Most law firms that are using legal marketing approaches to reach new clients are lacking in one thing – blogging for lawyers. In fact, a lot of law firms do not have a blog. Of those who do, many are not blogging regularly, or they are not blogging about topics that potential clients would find interesting or helpful.
Blogging for lawyers is a powerful digital marketing tool, yet few are using it to its full potential. If you are a lawyer looking for new clients, blogging could be a great way to reach them.
The goal of content marketing is to entice and keep customers. You can develop a clearly defined audience through the use of valuable, relevant, and consistent content — which may eventually result in paying consumers.
As per 60% of marketers, blogging or content marketing helped them generate leads which are very important for the success of a law firm.
This article will show you how blogging for lawyers can be beneficial and what are measures to be taken for successful blogging.
Blogging for Lawyers: What are The Benefits?
There are numerous benefits that come with content marketing, especially for lawyers. When used correctly, blogging can help you to:
1. Affirm Yourself as a Specialist
Well written legal blogs can show potential clients that you know what you’re talking about. By providing helpful information and answering common questions, you can initiate yourself as an authority in your field.
When potential customers read your blog, they should come away feeling like you are the lawyer they want to work with. You can build trust and credibility with these potential clients by providing well-written information. You can write a different variety of content, including:
- How to guides
- Explanations of standard legal terms and processes
- Tips for dealing with specific legal situations
- Answers to commonly asked questions
- Law-related trending topics
- Successful case studies
Remember that your blog should be focused on your specific audience. So write about topics that are relevant to them and their interests.
2. Improves Your SEO
Search engine optimisation is crucial for all businesses, but it’s vital for law firms. That’s because potential clients are often looking for lawyers online. So if you want to appear in their search results, you need to make sure your law firm’s website is enhanced for search engines. And the best way to do that is by blogging.
When you blog, you have the opportunity to use keywords and phrases that potential clients are searching for. An effective SEO for law firms strategy will help your chances of appearing higher in their search results over time.
Your blog posts should be well-equipped and informative to do well with SEO. But they also need to be optimised for search engines. More importantly, they should be based on the terms your potential audiences are searching for. Here are a few tips:
- Use keywords and phrases in your titles and throughout your blog posts
- Make sure your blog posts are the correct length (longer is better)
- Include links to other pages on your website
- Use images and videos
- Keep the site up-to-date and improve the user interface
- Create internal link
- Encourage comments and reviews
3. Helps You Build Relationships and Trust
Blogging is an excellent way to assemble relationships with potential clients. When you provide helpful information and insight on your blog, you’re developing a rapport with potential clients before contacting you. This is crucial because it assists you to stick out from other lawyers competing for their business.
Do you know around 70% of the people conducting an online search for information love to get it from a blog post or article rather than the usual advertisements? This is because blogging offers an opportunity to take on current legal issues in the news or share your experience with a particular type of case.
This is a splendid path to construct trust with potential clients. When they see that you’re knowledgeable and experienced, they’ll be more likely to contact you when they need legal assistance.
Here is a tip: constantly update your blog with fresh content. This will show potential clients that you’re active and engaged, and it will keep them coming back for more. Also, update the old content to ensure the information is still appropriate and accurate.
4. Creates Opportunities for Referrals
Blogging can also help you generate referrals from other lawyers and professionals in your network. If you write a great blog post, there’s a good chance that other lawyers will share it with their clients and followers. This can help you reach a whole new audience of potential clients.
And when another lawyer refers to you, you’re more likely to be counted by possible clients. They’ll see that your peers respect you and that you have the expertise and education to handle their case.
Here’s a tip: always add a call-to-action (CTA) at the end of your blog posts. This can be as simple as prompting spectators to contact you if they need legal assistance. By including a CTA, you’ll be more likely to generate leads which can turn into customers at no time.
Best Practices for Legal Blogs
Blogging isn’t as simple as just sitting down and writing anything you desire. If you want your blog to be successful, there are unquestionable best practices you should be following. Here are some tips for writing legal blogs that will actually get read:
1. Write for Your Target Audience
One of the most crucial things to remember when blogging is that you need to write for your target audience. This means producing content that’s appropriate to their needs and interests.
For example, if you’re a personal injury lawyer, your target audience is likely people who have been injured in an accident. So, you would want to write blog posts about topics like car accidents, slip and fall accidents, etc.
By making sure who you’re writing for, you can produce content that’s more likely to be read and shared. This will also give you insights into what variation of topics to write about. When your blog readers can see that you understand their needs, they’ll be more likely to contact you when they need legal assistance.
You will need to go through some analysis to sort out what your target audience is looking for. Once you comprehend this, you can begin constructing articles that will appeal to them. After preparing the content, make sure to SEO-optimize it before publishing.
Around 67% of buyers nowadays prefer to research their options online before they make a purchase, so it’s essential to make sure your blog posts are being found by your target audience and it impresses them.
