How to Build a Monthly Blog Plan With a Family Law Content Writer

Your time belongs in the courtroom, not in a Google Doc at 11 p.m.

Blogging for your firm sounds great until you’re staring at a blinking cursor after a heavy caseload, trying to think about what to even write. 

Good news: Legal content writers exist. Even better news: We work with attorneys every day to build blog plans that protect your time, elevate your SEO, and sound like you, not a robot. Here’s how we recommend working with a law content writer to build a blog plan that actually helps your family law practice.

1. Start With Your Firm’s Business Goals

A solid blog plan starts with strategy. What are you trying to accomplish over the next six to twelve months?

• Rank for “child custody lawyer in Tacoma”?

• Reach high-net-worth clients who need prenups?

• Get fewer calls about things you don’t even do?

All of that belongs in your content plan. The more your writer understands your business objectives, the more useful your blog content will be. You’re not hiring a blogger. You’re building a marketing asset.

2. Choose 3–5 Core Focus Areas

Think of these like your main practice pillars. You probably already know what they are:

• Divorce

• Custody

• Modifications

• Support

• Paternity

Your content writer will use these as a compass. Focusing on a few areas helps build topical authority (a big deal for SEO) and keeps your content library organized and useful over time.

3. Conduct Keyword Research With a Legal Lens

Keyword research isn’t just finding high-volume keywords. It's identifying what real clients in your area are searching for online. Instead of generic terms like “custody laws,” we’re looking for:

• “Who gets to claim the kids after divorce in New York?”

• “What’s considered an unfit parent in King County?”

Your writer should use tools like Semrush or Google Search Console, but they should also be listening to your intake team, your consult calls, and even your FAQs. Real language wins every time.

4. Create Strategic Content Clusters

Every blog should serve a role in your content ecosystem. We typically recommend buckets like:

• Educational: “What Is a Parenting Plan in Washington State?”

• Local SEO: “What to Expect From a Seattle Divorce Mediation”

• Emotional Insight: “How to Tell Your Children You’re Separating”

• Firm Voice / Thought Leadership: “Why Our Practice Emphasizes Collaborative Divorce”

These clusters help your site rank and help readers find what they need at the right moment in their decision-making process.

5. Optimize for Local SEO (Without Sounding Like a Bot)

Good family law content should make it clear what you do and where you do it, including:

• Naturally weaving in city and county names

• Using plain-English explanations of Washington-specific laws

• Avoiding legalese and overused phrases like “compassionate counsel”

A good writer will know how to speak to search engines and stressed-out parents trying to figure out what happens next.

6. Set a Publishing Rhythm That Fits Your Goals

You don’t need to publish daily to see results, but you do need consistency. Here’s a quick guide:

• Solo or boutique firm: 4-8 posts per month

• Growing mid-sized firm: 1-2 posts per week

• Aggressive SEO plan: 3+ posts per week

Your writer should work with you to build a sustainable calendar. Quality > Quantity (but both help).

7. Create an Editorial Calendar

A content calendar is where ideas become action. Your writer should help you map out:

• Monthly themes

• Tentpole dates (like holidays, court changes, or back-to-school custody content)

• Who’s reviewing what, and when

It doesn’t have to be fancy. Just something everyone can see and stick to.

8. Leave Room for Legal Review

A good family law writer knows the ethical line between information and advice and won’t cross it. Still, you’ll want time to review for accuracy, tone, and firm voice. At Borrowed Pen, we build review time into every retainer and include up to two rounds of revisions. That way, everything you publish feels confident and correct.

9. Track What’s Working

Once your blogs are live, use Google Analytics, Search Console, or your CMS to track:

• Which posts get the most clicks

• What terms are bringing people in

• Which blogs lead to consultation calls

Tracking metrics helps your writer refine future topics and helps you get better ROI out of your marketing spend.

10. Evolve as Your Practice Grows

Your blog strategy isn’t a one-and-done. As you add services, shift priorities, or focus on new regions, your content should evolve too. A good writer won’t just write. They’ll help you grow.

Let’s Get Clients from Your Blog Again

At Borrowed Pen, we help family law firms build blog strategies that actually support the business (we also know the difference between sole custody and primary custody). We offer content retainers for solo attorneys, multi-location firms, and everything in between. Reach out to build your monthly blog plan.