and how should you address them?
If You Imagined That Your Undergraduate Thesis Was a Letter to Your Mother
Imagine that the clients you met with today are the ones you will read your blog; it helps to imagine a real person, with facial features you have seen and a laugh you have heard in real life. What did they know about the laws related to your practice area when you met them for the first time? What are their pet peeves? Which pop culture references do they understand? Details about your clients that seem irrelevant when you argue their cases in court or file documents on their behalf can help you connect with them, and with other prospective clients like them, by writing a blog. Even the things that annoy you about your clients can help you identify blog post topics that will interest them or a writing style that will engage them or alienate them. Consider the following examples.
· You are a workers’ compensation lawyer. Most of your clients, who suffered serious injuries at physically dangerous and demanding jobs, do not have a college education and do not know things about the law, history, civics, and such that you consider common knowledge. Use what they do and don’t know as a guide to help you write posts that will make them feel empowered to consult you and find out more about their legal rights.
· You are a business lawyer in a community that values individualism and where grumbling about taxes and regulations is a part of everyday conversation. Use your blog to highlight ways that your clients, who are small business owners and pride themselves on being law-abiding citizens, can meet legal requirements in the most frugal way possible.
· You are a divorce lawyer whose clients are bitter about love. Your blog can lighten the mood with pop culture references about breakups and moving on after divorce; choose your pop culture references based on the time period most likely to resonate with your clients.
Contact Law Blog Writers
Of course, you can also hire professional writers to write a blog that your target audience will enjoy. You can count on Law Blog Writers to draft well-researched, engaging blog posts to connect with your website’s readership.