“Your content is not about ‘storytelling’; it’s about telling a true story well.” — Ann Handley, Writer, Marketer, Speaker

Legal writing can often be dry and dull, filled with jargon and complex terminology that can leave readers feeling confused and disengaged. However, in today’s digital age, legal professionals are recognizing the importance of creating content that is not only informative but also engaging and accessible to their readers.  This is where legal blog writing comes in. By transforming traditional legalese into engaging prose, lawyers can attract and retain readers, build their online presence, and establish themselves as thought leaders in their field. So, whether you are a seasoned legal writer or just starting out, read on to discover how to captivate your readers and take your legal blog writing to the next level.

Understanding your audience: Who are your readers?

Before you start writing your legal blog post, it is essential to understand who your target audience is. Who are you writing for? What are their interests and concerns? What questions do they have? Understanding your audience will help you tailor your content to their needs and preferences, making it more relevant and engaging.

One way to identify your audience is to look at your website analytics, which can provide valuable information about your readers, such as their demographics, interests, and search terms. You can also conduct surveys or interviews with your clients or colleagues to better understand their needs and preferences.

Once you have identified your audience, you can start thinking about the topics and tone that will resonate with them. For example, suppose your audience is primarily small business owners. In that case, you should focus on issues such as contract law, intellectual property, and employment law and use a conversational tone that is relatable and easy to understand.

Choosing your topics: Finding the right balance between legal and engaging content

Choosing the right topic for your legal blog post is crucial for keeping your readers hooked. You want to find a balance between legal content that provides valuable insights and engaging content that captures your reader’s attention and keeps them reading.

One way to do this is to focus on trending legal topics relevant to your audience. For example, if you are a personal injury lawyer, write about the latest developments in tort law or share tips on how to avoid being taken advantage of by insurance companies and their minions. You can also write about legal news or current events relevant to your practice areas, such as a landmark Supreme Court ruling or a new law that affects your clients.

Another approach is to use storytelling to make your legal content more captivating. For example, you can share case studies or real-life examples that illustrate the legal concepts you are discussing. This can help your readers connect with your content on a more personal level and see the practical implications of the legal issues you are addressing.

Writing style: Tips for writing in plain language and avoiding legal jargon

One of the biggest challenges of legal writing is avoiding overly complex terms and legalese that can be confusing and alienating to your readers. To keep your readers hooked, it is important to write in plain language that is easy to follow.

One way to do this is to use active voice and simple sentence structures. For example, instead of saying, “The parties executed the contract,” you can say, “The parties signed the contract.” This makes the sentence more concise and easier to understand.

Another tip is to avoid using legal jargon or technical terms unless necessary. If you need to use a technical term, be sure to define it clearly and provide examples to help your readers understand its meaning and context. If you’re having trouble finding the proper layperson’s term, perhaps you want to invest in a legal thesaurus.

Structuring your blog post: Using subheadings and formatting for readability

The structure of your legal blog post is just as important as the content itself. To keep your readers hooked, it is important to use subheadings and formatting that make your content easy to read and navigate.

One way to do this is to use descriptive subheadings that provide a clear overview of each section of your blog post. This can help your readers quickly find the information they are looking for and stay engaged with your content.

Another tip is to use bullet points, numbered lists, and other formatting tools to break up long paragraphs and make your content more visually appealing. This can help your readers scan your blog post quickly and find the information they need without getting overwhelmed. So, for example, if you find yourself listing a number of items or concepts, put them in a vertical list format, each item preceded by a number or bullet (► or •).

Using examples and stories: Bringing your legal content to life

As we mentioned earlier, storytelling can be a powerful tool for keeping your readers hooked and making your legal content intriguing. Using real-life examples and stories, you can bring your legal content to life and make it more relatable to your readers.

For example, if you are writing about a recent court case, you can provide a summary of the case and then use quotes or excerpts from the court’s decision to illustrate the legal concepts you are discussing. This can help your readers understand the practical implications of the legal issues and see how they apply in real life.

Another approach is to use analogies or metaphors to explain complex legal concepts. For example, you can compare a legal principle to a common household item or use a sports analogy to explain a legal strategy. This can help your readers understand the legal concepts in a more digestible, relatable and memorable way.

Conclusion: Putting it all together for successful legal blogging

In conclusion, writing a legal blog post that keeps your readers hooked requires a combination of relevant content and engaging writing style. By understanding your audience, choosing the right topics, writing in plain language, using effective structure and formatting, telling stories and using examples, you can attract and retain readers. With these strategies in mind, you can take your legal blog writing to a whole new level.