You’re a charismatic speaker. You have those limbal-ringed serial killer eyes that act as a gravitational vortex to all those around you, and you’re much-loved as a result. But you also have a knack for numbers and a burning desire to build a community-based law firm to make your nook of the world a better place. Heck, you even do many more pro bono cases than the average lawyer. But not everything is perfect: you’re a garbage writer. You can’t figure out how to make your website work because of this deficiency of skill. What should you do?
Well, the first option is probably the best. If you have an easy time with everything else, then you probably don’t have a hard time with money — and you should just consider paying for a professional writer to construct the perfect blog for you. If nothing else, that would help sharpen your focus for the things that matter.
Of course, finding another lawyer who wants to pivot to a lower-paying job might not be easy. But don’t fret. Choose a writer whose voice, tone, and attitude are right for the job, and then provide this person with copious notes describing the nuances of the law and what needs to be conveyed in a particular post.
Not your cup of tea? That’s fine. Most law firms are headed by people who love to micromanage everyone and everything around them, so for the sake of argument we’ll assume you share this trait.
Let’s say you need to write a blog about felonies. What kind of felony? The law is a complex subject. Although you know everything there is to know about it, your clients don’t share the same education. That’s where you come in. While there are dozens of crimes that fall under the category of “felony,” you’ll want to focus on one at a time to make the most sense. Your job isn’t to intimidate prospective clients, because the authorities have probably already done that.
In other words, choose a topic and provide the bullet points in text. You can provide helpful links to other pages of the website for more information if necessary. Break up bite sized pieces of information to make full use of those bullet points.
Although longer isn’t necessarily better, Google SEO trends suggest that posts 800 to about 2,000 words are more trusted than shorter posts.
Not sure if your audience will understand a particular piece of jargon? Start with conventional language, and then define that language with a more precise word once the reader knows what you’re talking about. For example, you might be compelled to use words like “acquit” or “tort” or “plaintiff.” While most people have a general understanding of what these words mean, you should always provide a definition or synonym with legal words — and then provide an example for context.