What are the advantages to blogging on my law firm website?
That extra 20 minutes you take at the end of your day to write a post for your law firm’s blog just may attract your next client.
Blogging can do a few things for your firm’s online presence. It lets you share legal information that people are looking for. It can help you in search. It helps you create an authentic brand by sharing your personality, legal knowledge, and expertise. And it helps you build a following that might eventually turn into leads and clients.
In fact, back in 2009, a Hubspot study reported that companies that blog have 97 percent more inbound links to their website. And those inbound links can help you perform well in search. More recently, Hubspot’s “State of Inbound 2014” report found that companies that blog are 13 times more likely to generate a positive marketing ROI.
Committing yourself to creating an engaging, informative blog can help you achieve real returns on your online marketing budget.
How does blogging help your law firm website?
Keeps your website FRESH so it performs well in search
Having fresh content on your site appeases Google’s love for new content. Adding new web pages (like blog posts) could earn you a better freshness score, ultimately helping you in search. When you’re creating more content, Google gets to index more pages, creating more opportunities for it to display ads.
It’s not purely a numbers game of course. In this case, throwing more things against the wall doesn’t always mean more will stick. Create high-value content that people find useful and interesting, and with which they engage.
But aim to update your blog regularly. There is no established standard for how often to post, though. Set a schedule you can keep – or one that works within your budget if you hire someone else to blog for you. Just be sure to stick to the schedule – after a while, your audience may begin to expect updates.
Blogging can rank your law firm website for long-tail keywords
Long-tail keywords are longer keyword phrases (usually three words or more) that are more specific than short-tail keywords. The latter are broad terms like “car accident” or “attorney.” A common example of a long-tail keyword in the legal field is “car accident attorney in Fort Lauderdale.”
But that is an example better suited for a practice area page. A long-tail keyword you might target in a blog is, “what to do if pulled over for DUI.” This is a very specific term compared to the more general, short-tail keyword, “DUI.”
Use your blog as an opportunity to use long-tail keywords. They generally bring in readers with a more targeted goal, giving you an opportunity to demonstrate proficiency and build trust by helping them accomplish their goal. you can use tools like WordStream to help you generate long tail keywords.
Blogging is social media and newsletter fodder
Share your blog posts on social media. Even if your blogs are performing well in search, social media allows another opportunity to reach your audience and bring traffic to your site.
Share your regular blog updates on social media to build your following. But don’t let your social media become solely promotional. Comment on others’ posts, engage your audience and industry influencers in conversation, and share posts from other people too. Ultimately, aim to be a “good follow;” that is, someone who shares high-value content and insights. Maintaining a blog will help you create fodder to maintain and grow your social following.
You can also use your blog posts to create a monthly or quarterly newsletter to send your list. If you’re creating high-value content on your blog, use it to create a high-value newsletter that your audience looks forward to receiving.
What should you blog about?
Once mocked as glorified diaries by some, blogs can be a rich source of information and entertainment. It can take time, effort, and nurturing to develop the blog and find its purpose and voice.
Done right, a good legal blog can provide legal information people want/need, comment on popular news stories that have some legal aspect to them, and/or share other information related to the attorney’s practice areas or community.
Some blogs do all of these things. Others do some. Some websites separate legal articles from the blog by including the former in an on-site article library. (See our post on blogs vs. articles.)
Whatever you choose, your blog helps you reach your clients and potential clients in your community. After all, authenticity is vital to online marketing. If you consistently create and share interesting blog posts that are relevant to your community, it helps you build your brand and create awareness of your firm.
Decide how you will organize your website (separate article library and blog, or combined into one) and decide what your blog will be about. Whether you choose a broad topic (practice areas and anything related to them) or something more narrow (legal comments on popular news stories), try to map out a direction for your blog. And remember that what your blog is at the beginning might not be what it is later – like television shows, podcasts, etc., blogs can develop and evolve over time.
Can I hire somebody to blog for me?
Yes, you can hire somebody to manage your blog and create new posts. We even provide blogging and content writing services to our clients.
Explore your marketing budget to see if there is room to hire somebody to help you produce content for your blog and/or the rest of your website. There are several different arrangements that might work.
- You write blog posts, while an outside party writes legal articles for your library, landing pages, etc.
- You write blogs as well as hire somebody else to write blogs (and legal articles, landing pages, etc.). You both post consistently to the blog.
- You hire an outside party to write all of your website content (blogs, legal articles, landing pages, etc.).
There are benefits and drawbacks to each scenario. Blogging yourself requires time and effort. If you plan to create a blog, be sure that you can devote the requisite time to it every day and/or every week. This includes researching topics, writing blogs with substance, sharing blogs on social media, etc. But it lets you inject your own personality into your online marketing efforts. And some lawyers find it to be an enjoyable experience and a good way to connect with current and potential clients.
If you hire an outside party to write your blog, it takes the task off your plate, freeing up your time to devote to other aspects of your practice. While you won’t personally write the blogs, it doesn’t mean your blog will miss a personal touch. Work with the content writing service you hire to communicate the tone, voice, direction, etc. you’d like the blog to achieve.
We Do Web Content never provides our clients with canned, duplicate content. Each piece is unique for your practice and client base. For affordable, quality content exclusive to YOUR website, blog, and clients, contact us today: 888-521-3880.