Legal Blogging: A Powerful Tool for Attorneys

business law blog

Legal blogging is a dynamic platform for lawyers and law firms to exhibit their expertise and engage directly with potential clients. These blogs offer valuable insights by dissecting recent legal developments, simplifying complex legislation, and providing practical advice. By maintaining an active blog, legal professionals can boost their online presence, attract more clients, and educate the public about legal processes.

How can you start your law firm’s blog?

Starting a blog can enhance your law firm’s online presence. First, define your goals, understand your audience, and choose relevant topics. Plan your content on a calendar, posting at least once a week. Write clear, simple, and valuable posts using short sentences and transition words. Optimize for SEO with relevant keywords, catchy titles, and links. Advertise your blog on social media and email, as well as engage with readers.

Monitor performance using Google Analytics and adjust your strategy as needed. If overwhelmed, consider outsourcing to professional writers for consistency and quality. These steps will help you generate an influential blog that attracts clients and establishes your authority.

legal blogging


Step 1: Identify Your Niche

Identify your niche to make your blog stand out and attract a dedicated audience. This helps you focus on lower-competition keywords, increasing your chances of ranking and generating traffic. Start by identifying the types of cases you want. For example, if you have a personal injury law firm, focus on truck accidents or malpractice cases. A family lawyer might focus on divorce or child custody instead of general family law. By narrowing down, you can target your content based on the specific cases you want and rank for more specific keywords.

Step 2: Create blog topics.

Generating specific blog topics is crucial for your law firm’s online presence. For inspiration, utilize our free GPT-powered AI Legal Blog Topic Generator. Reflect on your conversations with clients to uncover common questions, such as whether their case will go to court or if there is potential compensation. These frequent inquiries provide valuable content ideas that resonate with your audience.

Create pillars and cluster content.

Adopt the pillar-and-cluster method to organize your blog. Develop a comprehensive pillar page on a primary practice area, such as car accidents. Then, create cluster content addressing specific aspects, like “What to Do After a Car Accident?” and “Why You Need a Car Accident Lawyer,” linking them to your pillar page. This strategy enhances site navigation and boosts SEO.

Law Firm News

Keep your audience engaged by sharing significant law firm news. Highlight big-case wins, new hires, or office expansions. These updates foster client engagement and improve your search engine rankings.

Current Events

Capitalize on current events in your city or related to your practice area. Writing about timely news can boost your visibility in search results, a technique known as newsjacking. This approach temporarily elevates your blog to the top of search results.

Cover legal news, including case decisions, law changes, or industry developments. Providing insightful commentary on these topics builds trust with readers and positions you as a thought leader, potentially leading to referrals from other legal professionals.

Create pillars and cluster content

Step 3: Create compelling titles.

After generating blog topics, craft compelling headlines to attract clicks. This ties closely to topic ideation. Often, a suitable topic can have a great title. Because people search using those queries, common client questions make excellent titles. This ensures your content is directly relevant and likely to rank well.

Step 4: Do keyword research.

Next, conduct basic keyword research. While writing for humans is essential, understanding what keywords your ideal clients use is still crucial. Use tools like Google’s Keyword Planner and Ahrefs, or check what autocompletes in the Google search bar after typing a relevant keyword. This helps you target the correct search terms and improve your content’s visibility.

Step 5: Document Your Content Strategy

Creating a documented content strategy is essential for a successful legal blog. Remember, what gets measured gets managed. Include the following in your plan:

  • Your target audience
  • The keywords you are targeting
  • Your posting schedule
  • What kind of content will you produce?

This approach keeps you organized and helps you scale up content creation and outsourcing.

Step 6: Write Your Content

Now that you know your goals and topics, it’s time to write. Legal blogging differs from writing briefs or pleadings. Write for potential clients, not other lawyers. Avoid legalese, and assume that your readers are new to legal concepts. Explain complex ideas in a simple, reader-friendly way.

Make your content readable. People scan online content rather than read every word. Optimize for scanning by:

  • Starting with the conclusion
  • Short sentences are used.
  • Adding clear subheadings
  • Including bulleted lists
  • Bolding relevant keywords

Can you use AI to write content?

You can use AI, such as ChatGPT, to help create content, but don’t post AI-generated content directly on your site. Google values content quality over its production method. AI can make errors and may not comply with state advertising rules. Always format your content for simple online reading. Check here for more best practices on using AI for law firm content.

