You’re writing the content of your firm’s blog. The content you create should be written with one focus – conversion. But to get there, your writing needs to focused and follow industry-standard, Search Engine Optimized copywriting techniques. It really isn’t difficult. But you know your business, and I know social media PR and blogging. So, let me help you…

Google loves headlines that are search engine optimized. The blogging software you’re using probably converts headline tags into either H1 or H2 heading tags. More importantly, when you write a headline, use keywords that promise what the post delivers ie: the title for this blog post. For aid in writing better headlines, see ”How to Write Better Headlines For Your Legal Industry Blog”

The Opening Paragraph
If your lead sentence doesn’t grab them, they’re not going to read your story. It’s really simple. Your goal is not only to get people to read your content, you also want Google to read it too. So, you should repeat target keywords in the opening sentence. Here’s the catch… Google’s bots aren’t human beings, and they could care less how well written your content is, but your readers do. Because those clients who might click through to your website or call you, are important to you; write with them in mind.

Use subheads because they break-up longer entries and introduce new material to readers. Besides making your blog posts easier to read, working keywords into subheads will add to the overall SEO of your post.

Your Human Readers Count Most
Good copy is interesting to read and not redundant, so don’t overuse keywords. Find synonyms or different phrases to make your writing enjoyable to read. Search engine algorithms are sophisticated enough to recognize words that are properly contextualized that support your targeted keywords.

Show It – Talk Straight and Brief
Here’s an important point you’ll want to pay attention to. Cut the adjectives and “hype” from your writing, and stick to Noun/Verb construction written in active voice. Keep your message simple, clear – concise. Writing this way, you’ll find more opportunities to use keyworks throughout the legal marketing blog post.

Call To Action
You want the reader to Do Something with your copy, right? You want conversion from the time and effort you put in, right? So, you need a compelling call to action. Do you want them to contact you? Click through to a white paper? Subscribe to your blog? Remember to always include a call to action.

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