For too many lawyers, their blogging can inadvertently be like a bad first date. That’s because they focus too much on themselves and not enough on the issues, concerns, and objectives that matter to their readers.
I’ve been married for over a quarter of a century, and the dating world is as alien to me as knees that don’t hurt. But one thing I do recall about first dates, in particular, is that you shouldn’t spend all your time talking about yourself and how great you are. While the person sitting on the other side of the table may want to get to know you, they also want to know that you want to know about them. That involves discovering their interests, listening to what they have to say, and steering the conversation towards things that they care about. That’s how you get a second date (so I’m told).
But the harsh truth is that if you want your blog to be useful to others, if you’re going to get that second or third date with a reader, the posts you publish have to resonate with them. Your content has to mean something to your readers. It needs to answer a question they have, suggest a solution to a problem they’re facing, or clarify a difficult to understand legal issue.
While some folks may visit your blog seeking information about you, your practice, or your expertise, it’s far more likely that they arrived there because they had a specific question or matter they wanted to know more about and one or more of your posts was on point. If readers find what they need on your website, only then will they be more interested in learning about you, your services, and how you can help them.
Figure Out Your Target Audience… and Then Write for Them
Before you type even one word, take a moment to think about your ideal client or audience. Ask yourself:
Who are they?
What do they do for a living? Where do they work?
How old are they and what is their family status?
What are their education level, income status, and occupation?
Where do they live?
What action are they thinking about taking?
What are their most pressing concerns and needs?
What are their most common questions?
What do they type into search engines?
What technology do they use (computer, smartphone, tablet)?
How do they decide to hire a lawyer?
Once you have these questions answered, keep this persona squarely in mind as you write your content. Let this target audience guide both the tone and substance of your post, elements that can vary greatly depending on whether you are writing about corporate mergers, employment litigation, or nursing home neglect.
Consider how you can provide truly unique content that your ideal audience is searching for.
What’s in It for the Reader?
Your post must educate and inform your ideal reader by helping to answer a frequently asked question and giving your audience enough information to take action. Steer clear of technical terms, industry-speak, or legalese unless that’s your audience’s language.
Finally, try to avoid simply recycling information that is widely available on the internet. Consider how you can provide truly unique content that your ideal audience is searching for. This information could be specific to your geographic area, your practice area, or the value of the services you offer. What can you give your target audience that they cannot find elsewhere on the web? Don’t be afraid to express a unique perspective or take on a subject. Remember, while you want to be informative and professional, personality in your writing can go a long way.
Make Your Post Easy to Read and Share
Writing a reader-centric post is not just about including the right information for the right people. It is also about making sure the information is easy to find, process, and digest. You can make your posts easy to read and share by:
Avoiding long, dense paragraphs. Paragraphs should only be a few sentences long. Also, consider breaking up your text by using lots of subheads and bulleted lists (just like I do in this post).
Get to the point quickly. Research shows that readers want to find information as fast as possible. Make the point of your article clear both in the headline and in the first paragraph. The main thrust of your post should not be a surprise.
Make your content easy to share. One of the best ways to generate more traffic to your blog and website is by encouraging readers to share your posts through email and social media. Integrate social media buttons onto your site and write attention-grabbing headlines that invite clicks.
Don’t forget images. Visuals break up blocks of text and make your information easier to digest – not to mention that they improve the SEO of your post. Make sure to include at least one image, graphic, or infographic with each piece of content.
As Atticus Finch told Scout in To Kill a Mockingbird, “You never really understand a person until you consider things from their point of view… until you climb inside it and walk around in it.” Next time you write a blog post, start with your audience’s point of view instead of your own. Doing so increases the odds that you will form a connection with a reader who will want to see you and your content again.
Need Help With Your Law Firm’s Blog Content?
Engaging and compelling blog content requires a different approach from other legal writing, not to mention time – a luxury for many attorneys. We assist lawyers and law firms with their blogs in many ways, from writing and editing posts to wholly outsourced blogging and social media management.
If you’re looking to make a love connection with your audience, we can help. Please give us a call or send us a note to discuss your needs.
I’ve been married for over a quarter of a century, and the dating world is as alien to me as knees that don’t hurt. But one thing I do recall about first dates, in particular, is that you shouldn’t spend all your time talking about yourself and how great you are. While the person sitting on the other side of the table may want to get to know you, they also want to know that you want to know about them. That involves discovering their interests, listening to what they have to say, and steering the conversation towards things that they care about. That’s how you get a second date (so I’m told).
