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    As attorneys, it’s not uncommon to feel dissatisfied with the traction your website content or blogs is generating.

    Let’s face it. You put in the time and effort, crafting well-researched and informative blog posts, yet they fail to resonate with your target audience and the case leads aren’t coming in.

    1. Don’t Write for You. Write for Your Ideal Clients

    One possible reason for this discrepancy is that you may be writing content at a level that is too advanced for your ideal clients. While you possess an extensive legal vocabulary and intricate knowledge of the law, your potential clients may only have a basic understanding, often reading and comprehending at an 8th-grade level.

    I have seen content get held up by internal reviews, edits, and rewrites and usually when it starts touching too many overqualified people’s hands, we see the end product is something ineffective that won’t even resonate with your audience.

    An attorney writing or editing a blog post

    2. Simplify and Clarify

    When it comes to producing effective content, it’s crucial to make it easy to understand. By utilizing plain language and avoiding excessive jargon, you create an accessible platform for communication.

    Simplifying legal concepts and breaking them down into digestible pieces not only helps your readers comprehend the information but also establishes you as a trustworthy source.

    Remember, your clients are seeking legal guidance, and by presenting complex ideas in a straightforward manner, you demonstrate your commitment to their understanding and best interests.

    And the true mark of an expert is someone who can take complex ideas and make them easy to understand.

    3. Address Your Client’s Pain Points

    In addition to simplicity and clarity, another critical aspect of blog writing is addressing your client’s pain points. This happens when you make content all about you and not your clients needs.

    Your potential clients visit your website with specific legal concerns, seeking solutions to their problems.

    By identifying these pain points and tailoring your content to address them directly, you provide valuable information and demonstrate empathy for their situation.

    This approach not only engages your audience but also establishes your credibility as a knowledgeable and compassionate attorney who can help them navigate the complexities of their legal issues.

    4. Set Yourself Apart with Unique Selling Points

    To truly stand out from other law firms online, it’s essential to showcase your unique selling propositions (USPs).

    Your USPs are what differentiate you from your competitors and give potential clients a reason to choose you as their legal representative.

    As people search for attorneys online, they are not only looking for help but also conducting thorough research. By highlighting what sets you apart, such as your experience, expertise, notable case results, or personalized approach to client service, you establish a strong brand presence and position yourself as the go-to authority in your field.

    4. Don’t Just Write Words. Include Visual Examples

    In the digital era where content is king, imagery and videos have emerged as powerful tools to enhance user engagement, especially in the realm of legal blogging.

    When it comes to digital marketing, visual content can become an equal or sometimes even a stronger player.

    Why? Because it’s compelling, engaging, and digestible. Images and videos can convey complex information in a visually appealing and simplified manner, making it easier for your audience to understand and retain.

    Consider this: a relevant image or a short video clip can transform a dense legal explanation into an interesting, user-friendly narrative.

    Infographics, for example, can be an excellent way to break down complex legal concepts or processes. Videos, on the other hand, can be used to introduce your team, share client testimonials, or explain legal services in an approachable way. These visual elements catch the reader’s eye, invite interaction, and, importantly, they are more likely to be shared on social media platforms, driving further engagement and reach.

    Remember, the more engaging your content, the more it appeals to both your audience and search engine algorithms, and that’s a winning strategy for your legal blog.

    Keep At It, If You Need Help Talk to Juris Digital

    Don’t let your firm’s potential remain untapped. Discover how we at Juris Digital are reinventing digital marketing for legal professionals.

    Just as we aided one attorney to skyrocket their case leads by an impressive 400% through a focused content strategy, we can do the same for you.

    Ready to experience transformative growth? Contact us today to start your journey towards digital excellence and unrivaled market presence.

    Casey Meraz Casey Meraz is an entrepreneur, SEO expert, investor, creator, husband, father, friend, and CEO of Juris Digital. Casey is a frequent speaker at industry events and the author of two books on digital marketing, including "Local Marketing for Personal Injury Lawyers" and “How to Perform the Ultimate Local SEO Audit”
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