Good to Great: What Sets the Best Legal Blogs Apart?
There are thousands of legal blogs competing for top search ranks and maximum readership. Besides ensuring that your content offers value and has a structure that’s easy to digest, a strong SEO strategy will help your chances of connecting with leads.
The best legal blog writers understand how to choose topics that are actually of interest to target clients. They also know how to create content that engages readers, conveys legal expertise, and generates conversions.
Here are three qualities that set the best legal blogs apart:
1. Their Content Is Written to Their Audience
Great legal bloggers know how to write with the audience in mind. This requires balancing accuracy and understanding, and writing clearly without oversimplifying a concept.
The best legal blogs also define who their audience is and include that in their content. This makes a piece of content more attractive to the group it’s written for. A good example of this would be the following blog title: What Single Parents Need to Know About New Child Custody Law Changes in Washington State. Before visiting your site, a single parent in Washington state will know that your post is relevant to them and likely worth their time.
It is also important to clearly explain why a piece of content should matter to the audience you are trying to reach. The best legal blogs answer the following questions:
- Who will care about this content?
- Why does this topic matter to them?
- How could this topic impact a client’s life?
2. They Leverage Proven Readability Techniques
A popular study by Microsoft found that the average human attention span lasts just 8 seconds. Other research in this field has also found that the vast majority of people read just a fraction of the words on any given page. This tendency to scan for information and jump from blog to blog in search of it makes readability and engagement key.
The best legal blogs use headings to highlight important information. This allows a reader to scan a blog post for useful information. Headings are an opportunity to highlight who should read the blog and why it matters to them.
Lists also significantly improve legal blog readability. They offer readers an understanding of a post’s most salient points, and help readers determine if a post is relevant to them.
3. They Help a Client Identify Their Next Steps
After introducing an issue or explaining a concept, the best legal blogs go one step further and explain to their readers what happens next. This is particularly useful for individuals who may have no familiarity with legal concepts or processes.
Great legal blogs lay out potential next steps, options and resources for a potential client to consider. Not only is this helpful for the reader, but it is also a prime lead generation opportunity for the law firm.
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