If you know how important it is to improve your law firm website’s practice area page and blog content but don’t have the time to do it, ghostwriters are exactly what you’re looking for. Ghostwriters create content for you so you can focus on other areas of your law practice. Many law firms use ghostwriters, so it’s easy to find one if you know where to look.
What is a ghostwriter?
A ghostwriter is a writer who writes something that will be published under someone else’s name. For example, if you hire Casper to write your blog post about truck accidents, you don’t put Casper’s name on the post. You post it under your own name when you publish it.
Some law firms post content under the names of multiple attorneys even though none of those attorneys ever write a single blog post. For example, if you have partners in charge of criminal defense, civil litigation, and family law, you might post the content for each subject under the name of the partner in charge.
What does a ghostwriter do?
Ghostwriters can write any type of content you need them to. Most law firms focus on practice area pages and blog posts. If your marketing strategy calls for other types of content like books, white papers, or video scripts, they can do that as well.
Some writers offer topic creation which means figuring out what topics to write about. This is usually a separate SEO service, so it comes with an added cost either way.
What can I hire a ghostwriter for?
You can hire a ghostwriter for anything you need. Some law firms just need help with a special project like the initial buildup of their website. Other lawyers like to write their own content and use ghostwriters for overflow posts or for content that needs marketing skills they don’t have.
Depending on how much you like to tinker, you can treat ghost-written content as something ready to publish or something you’ll edit and maybe rewrite before you post it.
When do law firms use ghostwriters?
Most law firms that have a content marketing strategy have probably used ghostwriters at one time or another. There are many reasons you might use a ghostwriter.
- You don’t have time. Blogs require time, effort, and attention. You need to be willing to invest your time into creating a quality blog.
- You’re not experienced in SEO writing. Lawyers are supposed to be good at writing, but legal writing is very different from writing for SEO. If you only understand legal writing, you’ll often be doing the opposite of what you need to be doing to improve your SEO.
- You need to expand your reach. Maybe you’re trying to pick up cases in a new practice area that you don’t have any content for. A ghostwriter can help you quickly produce new content while you’re focusing on other areas of your marketing plan.
- You don’t like writing for your website. There are only so many hours in a day, and what’s the point of running your own practice if you can’t hand off the jobs you don’t like? If you’re replacing writing time with billing time or other ways of adding new business, it’s probably a good financial move anyway.
How do you hire law firm content ghostwriters?
There are many different ways you can find writers ranging from full-service SEO teams with a team of ghost blog writers to hiring freelance writers. It’s actually easier than you might think because there are many established legal marketing companies and writing services.
Who are these ghost blog writers?
There are many different types of ghost bloggers out there with varying skill levels. One thing to keep in mind is that search engines want high-quality content, so cheap content won’t help you.
The ideal ghostwriters for a law firm have a legal background. They need to understand the ethical issues surrounding attorney marketing, what types of things clients want to know, and how to explain legal issues.
Even a good professional writer without a legal background can struggle with legal content writing. They’ll often research by looking at other law firm blogs but won’t have the expertise to understand when things vary by state or if a blog post contains errors. They may also change the meaning of legal concepts when they’re trying to rewrite or “simplify” things.
For the same reasons, law students and even many paralegals may not serve as good ghostwriters. Unless you’re viewing it as a long-term project, you’ll probably be better off investing in experienced writers who focus on legal content.
How much does it cost to hire a blog ghostwriter?
The fees for quality writers vary and are usually set by the length of the blog post rather than an hourly rate. You should expect a 1,000-word blog post to cost at least $100 for basic SEO content to $1,000 or more for complex topics or high-visibility pages that need extra attention to perfect. Some content marketing agencies offer blog post subscriptions that give you a small discount if you make an ongoing commitment to a certain number of blog posts per month.
You can find cheaper article writers who will offer to charge as little as $10 for a similar length blog post, but again, search engines are looking for quality. The $50 to $100 range might be workable for generic SEO content covering basic topics or if you’re treating it as a rough draft you’ll clean up.
How can you find ghost bloggers?
Unless you are a very large firm with a budget of thousands of dollars per month, ghostwriters often have many clients similar to a traffic ticket or DUI attorney. You should not treat hiring a ghostwriter like hiring an employee.
It’s typical to choose a writer based on their online portfolio and send them an order for one blog post or a small handful of posts. If you’re happy with the quality of the posts and work well with that writer, you can continue to order from them.
Freelance marketplaces make this process easier and reduce the risk of hiring someone you don’t know. An added benefit of working through a marketplace is you don’t pay the market directly and don’t have to worry about sending them a 1099-NEC.
Many law firms use ghostwriting for their SEO content with great results. The best place to find a ghostwriter is in a freelance marketplace.