In real life, wearing a costume to a work-related holiday party is embarrassing at best and can harm your career at worst. It may have been fun in the moment to refill your glass with eggnog while dressed as the Ghost of Jacob Marley, but it now pains you to look at the pictures. When marketing your law firm online, though, taking on a new persona for your holiday content is a wise move. You can appeal to what your prospective clients are thinking and feeling this holiday season. It is best to be subtle; don’t sign your posts “Jacob Marley, Esq.,” but do adopt his cautionary tone. The following are just a few popular characters from popular Christmas stories that can guide the proverbial sleigh of your content marketing strategy this season.

Name: Santa Claus

Practice Area: Estate Planning

Jolly old St. Nick is all about being generous to children or, more specifically, helping their parents be generous to them. As an estate planning lawyer, focus your holiday content on all the ways you can help your prospective clients be generous to their children and grandchildren, such as through trusts or the annual gift tax exclusion.

Name: Ebenezer Scrooge

Practice Area: Divorce, Child Custody, and Child Support

Recently divorced people often feel like the court is trying to take away everything they have, especially at the holidays. Present yourself as someone who will commiserate with their frustrations and then help them find a way to keep as much money and parenting time as possible for yourselves. Invite them to your office to say “Bah! Humbug!” about their lousy ex and about all the restrictions the court is placing on them; then gleefully count the things the court can’t take away from them.

Name: Rudolph the Red-Nosed Reindeer

Practice Area: Criminal Defense

Fewer things are scarier than facing criminal charges. Your goal is to use your bright and shiny nose (or, perhaps, your legal expertise) to help your clients find their way through a cold and confusing system. In your holiday content, be reassuring, and provide guidance one step at a time.

Name: Cindy Lou Who

Practice Area: Personal Injury

Many people who are researching personal injury law firms feel like they have lost everything. They suffer from chronic illnesses or permanent injuries, and their bills are piling up much faster than they can work to pay them off. All they have left is their strength of character. Your job is to encourage them to speak up and tell their story; this is the first step to regaining their financial wellbeing, like Cindy Lou who led her neighbors in song until they persuaded the Grinch to return the Christmas feast, presents, and decorations he had stolen.

Legal Content Writing

Whether you most closely resemble the Grinch, Buddy the Elf, or Ralphie from A Christmas Story, you have better things to do during the holidays than writing blog content. You can count on Law Blog Writers to blog posts that will keep your target audience clicking to ensure a prosperous holiday season.

As a lawyer, you have spent years developing your writing style. In doing so, you have probably emulated some of your law school professors and career mentors. If you have ever sought advice on writing publishable fiction or creative nonfiction, though, you have probably heard that you should write like Ernest Hemingway. Despite that Ernest’s younger brother Leicester was easily the most underrated member of the Hemingway family, the writing world seems to hold up Ernest with the six-toed feline friends as the model that aspiring writers should seek to follow. Brian Clark of Copyblogger is only the most recent voice to join the chorus enjoining us to “eschew obfuscation” and get to the point like Papa. Just how much does that advice apply to law firm blogs, though?

Short Sentences

When Ernest Hemingway wrote his famously short sentences, he did not have Google in mind. In the age of search engines, it is a good idea to keep your sentences short for SEO purposes. Some SEO advice guides recommend keeping sentences below 20 words, but some ideas find their most straightforward expression in longer sentences (pace Papa).

Short First Paragraphs

Google likes short paragraphs as much as it likes short sentences. Word count is not the only factor in SEO, however. It is important to include your main keyword in your first paragraph, even if it means that the paragraph ends up being longer than a tweet.

Use Vigorous English

This is a writing advice cliché, and “vigorous” is a subjective term. To see if your content makes sense, have some non-lawyers review it.

Say What It Is, Not What It Isn’t

Following this rule makes for readable content, but sometimes in law, it matters what something isn’t instead of what it is. To give just a few examples, tribal lands are not subject to state laws, a mediation agreement in a divorce is not legally binding until a judge signs it, not using a turn signal when changing lanes is a violation of traffic laws, and not reporting child abuse when you know about it is a crime.

Only Use One Percent of What You Write

This rule might apply to self-proclaimed genius novelists, but bloggers deal in volume. To get publishable content after only a few drafts, you should outline, or else outsource the blog writing to trusted professional writers.

The Bottom Line

No one wants to hire Ernest Hemingway to modify their child custody agreement, seek damages for their injuries, or fight their drug possession charges. Short sentences are nice, but you are writing to inform readers about the law. Take Hemingway-adoring writing advice with a grain of salt.

Legal Blog Writers

You are a great writer, but you have better things to do than write a legal blog. You can count on Law Blog Writers to produce engaging blog content that prospective clients of your law firm will understand and find credible.

The Internet has only amplified the hustle and bustle of the holiday season. You might think that this does not matter to law firms, but it does. Just because you are not in the business of selling stocking stuffers, it doesn’t mean that you should not keep the holiday mindset of potential visitors to your law firm’s site in mind when choosing content for your blog. You can use the craziness that starts on Black Friday and ends sometime around Divorce Monday (the first business Monday in January, when divorce filings are at their highest in the whole year) to your advantage. Here are some ways to make holiday season SEO trends work for your blog.

Publish Seasonal Content Early and Often

Don’t wait until Black Friday to publish your blog post about the injuries and premises liability lawsuits that have resulted from Black Friday chaos. By 9:00 p.m. on Thanksgiving, your readers are already standing in line at the Black Friday Eve sales, looking for web content to help them pass the time until they reach the front of the line. The best time to publish Black Friday-related content is early November; likewise, you should start posting content about the New Year early in December. For example, you might post content about new laws related to your practice area that will go into effect at the beginning of the year. Updating your blog frequently is an important SEO strategy all year long, but especially during the holiday season.

Research Seasonal Keywords

Every post on your blog should contain the keywords that refer to what your law firm does. For example, if yours is a personal injury law firm, every post should contain the phrase “personal injury lawyer,” “personal injury lawsuit,” “car accident lawyer,” or similar somewhere in its text. It can only help your blog’s SEO rankings, though, if you also include seasonally trending keywords such as “New Year’s resolution,” “holiday stress,” “co-parenting during the holidays,” or “Black Friday” in the posts that you publish during the holiday season.

Year-End Retrospectives

No matter the practice area of your law firm, there are interesting “year in review” posts to be written about it. For example, you can review the news stories related to your practice area, such as the Top Ten Criminal Trials in [Your State] in 2019 or the Top Ten Product Liability Lawsuits of 2019. These posts will attract readers who just want something fun to read, as well as those who are in the market to hire a lawyer in your practice area. They also tend to be eminently shareable.

Contact Law Blog Writers

You are probably too busy taking your cases seriously to think about the holiday season or the Google searches related to it, but fear not. You can count on Law Blog Writers to write seasonal and evergreen blog posts to suit the interests and tastes of your target audience.