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Adding a blog section to your law firm’s website is not only a great way to showcase your legal expertise and attract more potential customers; it is essential to generate organic traffic without running paid ads on Google, Facebook, Instagram, or LinkedIn.
However, just diving straight into this and writing a blog article with no content marketing strategy is not the way forward and will actually hinder your progress rather than help it. In this article, we discuss how a legal blog can be beneficial to attract more clients to your law firm and what measures you can take to make your blogs more effective.
The Importance of the Blog Section
Adding a blog section on your law firm website can bring more relevant traffic from the search engines. If your site includes well-written and optimized blog posts that fulfil the intent of keyword searches on search engines, it should rank for these terms and bring your law firm’s website relevant traffic. As a result, potential customers can easily find their way to your site. A legal blog is a fantastic way to regularly connect and engage with readers and convert them into clients.
Another benefit of having a blog on your law firm’s website is it is a great way to show your expertise. Such as, you can produce high-quality and in-depth content in the fields you are experienced in to help the audiences gain a perspective when they come to your site. Top-quality content will convince them, and they may remember your firm when relevant services are required. You can also promote your firm’s credibility by sharing success stories, awards, exciting case studies, and more through blog posts.
The Power of Good Keyword Research
In order to start an effective legal blogging strategy, one aimed at bringing in more clients to your law firm, it is essential that you follow key rules of content marketing for it to be effective. Firstly, it is essential to conduct good keyword research for the article you plan on writing.
Keyword research plays a critical role in the game of SEO. Picking the right keywords can help your law firm’s website and its blogs rank well in the search engines to grow your audience and bring many qualified leads.
While conducting keyword research for your blog, it is important to pay attention to keyword difficulty. The more difficult a keyword will mean, the harder it will be to rank for it. This is why it is of great importance to target your keywords wisely. If you target easy win keywords with high search volumes, this will mean that you will most likely be able to rank for this keyword without too many issues, and this will bring in a lot of traffic due to the fact that it has a high search volume.
In the long term, try to find and target as many keywords as possible for the highest exposure of the site on search engines. In order to achieve this, conducting a really in-depth competition analysis and keyword research is key as it will dig out a lot of opportunities that you can use to get your site showing where it needs to be in the shortest possible time.
The Importance of Producing High-Quality Legal Content
After the keyword research, the next crucial contributing factor to search engine ranking is the high-quality content. You can even outrank the competitor sites on high search volume keywords with premium quality content. The content should be well-written and search engine optimized, and most importantly, they need to fulfil the search intent of the keyword. Try to cover everything about the topic while keeping the sentence structure simple and easy to understand. The content also needs to be 100% unique.
Be Aware of the Word Count
Be aware of the word count while writing content for your law firm’s blog section. However, that doesn’t mean that you should produce filler content that includes irrelevant information. Instead, you need to go in-depth about the topic and include as much relevant information as possible. Google tends to offer a better ranking to the long-form content that is insightful and backed by research.
Along with the content length, you need to be aware of its structure. The blog posts you write should follow a standard format so that your audience can easily understand and find the information they are searching for. Use headings, subheadings, a table of contents, and bullet points in the post as needed. Also, try to keep the paragraphs short, so your readers can easily digest the info and do not lose interest.
Write from the Perspective of a Marketer, not a Lawyer
When it comes to UK law and regulation, there are many topics that you can cover in your blog posts. But, you should resist the temptation of sharing your expertise as you would as a lawyer and try to write from the perspective of a marketer. This will engage your audience more due to the fact that UK law can be quite hard to understand at face value and also quite boring to read if you are not a lawyer or someone who has a particular interest in the law. We have studied law degrees, so we know this.
To make your law firm’s content more engaging while writing on a topic, you can cover the basics of it and ask the audience to contact you for further information, do not go into too much legal detail as you will run the risk of confusing your potential lead. This may decrease the conversion rate.
However, make sure that you are fulfilling the intent of the search term. That means the audiences that arrived at your site should get the information from the blog post they have been looking for in the most efficient and concise way. Otherwise, the content will be valueless, and this will decrease its search engine ranking over time.
Call to Actions
Finally, this does not just apply to blogging but to all pages of your law firm’s website, and that is the importance of having catchy and convincing call to action buttons. This is really important to have as it will give the reader of the article or page the chance to reach out to you halfway down the page or at the start or the end of the article. Call to action buttons are the way to convert viewers into leads, so if your law firm’s website lacks them, it is time to change that.
How Can Solicitors Marketing Help?
Writing quality legal content requires a lot of time and effort. Apart from the legal knowledge, you also need to be familiar with writing styles, structures, keyword research, SEO and image optimization, and much more. At Solicitors Marketing, we have a highly competent and experienced team of legal writers who is always ready to assist you in content marketing.
Our versatile and expert writers can produce tailored content that the audience will find easy to read and comprehend. Be it blog posts, comprehensive guides, guest posts, or press releases, we can precisely handle all your legal content writing needs.
Learn more about our legal content writing services.
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.
Call us on 0203 833 4926 or fill out the form below, and we will reply within 24 hours on UK working days.