Write A Killer Blog Post To Boost Law Firm Marketing Results

Ben Thomson* As a lawyer, you are an expert at presenting your case in front of a judge or jury. But when it comes to writing a blog post, it can be challenging to find the right words to convey your message effectively. Yet a great blog post is a killer way to help achieve top content marketing success online. But – here’s the big caveat – Google is changing the way you can search using AI. And that will affect how you should write your blog posts.

I will explain more below, but first, let’s just understand that in the ever-evolving world of legal content marketing an engaging and must-read post will not only showcases your expertise but also speaks directly to your target audience.

So what do you need to do to create that sort of post? The legal blog post that will elevate your online profile and get the email response from new clients?

First, let’s understand why this sort of writing is so important.

Why Writing a Great Blog Post is Important for Lawyers: Understanding SEO and Legal Marketing

Writing a Great Blog Post is crucial for lawyers who want to establish their online presence and attract potential clients. With the rise of digital marketing, search engine optimization (SEO) has become a key factor in driving traffic to your website. By incorporating relevant keywords and providing valuable content, you can improve your website’s ranking on search engines and increase your visibility among potential clients.

But later this year Google’s search engine will change. It will mean you can search a lengthy, highly detailed search query that would previously have required numerous searches to narrow down what you are looking for.

Soon you will be able to put in your whole question – and then get an answer. The new ‘follow’ up’ feature on Google will probably see people searching more, rather than less. And this provides an opportunity for any blogger, including law blogs. We will have more content about these changes coming shortly.

And your blog post writing will need to change to assimilate those Google changes.

Understand that a well-written blog post can showcase your expertise and knowledge in your field, establishing you as a thought leader in the legal industry. It can also help you connect with your target audience by addressing their pain points and providing solutions to their legal problems.

But you will need to keep in mind the new way of writing compelling blog posts to boost your law marketing efforts.

In summary, writing great blog posts is an essential component of legal marketing. By understanding SEO and identifying your target audience, you can create compelling content that resonates with potential clients and establishes you as an authority in your field.

Identifying Your Target Audience and their Intent: Tips for Crafting Content that Resonates with Law Clients

To write a great blog post for lawyers, it’s important to identify your target audience. Knowing your audience will help you craft content that resonates with them and addresses their specific needs and concerns. Consider the types of clients you want to attract and the legal issues they may be facing. Use language that is accessible to them, avoiding legal jargon that may confuse or alienate readers.

Google Changes Will Affect Lawyer Marketing

The new Google search that is coming will provide more conversational, natural search queries that are far more like anyone in normal day to day life asking a question. Google will therefore – (once again, by using the power of AI) to ascertain the intent of what is being sought by the searcher.

The new Google search function will ensure that the most relevant content will be the winner on the day. Relevance will be one of the most important ranking factors, we believe, when the new search function rolls out.

Another key aspect of identifying your target audience is understanding their online behavior. Researching your audience’s online habits can help you determine which social media platforms they use, what types of content they engage with, and how they prefer to consume information. This information can guide your content strategy and help you reach your ideal clients more effectively.

By taking the time to understand your target audience, you can create blog posts that speak directly to their needs and interests. This will not only help attract new clients but also position you as a thought leader in your field.

Researching Topics: How to Source Relevant and Compelling Information for Your Posts

When it comes to researching topics for your blog post, relevance and comprehensiveness are key. Ensure that the topic you choose is relevant to your audience and ties in with your practice areas. Use keyword research tools such as SEMrush or Google Trends to identify high-traffic topics related to legal issues. Additionally, conduct thorough research by reviewing reputable sources such as case law or academic articles.

You can also leverage social media platforms like Twitter and LinkedIn for insights into trending legal news and discussions among legal professionals. Remember to keep a record of your sources for citation purposes later on in your post.

By putting effort into this stage of writing, you create a well-informed foundation for crafting an engaging blog post that will resonate with readers seeking expert advice from lawyers like you.

Outlining Your Post: Tricks for Structuring Your Writing and Organizing Ideas

Google Changes Will Affect Lawyer Marketing

When it comes to outlining your blog post, organization is key. Start by identifying the main points you want to cover and breaking them down into subtopics.

What is going to happen with the ‘new Google’ is that there will be what they call ‘snapshots’ of AI-generated information relating to the question that is being posed by the searcher. These will be featured to the side of the posts and can be expanded to provide additional information – also generated from AI content.

There will also be the ability to ask follow-up questions after the first – thus providing a conversational-style menu of items that are more directly focused on what the user is seeking to find out.

This will help you stay focused and ensure that your post flows logically. Use bullet points or numbered lists to make your content more scannable and easier to read. Clarity is also important – make sure each point is clearly explained and supports your overall message.

Don’t be afraid to rearrange or delete sections if they don’t fit with the rest of your post. Just make sure it is on point, interesting and informative.

Finally, consider adding a brief introduction and conclusion to tie everything together and provide context for your readers. By taking the time to outline your post, you’ll save yourself time in the long run and create a more effective piece of content.

Creating Effective Headlines: Attracting Clicks with Attention-grabbing Titles

Google Changes Will Affect Lawyer Marketing

Your headline is the first thing that potential readers will see, so it’s important to make it count. The power of the headline can never be under-estimated and a great headline can be the difference between a killer post and a bog-standard, lost-in-the-crowd headline that won’t help you get the rankings you seek.

Using power words and emotional triggers can help your headline stand out and grab attention. Consider using numbers, questions, or intriguing statements to pique curiosity. However, be careful not to mislead readers with clickbait headlines that don’t deliver on their promises.