Step 7: Post and Optimize Your Content

Once you’ve written your blog post, it’s time to publish it. Here’s how to do it on WordPress:

Go to your website’s dashboard.

  • Hover over “New.”
  • Click “Post.”
  • Optimize your blog post.
  • Before hitting “publish,” optimize your post.

Check your formatting: Ensure consistent formatting. WordPress may alter the spaces between paragraphs and lists.

Categorize and Tag: To make your content more accessible to users and search engines, use categories and tags.

Add an Image: To make your post visually appealing, include a relevant image. For accessibility, add an alt attribute.

Write a Meta Description: Create a unique meta description. This snippet helps Google and readers understand your post’s content. If left blank, Google will automatically generate one.

Following these steps will optimize your blog for both readers and search engines, increasing its chances of ranking well. Now you can confidently click “publish.”

Step 8: Share Your Blog Posts on Social Media Platforms

Now that your blog is live, share it on social networks like Facebook, Instagram, LinkedIn, and Twitter. This will extend your blog’s reach, promote engagement, and drive additional traffic to your site.

Step 9: Monitor Your Blog’s Performance

Finally, track your law firm’s blog performance to ensure prospective clients can find it. Apply tools like Google Analytics or Semrush to gain insights into your search engine ranking and identify relevant keywords to target.

Consider guest posting on other sites.

Regularly posting on your website is excellent for law firm marketing, but you should also write content for other websites. Guest posting on reputable sites can help you establish yourself as an authority in your field and provide backlinks to your site, which are critical ranking signals for search engines.

Typically, guest bloggers do not receive compensation for their content. In exchange for free content, exposure and backlinks are traded. To find guest posting opportunities, visit websites relevant to your practice or frequented by potential clients. Look for a “contribute” or “contact us” button. Many publications post their guest blog submission guidelines online.

Legal content marketing

Finding time to blog can be challenging for a busy attorney. Between client services, court appearances, and maintaining a work-life balance, keeping a high-quality blog often falls by the wayside.

The solution is to outsource your blog posts. Legal blogging differs from other industries. Legal content must be accurate and comply with state advertising rules to avoid bar actions or malpractice lawsuits.

At Lexicon, we help law firms rise to the top of search engine results through targeted marketing and content. We work with both large multi-state and small law firms, handling their blogging and marketing of legal services to connect them with more clients and improve their search engine ranking.

Our Services

We offer a range of services to help your law firm succeed online, including:

  • Blogging for lawyers
  • Legal content marketing
  • Blog posting and optimization
  • Content Ideation
  • Law Firm FAQ Pages
  • Google Analytics Reporting

Finding a talented legal blogger can be challenging. At Lexicon, we vet all our writers to ensure they know SEO best practices and the law. Most of our writers have law degrees. We work with clients in all practice areas, across every state. We can create content on topics you provide or develop based on your target practice areas. They can also be posted on your blogging platform.

Why should my law firm consider guest posting on other websites?

Guest posting on reputable sites can establish you as an authority in your field and provide valuable backlinks to your site, which are crucial for improving search engine rankings.

How can outsourcing blog content be beneficial to my busy law firm?

Outsourcing your blog posts ensures high-quality content while taking time away from client services and court appearances. Professional legal writers can create accurate content that complies with state advertising rules, helping you avoid bar actions or malpractice lawsuits.

What are some effective strategies for creating blog topics for my law firm’s blog?

Start by identifying your niche and reflecting on common client questions. For inspiration, use tools like our free GPT-powered AI Legal Blog Topic Generator. To organize your blog effectively, employ the pillar-and-cluster content method.

How can I optimize my blog posts for better search engine performance?

Ensure consistent formatting, categorize and tag your posts, add relevant images with alt attributes, and write unique meta descriptions. These steps will improve your content’s reach and visibility, increasing your chances of ranking higher in search engine results.

What services does Lexicon offer to help law firms with their online presence?

Lexicon offers a variety of services, including lawyer blogging, legal content marketing, blog posting and optimization, content ideation, law firm FAQ pages, and Google Analytics reporting. We also offer professional legal blog writers who are well-versed in SEO best practices and the law.

In 2024, having a robust and regularly updated blog for your law firm will be crucial for online marketing. If you need help with content for your law firm’s website, you are in the right place. We have been helping law firms with their blogs for over a decade. While blogging for lawyers is a big part of what we do, we also provide various other content services, including practice area pages, press releases, white papers, and infographics. Call us today or contact us online to learn more!