What are your law firm’s goals when blogging? You might say that you would like to get more leads, boost engagement and keep visitors browsing for longer so that many inevitably become clients. Of course there are multiple ways to go about this. But one of the most effective is to create data-driven blog posts. Using data can have a positive impact on both engagement and in the long run, conversions.
Why Using Data Makes Sense
Most people enjoy data to at least some extent. Largely because it helps us understand and make sense of topics that would otherwise be quite complex. Here’s an example.
Say an attorney specializing in medical malpractice was writing an article on lawsuits and payouts. Rather than saying that there was a lot of money from payouts in a given year (very vague), they could clarify by using data and saying there was $3.6 billion in payouts in 2013 and a total of 12,142 payouts, or one every 43 minutes (very specific). This immediately puts perspective on the subject and gives readers a better sense of the state of medical malpractice lawsuits.
Using data also helps you prove a point. Say you’re trying to present an argument in a blog post. Rather than simply spouting off your opinion, you could use concrete numbers from trustworthy case studies. This can lend a tremendous amount of credibility to your argument and strengthen your law firm’s overall brand identity.
Lastly, data can help grab your readers’ attention. Let’s compare two potential blog post titles as an example:
- How Our Law Firm Can Help You Win Your Case
- How Hiring Our Law Firm Increases Your Chance of Winning Your Case By 90 Percent
I think it’s fair to say that the vast majority of readers would be more inclined to click on the second title. In fact, “Upworthy generates up to 500 percent more traffic as a result of their curiosity-based headlines.”
How to Find Data
So we know that data can be powerful. But how can you find data, and what specific types of data should you include in your blog content?
Here is one of the best and most simplistic “hacks.” Go to the Google search box and type in the subject you’re interested in followed by “scholarly articles.” For instance, you might enter “medical malpractice scholarly articles.” This will typically populate the search results with A+, stat heavy content that you can generate data from.
You can also enter the subject you’re interested in followed by “stats” as well. Often you can find websites that have compiled large lists of stats that you can borrow from for your content. Some of the best types of data to use include:
It’s also smart to take note of the websites, publications and organizations where you’re finding good information from. This will make it easier to streamline your data search in the future. You may even want to save their URLs onto a spreadsheet for future reference.
The majority of readers respond favorably to data. Weaving data-driven points into your legal content can be just the ticket for grabbing their attention and ultimately motivating them to inquire into your services.