How to write content that increases visitor engagement?

Hi everyone!

So, you are facing a daunting task. You know you need to blog on your site, as it will help you rank in Google for keywords. At the same time, this blog should be helpful for Internet users. With the help of a blog, you can show potential clients your professionalism and convince them of your competence. How do you combine these two goals? How to make your blog gripping and productive at the same time?

Unfortunately, there is no magic recipe here. Each law firm must find its approach to its audience and take into account the many nuances of its work.

But I can tell you what mistakes you should avoid when creating a blog. This checklist will help you write quality texts. To make it more convenient for you, I have divided the list into two parts - technical and creative.

??? Technical issues:

1. Lack of a content plan.

Start working on a blog with planning. Otherwise, it will be more difficult for you to analyze the effectiveness of the texts, and you will not be able to implement a long-term marketing strategy. In addition, spontaneous publications do not inspire much confidence in the audience and do not cause a desire to come to the site again.

2. Poorly studied target audience.

In this case, there is a risk of spending a lot of effort on creating content that the audience won't even like. Your site will receive inappropriate traffic, and the articles will only entertain those who will not become your customers.

3. Ignoring SEO.

You can write interesting articles that your audience will love. But if you forget to insert keywords into the text, the text will not help you in website promotion. One of the central blog functions will fail.

4. Ignoring the requirements of content platforms.

First of all, I mean YouTube. Video is one of the very effective methods to attract an audience and traffic. You can embed videos directly into the site. But usually, the video content is uploaded to YouTube and then posted on the site using a link. In the second case, you need to consider the ranking algorithm of this video platform.

???Read more about working with the video platform in?YouTube Ads.

5. Lack of testing.

Content marketing is marketing first and foremost, and information is a resource. If you change the strategy or format of your publications, the audience can dislike these innovations. Monitor the reaction! If you do not do this, you won't notice the audience churn in time and will waste resources on ineffective content.

?? Creative questions:

1. Too formal style.

Lawyers use many specific terms and concepts in their work. In general, the communication style of lawyers is rather complicated and vague. Many of them write their blogs in the same manner. But the audience does not know the laws so well, does not know the terminology, and does not perceive well any texts in such a style. Try to write in simple language and explain even complex things in an accessible way.

2. Lack of cases.

Real-life cases from practice make for content that is always very well received by the audience. People often draw parallels with their situation and want to know how you solve similar problems. The more stories your site visitors see, the more loyal they will be to you.

3. Lack of interaction with the audience.

Website visitors, social media audiences, and direct clients often ask lawyers questions that can be good blog topics. The answers should not look like legal advice, but your texts should include helpful information. The audience needs to see that you care.

???Read more in?Law Firm Blogging Tips for Attorneys.?

4. Lack of different formats.

As I said above, content isn't just about articles. These can be videos, audio podcasts, infographics, etc. The more diverse and original the content form is, the more captivating your blog will be.

5. Lack of a call to action.

A call to action is one of the tools that can help you grow your customer base. I agree that such a call is not always appropriate in legal texts, but don't ignore it completely.

According to?the ABA's 2022 survey, content for firm websites is the responsibility of one or more lawyers in the firm (71%). In fact, this is not a very good practice: lawyers spend their time not on clients but on articles. At the same time, lawyers often do not know how to write texts for a blog correctly to achieve maximum effect.

The optimal solution, in this case, is in cooperation with a digital marketing agency with experience working with law firms. For example, Lasting Trend has been collaborating with the New-York based?law offices of Yuriy Moshes?for several years. We are also engaged in the development of professional content.?

???Read more about this case in?How We Increased Organic Traffic 50-fold.

If you have questions about the ways to improve the content on your site, ask them in the comments section below!

Good luck!