Years ago, I coached a lawyer who was writing an ERISA Law Blog. In one of our coaching sessions he explained.

I enjoy writing the blog, but my target clients are not finding it. The only calls I have received are from employees.

I looked at the blog. At the time he was essentially reporting the ERISA news. I couldn’t tell from his posts that he represented employers. He had not targeted his readers and picked topics he hoped would bring them to him.

As some of you know, I began writing a column in Roads and Bridges magazine in the early 80s. I purposely named the column: Law: The Contractor’s Side. Here is a column I wrote in 2000: The ‘ripple effect’ of change orders.

My target readers were contractors and in the linked column I wanted to demonstrate my understanding and expertise of the ripple effect of change orders in the hope I would be top of mind if a contractor faced that issue.

Writing strategically to reach and intended target reader is one topic I will address in a webinar I am presenting on August 25 for MyCase. The title is Build Your Practice Through Blogging. Click on the title and you can sign up for it.

If you are a blogger and don’t feel your posts are attracting clients or referral sources, I urge you to take the hour on the 25th and learn how to start blogging more strategically and take a look at my Social Media Blogging eBook.

Blogging Tips

I tell lawyers I coach that with each blog, they should:

  1. Identify the intended reader-potential clients, shares, SEO.
  2. Figure out why that reader cares about the topic
  3. Decide what they want the reader to take away from the blog post
  4. Decide what they want the reader to think about them or their firm

Ok, once you have figured out those things, you are ready to draft. Start with a great, “google searchable” headline. You want to choose one that potential clients will find if they did a search of the legal topic.

Second, write a great first line. Think like a journalist. Don’t bury the lead.

Third, write short paragraphs. You want to have a lot of white space to make your blog easy to read on line.

Fourth, include a visual. There are many places where you can find free photographs that do not require attribution. One source I use is Pexels.

When you finish your first draft, look and see if you can shorten the post. Take out any fluff or unnecessary words.

After you post your blog, use Buffer  or Hootsuite to deliver it to your social media sites at the time you think would be most likely read. (I say around 1-2 in the afternoon Central Time is not bad.)

If you want to learn more about getting readers to your blog, I found: 39 Top Bloggers Reveal How They Get More Blog Traffic. Which one do you think would get you potential clients and referral sources readers?