10 Reasons Your Lawyers Should Blog
July 25th, 2017 | By: Walker Advertising | Posted in: SEO
Blogging is one of the most effective marketing tools available. While different firms will have their unique approach when it comes to frequency, style, and outlook, encouraging your lawyers to blog is a great long-term strategy. Here are just some of the reasons why your lawyers should be blogging:
- Blogging gives attorneys the opportunity to share in-depth knowledge on topics that are relevant to the firm, and his or her particular practice area. Writing about topics that matter to your ideal client positions your firm and your services as the solution they need to handle their legal problem.
- Giving an opinion on recent legislation, evaluating how a change in law will impact the community, and breaking down complicated terms into laymen’s terms positions your attorneys as industry leaders. Blogs can be the differentiating factor if your practice area is extremely competitive and help your associates start creating an image as the go-to person for real estate law, dog bite cases, medical malpractice, etc. Lawyers who are well regarded should have no problem bringing in business because of the name they have made for themselves – and your firm.
- A blog that highlights how to look at a topic from different angles, and focuses on client needs and concerns shows a commitment to serving both your clients and the community. Various surveys indicate that 78% of consumes believe that custom content is a sign that a business is interested in building strong relationships. And after reading unique content on a company’s website, 60% of consumers feel more optimistic about the company.
- Attorney blogs help your firm rank higher for organic searches. Identifying and targeting specific terms and keywords to include in blog posts will complement your firm’s SEO efforts. The goal is for your website to rank higher than your competitors’ sites, allowing prospects to find and click on your link first. SEO experts agree that content creation is the most effective technique for getting business. The terms and keywords should flow naturally within the blog post. If some of your attorneys have their own blogs outside of the official firm website, ask them to link back to the company website in their posts. Search engines will also view these links favorably.
- A blog that is updated on a regular basis and offers quality insight and analysis will lead to returning visitors. Even if individuals do not need your legal services right away, offering valuable content will keep your firm at the top of their mind for future work and even for referral purposes. Each time a user comes back to the blog, your attorney has the ability to strengthen the relationship through comments and replies.
- Blog content is easily shareable on social media sites like Facebook, Twitter, LinkedIn, etc. Each time a post is created and published, you give yourself a digital asset that can be used in a variety of ways. Not only can you post across your social sites, but you can also encourage readers to share with their networks.
- Blog content has a long shelf life and it will continue to work for you as long as you need it. For example, if your Community Manager or Marketing Associate is away on vacation and you are at a loss on how to keep your social media sites updated, go back to past posts, pull out a quote or point of view, and re-share it again! It can be from three weeks ago, three months ago, or three years ago.
- Blogs lead to paying clients. The selling process for every business does not start with a phone call or an in-person meeting. Most customers conduct an online search to gain a better understanding of the marketplace and relevant players. They will go through a few different websites and initiate contact with the one they decide seems best. Blogging allows you to create targeted content to capture their attention, and to convince them that you are the best firm for their needs.
- Blogging creates better lawyers. Think about the process of dealing with cases. The majority of work involves applying the law, but a significant portion also includes communicating with other attorneys, judges, your clients, investigators, the authorities, etc. Many of these people appreciate a straightforward approach. The art of turning complex issues into easily understanding bits of information is a skill required for blogging, but which can help lawyers in various facets of how they communicate with others.
- Blogging gives attorneys equal access when it comes to forums for changing or advancing the law. Previously, legal publishing was reserved for scholars and well-known lawyers. Today, your attorneys can garner attention through blogging by connecting with relevant judges, lawyers, and clerks via social media. Blogging provides the opportunity for them to attend discussions, testify at hearing, and leave a mark that everyone can be proud of.
Blogging Tips for Lawyers
Once you’ve successfully convinced your attorneys to blog, share the following tips:
- Blog early and often – To be effective, blogging needs to be routine. Attorneys should be able to react to updates regarding verdicts, news, and regulations ahead of their competitors.
- Cover topics that matter to clients – An easy way to do this is simply ask them, whether in person or through your social media channels.
- Always think about SEO when creating a blog post – Target one specific keyword or term to be used seamlessly within the post.
- Evaluate your analytics to determine where your blog traffic is coming from. The data will give you an idea of which posts are performing well and which ones are not.
- Write headlines that make people want to know more – Write compelling headlines to attract more clicks.
- Incorporate video and images – This will add interest to your post and break up too much text.
- Engage readers – Do this by posting content that is controversial, asks open-ended questions, starts a dialogue, and encourages readers to comment.