Finding your voice online is one of the most essential parts of successful blog writing. The process starts with realizing and accepting that the point of writing a blog isn't to generate a client base. Building a following online has to be about more than "working the base."
This article will tell you everything you need to know about how to word a legal blog.
From Slog to Blog: How to Survive the Initial Dry Spell
The first rule of blog writing is you have to enjoy writing. It sounds almost too basic to be difficult, but don't be fooled by appearances. There’s a reason this process has to come from enjoyment.
Enjoyment may be the only result you see for a while. Developers and marketers can paint a picture filled with traffic, leads, and clients on retainer, but forget to tell you about how long it takes for blogs to build traction online.
So, how long does it take? On average, you'll spend the first 18 months simply generating content and finding a style that resonates with followers. The thing is, even when you have followers who subscribe to your blog, it's still not about gaining clients. The focus of the legal blog is actually two-fold:
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Build a reputation for exemplary legal services and unique, original content
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Facilitate a thriving referral network
Clients don't usually spawn from website-direct contact. They are referred to your reputable, top-rated site through a search or an outside referral.
Making it Legal: How to Create an Easily Accessible Blog
It's easy to get distracted by the tendency to focus on things like: search results, keywords, algorithm compliance, and SEO components. Those things do matter, but they are the technical pieces of the writing process. If you focus too much of your efforts in these areas, you will sacrifice the accessibility and appeal of your content.
People respond to information that:
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Solves a problem
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Teaches them how to do something
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Tells a unique story
The information needs to be presented in a casual tone that is easy to read. Blogs are usually written at a fifth to eighth grade reading level so that the majority of internet users can understand them. Avoid "fancy" language, technical terms, and legal jargon. Focus on what users search for most, like using the word "lawyer" instead of "attorney."
You can always get help from an inbound marketing agency to handle the technical pieces. They can teach you how to look for and customized keywords that produce ranking results and help you improve the content you offer.
Serve your readership first. That way, you not only gain a universal voice online, you gain a reputation in the industry as well.
Blogging is only one of the steps to successful internet marketing. Download our free internet marketing for law firms eBook to learn more about how to market your practice online.
