Most lawyers know there are benefits to blogging but remain unclear on how a blog can build their practice and generate leads.
Blogging is one of the best ways to create traffic to your website from readers interested in your practice area topics. Blogging also helps you build trust with your readers and to position your website as an authority in the legal field.
Since 77% of people read blogs, an intentional blog strategy positions your law firm as a knowledgeable source of information.
Coming up with a blog content strategy is key for getting traction with your website, but it can be a real challenge for lawyers. This list will help you discover the types of content that work best for reaching your ideal clients.
1. Posts Covering Core Topics in Your Practice Area
If you want to build long-term success through SEO on your website, start first with blog posts about popular topics related directly to your practice area. A few ideas probably come to mind, but you can use keyword research to fill out the rest of your list.
For a personal injury lawyer, this might include things topics like:
- The most common car accident injuries
- What to do after a bicycle accident
- Who is allowed to file a wrongful death claim in their state
2. Frequently Asked Questions Posts
You and the person who answers your phone have something in common: you probably address the same questions repeatedly before someone hires you for their legal issue.
People don’t just ask these questions when they first contact a lawyer. People tend to type them into Google, too. Creating content addressing FAQs sets you and your front desk up for better success by letting you address common concerns before a potential client calls you.
You can make your own list of commonly asked questions and mesh that with keyword research to develop numerous content ideas. FAQs also work well at the end of other kinds of blog posts, where you can answer them in 60-100 words.
Direct answers to FAQs might get picked up as a "People also ask" feature or featured snippet in Google results pages.
You could increase the number of links pointing to your website from Google searches just by answering simple questions. That's another chance for your law firm website to be featured as an authority on these topics and grow your own law firm SEO presence.
3. Posts Explaining Important Factors and Key Considerations
Although most cases move through a similar process, they can also be influenced by several things. In this way, each case is unique. Factor-style blogs help readers learn more about elements in their legal case that could influence their outcome.
Posts of this type are excellent for working with SEO keywords because these are usually information-rich blogs that explain things to a more general audience.
Here are some examples of what that might look like for different legal practices:
- Family law: top things a guardian ad litem looks at in custody cases
- Personal injury: how fault/comparative fault influences damages in your state
- DUI: police breathalyzer mistakes that could get evidence thrown out
- Immigration: paperwork issues that will delay your green card process
- Estates and trusts: how does a will contest impact probate?
4. Posts Breaking Down the Benefits of Your Specific Strategy or Process
Any chance you get to differentiate yourself from the competition with your blog content, take it. These are not promotional posts but, instead, cover topics or phrases of interest for your target audience and weave in how your unique value proposition is a wise choice for those wanting to take that approach.
For example, a divorce lawyer might write about "5 Signs Collaborative Divorce is Right for You.” This post could inform the reader about how collaborative divorce works. It could also position the lawyer as someone highly experienced in helping clients avoid the time, expense, and frustration of court.
An estate planning lawyer might write about "3 Estate Planning Questions to Answer Before Your First Lawyer Meeting." This blog might cover the most important questions to work through to ensure the meeting is efficient and effective.
It's also a chance for the lawyer to plant some seeds about how to come prepared. That way, clients get the most out of this meeting, too. If that estate lawyer knows that plenty of people come in confused or overwhelmed by the process, their approach with three key questions simplifies things.
Another way to discuss specific legal strategies is to write a "versus" article like "Chapter 7 vs. Chapter 13 Bankruptcy." These posts help readers understand which options may be available or best for them.
5. Mythbusting Posts
This blog post archetype does the double duty of showcasing your familiarity with your practice area and addressing common misconceptions from the public.
Mythbusting posts take a popular general belief about something and explain why it's wrong. This can be really helpful for informing your audience about something that might have stopped them from reaching out for legal help.
Here are some example myth blog post topics that work for various lawyers:
- Estate lawyer: A post that explains why everyone, not just the wealthy, needs an estate plan
- Criminal lawyer: A post discussing misconceptions about what police can ask at a DUI stop
- Injury lawyer: A post explaining why insurance companies aren't really on the victim's side
- Family lawyer: A breakdown of what can and what can't go into a prenup
6. Changes in the Law
Whether it's a potential change being considered in local, state, or federal government, or a new law that will soon be enforced, these are excellent law firm blog topics for your audience. These pieces of content prepare your audience for what to expect and explain their options.
If a pending change could disrupt your industry, too, this is good fodder for discussing what might happen if the law passes.
