[author:  Noreen Fishman]

All marketing is basically getting the right message to the right people at the right time. Blogging for lawyers is no different. Even the best blogging strategy won’t get the results you hope for if the right people aren’t engaging with your content. Here are 15 tips from our research experts to help law firms ensure their blogs reach the right audience.

Blogs for Lawyers

1. Create an ideal customer profile

The key to creating content for the right audience is understanding who your audience is and what their attributes and pain points are. Start by creating an ideal customer profile. This is a persona that is a representation of your target audience based on research, data, and feedback. Then shape your content around their pain points. You can start creating one with this free guide.

2. Attract the reader

One of the most important parts of your blog is the impression you make when a reader first sees it in search results. Things like a title, meta description, URL, headings, and introduction are of the utmost importance if you want to get a click and hopefully a full read. In fact, most readers skim posts in 15 seconds or less. So, the impression you give with a captivating title, meta description, introductory paragraph, and headings will be key in enticing users to stick around.

3. Focus on mobile friendliness

We have now officially reached the point where over 50% of search traffic comes from devices. People now do most digital tasks on their phones, and those who read blogs from a device expect a mobile-friendly experience. In fact, being mobile-friendly is a ranking factor. Your blog should provide a great experience for both desktop and mobile readers — not one at the expense of the other.

blog for lawyers

4. Monitor page speed times

Readers have a very short attention span, and if your page doesn’t load instantly, they’re likely to bounce. It’s pretty easy for them to move on to the next item in the search results, and they’re conditioned to do so. It is essential to ensure that the visual elements of your page do not slow down your loading time. Remove anything unnecessary from the page, such as overused plugins or oversized images. And keep this in mind: Google knows if your page is slow because it can see if people leave right away. This means that loading time is actually important in order to be visible in the SERPs and to be found.

5. Focus on content quality rather than word count

With the sophistication of SEO tools today, it’s easier to see the “target word count” to get better rankings. However, don’t make the mistake of giving so much credit to length that you add fluff. Your most successful blogs will be those that provide valuable information and answer real questions. Focus on that, and chances are your blog will have more words as you develop key concepts. If you find your blogs are shorter, try using a cluster method, where you create several concise posts and link to them from one main page. This makes it easy for readers to switch to other blogs without leaving your site.

6. Get quality backlinks

You might be surprised how important it is to search engines that sites link to yours. Having high-quality sites linking to yours is a serious ranking signal that can help you in search results. That’s why promoting, networking, and distributing your blog are just as important as creating it. Develop a linking strategy so that established sites can “guarantee” for you with their links.

7. Create a Domain Authority

This is another aspect of “trust” that search engines will monitor in order to provide the best experience for readers. They want to deliver search-relevant results and provide the most relevant information. The search engine recognizes your area of ​​expertise based on the relevance of keywords to URLs in your domain.

8. Identify search intent (and target related keywords)

Good keyword research is the basis of blogging for lawyers, and that probably won’t change. At the same time, it is essential to consider searcher intent when planning content. Search engines have become more sophisticated and they provide results based on the question the searcher is actually asking. You need to put yourself in the shoes of your blog readers and then target keywords that apply to what they Actually hope to find. Start by asking yourself, “What does my audience want to know?” What questions do they ask? Which keywords generate the most volume on my site? » Do some research from there.

9. Optimize all content

Before you create new content, think about how you’re going to optimize for SEO and conversions. If you already have a stable of content, think about ways to improve it. For every post you create, follow an SEO checklist for tactics like implementing target keywords in your title and metadata. Think about what drives people to click through and keep reading. If you have older content, consider how it can be updated to be more relevant.

10. Focus on your blog as a whole

Don’t create posts in a silo, consider each one as part of a larger SEO strategy. What is the purpose of your blog? Do you just want to share thought leadership to gain trust? Or are you trying to generate more web traffic or inquiries? Whatever you’re trying to do with your blog, it should reflect your overall content goals and align with your larger business goals.

11. Try a pillar and cluster method

We mentioned it a little above, but this form of content marketing can generate a lot of success. A pillar page is a sort of repository for individual landing pages or hub pages that comprehensively cover a specific topic. The “cluster” around the pillar page is made up of blogs, guides, and other support sources that serve to educate the reader. Many companies have taken the approach of focusing pillar content on the key areas their business supports, and then creating several different blog posts that answer questions related to that topic. For example, you might have a pillar page titled “Personal Injury”, linking to related blogs such as “Common Personal Injury Cases”, “Personal Injury vs. Body Injury”, “Questions to Ask Your Personal Injury Attorney”, and “Filing a claim for bodily injury.

12. Write for readers (not lawyers)

Hope you have researched your website and blog visitors and understand who is reading your content. Chances are these are people with genuine legal challenges and not other lawyers. This means that when explaining something on your blog, whether it’s a change in legislation, an important case or breaking legal news, you should avoid legalese and make it relevant. . Write so your readers can better understand the issue itself, as well as how it relates to their life, business, or legal situation.

13. Make the next steps easier

How can you capture the right audience without a strategy for next steps after reading your blog? Make sure each blog has an easy-to-follow CTA that leads to the next steps, so your audience can easily take the next step in the sales journey if they want.

blog for lawyers

14. Stay up to date

A big part of reading your blog is its relevance. There are many topics that are permanent (something that is not urgent and will always be relevant), but there are also many topics that will be more relevant depending on the news cycle or time period of the news. year. Thus, sometimes it will be better to discuss certain topics during certain seasons. Also, you should use a content aggregator to stay up to date with the news and create blogs around all hot topics.

15. Get help when needed

Blogs remain an elusive topic for many lawyers, and they often don’t know where to start. Fortunately, there are plenty of free resources to help attorneys and legal marketers create successful blogging strategies that will attract leads and help build brand awareness. Reading this blog and others on our page is a great place to start, but don’t be afraid to learn more with an online course like this one: Blogging for Lawyers.


Getting your blog in front of the right eyes really comes down to search, visibility, and the ability to capture attention. Without being found in search, you won’t be visible and you won’t have a chance to capture anyone’s attention. The most crucial thing about search is keeping search intent in mind. When it comes to blogging for lawyers, think about what information your reader is actually trying to get, then answer that specific question. There’s definitely a science to this, so if you need help, talk to our research experts.