Preparing a strategy for your website and blog content is key to ensuring success. Without proper planning, writing a blog post is like going to court without properly preparing.
There are a number of complex legal issues involved in a divorce and the last thing your clients need content that is difficult to understand. Your audience is looking for clear and concise information that gets to the point. This is why marketing for divorce attorneys is important.
Here are six things you should do before you write a website or blog post as a Divorce Lawyers in Denver.
1. Create a Brand Voice
Before you write content for your website, you need to establish your tone. Also, create guidelines about how you will use language to communicate your company’s unique story and message. Do you use humor? What extent do you use humor? What do you want people to feel after reading your blog or webpage? How can you ensure consistency across your website’s pages?
Writing that is consistent with your brand’s voice makes great content. Every page of your website, blog or email should reflect the same brand voice.
2. Audience Research
Your target audience should be current and potential clients of the law firm.
How can you decide what topics to write about?
What do you really know about their concerns and questions?
Did you have a blog post idea that resonated with your target audience or was it just a random blog post idea?
These are not questions you should guess at. You should do your research before you write.
3. Make it With a Purpose
Your content strategy will help your website rank higher in search results. It can also bring new clients to your firm. Although content writing is one component of the strategy, it’s not the only.
What is the purpose of the piece?
Every piece of content you create for your website, or any other content type, should have a purpose. Without a purpose, it is difficult to know if your content is effective. It’s not a good use of time to write content just for the sake of it.
Are you able to maintain consistency across your content?
People expect consistency when they visit a website. This includes how the content is written and how it’s structured. You should prepare templates to show how each page should flow before you write website content. A blog post will differ from an attorney biography page. That’s fine. However, your attorney biographies must all follow a consistent structure.
If there are many contributors to your website, it is important to establish guidelines that will guide you on what to include on each page.
4. Know your Cadence for Posting on Your Legal Blog
A blog article is not something you can do once. A potential client may visit your website and find that you have not posted to your blog for 2 years. This could be a negative reflection of your business.
It’s crucial to plan how often you will post blog articles and what type of content you will be writing about when you launch your legal blogging strategy. Your SEO efforts will be enhanced if you keep your blog updated regularly. This will show potential clients that your expertise is in your field.
It is important to arrange your topics in a way that makes sense. A personal injury lawyer might want to include winter safety topics in a blog calendar as the cold season approaches.
5. The Best Practices in Website Writing
Writing content for legal websites takes a special level of knowledge that is not available in other types of web writing. It is important to understand best practices for writing content on websites if you want your content engaging and to drive business for your law practice.
People have short attention spans, so it’s important to understand how to write compelling introductions and how to make calls to action. You also need to know how to structure content that is easily readable on mobile and desktop. SEO will be a key component of any content strategy you create for an attorney website.
6. Put Yourself in Your Audience’s Shoes
It may seem like a good topic for a blog post. Is it something that your intended audience would be interested in? Is it a topic that resonates?
You will be able write content that resonates with your audience if you place yourself in their shoes. While you may have a deeper understanding of the topic, you must communicate it in a way that anyone without legal experience can understand.
Quality content is much more than simply words on a page. It’s the heartbeat of your website and any other content you create for your practice.
The ultimate goal of creating compelling content is to convert readers into cases for your firm and following these basic content principles will do just that.
