It’s hard to imagine a better way to build your website and expand your online profile in the digital age other than by integrating a blog on your firm’s website. Blogs are so helpful in pushing your content, promoting your firm via social media and other mediums, and boosting your search engine optimization (SEO) standing that having a blog has simply become crucial for digital success.
Within the blogging sphere, great content, successful promotion, and adherence to best practices can all contribute to your blog’s overall success. Conversely, missing the mark on these may mean that your firm’s blog is unintentionally held back from gaining traction.
Once you’ve established a killer blog, what are the very best blogging topics to consider including? What aspects should you consider when developing blogging content? And finally, what are the best ways to use your blog for better firm promotion?
Here, we’ll explain more about how you can take full advantage of your blog across multiple platforms, as well as how to ensure your blog topics catch the eye and encourage viewer clicks.
Top Blogging Topics for Law Firms in 2019
While every law firm, legal website, and blog is distinct, the beautiful thing about blogging topics is that they can be molded and adapted into something different depending on your needs. Here are the top trending blogging topics for law firms this year:
1. Topics that Function as “How to” Guides
Take advantage of your blog by offering “how to” guides as a broad way to diversify your blog topics while satiating the appetite of readers who want to know more about your services. Here are some examples:
- How to Find the Right Attorney for Your Case
- How to Calculate Damages from Car Accident Cases
- How to Protect Yourself Against Workers’ Compensation Claims
- How to Understand the Statute of Limitations in Your Case
2. Topics that Answer Questions
Whether it be in the format of asking a question commonly posed within your firm’s practice areas or more of a FAQ-style read, blog posts that offer in-depth answers can be very helpful for potential clients. While your question and answer posts should be more generalized than the case-specific advice you’ll give during the consultation, providing generalized ideas for common (but still intimidating) legal questions make for great blog topics.
When answering questions, it’s also advisable to include a disclaimer stating that the post does not constitute a client-attorney relationship.
Here are a few question-answer blog topic examples:
- What Are the Signs that a Loved One is Being Abused in a Nursing Home?
- How Often Should I Contact my Attorney About my Case?
- When Can my Personal Injury Case Classify as a Products Liability Claim?
3. Topics with Lists, or “Listicles”
A great way to engage with potential clients is by offering posts that show “itemized” lists for readers to utilize. These blog posts tend to be simple topics that offer viewers quick, basic answers to various legal questions.
When using listicles, it’s important to realize that these posts tend to attract individuals who may be looking for quick answers to their legal questions, perhaps even after attempting to answer these questions on their own first. As such, when determining an agenda for your blogging topics, try to include listicles in combination with other topic formats, so that not every post becomes a quick-read listicle.
Great listicles help the reader understand the basics of the topic at hand, and then offer various ways to address the issue (ideally with the help of an attorney, of course). Here are some examples of listicle topics:
- Top 4 Things to Consider When Looking for Legal Representation
- Top 6 Questions to Ask in Every Initial Legal Consultation
- 5 Steps Every Defendant Should Take in a DUI Case
4. Topics that Announce
Though blogging topics that “announce” firm news, the latest legislation affecting your practice areas, or important case victories won by your firm may be fewer and further between than other blog topics, it’s still important to occasionally work them into your blog topic rotation. Not only do these play a role in keeping your content fresh and engaging, but they also show that your firm is a group of professionals that are constantly working for the betterment of your clients and community.
Here are examples of announcement topics:
- Ohio Law Firm Voted Number One in Midwest
- How HB2367 Could Affect Your Workers’ Compensation Case
- One Million Dollar Settlement is the Largest in Firm’s History: Read More
How to Design the Best Blogging Content for Your Firm
Once your firm begins to utilize these top blogging topics, you can also employ several different techniques to improve your content. Here are our top recommendations for improving your blog’s titles and content:
Write with Relevance in Mind
Above everything else, your blog’s content must be relevant to readers. At bare minimum, your content must always be helpful and informative to readers. If you fill your blog with irrelevant (or worse, deceptively irrelevant) posts, your blog will fail to advance your marketing and may even aggravate viewers.
Think Outside the Box
Though your content should always be relevant to your target audience and the legal questions they’re asking, it’s also a good idea to think outside the box in terms of the questions you ask, the format you use, and the way you design the content on your blog. Whether it’s topics like, “6 things to ask yourself before pursuing a personal injury lawsuit” or “100 qualities to look for in an attorney,” keep it interesting, relevant, and creative.
Get More Creative with Titles
Because titles are usually the first piece of content that viewers see, viewers also use them to gauge whether it’s worth a click or not. Therefore, titles should convey the theme of your content, and also ask interesting and helpful questions without being too elusive or jargon-filled. Then, when viewers decide that clicking on your content is worth their time, they’ll know exactly what to expect.
Remember Who is Reading
Keeping your intended audience in mind will have a big impact on your blog’s content. If you’re targeting young adults, the content and style will be different than that which caters to older adults. Remember to focus on the client community that’s most critical to your firm’s work, keep vocabulary in layman’s terms as often as possible, and engage readers by asking and answering helpful questions.
Use Keywords – But not too Often!
When too many designated keywords are used within titles and content, the content is said to be “keyword-stuffed.” While using specific keywords can be beneficial for tagging your content so that readers can find what they want, there’s a limit to how helpful keywords are. When the content starts to lose meaning or sound inauthentic, the blog has become victim to keyword-stuffing.
Keep it Evergreen
As you’re creating content with relevance, creativity, and engagement in mind, be sure that the content you’re releasing can remain relevant for a while, or could be subjected to updates as needed (for example, as relevant legislation changes). An exception to evergreen content would be special firm announcements or client testimonials.
How Should Your Blog be Used?
Once you understand how to design the best blogging topics and develop quality content, it’s important to take full promotional advantage of your blog. Here are three great ways to ensure your blog is promoting your firm, sharing your attorneys’ ideas, and generating click conversions, as it’s intended to do:
1. Prominently Featured on Your Website
It may seem intuitive, but it’s important that your firm’s blog be available on your website and not in a separate location. Consider making your blog its own subpage, with navigational tabs available that will lead viewers to the desired content straightaway.
Once your blog is part of the website’s navigational map, be sure that you feature your blog on your website’s homepage, “about us” page, “contact us” page, and more. It’s important that your firm take full advantage of internal linking, so that potential clients never struggle to find your firm’s information through your blog.
2. Available and Promoted on Your Social Media Profiles
Once your content has been created, perfected, and published on your firm’s blog, don’t forget to promote it across all of your social media profiles (which will likely include Facebook, Twitter, Google+, LinkedIn, and more).
Beyond just sharing links to your latest blog posts, it’s also important that your social media profiles always include your website information and further details to contact you. This information should always be accurate and displayed prominently.
3. Included in Your Firm’s Email Campaigns
If your firm has chosen to adopt email campaigns in its marketing plan (which we encourage doing), be sure to include mentions, links, blurbs, and pictures of any blog posts released by your firm. Clients who have taken the time to subscribe to your email campaigns obviously care about your firm’s work and are interested in staying up-to-date on its developments. What better way to do this than by including your blog updates within your weekly or monthly email campaigns?
Are You Ready to Improve Your Firm’s Blog?
Whether you’re not sure which topics to post about, how to make the most of your blog’s post updates, or what exactly your blog could be missing, contact us today with all your blogging questions.
At Black Fin, we’ve worked with many different clients to build the exact blog they need for their firm’s marketing success – and, we can do the same for you. We assist with content creation, SEO, web development, social media resources, and more. Contact us now to get started.