These days, blogging is no longer just a hobby like it may have been in the past. Some blogs are full blown businesses on their own, with millions of pageviews and millions in ad revenue. Others are powerful marketing channels which produce millions of leads for businesses around the world. But does this mean that blogging is dead for the rest of us hobbyists and small business owners? Not even close. In fact, there’s no time better than now to start up a blog for your law practice. In this post, we’ll cover the three biggest ways that starting a law firm blog will help you grow your practice.
1. Driving more website traffic
More and more aspects of our daily lives are happening online, which means having a strong web presence is increasingly important to your local marketing efforts.
The more website traffic you get, the more awareness there will be for your firm in your community, and the more clients you will acquire. It’s that simple.
Aside from paid advertising, the biggest activity which drives website traffic is developing high quality content on a regular basis. Blogging is the easiest, most common, and most cost effective way of generating steady website traffic.
Why does blogging work so well to drive traffic? Because content is the magnet which attracts people to websites.
Think about it…whether you are searching on Google or scrolling through the feed on Facebook, Twitter, or LinkedIn, the biggest thing that makes you likely to click through to visit a website is the content.
The impact of blogging on SEO
There are number of SEO factors which play into your website’s search engine ranking, and blogging helps with just about all of them:
- Greater number of indexed pages
- Google favors websites with more pieces of content over those with less
- More relevant keywords
- The more content you have, the more likely your keywords will match someone’s search query and they will end up landing on your website when searching for information
- Fresh, regularly updated content
- To Google, an outdated website may indicate that the information is less accurate, so Google prefers recently updated websites with content that is fresh
- More opportunities to get backlinks
- The single most important SEO factor is the number of inbound links from other websites to yours; when you have lots of valuable content, people will be more likely to link to you
Google is an incredibly powerful channel to acquire business. But unfortunately, it doesn’t know how great your law firm is and how well you represent your clients. The only way Google can judge you is by the quantity and quality of the content on your website.
If you aren’t developing content and your competitors are, there is a good chance they will outrank you in the search results and have an easier time landing clients. No matter how good of a lawyer you are, your potential clients may never even know you exist.
The impact of blogging on social media
When people go online, they spend more time on social media than any other type of digital media service, including streaming music and TV.
For this reason, it makes sense to have a strong social media presence. But just having a lifeless, stagnant profile with nothing to share won’t do you much good. You need to be active and share engaging posts in order to create a following and establish recognition for your brand.
Regular blogging provides a steady stream of new content to share on your social media profiles. This content will help you get followers, establish your credibility, and most of all, acts as a magnet to attract eyeballs from social media to your website.
Together, social media and search engines make up the two biggest sources of organic traffic online. The blog content you produce will not only help your website be discovered in search engines more frequently, it will also give you something valuable to share on social media.
Both these things will help drive significantly more traffic to your website.
2. Educating potential clients during the sales process
The value of legal services is not always tangible for clients, which can complicate the sales process. The better job you do of conveying the value, the more likely a client will hire you.
Ultimately, it all comes down to education, which is why the legal sales process is so consultative by nature. When you provide a consultation, you are educating a potential client about the risks they face and the benefits of your services.
How blogging helps with education
A smart way to come up with blog topics is to think about some of the most common questions and issues your clients are facing on a daily basis. Then just write blog posts with some basic information to help people understand their legal issues better.
Blogging regularly will create an ever growing library of informative legal content which you can share with your prospective clients both before and after meeting with them for a consultation. This will help with the educational process, saving you time during the consultation and making them more likely to convert.
Combining educational content with drip marketing
Educational content can be especially effective when combined with drip email marketing. Drip marketing allows you to schedule emails to be sent automatically at predefined time intervals.
So you might have a sequence of 2-3 emails scheduled to go out to a prospect over the week leading up to their appointment. Each email can include a link to a blog post with some answers to common questions they may have.
The more prospects understand going into the consultation, the more focused the conversation will be, and the more prepared they will be to move forward. If the person doesn’t convert right away, you might also consider sending them some additional resources as a follow up to appease any lingering concerns they may have.
3. Becoming an industry thought leader
As an attorney, your credibility and reputation are paramount to your success. One of the best ways to get ahead of your competitors and stand out as an authority figure is to become a thought leader in your field.
Thought leadership shows that you are forward thinking and at the cutting edge of your profession. Your clients and colleagues will gain respect for you and look up to you for your wisdom and foresight.
Why blogging is essential for thought leaders
Blogging is the best way to share these kinds of ideas and build your reputation as a thought leader in the online ecosystem. Platforms like LinkedIn and Medium are especially important for professionals and industry leaders these days.
By sharing your content on platforms like these which already have large audiences and existing user bases of likeminded professionals, you can jumpstart the process of establishing your credibility.
Thought leadership is a powerful way to build your online network. It can deliver a steady stream of referrals and inquiries from those interested in working with you.
Interested in learning more? Check out our guide to starting a law firm blog in 5 steps.