Legal Blogging: Creating Engaging Legal Content for Small Law Firms

If you own or manage a small law firm, you need ways to consistently connect with potential clients. One look at your competitor’s websites will give you a clue about what attracts clicks and views — content. Explaining the services you offer on your practice area pages is a must, but so is having an engaging and updated legal blog. Here is what you need to know about creating an effective legal blog and engaging legal content for small law firms. 

Why Your Small Law Firm Needs a Blog and Engaging Legal Content

Small law firms often face the challenge of standing out in a highly competitive market, particularly when there are many larger firms with deeper pockets. Fortunately, the internet can be a great equalizer, making it just as powerful a marketing tool for smaller firms as larger ones. 

If you don’t already have a blog connected to your law firm’s website, it’s time to get started. Here are some of the most glaring reasons your small legal practice should be creating legal content and posting it consistently to a blog.

1. Enhance Online Visibility

The search engines, like Google, constantly crawl the internet to look for new content to index and rank. Blog content counts, and your blog posts can help enhance your law firm’s online visibility. You can not only show up in the search engines for more terms but also on social media sites when readers share your posts. 

2. Build Credibility and Trust

When readers and potential clients visit your legal blog, they may not know who you are, so there is no trust yet. By producing helpful and engaging content, you can demonstrate your legal expertise and begin to build trust with these prospective clients. 

3. Provide More Value to Visitors

When people are searching for online legal content, they are usually dealing with some stressful legal issues or have questions related to a problem they are trying to solve. Your legal blog can be an invaluable resource that offers simple answers and peace of mind. Many readers will decide to keep exploring your website and may eventually contact you for representation. 

4. Earn High-Value Backlinks

Backlink building is essential to your legal SEO strategy. By creating a well-rounded blog, there will be more content for others to consume and share. Eventually, you will begin getting some valuable backlinks, which can help with your website rankings. 

Tips for Creating Engaging Legal Content for Small Law Firms

Even if you’re ready to start blogging, the process might be a bit intimidating. Here are some best practices small law firms can use to create engaging content to produce positive results. 

1. Identify Your Audience

Before you become a legal blogger, know who you’ll be writing for. You’ve probably done this exercise before, but it’s worth it to create a detailed buyer persona so you truly understand your ideal client’s characteristics and pain points. 

2. Use a Content Calendar for Creating Engaging Legal Content

One way to be successful with blogging is to be consistent. This can be challenging when you are already busy running a business. It can be easier to stay on track if you sit down and create a content calendar that schedules out your blog posts with topics and publishing dates. 

3. Create Attention-Grabbing Titles

If you aren’t grabbing your audience’s attention quickly, you are in danger of losing them to a competitor. Take the time to craft engaging titles for your blog posts that also incorporate popular search terms. 

4. Understand the Appeal of Storytelling

Consumers can relate to stories, whether they are personal or professional. When it’s appropriate, find a way to weave interesting stories and examples into your content to get your point across. 

5. Answer Your Audience’s Questions

Instead of posting generic content that roughly aligns with your practice areas, consider addressing your potential clients’ most frequent questions and objections. You can write entire blog posts or create short videos answering a single question, such as “What’s the penalty for a DUI in Alabama?” or “What type of trust do I need to protect assets?”

6. Leverage Video Content 

Video content for law firms has become increasingly popular as a means of consuming information and staying entertained. For a small law firm, it’s a unique opportunity to showcase your personality and reach consumers who prefer to get their information via YouTube, TikTok, or Reels. 

7. Incorporate SEO Elements

While it would be nice to be able to free-form write what you want to hit “Publish,” it’s essential that you focus on SEO if you want your content to be found on search engines like Google. For example, you should include relevant keywords in your title and headers and write a descriptive meta description for the page. 

8. Integrate With Social Media

Social media is one of the pillars of a successful digital marketing program. As you post new content to your legal blog, you can boost its visibility by posting the links on your social media platforms. This also creates more sharing opportunities for your readers. 

9. Find Opportunities for Collaboration

Collaborating with other professionals or a digital marketing agency can make legal blogging much easier. Look for collaboration opportunities with professionals who have a complementary audience, such as a CPA if you are an estate planning attorney. A skilled digital marketing agency can provide direction or take the reins to get this done. 

10. Track Your Results & Adjust

Finally, small law firms don’t have marketing dollars to waste. You should always track every legal marketing strategy so you know what’s working and what isn’t. When a blog is hitting the mark, you can produce more of the same. When it isn’t, you can find out why and make some adjustments. 

Get Help With Creating Engaging Legal Content

While every law firm website needs a legal blog, conducting keyword research and producing engaging content regularly may not fit within your current bandwidth. We can help! Too Darn Loud Legal Marketing specializes in helping law firms of every shape and size elevate their online visibility. 

We can help your law firm get found and chosen by its target audience through engaging and useful content marketing. We’ll meet with you to learn about your business and industry before presenting the legal marketing solutions we believe will produce the results you need. Contact us today to schedule a free initial consultation.