The days when law firms could rely on client referrals and word-of-mouth marketing for business generation are long gone.

In this technological age, solicitors and lawyers must develop, and maintain, a strong online presence to engage with potential clients and stay ahead of the competition.

Writing blogs is an ideal way to showcase your credentials as a trusted and knowledgeable legal professional.

But writing a blog for a firm’s website is infinitely different from drafting legal documents, and many lawyers find it hard to adapt their writing style so that it has maximum impact on the web.

Here, our experienced legal content writers give their top tips for writing blogs for law firms.

1. Be topical.

Effective legal blogs often respond to current events, seasonal trends, or common client enquiries. Think divorce law in January, a blog to coincide with new legislation, or an article that deals with a popular client query.

Picking relevant topics at the right time helps your blog gather momentum.

2. Avoid ‘legalese’. 

Many people find the formal tone and technical language found in legal documents – and sometimes used by those who draft them – confusing and difficult to understand.

When writing legal blogs and other content, use simple language and keep your sentences short.

3. Remember SEO.

Search Engine Optimisation (SEO) is the process of improving a website’s visibility to rank higher in search engine results pages (SERPs) like Google.

Effective SEO will increase organic traffic to your website by making it more relevant and appealing to search engines.

Using keywords, headings, and links to trusted sources in blogs all help boost SEO.

4. Break it up.

Even the most well-written and informative blog in the world won’t get many readers if it is just one mass of text.

Short paragraphs, lists, bullet points, graphics, and bold font all help make a blog more accessible.

5. Be concise.

According to Google Analytics, the average page visit lasts less than a minute with many users moving on within 15 seconds of landing on a page.  

Aim to grab the reader’s attention from the start and keep your blogs short and sweet.

6. Be consistent.

With legal blogging, consistency is key.

Regular content presented effectively, and with marketing targeting the right demographic, will help you stay visible in the long term.

Blog Writing for Law Firms

At FireTap Legal, we offer a comprehensive blog writing service for solicitors and lawyers.

Our specialist legal content writers have extensive experience writing for law firms of various sizes and across a wide range of specialisms, working with you to find a voice that fits your firm, keeps you current and optimises your SEO.

We can write blogs on a regular basis, on ad hoc topics, or for targeted campaigns.

For more information about our content writing services for law firms, get in touch with our expert legal writers in London today.

For more information about our legal content writing services click here or to speak to one of the team, call 020 3911 9715 or email hello@firetap.co.uk.