You started a blog for your law firm website, but it probably lacks spark. You must have employed all the basic online marketing strategies, but it’s not bringing in leads. Maybe your blog is a standalone, which is why it’s not getting many views. Another possibility is that you haven’t visited your blog in a long time and wish to rejuvenate it or bring life to it like never before. The issue is not your SEO practices; it’s how you are communicating the information to potential clients or subscribers.
1. Stop Using Lawyer Jargon
It is important to know your readers before you start publishing online. As a representative of a law firm or autonomous legal blogger, you must realize that professional attorneys are not the target audience. A person who studied at a law school for four or more years is not going to seek help from some blog if he/she needs to learn something. You are writing for the average citizen who knows nothing about the legal industry and needs some informal guidelines over a subject, such as ‘How to obtain Worker’s Compensation benefits’. Your hefty vocabulary and immaculate prose is not going to impress anyone. A potential client or subscriber will prefer easy English as opposed to official sounding gibberish.
2. Add Diversity
If the same person wrote all the articles featured in your blog, chances are that they display an identical writing style or tone of speech. As a result, your blogs will lack spontaneity and the content becomes predictable. The sole writer may unintentionally exercise repetitiveness and make a new blog sound all too familiar. You don’t necessarily have to employ multiple paid bloggers, but you can allow guest posts on your sites. Many newbies and startups are willing to provide free content in exchange for a backlink or mention on your page. A variety of writers will spice things up and add distinctive perspectives to your platform.
3. Work on the Titles, Headings and Length
A title can make or break your blog. If the title isn’t intriguing or convincing, no one is going beyond it. The title must include your keywords, strike as interesting, and not exceed ten words. Using fancy terms will not work in your favor as no one is typing those in the search engine bar. As far as the article body is concerned, it should be divided under subheadings rather than imitating one run-on essay. It makes your literature look organized and convenient as readers can skip to a specific segment. The standard blog length is between 500 and 2500 words; anything less will seem insignificant and anything longer might seem superfluous. It is smart to be straightforward and precise, yet comprehensive.
4. Show some Personality
No offense, but legal blogs tend to be rather dull and boring. Adding some fun and color to your blog will surely make it stand out and encourage readers to return. When you are writing, try to express the non-occupational side of you. Whether you are an Elder Law Attorney or some other type of lawyer, you must reveal a side that reflects more than your job. Show your true colors, so readers see you as a real person rather than a mechanical legal representative. Your audience must be able to relate to you and consider you as someone they would like to talk with.
5. Keep up with Competition
Observe blogs of the more successful competitors in the market. You must be well acquainted with latest developments in your industry and that should reflect in your posts. Understand what is working for other law firms like you and try to incorporate those elements in your content. Indulge in trending topics and stay one step ahead to attract potential clients and subscribers.