These days running a blog on your law firm’s website is more than an optional extra.
If you really want to drive traffic to your site – allowing potential clients to discover what you do and cement your reputation with existing clients – a legal blog, updated regularly, is essential.
We have worked with dozens of UK law firms on their blogs and web content. Here are five reasons why we encourage all our clients to blog regularly:
1: Blogs build authority
When looking for a solicitor, consumers compare websites and weigh up options in the same way as they would for any other type of service. They may visit a number of different legal websites. But the chances are they will only contact one firm, and that’s the firm they will instruct. Your blog is a great opportunity to position members of your team as experts, showcase knowledge and demonstrate your firm’s unique character. And even in our time-poor world, this doesn’t have to be difficult. Solicitors have a steady stream of developing news to work with – from legal issues raised by popular TV programmes, to celebrity tussles with the law to high profile case reports and legal developments. The trick is to slant these developments in a way that shows how you can be useful to individuals and companies in need of a lawyer.
2: Your blog educates and provides information
Selflessly educating clients and giving out information for free might not be your number one priority. But it should be. Search engines have recently pivoted towards intelligent and informational content. This means content that satisfies the intent behind a particular Google search is much more likely to be recognised. People searching for a solicitor are usually looking for very specific information. The key is to work out what your prospective clients want to read about and when. If you can provide this information you are giving search engines with exactly what they want.
3: You can target a defined audience
You are the only one who knows your clients and the type of client you want to attract. Choose topics that will appeal to this market. As more and more people search using mobile devices, geographical targets increase in relevance. This could explain the emerging prevalence of hyperlocal content in search results. Remember, most searches for solicitors include a place name. As Google seeks to deliver the most relevant searches for users, it makes sense to refer to your target geographical area in your content.
4:Your content can be easily shared on social media
Google’s quest is to produce the most relevant responses to particular search terms. In doing so it will prioritise content that generates a reaction, that’s read and shared more frequently. It is relatively straightforward to distribute your blogposts on Twitter, LinkedIn, Facebook ad Google+ where your content is more likely to be found and read by others. Write content that has a unique perspective and informs – it’s the only way to grab attention.
5: Naturally occurring SEO
There’s a lot of noise around SEO. How can you optimise your content to boost your site’s effectiveness? The simple truth is that if you are writing material focused on something you know will be of interest to your client you are likely to naturally incorporate any necessary keywords. And all without any in-depth data analysis or technical SEO knowledge.
So a blog is no longer just a ‘nice thing to have’. It’s critical to site performance. Over time you can set your firm apart with minimum investment. If you would like us to work with you on developing your blog call us on 07881 904 285 or contact us online.