Every law firm should have a blog on their website. Law firm blogging is a marketing strategy that allows your law firm to gain more online visibility. Your blogs should be about a specific topic related to your practice area.
4 Benefits of Law Firm Blogging
No 1 .It draws traffic to your website.
Your current website may only be 20 pages and you may not make updates to your site very often; blogging solves both of these issues. Every time you post a new blog on your website, it is indexed as an additional page, which creates more opportunity for you to rank in search engines and drive traffic back to your website via organic search. Google takes notice that your website is updated on a regular basis and rewards websites that produce fresh, relevant content for their audience by ranking their website higher. Blogging can also expand your audience as your articles may be shared on social media sites, such as Facebook, LinkedIn and Twitter. You can also implement a social media strategy that involves sharing all of your new blog posts on social media sites. Another tip is to repurpose your blog post content into a video or short live stream that answers commonly asked legal questions. Videos are an ideal complement to your blogging strategy because videos are indexed within minutes of posting them on Google. The key is to be strategic about how the video is setup, specifically the title and description for search engine optimization benefits.
No 2. Helps convert website traffic into leads.
You can do so by adding a lead generation call-to-action, such as a free eBook, whitepaper or PDF on a legal topic that would be of interest to your potential clients. The potential client will enter their email address and the document, which should be set up to automatically be delivered, will be sent off once they’ve submitted the request. Another important element to include on your blog is a call-to-action, which invites them to contact the firm if they have any questions or to speak to an attorney.
No 3.It establishes you as the authority.
By consistently creating content that answers the questions that your audience may have and educating them on legal topics, you will establish yourself as the authority on your legal niche. If potential clients consistently find answers to their questions via your blog posts, they are more likely to trust your firm. When it is time for them to hire an attorney, your firm will definitely be a top contender.
No 4. SEO advantages of law firm blogging.
If you write blog posts strategically for SEO purposes, they can end up ranking on page one of Google over a period of time. The more blogs you write about the same or similar topic; the more impact you will have. Once a blog post is ranking on the search engines, it will continue to yield traffic and leads to your website for years to come. Our research from case studies has shown that law firms that have been blogging for over a year are ranking on page one of Google multiple times for the same search term; thus building more authority and trust within their practice area. It is important to remember that blogging alone is not sufficient. In order to reap the benefits of a blog, it must be set up accordingly with a business strategy in mind. It is important to determine what practice areas within your legal niche are the most important to your firm and your clients, as well as what geographical areas you want to attract clients from.
One of the most common questions I hear from my clients is how frequently they should blog. For the best results, it is best to post eight blog posts a month, averaging two a week. If you do the math, that frequency will lead to an additional 96 pages indexed on your website after a year of blogging. Imagine having an additional 96 ways for someone to come across your law firm online!
Another concern is that most attorneys are busy running their practice and don’t have time to write their own blogs, which is quite understandable. There are many service providers out there who provide quality custom-written content for attorneys. Usually, all the attorney has to do is approve the content before it’s published.
Blogging can have huge advantages for your law firm business. If you don’t have a strategic blogging strategy for your law firm, it may be time to evaluate your current marketing plan. Dimple Dang