How to Build an Audience for Your Law Firm’s Blog

Almost every law firm has a blog. With this level of competition, it is important to stand out in terms of the type of content that you are providing.

Tell me if this sounds familiar: you had a great idea for a blog. You believed that if you produced incredible content, potential customers would come. They would read the blog, subscribe, and as long as your kept writing amazing content, your blog would thrive. I am guessing that if you are reading this, your experience was more similar to the majority of beginner business bloggers and it looked nothing like that. Instead, it probably looked more like this: you had this great idea for a blog, you wrote some great content, no one came and now you want to know why.

The answer is simple – no one came because you built a blog but you didn’t build an audience.  

In this comprehensive guide, we delve into the intricacies of digital marketing tailored for law firms. Drawing from real-world experiences and proven strategies, we offer insights into understanding your target market, leveraging digital platforms, crafting engaging content, and fostering community engagement. Whether you are starting a new blog or looking to enhance your existing online presence, these strategies will equip you with the tools to effectively reach and engage your target audience, setting your law firm apart in the competitive digital landscape.

Understanding Your Target Market and Niche

Before diving into digital marketing, it’s crucial to understand your target market and niche. This understanding is the foundation of all marketing efforts. Follow potential clients on social media, attend relevant meetups, and engage in discussions to learn about their interests and pain points.

Think about these problems if you don’t know your audience:

  1. If you don’t know who you are writing for, how can you possibly write content they want to read?
  2. If you haven’t clearly identified your target audience, how do you know who they are and what other types of content they consume?
  3. If you don’t know your audience, how can you possible attract the people in it?

Hopefully those three questions hit this point home. The most important thing you need to do in order to attract a better audience for your blog is to know who is in that audience and what they care about so that you can provide the content and experience that attract them, engage them, and keep them coming back.

You can find a ton of information online about how to find your ideal audience and niche, and here are two of my favorites (in order):

  • From MOZ – an old blog post, but really good. I always recommend you check MOZ for internet marketing questions. Great actionable items in this post.
  • Inc’s article – More of an overview, but still worth checking out.

Once you know who the people in your audience are, you need to ask yourself some questions:

  • What problems are they trying to solve?
  • What questions are they trying to answer?
  • What do they care about the most?
  • What keeps them up at night?

Answering these questions for the different types of people who make up your audience is invaluable to create a content marketing that resonates with them and that keeps them coming back.

Leveraging Different Platforms

Once you understand your audience, it’s time to reach out to them where they already are. Digital marketing isn’t just about creating content; it’s about placing your content on platforms where your target audience already spends their time. Guest posting on popular legal or business sites can significantly increase your visibility.

Creating Engaging and Relevant Content

Your blog content should not only be informative but also engaging and relevant to your audience. It’s essential to strike a balance between personal anecdotes and professional advice. Tailor your content to address the specific needs and interests of your target audience. This approach makes your blog more relatable and valuable to your readers.

Participation and Community Building

Engagement doesn’t end with posting content. Active participation in the comments section of your blog and other relevant platforms is vital. Respond to comments, ask for feedback, and engage in discussions. This active engagement helps build a sense of community and loyalty among your readers.

Appear On The Sites Your Target Audience Already Visits

One of our target audiences are Marketing Directors who are curious about digital marketing at mid-sized firms. To understand their online content habits better, I followed several of these individuals on Twitter, noting their patterns, particularly their attendance at digital marketing meetups. By registering for these events on, I immersed myself in their world, attending five meetups before gaining a deep understanding of their preferences, including their favored reading material and websites.

Marketers are often voracious readers and communicators. This environment provided a wealth of information without the need for direct questioning. I noticed a trend: many of these professionals frequently read ‘Search Engine Journal,’ a site known for its strategic focus on digital trends, less technical and more accessible than others.

With ‘Search Engine Journal’ identified as my target publication, my next step was to connect with the decision-makers behind it. I focused on finding the key editor. Through diligent research on LinkedIn, Twitter, and their published articles, I gathered insights into their interests and editorial preferences.

Now familiar with my target audience and the editor, I prepared to pitch. I’ve learned that a successful pitch involves more than just expressing a desire to write; it requires presenting a well-thought-out plan and demonstrating your capabilities as a content creator. My approach was to offer not just my willingness but also concrete ideas and a track record of quality writing. This strategy, emphasizing value and preparedness, proved effective in securing a spot on the site.

Planning and Consistency

A successful blog requires careful planning and consistency. Develop an editorial calendar that outlines your posting schedule, topics, and marketing strategies. Consistency in posting and quality maintains reader interest and helps in building a loyal audience.

Quality Over Quantity

While frequent posting is essential, the quality of your content is paramount. Ensure your blog is free of errors, visually appealing, and easy to read. Quality content positions your blog as a credible and trusted source of information.

Spread the Word

Now that you have something worth talking about, it is time to spread the word. Let people know what you are blogging about by posting links and teasers on social media sites like Facebook, Twitter, Tumblr, etc. Make it incredibly easy for people to share your content from your blog or across their social media experience. Invite guest bloggers to provide posts for your blog to entice their readers to subscribe. Make sure potential readers can find you by optimizing your blog for search, practicing excellent SEO, and researching the right keywords for every post.  Make sure every contact you have includes a link back to your blog. This means including it as part of your email signature, putting it on your business card, and promoting it in any marketing or advertising initiatives. Your blog is your rock.

Nerd Tip:

Make sure that you are not wasting effort. If your audience is not on a social platform, do not waste your time on it.

Adjusting Expectations

It’s important to have realistic expectations about digital marketing and audience building. It takes time, effort, and patience to see significant results. Stay dedicated, keep analyzing your strategies, and be open to making necessary adjustments.


Building a successful law firm blog requires a mix of understanding your audience, creating compelling content, active participation, consistent planning, quality focus, and effective promotion. By integrating these strategies, your law firm can effectively reach its target market, engage potential clients, and establish a strong online presence.

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