Content Conversion for Legal Blogs

How to Use Your Legal Blog Content to Convert Readers into Clients

Website Planning

By Yvette Valencia

Convert readers into new clients for your law firm by understanding what topics will draw their interest. Whether you’re a lawyer flying solo with your own single-employee law firm or a partner of a multi-attorney firm with several staff members, getting to know your customers is key to content conversion.

The first step is to pay attention to interactions between your business and your existing clients. It’s here where you can do a little investigative reporting to uncover the hot topics that really grab clients’ attention.

Ask Your Employees about Their Day-to-Day Customer Interactions

When you run a medium to large law firm, you may not find yourself meeting directly with clients as often as your legal assistants, paralegals and case representatives. However, that doesn’t mean that you should be in the dark about what’s on your clients’ minds.

Make it a part of your weekly or monthly routine to meet with the staff members who have the most direct interaction with your clients and pick their brains for the latest hot topics. For example, family law attorneys in a state where the ban on gay marriage was overturned recently may see a surge in same-sex couples seeking help in preparing prenuptial agreements. Personal injury law firms in states with harsh winters may notice more slip and fall cases at shopping malls during the winter shopping months.

Your employees can keep you abreast of what kind of cases or situations are most commonly brought to your office so you can tailor your legal blog content to really get in-depth about those topics. Ask your employees to keep track of the most commonly asked questions they hear on a regular basis – these questions are excellent for bulking up your FAQ section.

Solo Attorneys: Analyze Your Customer Interactions for Content Opportunities

Attorneys with solo practices can use the same techniques to develop ideas for new blog posts. Because you are working directly with your clients, the rapport you build with them can be used to test different blog ideas. For example, if you have a good working relationship with a car accident client, see if he or she would be willing to do a short interview with you to get some information from the client’s perspective on the injury claims process.

Your client’s answers to the following questions can help you generate blogs explaining the kind of information they learned or wish they had known prior to their accident.

  • How much did you know about the injury claims process before your accident?
  • What was the most shocking thing you learned about the injury claims process?
  • What did you wish you had known about injury claims before your accident?
  • What advice would you give to someone who has just been in an accident?
  • What do you think is the biggest myth about the injury claims process?

These article ideas will fulfill a necessary role of your legal blog: It will help you write entries that answer common client questions and alleviate fears and misconceptions about their legal rights and their case. During your questioning, keep your ears open for repeated terms – these can become your keywords for your blogs.

We Do Web Content Writes the Legal Content Your Potential Clients Want

The writing team at We Do Web Content knows how to think like a potential client and write to their needs and interests to help transform readers into customers. To get started, give us a call or fill out our contact form to speak with our sales manager about all of the services we offer to help grow your business through Internet and SEO marketing: 888-521-3880.

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