copywriting for law firm websites and blogs

When done well, regularly publishing content can help increase your law firm’s business. A recent study suggests that businesses who blog sixteen or more times in a month see three and a half times the traffic of those businesses who publish four or fewer posts in a month.

But diving into copywriting can feel overwhelming if you’re not sure what to write, what topics drive engagement with your firm, how often you should publish or even how much time you need to write.

Here are three tips that will help you write useful content.

1. Identify your goals

Planning what you’ll write (and when) can reduce a lot of the pressure facing those with busy schedules. But before you even get started on the planning, it’s worth identifying your goals to understand why you’re writing and what purpose you want that content to serve.

Tailor your content to potential clients. Writing highly specific content aids visitors to your site and indicates to Google that your content is unique and significant — attributes Google finds valuable as it crawls the web for new information. This approach also helps to ensure that your website is attracting the right kind of traffic. I say “the right kind of traffic” because simply getting more traffic will do little in the way of improving your business.

Plan your objectives. Start with getting to know your audience. By knowing the needs of your audience, you can craft content that answers their questions. Consider questions such as:

  • Who are your potential clients?
  • What questions are they asking?
  • Why should potential clients hire your firm over others? (What makes you unique?)
  • What will your content look like? (i.e., evergreen content vs. blog posts)
  • How quickly do they need answers to their questions?

If you already have content on your website or blog, perform a content audit: examine previously published content to see what resonates with your readership and what pieces have flopped. Then create content that will continue to generate interest from potential clients.

2. Make a plan

Once you’ve thought about your audience, plan your content. Be sure to set reasonable content goals. Set the bar too high initially and you’ll likely be stressed and disappointed when you’re unable to meet your goals. By starting out reasonably, you can build up your content writing muscles.

It might seem overly simplistic, but one of the best things you can do is to schedule your plan. A to-do list isn’t all that helpful — but a schedule with specific time allotted for tasks is.

3. Stick to your plan

Don’t multitask. When you’ve planned time to write, it’s important to view that as sacred time meant for just writing. Tech distractions aside, it can be tempting to edit your piece as you write. Wait until you’re done to edit. The important thing is to get a first draft done.

Once you’ve finished writing, you’ll want to maximize reach. Aside from publishing content on your law firm’s website or blog, consider putting links to your content on social media. While search engines are the main way that people do research and ask questions, social media sites have become part of how we find and process information.

ABOUT THE AUTHOR:
Victoria Blute is the Community Manager at LawLytics, where she blogs about the latest web tech trends and helps keep lawyers up-to-date on effective copywriting techniques.