Working With Law Blog Writers: A Complete Guide

Any good marketer understands the importance of blogging for your business website. It benefits a lawyer to set up a website and feature a blog section in order to drive traffic. Search engine optimization is when a website includes terms and phrases that people are searching for on Google. Website crawlers go through a website, read it for these keywords and give your pages a boost in the rankings.

Hiring an experienced law blog writer will help get you there. That is why we’re covering everything you need to know about working with law blog writers. By the end of this guide, you’ll know who to hire, how to pick the best candidates, tips on how to get your law blog started, and ways to measure their success on your website.

Let’s dive in!

Hire Experienced Legal Blog Writers

A blog is only as good as its writers. Particularly for a niche industry like law, it is important to hire writers that have substantial background knowledge on the subject matter. Law blog writers should be well informed on the jargon and understand the terms used in law. They should also be extremely meticulous and clear with their writing, as lawyers can pick apart every sentence in search of discrepancies or loopholes.

Hiring an experienced legal blog writer that offers samples of useful, thorough, factually accurate blogs is no easy feat. Some law blog writers hail from digital marketing agencies that carry years of legal client experience as proof of a portfolio. Others are freelancers who have picked up jobs locally or online. They should all be content creators and good at what they do.

Post on job boards and reach out to agencies that specialize in digital marketing. You can ask for samples or even request that the candidate complete a writing test in exchange for payment. A digital marketing agency will be able to take their experience and guidance a step further by tying your legal content to a separate marketing effort.

Such services include:

• Social media marketing
• Email marketing
• Paid or organic advertising
• Website design

If you are planning an extensive content strategy and think you will need more than one writer to keep the posts flowing consistently, consider hiring more than one legal blog writer. You can segment their writing based on which topics they are more knowledgeable on and get even more specific with your blog topics.

Keep Your Target Audience in Mind

Your law blog writers should have a clear understanding of who their audience is. Writing a blog for everyone runs the risk of sounding too general. In the law industry, specificity is key. The firmer grasp you have on who will be reading your blog, the better chance you have of successfully reaching this audience and connecting with them via what you have to say.

What is the purpose of your law blog? To provide answers to the questions your reader seeks. A visitor to your law website may be on there for a number of reasons:

• Inquiring about a legal service
• Direct competition seeking inspiration or conducting research
• Lawyers involved in a case

Depending on their motive, your blog should feature a variety of topics that can appeal to different types of visitors. In addition, diversity will help attract a fuller spectrum of readers. At the same time, do not try to please everyone by spreading yourself too thin.

Instead, focus on your expertise. Stick to that sweet spot where you can write about useful topics and employ your personal expertise and practice area. This combination will help you hit each blog out of the park.

Consider Your Brand

Even though legal topics are far from glamorous, you can still offer direction to your law blog writers on how to write in terms of tone and voice. These are subtle, yet powerful elements of any writing piece and should be taken into consideration when developing a content strategy.

In order to stand out from the millions of other legal blogs writing about the same topics, consider these tips:

• Develop a branding guide with colors, a logo, tone, etc.
• Create a buyer persona so that you have a picture-perfect profile of your audience
• Avoid sounding like you are selling something
• Keep away from topics that center around current, popular news or information
• Create blogs that fit into your brand
• Use clear, concise language that is easy to understand and error-free

Trust Your Writers and Their Ability

At the end of the day, you are hiring a law blog writer that you can trust to take care of what is required of them with little to no guidance. There should not be a proper editing system in place that allows you or a colleague to review the content for any discrepancies, falsities, weak topics, grammatical errors, etc.