How do I choose topics and titles for my blog?

Before diving into how to choose topics and titles, let’s address the basics: if your law firm doesn’t have a blog yet, you’re missing out on a huge opportunity. A well-maintained blog is a powerful way to demonstrate your expertise, connect with potential clients, and boost your online presence.

Once you’ve got the blog in place, the next challenge is keeping it alive with fresh, engaging content. It’s not enough to write about anything that comes to mind. To make an impact, your topics and titles need to align with your law firm’s expertise and your audience’s interests.

So, how do you consistently come up with ideas that will resonate with your audience? Let’s explore some tried-and-true methods that will help you generate topics and titles your clients will love.

5 ways to find blog topics (and titles)

1. Listen to your clients

Your clients are an excellent source of inspiration. Whether they’re coming to you for the first time or have been with you for a while, they’re likely asking questions - lots of them.

Start by identifying the most common questions new clients ask. These are often about the basics, like “How do I start a will?” or “What happens during a divorce settlement?” These questions are gold for blog topics because if your clients are asking them, chances are potential clients are searching for the same answers online.

Once you’ve covered the basics, pay attention to more complex questions that arise as clients dive deeper into their cases. Writing about these nuanced topics allows you to position your firm as an expert in your field. And don’t forget to link these advanced articles back to your foundational posts - it helps readers and boosts your SEO.

2. Use Google’s autocomplete feature

Google’s search bar is one of the simplest tools for finding blog topics. Start typing a phrase related to your area of expertise, and let Google’s autocomplete feature do the rest.

For example:

If you type “Family Law property sett…”, you might see suggestions like:

• “Family law property settlement process”
• “Family law property settlement time limits”
• “Family law property settlement after separation”

These suggestions are based on what real people are searching for, making them excellent starting points for blog ideas. Plus, by using these phrases as your blog titles or incorporating them naturally into your content, you’re increasing the likelihood of ranking higher in search engine results.

3. Mine comments and social media discussions

Comments on blog posts and social media platforms are treasure troves of insights into what people are curious about.

If your blog has a comments section enabled, check it regularly. Visitors often ask follow-up questions or provide feedback that can spark ideas for new content. Similarly, monitor your social media channels for recurring questions or concerns that come up in comments or direct messages.

Don’t stop at your own platforms. Take a look at your competitors’ blogs and social media pages. What are their audiences asking? Are there gaps in their content that you could fill? Social media groups and forums like Reddit can also be great sources of inspiration - just search for legal topics relevant to your firm’s expertise and experience.

4. Use keyword research tools

Keyword research tools are invaluable for generating blog topics and titles. They show you what people are searching for and how often, allowing you to tailor your content to meet demand.

Here are a few tools to consider.

AHREFS

A comprehensive tool that provides keyword research, SEO audits, and competitor analysis. It’s an excellent choice for firms serious about SEO, though it comes with a price tag. Their starter plan is US$129/month (current as at March 2025).

BuzzSumo

This tool excels at content discovery and social media analysis. It’s particularly useful for identifying trending topics, monitoring competitors, and analysing the most common questions in forums and on social media. BuzzSumo has a free version with limited features, or you can opt for a paid plan, which is discounted when paid annually.

Google Keyword Planner

Free with a Google Ads account, this tool is primarily designed for paid campaigns but is also great for blog research. Enter a term like “family law,” and it will generate related keywords along with their search volumes. This data can inform not only your blog topics but also the phrasing of your titles.

5. Keep a running list of ideas

Ever had a brilliant blog idea only to forget it by the time you sat down to write? It happens to everyone. The solution? Keep a dedicated list of blog ideas.

Whether you use a notebook, a notes app on your phone, or a project management tool like Trello, make it a habit to jot down ideas as they come to you. Inspiration can strike anywhere - during client meetings while scrolling through social media, or even in casual conversations with friends and family.

Having a list of ideas ready to go ensures you’re never stuck staring at a blank screen when it’s time to write.

Crafting titles that grab attention

Once you’ve chosen a topic, the next step is crafting a compelling title. Your title is what draws readers in, so it needs to be both clear and engaging. Here are some tips to get it right:

• Be specific - Avoid vague titles like “Understanding Family Law.” Instead, try something like “5 Steps to Navigate a Family Law Property Settlement.”
• Answer questions - Titles framed as questions often perform well, e.g., “What Happens If You Die Without a Will?”
• Use bullet and numbered lists - Lists are popular because they’re easy to digest. For example, “7 Common Mistakes to Avoid During Divorce Proceedings.”
• Incorporate keywords - Make sure your title includes terms people are likely to search for.
• Test and refine - If a post isn’t performing as well as you’d hoped, consider tweaking the title to make it more engaging.

Why consistency matters when choosing what blogs to write

Consistency is key to a successful blog. Posting regularly keeps your audience engaged and signals to search engines that your site is active, which can improve your rankings. Aim for at least one high-quality post per fortnight.

If you’re short on time, consider repurposing older content. Update it with fresh insights, new data, or additional examples to keep it relevant.

Ready to elevate your blog?

A well-planned blog is one of the most effective tools for building your law firm’s online presence. By choosing the right topics and crafting compelling titles, you can attract more visitors, establish authority in your field, and turn readers into clients.

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