My recent research looking at local law firms (Nottingham, UK), showed to my delight, that many of them are already blogging. Great news! These firms are ahead in the game of getting more traffic to their websites and making their websites pay for themselves by generating leads.
What can Law Firms that are already blogging do to improve their return on blogging? Are they really making the most of their blog posts?
Here are some blogging tips, especially for lawyers, to get the most out of your company blog.
Are your headlines inviting?
If you’re blogging as a law firm, there’s a fair chance that you are writing for potential clients. Your audience are not legally trained professionals, but the general public. It’s important to keep this in mind when you are crafting your headlines. What would a regular person be interested in? What would keep them reading on?
On average, only 20% of people read on after reading a headline. This is a frightening statistic and the only way to beat these odds is by crafting really inviting headlines.
Avoid jargon at all costs. Sometimes you’ll have to use legal terms of course – make sure that when you do, you explain what they mean. It is a good idea to do this at least once per article you use them in. Just because you explained it a week ago, doesn’t mean that the person reading this week’s article will know what you’re talking about. There’s a fair chance that they didn’t read last week’s post so they may be baffled by “legalese”. Don’t worry about repeating yourself. Do worry about being clear and approachable.
Have a strong Call to Action
Give people something to do when they have finished reading your article. And make it stand out. If you want people to contact you, give them an email address (that is linked) and a phone number right there and then. Don’t let them hunt around the page, or even worse, around the whole website for your contact details. Make it easy for people to get in touch.
If you’re asking them to share your article on social media, make sure you have easy to use social sharing buttons installed. Talk to your web designers if you’re not sure how to install these. If people have to copy/paste your website to share your blog post, they might not bother.
Over to you
By implementing these tips, you will ensure that you come across as a human writing for humans. You don’t want your potential clients to feel that you’re unapproachable and don’t speak their language. You want to make it easy and inviting for them to get in touch.