Another key element of a great headline is relevance for the reasons outline already. Make sure your headline accurately reflects the content of your post and includes relevant keywords that will help it rank higher in search engine results. Don’t be afraid to experiment with different headlines and test which ones perform best with your audience.

Take the time to craft a compelling title that accurately represents your content and draws readers in.

Body Copy Dos and Don’ts: Practical Strategies for Engaging Readers and Conveying Your Message

Google Changes Will Affect Lawyer Marketing

Engaging readers is key to a successful blog post. Start with a strong introduction that hooks the reader and clearly states the purpose of the post. Use subheadings to break up long paragraphs and make the content easier to scan. Incorporate relevant examples and anecdotes to illustrate your points and keep readers interested.

Use active voice and avoid legal jargon whenever possible to make your writing more accessible. Keep sentences short and simple, but vary sentence length for rhythm and flow.

Use bullet points or numbered lists to highlight important information. Finally, end with a clear call-to-action that encourages readers to engage with your firm or share the post on social media. By following these tips, you can create blog posts that are both informative and engaging for your target audience.

Including Images, Graphics, and Videos in your Posts : Maximizing the Visual Impact of your Words

Google Changes Will Affect Lawyer Marketing

Including images, graphics, and videos in your blog posts can significantly enhance the visual appeal of your content. Not only do they break up long blocks of text, but they also help convey complex information in a more digestible format. When selecting visuals for your post, ensure that they are relevant to the topic and add value to the reader’s understanding.

Infographics are a great way to present data or statistics in an engaging manner. Videos can be used to demonstrate legal procedures or provide expert insights on a topic. High-quality images can also be used to add context or evoke emotions related to the subject matter.

Remember to optimize your visuals for web use by compressing large files and adding alt tags for accessibility and SEO purposes. By incorporating multimedia elements into your blog posts, you can elevate your content and increase engagement with your audience.

Editing 101 : Polishing your Prose into Professional Perfection

Editing 101: Polishing your Prose into Professional Perfection

Once you’ve written your blog post, it’s time to edit. Editing is crucial to ensure that your writing is clear, concise, and error-free. Start by reading through your post and making note of any areas that need improvement. Look for grammar and spelling errors, awkward phrasing, and unclear sentences.

Next, focus on improving the flow of your writing. Transitions between paragraphs should be smooth and logical. Use subheadings to break up long blocks of text and make it easier for readers to scan your post.

Finally, consider the tone of your writing. Your tone should be professional but also engaging and conversational. Avoid using jargon or overly technical language that may confuse readers.

Remember that editing is an ongoing process. Don’t be afraid to make multiple passes through your post until you’re satisfied with the final product. And always have someone else read over your work before publishing to catch any errors you may have missed.

Writing Style Considerations : Adapting Tone, Format, Voice Based on Topic or Client Need

When crafting a blog post for lawyers, it’s essential to adopt the right writing style. Your tone should be authoritative, informative and professional – your clients are looking to you as an expert in your field, so make sure they feel confident in your knowledge and experience.

The format of your post may also vary depending on its purpose; are you aiming to educate or inform? Do you want to persuade or encourage discussion? Finally, consider the voice that would be most appropriate for your audience. Should you write in first person, second person or third person point of view?

Another key consideration is consistency. Ensure that all writers working on behalf of the firm adopt similar language trends and styles – this will help create a recognizable brand identity across multiple posts over time.

Ultimately, understanding how best to communicate with and appeal to your target audience is crucial when creating content that resonates with them.

Best Practices in Posting Frequency , Distribution Channels,and Measuring Success – Making Sure You Get Maximum Exposure

Posting frequency is an important factor to consider when creating a blog. It’s important to establish a consistent schedule that works for you and your audience. Whether it’s once a week or once a month, make sure you stick to it. Distribution channels are also key. Share your posts on social media, email newsletters, and other relevant platforms to reach a wider audience.

Finally, measuring success is crucial in determining the effectiveness of your blog. Use analytics tools to track page views, engagement, and other metrics. This will help you understand what type of content resonates with your audience and adjust your strategy accordingly. Remember, blogging is an ongoing process that requires patience and persistence.

By following these best practices, you can create a successful blog that establishes you as an authority in your field and attracts new clients to your practice.

In conclusion, writing a great blog post is an essential aspect of legal marketing and SEO for lawyers. By understanding your target audience, researching relevant topics, structuring your ideas well, creating effective headlines and engaging with readers through practical language and visual aids you can be assured that your message will resonate well with clients.

Remember to polish your work by editing it meticulously before publishing it on various platforms including distribution channels like social media or email campaigns to maximize exposure while measuring success regularly. With these tips and tricks at hand, any lawyer can write killer blog posts that boost their online presence and ultimately attract more business!


Who should write great blog posts for lawyers?

Anyone who wants to attract legal clients.

What makes a great blog post for lawyers?

Useful information, clear language, and engaging tone. And the new Google search requirements will also likely see specific, niche topics gain higher prominence as the engine develops its ‘conversation’ with searchers. So be specific.

How do I come up with blog post ideas for lawyers?

Use client questions, industry news, and personal experiences.

Who has time to write blog posts for lawyers?

Anyone who wants to build their legal brand and reputation.

What if I’m not a great writer for lawyer blog posts?

Practice makes perfect, or hire a professional writer. There are plenty of freelancers about and so long as you take care with the legal accuracy of the content (if it is legal content) then you should use them.

How long should a blog post be for lawyers?

Aim for 500-1000 words to balance SEO and readability. Remember though to keep the ‘R’ word – relevance – top of mind.

Google Changes Will Affect Lawyer Marketing

*Ben Thomson has written extensively about law firm business and marketing, including for LawFuel and may be contacted at [email protected].

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