Immigrating to the United States is a precarious journey featuring countless bureaucratic pitfalls, roadblocks, and unexpected turns along the way. Unsurprisingly, many of those preparing to embark on this process turn to the Internet for advice. While there is no shortage of information online, much of it is inaccurate or misleading. And despite changes to Google’s search algorithm, these shady sites are often displayed on the first page of the SERP results.
As an immigration attorney, you know you have the qualifications, expertise, and resources to assist immigrants on their path to citizenship. Your challenge is to crack those rankings and make sure your site is the first that users encounter. Creating a blog featuring regular, insightful content—that is legally accurate, of course—is a powerful method for reaching the top of this digital hierarchy. But to get the most out of your blog, you need to know how to create posts that resonate with users and turn clicks into consultations.
Let’s explore a few ways you can improve your immigration law firm’s blog posts:
1. Write for Your Reader
Picture this: A client walks in for a consultation, and instead of explaining their options in plain English, you bombard them with jargon and case law. How do you think they’re feeling after you wrap up? Most likely they’re anxious, confused, and overwhelmed. Users will have a similar reaction when they stumble onto dense, indecipherable content on your site. The only difference is that they can quickly hit the Back button to retreat.
Simply put, to keep a user reading, you need to write for that user. Identify the problem they are facing, lay out clearly how your content will solve their issues, and write in a clear, concise manner. When you need to use legal terminology, be sure to expand on these terms wherever possible. By the time the user is done reading your content, they should feel more informed and have a better understanding of their options moving forward.
2. Plug the Gap
Or pick topics with a built-in interest. Choosing the right topic is one of the most important elements of writing a successful blog post. Through identifying what your target audience may be searching for, you’ll have a good idea of what types of topics will perform best with these users.
You can either pick a search term that attracts a high amount of traffic or identify a knowledge gap and position your law firm as a primary resource in this area. For instance, if you notice there is a lack of information about E3 visas, it may be beneficial to write posts on that topic. If you choose to pursue high-performing keywords, be warned that these topics are often hotly contested, and you will need a comprehensive SEO strategy to compete in this territory.
3. Pen a Powerful Intro
On the Internet, you have precious few seconds to capture a user’s attention. Squander your opportunity with a long, rambling introduction, and you’ll have lost your reader midway through your first sentence. Just like the perfect elevator pitch or pickup line, your blog post’s opening salvo needs to be exciting, punchy, and memorable.
In just a few lines, you need to demonstrate that you empathize with the user’s situation and have the tools to guide them through this difficult immigration process. You should also infuse your personality into your introduction—and throughout your content—as this will make your post more relatable and give readers a sense of who you are before they reach out.
Order Your Free Trial Blog Post Today
In the confusing world of immigration law, your content can become a beacon to guide users through stormy seas. But creating informative blog posts that not only are legally accurate but are also relatable and easy-to-read is a skill that takes years to master.
At Sutton Digital Marketing, our team of SEO professionals and legal content writers will help you get the most out of your website, blog, and social media accounts. Whether it’s with our landing pages or blog posts, our writers impress even the most meticulous lawyers by creating legally accurate articles pertaining to complex subject matter.
To trial our services or speak to one of our law blog writers, call 866-375-5143. You can also shoot us a quick message using our Contact Form.
Like what you're reading? Subscribe to our top stories.
We will continue to update SDM; if you have any questions or suggestions, please contact us!