Having a law firm website is the minimum marketing tool that every law office, big or small, must have. It creates an online presence that is the starting point for gaining more clients by leveraging the power of the Internet.
Law firm marketing, however, requires continuous commitment in time and effort for creating content that is vital to search engine visibility and word of mouth social media marketing. Websites that are not updated with fresh content miss out on the opportunity to attract more site visitors and grow a loyal follower list consisting of current and potential clients.
Importance of Blogging
Adding a blog to your law firm website creates a vehicle to provide clients with new and relevant content without disturbing the basic pages of your website. The ability to comment on blogs promotes interaction and adds a personal dimension that appeal to clients and potential clients. Furthermore, comments add to a blog’s content which attracts search engines.
The more often you add blog content, the more often the search engines will visit your site, and index those pages. And here is where small law firms can take on their bigger competitors….. Big law firms are often hampered by bureaucracy and the requisite approval processes that precede every business decision.
As a result, they are unable to publish fresh content regularly and frequently. In contrast, small law firms can be more agile and quick to post the latest information affecting their industry or practice and are able to outrank older and bigger firms. This is made even easier when they engage an experienced legal content writer to provide them with that content.
Some Ideas for Blog Content
News Alerts: Keep your readers updated by posting news items on recent legislation that impact your field of practice or your clients. Expound further by stating what legal developments mean for your clients. Get the latest news from Internet sources by setting up Google alerts using relevant keywords.
Informative blog posts: Prospective clients need information on solutions to their problems and their legal options. Create articles that serve as a step-by-step guide for dealing with a legal issue or problematic situation. For instance, you can write about “how to set up a procedural defense for negligence” or “what to expect in mediation proceedings.”
Informative blog content is ideal for marketing because they remain relevant for a long period (it is said to be ‘evergreen’) and are shareable.
Tip: Examine your web page for terms and topics that you can write about. Recall the usual questions that clients ask and come up with blog posts on “tips” and “dos and don’ts”.
Demonstrate experience: Success in legal practice helps build your law firm brand and credibility. Highlight talent in your law firm by writing (or have written) a post that features that lawyer and his recent accomplishment. Present case studies and success stories that can inspire clients in similar case situations.
Blogging success requires a significant investment in time and energy to provide fresh content and interact with blog visitors. The time and cost of starting and maintaining a blog is a worthy investment for it can grow your law firm’s subscriber list and earn top rankings in search engines.
I have two law-specialist writers on my team here at Kerry Finch Writing. They are not only well-credentialed to write on law topics, but have also been trained to write in a way that search engines approve, and readers engage.