Law firms seeking to improve legal marketing
A legal blog has a ton of value for law firms looking to improve their legal marketing and attract new clients to their website. Prospective clients often research legal topics to familiarize themselves with before consulting a lawyer, and if a law firm can provide this information, it puts it at the forefront of the client’s mind when they are ready to start their case. .
Law firms should keep in mind, however, that a potential client is not seeking legal information to handle a complex matter on their own. Instead, they seek clarity, expectations for their case, and help in identifying the right legal team to bring to their side.
The right legal blog topics are critical to the success of a law firm’s legal marketing tactic. Here are some ways law firms can come up with brilliant law firm blog topics with helpful content to attract clients and establish thought leadership in the industry.
Use recent news reports
The newspaper, news websites or other legal blogs provide inspiration for topical, relevant and newsworthy topics. Law firms can scour headlines and identify potential content ideas based on current trends, even if they are not directly related to the legal industry. Perhaps a news story raises questions about the law related to a broad topic that will be useful to potential clients.
Try to do interviews
Besides written content, podcasts and videos are popular with online audiences. One of the best topics for a podcast or video is an interview, and law firms can capitalize on this with live interviews with local judges, other attorneys, or clients who have had favorable results. This not only provides valuable information to the viewer, but can also be useful for law firm networking and industry relationship building.
Use your legal blog as an FAQ
In any area of legal practice, clients often have the same questions regarding their general cases. Details may vary, but a quick keyword search reveals general questions like “what to look for in a lawyer?” and “what is the deadline for my legal case?”
Law firms can use these questions to their advantage. In addition to having a dedicated practice area and frequently asked questions page on the law firm’s website, the law firm’s blog topics can track the most frequently asked questions from clients. Law firms may consult with other lawyers, paralegals, and law firm staff to determine the most helpful questions to answer.
Incorporate educational legal blog topics
Similar to frequently asked questions, law firms may find that potential clients have many of the same questions and concerns about their case and experience. Law firms can provide valuable educational legal blog topics to address these questions and concerns and give potential clients some peace of mind.
Here are some ideas for law firms to provide educational content:
Case Studies: This content is ideal for covering general legal topics and their application to specific cases. Typically, case studies are more in-depth than a general blog and cover most of the details and conditions of a case, allowing readers to understand how a case might unfold. Case studies are particularly useful when they relate to landmark decisions or precedents.
Success Stories: If a law firm has had an exciting win or result recently, it’s worth posting a success story to show potential clients that the successes of the law firm’s clients matter to them. Even if the outcome of the case was not ideal, an inspirational story can serve the same purpose.
Q&A sessions: Q&A sessions can be longer blogs that cover frequently asked questions with in-depth answers and examples, or hypotheticals that illustrate a case more fully. With podcasts or videos, these Q&A sessions can be streamed live to answer questions as they arise.
Glossary: Legalese can be difficult for non-legal people. Often these unfamiliar terms have long answers, so law firms can provide legal content that covers the terms and gives them a better understanding of the practice area. Law firms should consider the most mystifying or intimidating terms in their area of practice, such as “tort”, “negligence”, and “prima facie”. The blog should define terms in simple terms, including pronunciation, how the term is used, how it might apply, and practical examples.
Events: Blog content can highlight upcoming seminars or conferences that a law firm is attending or that might be of interest to the public. Not only do potential clients follow legal content – industry professionals, including other lawyers, may be interested in these topics.
Staff Highlights: People want to know the people behind the brand, and it’s no different for law firms. Perhaps a paralegal has gained admission to law school or an employee has won a distinguished award. These types of stories are inspiring and give clients insight into the day-to-day life of the law firm and the people they might want in their corner for their case.
Promote your legal blog to drive traffic
Content creation is great, but you have to go somewhere to generate awareness and interest in a law firm. Once the content is created, law firms need to promote the blog posts on social media and emails to drive traffic. Law firms should also keep SEO best practices in mind to make content discoverable.
With the right practice management system, integrations allow law firms to integrate seamlessly into software such as content management systems (CMS) and messaging platforms. This streamlines the content creation and promotion process to ensure content is consistent and timely, creating more value and interest for potential customers.
©2006-2022, BILL4TIME. ALL RIGHTS RESERVED.National Law Review, Volume XII, Number 32