Writing high-quality legal content is one of the biggest challenges faced by digital marketing companies that offer their services to law firms. The content needs to be legally accurate, grammatically correct, helpful to the target audience, and adherent to any state-specific regulations that govern attorney website content.

Even if the agency is able to check all those boxes, they still have to find topics that can provide the most value to the law firm.

The value of a blog post is not necessarily to attract new clients. It is very rare for a person to come across a law firm blog and then hire the attorney. The real value of a blog is two-fold:

• First, it serves as an essential component of your SEO campaign by showing Google that your website publishes relevant content on a regular basis. This helps you establish authority within your chosen practice areas.
• Second, blog posts can attract high-authority backlinks, which are a primary factor determining your Google ranks.

Prioritize Organic Backlinks

When choosing blog topics, one of the factors we consider is the number of backlinks the topic is likely to attract. We evaluate this by using tools that show the number of backlinks garnered by blog posts with similar topics. We then choose the highest-value blog topics, produce the content, and perform an in-depth SEO campaign on those individual blogs. As a result, our new blogs are able to outrank the older blogs that were attracting backlinks so any future organic backlinks on the topic are more likely to link to our client’s website, thus improving their SEO.

Ask a Question

Topics that are presented as a question tend to perform better with search engines and on social media than other topics. One reason is that a topic phrased as a question is more likely to align with a term a user may type into Google. It also better communicates to the reader exactly what will be answered by the content. Here are a few examples of strong topics:

• What Mistakes Should I Avoid When Filing a Car Accident Claim?
• What Factors Influence Child Custody Rulings in New York?
• What Are the Eligibility Requirements for the EB-5 Visa?
• What Are the Consequences of a First-Time DUI in Florida?

Let’s compare these topics to the non-question versions listed here:

• Mistakes to Avoid When Filing a Car Accident Claim
• Factors That Influence Child Custody Rulings in New York
• Eligibility Requirements for the EB-5 Visa
• Consequences of a First-Time DUI in Florida

It’s a subtle difference, but one that can have a huge impact on your overall click-through rate. A question-style topic can keep the tone of your blogs conversational and approachable without making the content seem too casual.

Speak with a Law Firm Content Specialist

At Sutton Digital Marketing, we are committed to creating 100% original, legally accurate content for attorneys. If you would like to try our legal content writing services, contact us today at 619-689-9936, or email us by using our Contact Page to find out more about our SEO services.

We will continue to update SDM; if you have any questions or suggestions, please contact us!