A Two-part Solution For Lawyers Facing Writer’s Block

Are you bad at legal writing?

I’m not talking about the common documentation that’s part of your daily routine or even creative writing. I’m talking about creating compelling content for your law firm website.

It’s ok if this isn’t exactly where you shine. Writing doesn’t come naturally to everyone. Even among the best writers, putting pen to paper takes concentration, creativity and time. (And not the billable kind.)

That makes it easy to understand why writing doesn’t get top billing on most attorneys’ schedules. But having some fresh prose on your website is important to your firm’s visibility. So if writing never suited you or you’ve lost your “touch” it’s time to get past those hang-ups. Maybe all you need is a refresher on the basics and a bit of practice.

Part 1 – The Basics of Legal Writing

The best thing about creating content for your website or blog is, most legal consumers aren’t looking for a deep dive into the vagaries of your practice area. You can glean a lot of value out of a simple informational blog post. One with a structure you probably learned back in high school.

An Introduction

This first section is as easy as it sounds. Simply set up your topic or your position on an issue. Ideally, you should do this in a way that grabs the reader’s attention and makes the rest of the document seem worth reading. For example, your introduction could open with the full financial impact of a DUI/DWI conviction in your state. Follow this with a position that states, “When faced with a DUI charge, the most important thing you can do is contact an attorney immediately. If you don’t, you could be risking everything.”

Legal Case Supporting Examples

The “meat” of your document features roughly three paragraphs that support your position. Use easy-to-understand examples here and remember to keep your language and ideas on the level of your audience. Most legal consumers don’t know Latin and aren’t looking for a deep understanding of the law. They want practical help so tailor your content accordingly.

Paragraph 1 – DUI convictions will inevitably impact your ability to drive.
Paragraph 2 – From hefty fines to wage garnishment, a DUI can wreak havoc on your bank accounts.
Paragraph 3 –The long-term implications of a DUI conviction can even affect your job prospects.

A Strong Conclusion

The final section of your piece should serve two masters: wrapping up the preceding arguments and sending the reader away with a strong CTA (Call-to-action). This is the time to fire up your audience. Your examples should have done the heavy lifting already so use your conclusion to spur the desired activity from your readers. It doesn’t get much simpler than this: “If you’ve recently been charged with driving under the influence, don’t take any more risks. Click here to contact our expert attorneys today.”

Now, obviously the example above is pretty basic. Your time in law school surely worked your brain harder than that. But the point is, it’s easy to start writing again. If you’re facing a case of writer’s block, starting with something easy is an excellent way to break through. And odds are, there is some legal topic currently missing from your website. Could you explain it using an essay format? Then take a run at it. Even if you don’t end up publishing that piece, it’s still good practice.

Part 2 – Speaking of Practice

The general consensus among writers is that getting better and more comfortable with writing comes from doing it frequently. You can find pages and pages of advice online about how to improve your writing and the habits that surround it, but ultimately they all come down to this: write more. Once you dedicate yourself to writing on a regular basis you’ll be astonished at how easy it becomes.

Think of it this way, how much effort have you invested in perfecting your golf swing? Would your marketing task be easier if you spent 30 minutes slinging words instead of swinging irons?

Start this week. Identify three topics your website could be addressing but isn’t. Next, choose one of those topics to explore in a straightforward manner like the essay example above. Finally, dedicate 30-60 minutes in the next week to working on the second topic. Do this again the following week and you’ll see that writing isn’t so bad. It just takes a structure that works for you, and some time to work out the kinks.

Part 3 (Bonus Section) – Enhancing Your Legal Content's Reach

Once you've got the hang of creating compelling content for your law firm's website, the next step is to ensure that your hard work gets seen by the right people. Enhancing the reach of your content involves strategies that go beyond the writing process itself, focusing on distribution, engagement, and optimization. Here are some actionable tips to ensure your content not only resonates with readers but also attracts more potential clients to your site.

Leverage Social Media Platforms

Diversify Your Legal Distribution: Don't limit your content's exposure to your website alone. Share your blog posts and articles on your law firm's social media profiles, including LinkedIn, Twitter, and Facebook. Tailor your message for each platform to engage different segments of your audience. For instance, LinkedIn is ideal for more professional, in-depth discussions, while Instagram can be used to share compelling visuals or infographics that complement your written content.

Engage with Your Legal Audience: Use social media to foster a dialogue with your followers. Respond to comments, participate in relevant discussions, and encourage feedback. This not only enhances engagement but also builds a community around your law firm's brand.

Optimize for Search Engines

Incorporate SEO Best Practices for Law Firms and Attorneys: Ensure your content is optimized for search engines to improve its visibility in search results. This includes using relevant keywords naturally throughout your text, crafting informative meta descriptions, and including alt text for images. Tools like Google Keyword Planner can help you identify keywords that your potential clients are searching for.

Create Quality Backlinks: Encourage reputable websites to link back to your content. Backlinks are a critical factor in search engine rankings. Guest posting on respected legal blogs or participating in online legal forums can provide valuable backlinks to your website.

Utilize Lawyer Email Marketing

Build a Legal Client Email List: Encourage website visitors to subscribe to your newsletter by offering them something of value in return, such as a free legal guide or access to exclusive content. Use your email list to distribute your latest blog posts directly to your audience's inbox, keeping your firm top of mind.

Segment Your Legal Audience: Not all content will be relevant to every subscriber. Use email segmentation to send targeted content to specific groups within your audience based on their interests or legal needs. This personalized approach can significantly increase engagement and conversion rates.

Monitor and Adjust Your Law Firm Strategy

Analyze Your Performance: Use analytics tools to track how your content performs. Look at metrics such as page views, time spent on page, bounce rate, and conversion rate. This data can provide insights into what types of content resonate most with your audience and which distribution channels are most effective.

Be Open to Experimentation: The digital landscape is constantly evolving, and what works today may not work tomorrow. Be willing to experiment with new content formats, distribution channels, and marketing strategies. Keep an eye on legal marketing trends and be prepared to adjust your approach accordingly.

By focusing on these strategies to enhance your content's reach, you can ensure that your efforts in creating compelling, informative content for your law firm's website translate into increased visibility, engagement, and ultimately, client acquisition. Remember, the goal of your content is not just to inform, but also to attract and convert potential clients by establishing your firm as a knowledgeable and trustworthy authority in your field.