Blogs are social media platforms that allow authors, businesses and professionals to discuss current events and issues, demonstrating their expertise in certain industries or markets. Having a law firm website is a good starting point for an online marketing strategy; however, lawyers need to utilize other elements, such as blogs and social media properties, in order to reach more potential clients, build a reputation as an expert in specific fields of practice, and foster relationships with existing clients.
Benefits of a law firm blog
Build online reputation
Trust is a key factor in the creation of an attorney-client relationship. Potential clients need to know whether a law firm or law practitioner has the knowledge, skills and expertise to solve their legal problems or protect their interests. Providing a detailed history of your education, training and work experience is fine, but writing articles on legal matters can demonstrate your approach and problem solving skills to potential clients.
Social media sharing buttons also allow your readers to share your blog posts with other contacts, further increasing its reach on the Internet. Blogs also allow readers to leave comments and for authors to reply. Engaging your readers also helps build trust and confidence that can ultimately lead to retainer agreements and other fee-based arrangements.
Search engine visibility
Lawyer blogs can draw substantial site visits, particularly when they are updated regularly with fresh, unique, and relevant content. The high volume of blog traffic, reader interaction and inbound links also boost search engine visibility and search rankings.
Unlike traditional media ads on television, print and radio, blogs are inexpensive to create and maintain. When the writing of the posts is outsourced to a specialist that combines both marketing skills with legal writing capabilities – the process of content creation is streamlined.
Follow a regular blog schedule: Create an outline of topics to write about and commit to publishing a new article at least a few times each month. Respond to comments within 24 hours in order to keep readers engaged. Consider outsourcing legal blog writing to help manage the workload, and to ensure that you stay on track with the schedule.
Integrate blog with other web properties: Include a link to your blog not just on your website, but on your Facebook, Twitter and LinkedIn profiles. Announce new blog entries via an update in all your social media profiles.
Add useful links: Compile a list of authority websites with helpful content that is relevant to the legal topics discussed in your blog, and link to them where appropriate (making sure the link opens in a new browser window – you don’t want to send your readers away!). Test each clickable link to ensure that they work and won’t lead your readers to an error message.
Create shareable content: People love to share useful information in social networking sites. Create short reports or sample legal guides in PDF format. Record a short video of legal tips or answer specific questions. Include a link to your website or blog and activate sharing buttons immediately below content.
Your law firm blog content should not be a chore – but I know that this is often the case. After all, your core business is the practice of law, not writing. I can provide superb, yet surprisingly inexpensive, content for your law firm’s blog and invite you to contact me for more information.