Writing Legal Marketing Articles that Get Cases
Last time, we talked about the importance of writing articles, how to utilize your keyphrases in your title, and a two sentence summary.
Articles are used to share information with Internet users while building back-links to your law firm’s website. They are a crucial part of your legal marketing strategy.
When writing your articles, you should know a few important things.
1) You may not use your law firm’s name, your personal name, or references to yourself in a manner such as “us,” “we,” or “I.”
2) Articles are to be informative. They should provide direction to your users.
It’s OK to encourage readers to use an attorney, but you cannot in the body of the article reference your own firm.
Last week, we built a title and summary around a fictional Boston attorney that specializes in divorce.
Title: Boston Divorce Petitioners May Face Delays
Summary: Are you filing for marriage dissolution in Massachusetts without a Boston divorce lawyer? Here are some ways to avoid delays in your case.
Now it’s time for the article body. Your article should be 350-400 words. The rules for what’s allowed in the article are set forth by the article directories to which you will be submitting. So if you mention your firm’s name, they will decline your article.
Begin your article by utilizing your keyphrases. In this example, the keyphrase is “Boston divorce lawyer.” The first paragraph needs to encourage your readers to continue reading.
First Paragraph of Article Body: Getting a divorce is one of the most stressful events a person can face in their life. The emotional side that constantly presents uncertainty and fear has to be set aside to deal with the legal aspects of divorce. In a divorce, all property and assets must be reviewed and agreeably split between the two parties. Doing this without a Boston divorce lawyer could spawn disaster. Without the use of a Boston attorney in your Massachusetts divorce, you may let the emotions of the divorce get in the way of the asset disbursement part of the dissolution, which will only complicate the matter.
From that point, you want to continue to give brief insight on the process of getting a divorce while periodically (no more than once per 100 words) mention the keyphrase Boston divorce lawyer.
So you can’t use your name, law firm name, or personal information in the article… wondering how that’s going to get traffic to your law firm’s website?
Next week we will talk about how to link to your site from your articles while getting them approved by the article directories.
To learn more about legal marketing, law firm marketing, and law firm web design, visit SEOLawFirm.com or call 1.800.728.5306.
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