Kevin P. Camden is the owner of Camden Law Office in Downers Grove, Illinois. His…
Creating and maintaining an active blog on your law firm’s website is a great way to drive traffic, engage with your audience, and gain online visibility for your law firm. A quality law firm blog helps rank your website higher on Google and other browsers, and regularly adding new content shows that your business is open and active.
Attracting attention and ranking aren’t the only reasons you should add a blog page to your website. Your blog lets you educate existing and potential clients, answering frequently asked questions. Visitors to your site appreciate that they don’t have to contact you to get basic information. They can determine when they need to reach out for more advice. Here are some things to keep in mind when starting your blog:
Write for Your Audience
Your audience is mostly going to be your clients and potential clients. Consider the socioeconomic, lifestyle, and education level of your audience. Also, understand your audience’s familiarity with the legal field and its terminology. They often know very little about legal matters, which is why they come to you. Write in a way that relates to people who never went to law school.
↠ Using Content to Jumpstart Your Marketing Plan ↞
Resist any temptation you may have to extol your virtues as a lawyer or promote your law firm. Let the quality of your writing and your command of the subject matter speak for you and your practice. At the end of each article, provide a link to your contact page in case they want to reach out. Make a list of questions your clients always seem to ask. Use these questions and their relevant answers as article topics. Show that you are an expert in your field and tell stories to simplify complex problems.
Quality Over Quantity
Even though one of the reasons for having a blog on your website is to attract attention, you should not post content just to put material on the internet. Keep in mind you are educating and engaging with your audience. You can think of your blog as more of an ongoing conversation with your audience rather than a one-sided lecture. This will increase the chances of your readers connecting with your posts, commenting on them, and sharing them with others. This increased traffic and interaction with your website will naturally boost search rankings.
>>> Make Your Website Better Than Competitors <<<
With a general idea of what the articles on your blog page are designed to do, it is time to start. Here are some initial steps to take:
- Set up a blog page on your website. You can also devote a separate website solely for your blog. If you go this route, provide links connecting the two sites so organic traffic can be generated between them.
- Write down about half a dozen law-related topics that you would like to write about that relate specifically to your area of law. Think about client scenarios that can describe how a legal problem is resolved.
- Create a consistent schedule to post your blog posts. You don’t have to post every week, but you do need to post consistently—maybe once a month.
- Start writing your posts. If you are worried about your writing skills, give the drafts to an editor to proof them before posting. Remember that your audience can use the information you are sharing to decide whether they want to retain services
Getting Help with Blogging
Producing relevant and relatable content consistently can be time-consuming. Blogging and marketing efforts, in general, often get overlooked or pushed aside. Hiring a law firm-oriented marketing and communications agency, such as Law As a Business (LAB), to help provide regular content for your blog page will allow you to put more time into your legal work.
The Digital Marketing Combination You Need.
Most attorneys have invested in building a modern website as their firm’s online home. Now the challenge is how to attract people to your home? During this video, we discuss how blogging and social media work hand in hand to drive traffic to your website and keep you top of mind with your potential clients.