How to End Your Law Firm Blog Posts in a Way That Keeps Readers Coming Back for More
“Thank you for visiting the Bloggins Law Firm Blog. This is Branwell Bloggins signing off.” No, it’s a blog, not a radio show. “Remember to subscribe and like our law firm.” No, you’re a lawyer, not a YouTube celebrity. “If you’re having legal trouble, call Branwell Bloggins on the double.” Again, blog posts are not radio jingles. “The end.” No, definitely not. “Love always, Branwell.” Too touchy feely. Perhaps writing the perfect ending to a post on your law firm’s blog is more difficult than it looks. Fortunately, you don’t have to do it. Blog posts that end as strongly as they begin are just one of the reasons that it pays to get professionally written legal blog content for your law firm’s website.
Why Effective Blog Post Endings Are Important
First, the good news is that if your law firm’s website even has a blog, you are already doing something right. Blog posts do not have to be perfect to increase your website’s SEO rankings or provide useful information to prospective clients at all stages of the customer value journey. If your blog posts are readable enough that people do not simply click away after glancing at the impenetrable wall of text laden with jargon and typos, even better; time on page is an increasingly important SEO criterion. People who read all the way to the end of a blog post on your website are one click away from becoming leads. What you do and don’t say at the end of the post can determine whether they contact you or whether they take the information they learned from your blog and apply it to their decision to hire one of your competitors.
Does Every Blog Post Need to End With a Call to Action?
The worst way to end a blog post is just to trail off without giving the reader a quick way to contact you and continue the conversation. (Remember, reading blog posts is an interactive activity; every time a reader scrolls down to read the next paragraph, they are making the decision to continue engaging with your site.) Yes, they can probably find your email address and phone number if they scroll all the way to the bottom of the page, but then they will have to take the initiative to call or email you, and frankly, no one on the Internet has that kind of attention span.
The best way to end the post is with a link to a contact form. You can do this with a direct call to action. It doesn’t need to be a splashy sales pitch; it can be as simple as “Contact the Bloggins Law Firm to find out more about Alabama workers’ compensation laws.” If even that is too meretricious for your tastes, you can simply add a hyperlink to a keyword such as “Alabama workers’ compensation lawyer” in your last sentence, so that readers can follow the link to your contact form. The last paragraph can just be a summary of the post, as if you were writing a blue book exam in college.
If You Hate Self-Promotion, Leave the CTAs to Law Blog Writers
Your law firm deserves professionally written blog content with effective calls to action. Choose the legal content writers at Law Blog Writers to hit just the right note to resonate with your audience.