In 2022, most lawyers understand how important it is for their law firm to have a strong presence online. There are many ways law firms and attorneys can go about building their digital persona and win in the search engine rankings. One of the best places to start is with a blog.
Though often time-consuming, blogging can be an excellent way for your law firm to remain relevant, build authority, and serve your target clients online. But you may be unsure how often you should blog or how to choose blog topics that will convert. Here’s more about how you can take blogging seriously for your law firm and utilize this opportunity to grow your business.
The Importance of Law Firm Blogging
Blogging for your law firm is critical. If you hope to maximize your opportunities to reach your target clients, you need to blog on a regular basis. But before you spend hours on end writing blog after blog, it is important that you take time to formulate your content strategy to meet the needs of your ideal clients.
This will require awareness of how search engine optimization works, knowledge of which keywords your law firm should be going after, and writing your legal content in a way that not only educates and informs but is written to rank for specific keywords.
If your law firm isn’t blogging, chances are, Google sees your website as stagnant after you have published your core practice area pages. No matter how well-written these practice areas and landing pages may be, if you’re not blogging, you are not maximizing your opportunities for internal linking. Nor are you providing your potential clients with the additional information they need to move forward with their legal matters.
So, How Often Should You Blog?
Now that you understand the importance of blogging for your law firm, you need a schedule. When you are already spending so much of your time with clients or in the courtroom, it may be overwhelming to think about how you will fit in time to create carefully crafted legal blogs.
Generally, you should aim to publish at least two new blogs per month. Google and other search engines like to see that websites are publishing new content regularly. However, if you can publish a new blog every week, this is better.
Your results of continuous blogging will build on themselves, but it can take anywhere from sixteen to twenty primary or base blog posts to signal to Google that your law firm is providing users with the answers they need related to their specific search queries.
Of course, it may be nearly impossible for you to fit in the amount of time it will take to write blogs that are created in a way that will drive traffic and leads to your site. When this happens, it doesn’t mean you should stop blogging altogether. Instead, consider outsourcing your blogging and content marketing efforts.
Hiring a digital marketing agency to handle your blogs and other content can free up your time to focus on your clients and your career. But it can also be a great way to ensure that the types of content and the topics you are writing about are relevant to your target audience and what’s trending.
How to Choose Blog Topics That Have the Greatest ROI
Struggling to come up with blog topic ideas and other legal information to cover is more common than you might think. Fortunately, there are many ways you can go about choosing the blog topics that are going to have the greatest return on investment for your law firm.
If you already decided to outsource your blogs to a marketing firm, they may also assist in determining which blog topics are most relevant and what your ideal clients are currently searching for. If you are starting off blogging on your own, there are a couple of ways you can go about choosing the right blog topics.
First, check out your competitors. What are they currently writing about? Chances are, if your top competitors are blogging about certain types of laws, major legal updates, or relevant community events, you might want to do the same.
There are also several free ways you can go about finding which topics your target clients are searching for. Google itself can be a great way for lawyers to find out what their potential clients are interested in. You can also think about the practice areas you focus on, and the regular legal questions your clients have. Essentially, you want your website to contain all the information that someone dealing with a particular legal matter would want to, or should know about.
For example, if you are a personal injury lawyer who gets a lot of their clients from car accidents, you should be sure to include all the information that someone who has been involved in a car accident would want to know, such as:
- How shared fault works
- Who could be at fault for their accident
- How to deal with the insurance company
- What to expect from the insurance company
- What damages they could recover
- How the car accident claim process works
- How long do they have to file their claim
- How car accident settlements are paid out
- How car accident claims are calculated
These are only a few examples of the types of information that you should be providing to your target clients through your law firm’s blogs. Once you have a complete understanding of who your target client is and what information they are searching for online, it will be easier for you to decide which blog topics to cover and when.
Lawyer Blogging Takeaways
If your law firm is not already blogging at least twice per month, but once a week whenever possible, you are missing out on an opportunity to build your brand, become an authority in your practice area, and provide your potential clients with the information they need to get through some of the most difficult times in their lives.
By choosing blog topics that address your potential clients’ concerns, and continuing to answer their most important questions week after week, you could see improvement in your search engine rankings and the leads your law firm needs to thrive in the digital age.