Updated: Jun 9

You don’t have to look too far before you find cringe-inducingly bad content on law firm websites. A lot of it is so dry that no one would be able to read it all the way to the end except a law professor, and even then, the only thing that would hold the law professor’s attention is the desire to find mistakes.

At the other end of the extreme is law firm blog content and marketing videos that are so gimmicky and that pander so much to the audience’s financial desperation that you would think you were visiting the website of a multilevel marketing firm instead of a law firm. In other words, the content tries too hard to be entertaining and emotionally appealing, or else it doesn’t try at all.

Law firms have a lot to learn from entertainment industry professionals when it comes to marketing content, but creating legal blog content that has its finger on the pulse of your target work takes a considerable investment of time and attention.

Developing a Shared Vocabulary with Your Audience

Remember that professor in college or law school who made lots of pop culture references, but they were so out of date that no one in your class understood them? Pop culture references can be an effective way to impart complex information by relating it to something with which the audience is familiar. If you have to explain the pop culture reference, the audience will come away knowing more about an old movie but not knowing the legal concept you were trying to illustrate by referring to the old movie.

If your law firm has created a user persona, you are already on the right track. The user persona is a fictional character, a hypothetical client of your law firm, and the more detail you give to developing the user persona, the better. Knowing your user target audience’s favorite foods is helpful, but much more helpful for law firm marketing purposes is knowing which Netflix shows your user persona binge watched and which YouTube personalities she follows. It might be impractical for you, a lawyer, to watch every episode of your user persona’s favorite show, but it is worthwhile to hire law marketing professionals who will do this.

It is impossible to fake familiarity with your target audience’s pop culture frame of reference, but even if you read the Wikipedia synopses about every episode of Breaking Bad instead of watching every episode will still teach you a lot about how your audience thinks. Start by asking clients about their favorite TV shows, celebrities, and social media platforms. Knowing your audience’s pop culture tastes will teach you a lot and enable you to write content to which they can relate, even if you only make very sparing references to that content in your law firm’s blog posts.

Contact Legal Content Writers

What’s that? You’re a serious lawyer who has not consumed entertainment media in decades? Choose the legal content writers at Law Blog Writers to write blog content that brings your law firm’s blog into a shared universe with your audience’s favorite pop culture media.

For decades, most high school seniors have taken a class about the U.S. government. In your government class, you probably learned about the difference between federal and state laws, and your teacher probably told you that most of the laws that affect your daily life are state laws. One noticeable example is how much the laws about cannabis differ from one state to another. Likewise, most states have adopted the Daubert standard, but a few states still follow the Frye standard. Do you live in an equitable distribution state or a community property state?

Even if your law firm’s blog is so interesting that it deserves to be nominated for a Webby award, its loyal readers will not turn into clients of your law firm unless they live in your state (or unless their accident or business dispute took place in your state, so that the laws of your state have jurisdiction in the matter). By making some minor changes to your SEO strategy, you can create legal blog content that, while it may be interesting to readers everywhere, will really stand out to prospective clients in your local area, by showing up at the top of the organic search results for users in your geographic area.

The World Wide Web Is Local

In some industries, it makes sense for local businesses to offer promotions online, especially in connection to events of local significance, but that strategy does not work for law firms. It doesn’t make sense to offer two for one divorce filings on the day after Valentine’s Day, even as local restaurants might be giving away half price decadent desserts to every lonely heart in town. Adding blog contact about local news items related to your practice area is always a good way to show Google that your law firm’s blog is about your city.

If you are a personal injury lawyer, you will find no shortage of news coverage about accidents of a similar nature to those in which your clients have been injured. If you are a divorce lawyer, celebrity divorce news attract local traffic, provided the celebrities in question divorced in your state. (New York and California are the obvious winners on this front, but any city that has a Real Housewives show has its share of Internet famous divorces, and Phil Collins has been involved in an epic legal battle with his ex-wife in Florida for years, even though Collins and his ex-wife are originally from England and Switzerland, respectively.)

If it’s a slow news day in your city, do not despair. It is still a good idea to write blog posts about topics of national interest; by being the first law firm in your city to blog about a certain national topic, you can rank higher than your competitors. If the top ten organic search results for a national topic (such as PPP loan forgiveness) include nine out-of-state websites and your law firm, your prospective clients will click on your site. Analytics tools can help you find out what everyone wants to read about but no one in your city has written about yet.

Law Blog Writers Provides Blog Content of Local Interest

There is no rule requiring lawyers to write their own blog content. Choose the legal content writers at Law Blog Writers to create blog posts that everyone will want to read and prospective clients in your city will want to click on.

The idea of seeing clients in your office again no longer feels like a pipe dream. Instead of checking for the number of new COVID-19 infections each day, you keep refreshing the page for news on when you can get your first vaccine dose, since an increasing number of people you know, maybe even the partners in your law firm, have already been vaccinated. At least one child has already been born with COVID-19 antibodies.

It might be time to try on your courtroom pants and see which ones still fit, now that you have gotten so good at baking sourdough bread. It’s definitely time to dust off your Pomodoro timer and start thinking about productivity again. After working remotely for a year, you will want to come back to an office that runs in a streamlined way; no one will miss awkward Zoom meetings, spotty Wi-Fi, and computers glitchy from exhaustion. It’s time to automate the tasks that can be automated, including some types of legal content writing, so you can focus on the social aspects that made you fall in love with the legal profession in the first place.

What Is CRM for Law Firms?

Remember that TED talk about “eliminate, delegate, automate” for greater productivity? Customer Relationship Management (CRM) software enables you to automate a variety of tasks in your law firm, so that the attorneys and office staff can work more efficiently. The concept of CRM goes back to the days when businesses would simply keep records (on paper, of course) about their clients, including the clients’ contact information and other data that would help the business retain them as clients, such as which services the clients had previously engaged. Today, CRM software runs the gamut from free services to subscription packages that offer more and more features as the price point increases. Today, despite their reputation as glorified contact lists, the more sophisticated CRM software packages include everything from analytics to workflow management and client intake.

How CRM Can Help With Law Firm Marketing

By automatically capturing prospective clients’ contact information and tracking their interactions with your law firm, CRM can use artificial intelligence to conduct email marketing and social media marketing campaigns with little input from you. (These are sometimes called drip marketing campaigns.) The software can tell which contacts on your contact list would be interested in which email content.

CRM Can’t Do Everything

CRM can be very effective at helping you stay connected to people who have already interacted with your law firm by emailing you or filling out contact forms on your website. It cannot, however, capture the contact information of people who have not visited your site and followed the call to action to your contact page. For that, you need a regularly updated blog.

CRM Plus a Blog Is a Recipe for a Success

A consistently updated blog is an important part of any law firm’s marketing strategy. Choose the legal content writers at Law Blog Writers to use their human intelligence to create blog posts that complement the drip campaigns your law firm is running with the help of the artificial intelligence of CRM software.