The ability to focus on facts and minute details is a valuable talent when your aim is to graduate from law school and be a successful lawyer, even if it means that other people think you are boring. For every lawyer with pharmaceutical rep good looks and fashion sense, and for every charmingly eccentric lawyer who wears cowgirl boots in the courtroom or meets clients in an office full of model trains, there are ten who have never been the subject of an anecdote told at a party.

If you are one of those competent but uninteresting lawyers, writing splashy blog content might not come naturally to you, but does it need to? Don’t they say that content is king and clickbait is an unenlightened despot, soon to be deposed? This is true, but in order for people to benefit from your informative content, they have to click on it first. The best legal blog content has an eye-catching headline, followed by straightforward, readable content that addresses readers’ questions directly.

Style Over Substance: The Trouble With Eye-Catching Headlines

You know clickbait when you see it. The headline promises to surprise you, blow your mind, or change your life. It is full of modifiers like “awesome,” “insane,” and “unbelievable,” and unbelievable it usually is. Once you reach the content, usually after scrolling past numerous ads, it is underwhelming and lacks credibility. Unfortunately, clickbait generates clicks, and that it its purpose; it makes money for advertisers, so that is why it has yet to go away.

Realizing that you have clicked on clickbait is such a demoralizing experience that it has eroded people’s trust in the Internet in general.

Too often, lawyers at small law firms take the advice that any blog on your website is better than no blog. They regularly update their blogs with posts that contain little more than enough platitudes to meet the word count. Just as often, the headlines on these flimsy posts look like something you would want to read. They make people click, which boosts the site’s SEO rankings, but they are not effective at winning people’s trust enough to turn them into clients.

Party in the Front, Business in the Back?

In your blog posts, you should be your fact-driven, straightforward self, but your headlines should be interesting enough to make people want to click. If you feel inspired to do so, you can lead with the interesting ironies that one only finds out when reading all the way to the last page of an appeals court’s decision. “Do You Have to Pay Alimony If Your Ex Burned Through Two Thirds of Your Savings?” is a more clickable headline than “How Does Financial Misconduct Affect Alimony?” even if you make no changes to the body text of the post.

Clickable Headlines and Readable Content Are a Perfect Match

If you can’t think of clickable headlines for your content, trust the pros who can. Law Blog Writers employs legal content writers who create blog content that makes readers want to click and then keep reading.

One of the most common mistakes lawyers make, especially when they are just beginning their careers at a very small law firm, or even a solo practice, is trying to be all things to all people. In some industries, being willing to take on projects outside your comfort zone and to view them as learning experiences is a plus. For example, you might know someone who graduated with an MFA, determined to make a living writing various iterations of the Great American Novel and nothing less; that person probably now has an impressive resume as a freelance writer, having written product description, mercenary guest posts on someone else’s lifestyle blog, and whatever the clients at the content mills were requesting.

Saying “yes” to every request for a task that requires legal expertise is not a good idea for lawyers. It means you are always learning to do your job from square one, and the more negative reviews your customers write, the more burnt out you feel. Marc Cerniglia of the Legal Marketing Blog calls this practicing “door law,” meaning that you jump at the opportunity to take on every client that walks through the door. You need to develop a brand identity to help you attract the kinds of clients you most want to work with. Updating your website with high quality legal blog content is one of the most effective ways to do this.

How a Blog Can Help You Find the Client Base You Want

You probably already know which cases you like working on and which ones you only accept because they are better than nothing. You also already know that it is not possible for one person, no matter how knowledgeable about the law, to be a first-rate lawyer in multiple practice areas. (It is possible for each lawyer in a small law firm to focus on a different practice area, but that is not the same as practicing door law.) Once you have decided which practice area you find the most rewarding or which one is most conducive to reaching your career goals, you should focus your marketing efforts on that practice area.

A blog is a very cost-effective marketing tool. Regularly updating your blog shows Google that your website is active. The frequent updates, the contact information that indicates your practice area and geographic location, and the density of practice area-related keywords in your blog content create the perfect storm for making your site rank highly for the kinds of searches that will turn into leads. (Don’t stress about the keywords; they will write themselves if you write blog content about your practice area.) Even better, other law firms will begin to associate you with your chosen practice area and refer clients to you, so that the other law firms can focus on their own practice areas.

Who Has Time to Write in These Circumstances?

Even if your marketing budget is modest, the legal content writers at Law Blog Writers can produce custom-written, engaging content for your blog at an affordable price.

Now that the new year is here, and you have determined how big your marketing budget for 2021 will be, it is time to decide how to allocate your marketing budget. Which marketing activities can you do by yourself, which ones should be part of the job descriptions of your current employees, and which content should you have professionally made? In order to make a wise decision about this, you should measure the effectiveness of your law firm’s current marketing strategy.

There are well recognized key performance indicators (KPIs)for measuring the effectiveness of various formats of marketing content, and only some of these are applicable to law firms. If your marketing budget allows it, you can even have a law firm marketing expert assess your current legal marketing content and advise you about your new strategy.

Key Performance Indicators for Your Law Firm’s Blog

As ever fancier apps and social media platforms appear on the scene, blogs remain one of the most underrated marketing tools; they are especially important for law firms. A well-written blog can effectively present your brand identity, improve your SEO rankings, and bring in new clients. How can you tell how well your blog is doing these things, though? According to Mike Murray of Content Marketing Institute, these are some KPIS that show how well your law firm’s blog is achieving its goals:

· Number of visitors – The more people click on your blog, the better.

· Number of repeat visitors to your blog – If people reread your posts or return often to your site to look for new posts, you know you are doing something right.

· Time on page – If a visitor spends a certain amount of time on your site (about two minutes for a 500-word blog post), it is an indication that they have read the entire post, which indicates that the post is interesting and understandable.

· Geographic trends – It is not bad if people outside your geographic area read your blog; it means that you are a nationwide authority on your subject. What you really want, though, is for people in your city or county to visit your site and read your blog, because they are the ones who can become clients.

Key Performance Indicators for Email Marketing

Long form text is a more important factor in clients’ decisions to engage a law firm than in customers’ decision to make a purchasing decision in almost any other industry. Therefore, it is not surprising that blogs and email marketing are among the most important marketing strategies for law firms. KPIs for email marketing include the open rate, click through rate, and number of subscribers.

Law Blog Writers Helps You Create and Implement Your Content Marketing Strategy

If your current legal blog content is not performing well according to KPIs, you can count on Law Blog Writers to produce custom-written legal blog content that will attract visitors to your site and make them want to keep reading.