Here are some examples of how you might leverage legal changes on your blog:
- Criminal lawyer: bail changes that affect misdemeanor offenders
- Estate lawyer: new power of attorney rules rendering old versions ineffective
- Sex abuse lawyer: the expansion of statute of limitations for decades-old cases
- Personal injury lawyer: New trucking industry laws about driver rest periods
7. “What to Expect” Articles and Process Breakdowns
Even when someone is already convinced they need an attorney to help them, explaining what they can expect as they move through a legal case or issue is valuable.
In these blogs, you break down what it looks like behind the scenes with general insight into the route a case might take and how a lawyer helps the client through it.
Some examples include things like the following ideas:
- Bankruptcy lawyer: what paperwork must be filed to petition for Chapter 7
- Family lawyer: what a custody evaluator or guardian ad litem does and why
- Personal injury lawyer: common problems with insurance adjusters
- Immigration lawyer: What gets asked during a fiance visa interview
- Criminal lawyer: What are your options when a plea deal is offered
These blogs highlight that you're active and knowledgeable about the journey for the client. They can also reinforce why having an attorney on the client's side is valuable for a broad range of legal concerns.
8. Firm News Posts
The best law firm websites use this type of blog post sparingly. Firm news posts are less about writing SEO-rich content that helps your reader and more about adding a little variety to your blog.
Since the purpose of your blog is to demonstrate expertise, authority, and trustworthiness through high-quality content, it’s best to limit promotional posts to really important news.
Firm news can sometimes be a value-add for your readers, though.
For example, if the firm recently received a national or regional award for diversity, equity, and inclusion, it’s a good way to build trust and show your values. If you all recently attended or donated to a big local charity event, that's a chance to show how you give back to the same community you serve.
A blog about a firm attorney being inducted into a hall of fame for their commitment to access to justice through pro bono work showcases meaningful recognition from your peers. Blog posts about lawyer awards none of your clients have ever heard of can be skipped.
9. Posts Reviewing Trending Case Issues
If there's a major case catching headlines in your practice area across the country, you can tap into the current level of interest and write about your perspective. You don't necessarily need to predict what's going to happen, but instead can discuss some of the key issues at play and use them as a learning point.
For example, a post about the lengthy time Prince's estate has been tied up in probate showcases the value of estate planning and the importance of thinking about intellectual property/artistic collections.
Even though most people don't own assets of that value, no one wants their loved ones stuck in court fighting over things. That's great material for an estate planning lawyer to link to and discuss in a blog.
10. How-To Posts
You might assume that any post recommending a potential legal client take something upon themselves drives business away, but that's not the case.
When done right, how-to posts make your job as a lawyer easier.
Think of it this way: not every personal injury client needs a lawyer. By showing them when the case rises to the level of needing an attorney, you drive away cases you didn't want and illustrate the value of qualified legal representation in more complex cases you did want.
How-to posts can also help you better review a case in an initial consultation. If you tell a car accident victim what documents and information to bring to a personal injury meeting, you can do your job more effectively and quickly.
Likewise, if you tell a client what they must do and shouldn't do when talking to an insurance adjuster, you might have a stronger case when it reaches your desk.
Matching Blog Topics to Your Audience’s Needs
Great law firm blogs plan their editorial calendars by putting their readers’ needs first. Instead of selecting topics at random, a good blog focuses on strategic content ideas that address readers’ questions and concerns.
Excellent lawyer blogs cover important legal topics while highlighting the firm’s expertise and knowledge. The best topics for your blog cover common client pain points and match client search behavior.
Keyword research is an important part of understanding your client’s needs. This will help you find more than just relevant topics. You’ll find the ones that people search for frequently.
A topic that only gets a handful of searches per month may not be worth targeting. Without keyword research, you won’t know whether your topic idea is something people look for in the first place.
Knowing your target audience for your law firm blog is also key. Understanding potential clients helps you write each piece with a particular reader in mind. Writing legal content for a specific person can help you establish greater trust with your whole audience.
One last concept to consider is the content marketing funnel for lawyers. The people you write for will be at different stages of the marketing funnel. Balancing the content you publish among top, middle, and bottom of funnel content can help you nurture leads at all stages.
Boost Your Website SEO Now with New Content
If you find the prospect of creating an editorial plan and implementing it overwhelming, a law firm marketing expert can help you get the best results with planning and execution.
Rankings.io can help you create blogs that drive valuable traffic to your website and connect with your target readers.
Beyond blogging and law firm SEO, Rankings.io can also help with PPC, social media marketing, and local service ads. With a comprehensive marketing strategy built for your law firm, you'll generate leads and grow your online presence.
Contact us today for a consultation to learn more about how we can help your firm grow.
