Why did you click on this blog post? Chances are, something in the title sparked your interest. Now, as you read through these first few sentences, you’ll decide if the rest of the article is worth reading. That’s why titles and introductions are a crucial combination for your blog’s success. It’s easy to understand why a compelling title is essential – but don’t stop there! An introduction that grabs the reader and makes them want to explore further is just as important. Here are some tips for creating an attention-grabbing law firm blog post introduction that will increase your blog’s readership.
1. Highlight a Real Problem
Remember that people are reading your blog for the value it provides. For legal blogs, that usually means answering pressing questions or explaining a legal issue in simple terms. In your introduction, focus on a pain point and how you will present a solution to a problem. However, you have to make sure your readers know they’re in the right place. That’s why it’s important to share honest advice on a typical problem that someone reading your blog might have.
2. Be Clear About What to Expect
Once you’ve mentioned a pain point, you have a short amount of time to demonstrate that you can help. People don’t want to be reminded of their problems without the hope of solutions. In the introduction, move quickly from highlighting an issue to sharing how you’ll address it. Your introduction should lay out expectations and enable readers to see that this particular blog is worth their time. Successful introductions usually mention what will be covered, in what order, and what readers can expect to take away. Tip: sharing the order of topics is especially important for longer pieces of content. Many people simply skim content, so knowing where to look for specific information is extra helpful.
3. Layout the Benefits
We talk a lot about adding value for your readers. The value is determined by the extent to which content will help them improve their lives or learn something new. Mention these benefits right away. How will reading your blog post help them? Answer that question within the introduction if you want people to keep reading.
4. Ask a Question
To get people thinking about the topic from the outset, consider posing a question. When people see a question they begin to ponder an answer. It’s a tactic that’s attention-getting and effective for engaging your audience. However, make sure your content actually addresses the question. Otherwise, your introduction can be construed as misleading.
5. Be Controversial
When it comes to storytelling, confrontation is necessary for tension and engaging your audience. You can generate more interest in your blog by embracing conflict. If you plan to post about highly debated topics, don’t be afraid to state your opinion clearly in the introduction. Whether readers agree or disagree with you, they’ll want to keep reading to see how you formulated that opinion or back up your view. Don’t be afraid to challenge long-held beliefs or state your honest opinion on industry happenings like new regulations. Doing so in the introduction of your blog is a great way to spark interest and keep people reading.
6. Use a Quote
Other people’s statements can be very compelling. They can lend credibility to what you’ve written, back up your ideas, or just create an intriguing first few lines. In some cases, quotes can even provide a framework for developing your overall blog (not just the introduction). Look for quotes that summarize a conventional belief, share a best practice, or pose a counter-argument to the idea you’re sharing in your post. One note on quotes: It’s important to use them sparingly. It can be easy to fall into the trap of relying on established voices rather than writing your own original content (especially if you don’t really care for writing). As much as possible, use original sources and try to find quotes that aren’t overused in the legal industry.
7. Create the Introduction Last
It’s not necessary to write your blog in the exact order that it’s meant to be read – and in many cases, you shouldn’t. The introduction is arguably the most important paragraph in your post. That means you need to take your time and give thought to every word. That’s not easy when you’re on a deadline and trying to move quickly. In many cases, the introduction is written hastily in order to move on to the body of the content. Furthermore, you’re likely to better understand what your post is really about once you’ve written it. After you’ve spent some time on the subject matter you’ll likely be more comfortable introducing it in the right terms. Finally, many bloggers find that they begin a post on one topic but it evolves into a different piece as they write. In these cases, the introduction would need to be rewritten to mirror the new direction. Writing the introduction last will save time and provide a clearer, more compelling description of the subject matter.
Your first paragraph is ultimately what will encourage people to read your post (or click the back button and look for other search results). Use these tips to create a strong law firm blog post introduction. If you need more help creating a blogging strategy for your firm, let us know. Our services enable firms to showcase their expertise while providing real value to their audience. Contact us today if you’d like to learn how your firm can create a high-value blog.