The purpose of having a blog is to foster an online dialogue with prospects, clients and referral sources so that when they need someone who does what you do, they will think of your first. Drawing people into your conversation requires you to often step outside your comfort zone, since most attorneys write the way they were trained to do in law school.

But when it comes to writing blog posts that people actually want to read, that just doesn’t cut it.

The most important thing to remember when writing for those who don’t practice law for a living is to be authentic. And the best way to do this is to write the way you talk. As you sit down to craft a new post, imagine you are talking to a friend who needs your guidance on a legal issue. Use the same words you use in your everyday life. Forget the grammar rules and write your draft, then go back over it to correct any glaring grammatical errors.

The infographic below, courtesy of Copyblogger.com, outlines the other essentials for writing blog posts. Print it off and keep a copy by your computer to refer to as you write. Following these simple guidelines will have you authoring a compelling, lead-generating blog in no time.