Legal content writing is a strategy that allows small and mid-size law firms (contingent, emerging, in-house, and transactional) to create a compelling online presence that attracts and keeps clients.
Many law firms are struggling to grow their businesses, and this is largely because clients aren’t finding them online. In fact, 78% of US consumers who interact with a business do so through a search engine, either directly or via a paid ad.
This means that the practice of law has become dependent upon the ability of law firms and attorneys to reach potential clients through search engine optimization (SEO) and pay-per-click advertising (PPC).
While SEO and PPC can definitely be effective in growing your business, it’s important to note that SEO requires patience and will take time to see any actual results.
In this article, I’ve highlighted some of the best legal content writing practices that can help you create an effective website that can improve your firm’s overall brand recognition.
Legal Content Writing Best Practices
Blog Consistently, At Least Once A Week
Consistency is a key element of blog marketing. Blogging is a long-term strategy. When you stop posting, you stop building your online presence and reputation.
If you want to grow an online presence, the best place to start is with your own website. Pick a topic related to your legal practice that interests you, and write about it regularly. If you’re interested in real estate law, for example, start a blog called “Real Estate Law: the Basics.”
You should post at least once a week. The more often you do this, the better. But don’t overwhelm yourself by trying to post multiple times per day or every day.
It’s important that you provide quality content to readers who visit your blog.
If they find it interesting and informative, they’ll come back for more. If not, they’re unlikely to return and will tell others about their experience with your site instead.
Here are some tips for writing engaging blog posts that will help you grow your firm:
1. Use headlines that capture attention and pique the reader’s interest in what he’s about to read
2. Write posts that provide useful information or interesting insights into legal topics
3. Share stories from your work as a lawyer
Write With Your Target Audience In Mind
Know your audience. If you want to appeal to everyone, it’ll only end up confusing readers. Most lawyers have a niche audience or work in a specific region, so they should focus their efforts accordingly.
Important thing to focus on when writing for a niche audience is your target demographic.
Your ideal client will be more likely to find your content if you’re using language they’ll understand and if you’re targeting them specifically with the problems they want to be solved.
If you don’t know who you want reading your blog posts, then it will be difficult to create relevant content that will attract their attention.
It’s essential that you do all the research necessary to figure out exactly who will read what you write; if no one is reading it, it doesn’t really matter how well-written it is.
Be Specific and Clear
Whether you’re writing blog posts, articles, or web copy, make sure your writing is clear and concise.
You need to educate your prospects on whatever legal issue they’re facing, but you also have to be specific. Don’t just say “divorce” or “bankruptcy.” List all the reasons a client needs this service and how it will help them.
It is important that you provide facts, details, and statistics when writing for your website. This helps build trust with visitors and presents you as a credible source on the topic.
It also helps reinforce your expertise on the subject so readers are more likely to want to engage in conversation with you.
Always Include Your Phone Number
One of the most important things you can do when writing content is to include your phone number. This is a simple way to encourage customers to get in touch with you and communicate with you. If they like what you’ve written, if they feel you can help them or if they just have questions, they’ll call.
The last thing clients want to do is spend their valuable time figuring out how to contact you, so make it easy for them by including your phone number (and e-mail address) prominently on every page of your website.
Phone calls are much more effective at building relationships than emails. In fact, an email has a response rate of only 5%, while a phone call has a response rate closer to 55%.
Add this to the fact that 82% of people prefer talking on the phone over email, and it makes sense why your business should have a phone number prominently displayed on the website.
Including legal content writing in your overall business strategy could be the step you need in order to compete with the digital marketing powerhouses that are out there.
Taken together, they’re a great guide to help you develop your own best practices for legal content writing.
Just remember to keep things interesting, surprising, and shareable. Legal content writing is on the rise, and it is the perfect opportunity for firms looking to get noticed online.