Yes, you know that you need a blog for your personal injury law firm — but do you know how to capture your audience’s attention? You’re not going to do it through generic blog posts! With so much content to compete with on the Internet these days, you have to go above and beyond and make your blog content stand out.
Here’s one way to improve your blog posts: create content that better connects with your readers. This is important to remember because legal blogs have a tendency to be a bit dry. Of course people expect that a personal injury law blog is going to be professional and informative, but they also want to be able to connect with what you have to say on a personal level.
How do you accomplish this?
Think of Your Blog as a Conversation with Your Readers
Your law firm has a personality. It is made up of real people, and your blog should reflect that. Your blog visitors should come away with a sense of who you are and what your firm stands for. You need to show that you care about your readers (many of whom will likely be injury victims) and what they are going through. This means that generic blog posts that simply share information will no longer cut it for your law firm marketing strategy. Below are a few ways you can make your personal injury blog more interesting and personal.
1. Make Sure You Are Telling a Story
While this may not happen in every post, it is important that your blog tells a story whenever possible. There is something about storytelling that instantly piques people’s interest. For example, you can tell a story about an intriguing case (while still maintaining the right level of confidentiality, of course), or you can even share stories about your personal experiences in court or in your practice. It also helps to write your posts in the first person so you can give them a more personal touch.
2. Keep Your Content Clear & Easy to Read
Many people expect that anything to do with the subject of law is going to be filled with technical jargon and tons of dry facts and figures. Pleasantly surprise your readers by creating content that is not jam-packed with "legalese" and that delivers information in an easy-to-digest format. Do you need to convey some important information or answer questions your potential clients may have? Break things down with a frequently asked questions post or a Q&A that is more conversational in tone. People shouldn't be intimidated when they visit your blog!
3. Pay Attention to Formatting
Your content should look different on the web than it would in print. Use short sentences and short paragraphs to improve flow. You can also use headers, bullet points, and sections to break up your content. This will help ensure that your reader doesn't get burned out on your content less than halfway through your post.
Also, take advantage of alternative forms of media, such as graphics, charts, and even video, to tell your story. In fact, mixing up the types of content on your blog will keep things unpredictable and help you better engage your readers.
4. Set the Right Tone
Always keep your target audience in mind when creating content for your blog. Think about who you are marketing to, as well as the context of each blog post. For example, when discussing how you interact with your personal injury clients, you may want to use a tone that conveys compassion and understanding for the people who are seeking out your services. On the other end of the spectrum, you may want to use a more aggressive tone when discussing your litigation skills and your ability to protect your clients’ rights against major insurance companies and corporations.
Learning from Your Blog Successes
Analytics are an important aspect of legal marketing because it helps you understand what is working and what isn't. Which blog posts and topics are getting the most views and shares? Which are getting the most comments and sparking discussion? Always be sure to stay on top of your blog’s engagement levels so you know exactly which types of posts are getting the most traction. Once you find what’s working, do more of it!
In the end, the most important thing you can do is to know your audience and give them what they are looking for. And remember… just because the information is important, that doesn't mean it has to be boring!
For some more helpful tips, download our free guide: “Online Marketing 101 for Lawyers.”
About the Author
Nicolas Gomez is Senior VP of Sales at Scorpion. He helps law firms generate more business and increase their revenue through customized online marketing strategies, including strategies that incorporate website development and search engine advertising. Nicolas has more than 15 years of marketing, technical, and industry experience. During his personal time, Nicolas enjoys exercising, playing golf, playing in poker tournaments, and traveling.