So you already know your competition may have a leg up on you because they have been investing in the benefits of having a law firm blog for months or even years.
Establishing a blog is not just a great way to reach your ideal audience, but it also sends a signal to Google about the kinds of services you offer directly to clients, meaning that people searching for you in your local area have a much higher chance of connecting with you based on how Google matches your website with their search query.
But launching a law firm blog shouldn’t be done just for the sake of launching a blog to begin with. You have got to have a bigger content marketing strategy and hopefully one created by a legal copywriter or law firm SEO blog writer. A content marketing strategist will be able to help you outline the individual goals you have and how you can accomplish these by creating a comprehensive strategy and a blog to match.
First Consider the Purpose of Your Blog
Far too many law firms take the approach that launching their blog is their great opportunity to showcase their services directly to clients. While this is certainly true, this must be done in a subtle manner in order to accomplish what you intend to, both with your clients and with search engines.
Your blog may have an overall goal of answering key questions presented to you by prospective clients, sharing knowledge in an informative way that reflects back on the unique value proposition of your firm, and generating quality content that signals that search engine should rank your site higher.
Having this underlying goal in mind will help you establish a firm relationship with the right legal copywriter and outline a strategy designed for success.
Determine the Frequency of Posting on Your Blog
We have all seen far too many law firms’ blogs that were started with the best of intentions but couldn’t be maintained over a long period of time. When these law firm blogs drop off, this signals to Google that you are not regularly updating or providing quality content to prospective readers and you will notice that your search engine rankings will drop accordingly.
Furthermore, clients who visit your website may be curious about whether or not you are still in business. Even though you most likely are, you do not want your blog to telegraph things that are not completely accurate. So make sure that you commit to a regular law blogging schedule that you can keep up with.
Many attorneys recognize that they are already extremely busy inside their practice and that they don’t have the time to articulate a long form strategy to stick with every single week. Many opt to hire a legal copywriter to outsource the work and the legal copywriter can take over everything from generating the topics, proofreading the blogs, posting it and even adding bells and whistles such as meta descriptions and images.
Include Keywords Research
No legal blog is complete without conducting the appropriate keyword research for your geographic area as well as the types of words used in search queries by your prospective clients when seeking out your services online.
For example, a car accident blog may include keywords surrounding types of injuries sustained, such as whiplash, the kinds of accidents that frequently occur, like rear end crashes or T-bone crashes or various studies that can come out about the prevalence of particular types of behaviors that may contribute to crashes.
All of this information should be maintained by your legal copywriter and used to help make informed decisions about how to produce your blog on a regular basis.
Ensure That the Blog Is Easily Navigated To
Your web developer should also be looped in on the process of establishing a law firm blog because he or she will add this to your navigational menu and ensure that the blog is easily formatted such that posts can be uploaded seamlessly. You may even hire a legal copywriter to assist you with the posting strategy in addition to selecting and writing on the topics.
In this case, make sure you have a plan in place for how you will share passwords or setup an author or administrative account for the legal copywriter to log in and add the information to your blog as necessary.
Track the Performance of Your Law Firm's Blogs
Using particular keywords and general posting strategy should always be done in conjunction with an overall review of the blogs that have already been posted. What search words are you already being listed for in your geographic area or in your practice areas?
Are these in line with the types of clients you are hoping to attract? Regular reflection, in conjunction with looking forward for a powerful posting strategy, can make a big difference in how your law firm operates.
If the process of establishing a law firm blog seems overwhelming to you or something that you may not be able to keep up with, outsourcing to a legal copywriter can ensure that it is handled professionally and without any errors.