How to Write the Perfect Blog (for a Law Firm)

8 Key considerations…

We speak to lawyers all the time and they can write a good Will, or contract but seem to miss the point when it comes to writing blogs. With the introduction of large language models like ChatGPT, it seems easier than ever before to write a blog, but AI blogs stand out a mile off…

Blog posts aren’t just there to fill space. When done properly, they can build trust, attract new clients, and show what makes your firm different.

Here’s a guide to help you write blog content that actually works.

1. Start with a clear topic

Pick one subject. Don’t try to cover too much. Focus on what the reader needs to know — not what you want to say.

Examples:

• What happens if you die without a Will?

• 5 signs you should update your Will

• What is a Lasting Power of Attorney and why does it matter?

Use a headline that’s clear, not clever.

2. Write how you speak

Keep your language plain. Short sentences. No legal jargon unless you explain it.

Don’t try to sound clever - aim to sound clear.

If you wouldn’t say it out loud to a client, don’t write it.

3. Add real value

Answer the questions clients ask you every day. Give them the information they need. Don’t hold back useful knowledge, people will still come to you for advice.

If a blog answers their question well, they’ll remember who helped.

4. Use social proof

Add quotes or reviews from real clients. It shows people you’re trusted and that others have had a good experience.

Example:

“Alphalink Legal were most helpful and informative. I would have no hesitation in recommending them.” – C McLean

One or two of these in the blog go a long way.

5. Include a clear call to action

Tell people what to do next. Don’t assume they’ll know.

Examples:

• Want to speak to someone about your Will? Contact Tomi today.

• If you’ve got a question about LPAs, book a free call.

• Not sure if your Will is valid? We’ll check it for you - no cost, no pressure.

6. Use headings and bullet points

Break things up. No one likes big blocks of text.

Use:

• Headings to guide people through

• Bullet points for lists

• Short paragraphs (2-3 lines max)

Make it easy to skim. If it’s easy to read, more people will read it.

7. Link to other useful content

If you mention something related, link to it. For example:

“If you haven’t written a Will yet, read The Comprehensive Guide to Will Writing.” (and hyperlink the text).

This keeps people on your site longer and shows you know your stuff.

8. Stay consistent

One good blog is helpful. Regular blogs build trust.

Aim to publish at least once a month. Pick topics that reflect the questions you're asked day to day.

Over time, your blog becomes a library of answers, and a reason for people to come back.

Lastly, be human

People don’t want to read corporate copy. They want to hear from a real person who knows what they’re talking about.

Write like it’s a conversation. Keep it clear, kind, and useful.

Legal Growth write blogs for lots of firms. If you’d like us to support you, reach out: