Adding a blog to your law firm’s website and regularly adding new posts to it is not the newest or fanciest content marketing strategy, but it is one of the most reliable ways to ensure that your law firm’s website remains on the first page of Google search results. It is also an effective way to attract new clients to your law firm. This might seem counterintuitive, since people increasingly look for information in videos; in the age of YouTube and Tik Tok, you might be skeptical that anyone still has the attention span to read blogs. The beauty of a well-written blog post is that it simultaneously meets the needs of three categories of audience members, namely the researchers who read every word, the bar hoppers and distracted drivers in search of a quick answer, and Google’s bots. In other words, you do not need to write three times as much legal blog content to make your blog serve all of these purposes.
Know Your Audiences
All writers should write for a specific audience, but writers of legal blog content should keep three audiences in mind. These are the three audiences of a law firm blog post, along with what they are looking for when they access your blog post:
· Information Seekers – They want to know the details about some aspect of your practice area. They are not trying to make a quick decision, but if your post is successful, they will read more content on your site, or even contact you. They need you because they are trying to accomplish a task related to your practice area (such as filing an insurance claim or applying for summary administration of an estate). If their situation turns out to be so complex that they need a lawyer, they will contact you.
· Multitaskers – They access your site while they are in the middle of something else. They have a quick question while they are in the middle of work or a social conversation, and your blog post can answer it. Unlike information seekers, multitaskers do not read the entire blog post; they can find the answer by reading a Google rich snippet or scanning the subheadings of your post. An example of a multitasker is a freelance writer who needs to submit a 200-page romance novel by Friday night and needs to know whether New Jersey law calls drunk driving DUI or DWI.
· Search Engine Bots – They read your entire post in a fraction of a second. They decide that the post is relevant based on the presence of keywords that relate to the search query. They also determine that your post is credible based on its freedom from grammatical and spelling errors.
Choose Content Writers Who Can Write for Multiple Audiences
The professional legal content writers at Law Blog Writers can write blog posts that are easy for search engine bots and multitaskers to understand at a glance, but interesting and informative enough that information seekers will want to read them multiple times or share them.