2. Know What Your Audience is Seeking
When legal content writing, it’s also crucial to keep in mind what your audience is searching for. They’re likely searching for information that will help solve a problem or make a decision.
For example, someone injured in a car accident might be searching for information about how to choose the right personal injury lawyer. Or, someone who’s considering filing for bankruptcy might be looking for information about the different types of bankruptcies.
By understanding your audience’s mind, you can produce content that will actually aid them. This, in turn, will make them trust you and contact you for legal assistance.
Here is a trick – if you have been dealing with clients for a while, you might already know what the common problems they face that you can solve are. You might think that these are too basic to write about, but trust us – your readers will appreciate the genuinely relevant and valuable content.
If you want to be extra sure, you can always do some keyword research to find out what people are actually searching for online. This will give you some great ideas for blog posts that you know will be popular with your target audience.
By targeting these long-tail and specific keywords, you can also improve your chances of ranking higher in search engines. However, the most significant benefit of doing so is getting high potential clients to your blog, which has a higher chance of turning into customers.
3. Dominate Your Area of Expertise with Clustering
Clustering is a great way to dominate your area of expertise online. This means creating a group of blog posts around a specific topic.
For example, if you’re a criminal defence lawyer, you may require creating a cluster of blog posts about DUI charges in your state. Or, if you’re a family law lawyer, you might develop a collection of blog posts about the different types of child custody arrangements.
By producing a group of blog posts on a certain topic, you can become the go-to place for information about that subject. This will make people more likely to get in touch with you when they require legal assistance in that area.
Clustering is also influential for search engine optimisation. This is because Google likes to see groups of related content on a website. So, if you can do the clustering properly about a certain topic, you’re more likely to rank higher in search results for that topic.
4. Interlink Your Blog Posts
When creating a cluster of blog posts, it’s important to interlink them. This means including links to other related blog posts in each post.
For example, if you have a blog post about the different types of child custody arrangements, you might include a link to a blog post about how to modify a child custody order.
Interlinking your blog posts helps to improve the user experience on your website and helps with search engine optimisation. This is because Google sees interlinking as a sign that your website is full of high-quality, relevant content solving the reader’s problems.
While interlinking, make sure to use proper anchor text. This means using a text link that accurately tells about the write-up being linked. For example, if you’re linking to a blog post about the different types of child custody arrangements, you might use the anchor text “child custody arrangements.”
This will help Google to understand what your website is about and improve your chances of ranking higher in search results.
5. Capture Your Leads with Lead Magnets
A lead magnet is a free piece of content that you supply to website viewers for their contact information.
For example, you might offer a free e-book about the different types of child custody arrangements in exchange for an email address. Or, you might offer a free checklist about the different types of bankruptcy in exchange for a phone number.
Lead magnets are a great way to capture leads from your website because they offer valuable information that your target audience is looking for. In exchange for their contact information, you can add them to your marketing list and continue to market to them until they’re ready to hire a lawyer.
Pop-ups are another great way to capture leads from your website. A pop-up is a small window that appears on a website when someone clicks a link or takes a particular action.
Ensure that you are not overemphasising it with the lead magnets and popups on your website. You want to offer enough value to entice people to give you their contact information, but you don’t want to give away so much that they don’t need to hire a lawyer. This can also affect the user experience on your website and push people to depart.
6. Use Call-to-Actions to Convert Readers into Customers
A call-to-action (CTA) is a piece of write-up that encourages website guests to take a specific step.
For example, you might have a CTA at the end of a blog post that encourages readers to call you to know more about the services. Or, you might have a CTA in the sidebar of your website that encourages visitors to schedule a consultation.
CTAs are essential because they help convert website visitors into customers and leads. Without CTAs, people might come to your website, read your content, and then leave without taking any action.
Make sure that your CTAs are effective by making them clear, concise, and relevant to their associated content. You should also ensure that you’re not overwhelming visitors with too many CTAs. A couple of well-placed CTAs should be adequate to uplift people to take action.
Ready to Begin?
If you’re ready to start blogging for your law firm, we can help. Contact us at Solicitors Marketing today to retain more info about our legal blogging service and how we can help. We’ll work with you to produce blogs tailored to your specific needs and goals. And we’ll help you promote your posts to obtain the most exposure for your enterprise.
Blogging for lawyers can be an excellent way to attract new clients. But only if it’s done correctly. Follow the tips above to make sure your blog is a success. And if you require any assistance along the way, don’t hesitate to contact us. We’re can guide you every step of the path.
Ask our Expert Legal Marketing Team
At Solicitors Marketing, we are a one-stop-shop for law firm marketing solutions based in the United Kingdom. With over five years of experience in the game, we are committed to the legal industry as marketing experts who are here to deliver an outstanding experience to all our clients by providing top-of-the-range digital marketing services that will boost your law firm’s online presence, increase your exposure and bring you more clients.
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