National Law Review Article: How to Build a Legal Blog from the Ground Up

Blogging is one of the most straightforward ways to share your legal expertise, strengthen your reputation amongst peers and potential clients, and become a valuable resource to your community. Once you know basic SEO principles and have a writing schedule that you stick to, it can be fairly simple. You already have the expertise. Now, learn how to share it by creating an engaging, educational, and helpful legal blog.

Before All Else, Know Your Law Firm’s Target Market

Being an expert in your area of practice is one thing; effectively sharing that knowledge with your target market is another. One issue that legal professionals run into while blogging is failing to write to their audience. When writing to non-lawyers, avoid using legal language that lay people do not understand, cite sources in a way that does not interrupt the flow of your writing, and avoid an overly formal tone.

You already know who your target market is: your clients and potential referral sources. If your goal is to connect better with potential clients, write in a way that appeals to their needs and is easily readable. It is easy to write about complex, multifaceted issues in a technical and legally accurate manner, but it is an art form to write about those same topics in a way that a person with no legal background can digest.

If your target market is lawyers—as is the case when you rely primarily on other attorneys for referrals—feel free to write in a way that connects with other attorneys. Still, avoid jargon and make sure that your work is clear and concise, as unnecessary “filler” bogs down your writing and can lose readers.

Regardless of who you are marketing your blog to, make sure that your tone matches your branding as well as your intended audience. If you are not writing in a way that connects with your audience, the time you put into your blog will not pay off.

Top SEO Tips for Law Firm Blogs

Knowing just a handful of common SEO tricks and techniques is enough to get you started. As you expand your legal blog and spend more time using it as a marketing tool, you may wish to invest in marketing services that allow you to expand your reach. To begin, use these techniques in your writing:

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