Either way, most people when asked what the difference is between a “conventional” or static” website and a blog reply in any combination of the reasons below:

None of these answers, except maybe #5 are true anymore and SEO Blog provides a clear review of today’s true differences.

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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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Writing intriguing copy, entails understanding different ways to engage readers. Here are several copywriting strategies you can use to improve your headlines and build better relationships.

Direct Headlines – Go straight to the core of your post: “Free Social Media Marketing Handbook”

Indirect Headlines – Are more subtle, and usually have a double meaning: Is Your Firm’s Vision Looking In the Right Direction” might be a headline for a marker talking about generating the kind of work and clients you really want to represent; rather than following the traditional approach of taking whatever comes in the door.

News Headlines – Go straight to the point as well, but differ from direct headlines; in that direct headlines usually, announce something your readers can get – Free… For example, “I’m in Esquire Magazine Today”.

“How To” Headlines: These are effective because we’re all looking for something new, or a way to improve something. You’re reading this because you want to improve your writing… gotcha!

Question Headlines: Entice reading because they spark curiosity. When you’re asked a question, what’s the first thing you do? You are motivated to find out more, or to respond, which may lead to a conversation.

Command Headlines– Tell readers what they need to do. Our job’s to direct our clients, not be in partnership with them. This type of headline gives your readers directions by addressing a short coming they may be experiencing. They may not know what to do, so take the bull by the horns and lead the way. For Example: “Build Your Law Firm’s Tribes and Watch Business Blossom With Social Media”

“Reason Why” Headlines – Engage in an internal dialog about the information you’re giving them. Also, you don’t have to use “reason why” in the headline. For example, here’s one with reason why”: Ten Reasons Why Google Employees Prefer Google Friend
Connect”. Here’s one without: “Top 10 Preferences of Google Employees Using Google Friend Connect”.

Testimonial Headlines – Are the ultimate third party endorsement. They are effective because the word’s your reader see’s aren’t yours, but another person’s.

Your firm’s blog may be highly SEO optimized. But, if the connects are flat and boring, and don’t entice readers to pursue and think, does your writing have any value?

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