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  • Doug McPherson

What do lawyers and accountants need to do to create good blog posts?


When you are asked to write a blog for your firm, it can sometimes be a bit daunting.

What do you write about?

Or if you’ve been given a topic, how do you turn it into an effective blog post?

As with all things in business development, a little structure always helps I thought it may be useful to share our own 4-step process.

1. Have a strong headline

Good blogs address one topic and that topic needs to be encapsulated by your heading. Better still, phrase it as a question so your readers see it and go through the subliminal ‘click’ process:

- That’s relevant to me

- That’s a question I’ve asked myself

- That’s an answer I need to know

- That’s a link I need to click

You are going to be the barometer of good taste here. Would you click it? Would it catch your attention? If you don’t get two yesses, you haven’t got your headline right.

If you’re lazy and don’t take time to get your heading right or just go with the first thing you thought of, your click rate will suffer and if you don’t get clicks, you will never get the desired results.

2. Set the scene in paragraph one

Once you’ve forced a click, you need to hold your readers’ attention. This requires you to set the scene quickly, simply and immediately.

Use your first para to set out what you want to cover and why. If you need an example just flick your eyes up an inch or two, I think (or, at least, I hope!) my opening here does exactly that.

And in that opening paragraph, make sure your tone is confident and authoritative, not apologetic. You are an expert in your field. This means the advice you will go on to share in your post is going to be of value to the reader.

3. Use real-life examples

As you start to set out your answer to the question you raised in your title and provide the information you promised in your opening paragraphs, don’t flood your copy with legislation or regulations. Instead, use real-life (but anonymised) examples from your working life to illustrate the points you’re making.

People buy into stories much more than they ever will with facts.

Stories give your posts both context and familiarity and will bring people onside. It also makes them think that as you do understand their situation and have helped others through similar issues in the past. You may be the right person to turn to should they find themselves in that situation.

And it’s that recognition that leads to enquiries and after all, isn’t that the point of writing blogs?

4. Don’t forget a clear call-to-action

And as your main objective is to elicit a response, you have to make sure responding is as easy as possible.

- Tell people how to contact you.

- Tell people why they need to contact you.

- Tell people when to contact you.

And if you want to discuss the different reasons you can use to persuade people to get in touch with you after they’ve read your posts, why not email me or call me on 077865 40191. I will be more than happy to chat through a few different ideas we know work well as calls-to-action.

(And yes, that was an example of a call-to-action!)

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