Do you have a blog on your website? If not, you should finish this article and start writing one. If you do, close your eyes and ask yourself, “What’s the goal of my blog?” If your answer is, “To improve my website’s Google rankings,” you’re blogging for all the wrong reasons.

At this point, you likely know Spotlight Branding’s position on SEO: After years in marketing, we’ve realized it’s overrated, ineffective, and often does more harm than good. A myth has sprung up in legal circles that the purpose of blogging is to increase your SEO, and you need to include keywords, make sure to backlink, and do a thousand other things to make it happen. We’re ready to bust that myth wide open.

Which option makes more sense: blogging in order to impress a robot and hopefully convince it to send more leads to your virtual doorstep, or blogging to reassure, impress, and convert the leads already on your website? The latter, of course. That’s why instead of blogging for robots, our clients blog for people.

Blogging for people is simple. There are no tricks, secret keywords, or lines of code. You just need to write with your audience in mind, focusing on their questions and pain points. What is your ideal client worried about? What are they curious about? What could they use your help with? The answer to each of those questions contains many blog posts.

Once you’ve chosen a topic, distill your information and write it clearly in language the average reader will understand. Unless you’re marketing to other lawyers, this isn’t the place for legalese. Simply answer your ideal clients’ questions, and give them enough information so they know why they should come to you and how you can help. This will elevate your expertise and prepare your clients for the process. These posts don’t need to be perfect; they just need to be effective.

Last but not least, you need to produce and distribute this content regularly. Don’t just let it sit on your website. Post your blogs on social media, or include them in an email newsletter — put them where the people are. If you’re not sure how to do this effectively, give Spotlight Branding a call.