Simple Ingredients for a Good Legal Blog Post


You’re a busy attorney. So why should you write a blog? There are more reasons than you think.

A blog can bring traffic — notably, potential clients — to your website. A blog can also establish you as an expert. It could help make you a go-to person on a legal topic for journalists, which can promote you and your practice to a large audience. And writing blog posts can be a satisfying way to express yourself and to share your hard-earned knowledge in a way that your busy practice often doesn’t allow.

But not all blog posts are created equal. A bad post can drive your potential clients away. Good posts attract them. Here are the key ingredients to getting there:

  1. Your Practice Area(s). Focus on your expertise, not on other aspects of the law that don’t relate to your specialty. Blogging is inexpensive marketing, but you don’t want to waste your time writing about subjects that don’t matter to your potential clients.
  2. A News Hook. Put your reporter hat on. You shouldn’t write about, say, your take on oil spill law if a spill hasn’t happened recently, or at least garnered enough attention to be common knowledge among the general public. Picking a topic that is in local or national discussions will give your post more relevance.
  3. Your Point of View. Don’t simply regurgitate facts. Flex your legal muscle and give your opinions. After all, visitors are looking to see how you are different from the competition. Just make sure the opinions are reasonably argued. Simply ranting could alienate people.
  4. Brevity. No need to take up too much of your time writing a long post. Many readers will leave your website if the post looks long — they want information fast. A good rule of thumb on length: no more than 500 words.
  5. A Dash of Informality. You’re not writing a legal brief or even the practice area pages of your website. A blog is meant to speak conversationally to its readers. Treat each post as a communication with a client where you use helpful analogies and even a little humor.
  6. Simple Terms. Whom are you trying to reach? Most likely, not other attorneys. So avoid jargon and legalese. Don’t dumb it down, but be down to earth.
  7. A List. People are attracted to lists. A list makes the information you present more digestible for readers and can lead to an enticing headline. It also makes writing your post a little easier.

Sounds like a lot to keep in mind all at once, doesn’t it? Don’t let that discourage you. Just like crafting a legal argument, good blogging does take practice. But the more you post, the better you’ll get — especially if you enjoy writing and sharing what you know. And the more you post, the more likely you’ll be able to get people to visit your website. And that includes future clients.

If you would like to learn more about how FindLaw can help with blogging solutions, please contact us for a free consultation.

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