If you’ve been reading up on and implementing law firm marketing, you’ve likely noticed that many experts highly recommend blogging. But why? How does it benefit you?

Not to mention, legal blogging takes a lot of work. So is the ROI enough to justify the time and effort you need to put in? The short answer is yes, if done right.

Let’s look at the possible ROI gained through legal blogging, how that might benefit your law firm, and how you can get started.

What Are The Digital Marketing Benefits Of Legal Blogging?

Blogging is a popular form of content marketing. By producing high-quality content, you’re attracting people to your website.

How this usually works is that you write, optimize, and publish a blog. If you optimize and promote it well, people looking for or needing the information you provide will click on your content. This brings their attention to your content and your website, ultimately introducing them to you through the content you create.

Unlike ads, law firm content marketing is a great way to organically get people on your website. Not to mention, a blog post that ranks high will have more long-term benefits compared to ads that are highly dependent on how much you want to pay for them to stay up.

How Does That Help Your Law Firm?

As mentioned, you’re attracting people by providing content they might need or value instead of just posting ads about your law firm. For example, if you write a blog post about wrongful termination, people who click on your content will be brought to your website, introduced to your content, and potentially converted.

More importantly, legal blogging is one of the most accessible law firm marketing strategies for you to implement. You can use free tools for keywords, use online guides as research material, and the entire process is repeatable. In other words, it’s an effective strategy that can be implemented with little to no cost—except for some of your time.

Other benefits of legal blogging include but are not limited to the following pros:

• Build trust and authority by consistently delivering content that people will find valuable.
• Compile a collection of high-quality content that new visitors can browse, encouraging them to stick around.
• Each new blog post is a chance to rank in the SERPs.
• Educate your audience on the law and how a law firm like yours can help them.

How Do You Get Started On Legal Blogging?

So, now that we’ve discussed its effectiveness, how can you get started? Here are a few tips to help you plan, implement, and maintain a successful lead-generating legal blog:

1. Identify A Target Audience

First, figure out who you want to attract. For example, are you looking for personal injury clients? Are you looking to help female clients with family law claims? Do you want to focus on employment law claims?

Knowing who your audience allows you to deliver better content. This helps you identify the best legal topics, keywords, tone, and style.

Remember, the key to content marketing is to create high-quality content that’s valuable to the audience. That said, some things are more valuable to a specific audience than others. So you need to figure out which audience you’re writing for to know what type of content you should create for them.

2. Write For Your Audience, Not Search Engines

Before we discuss optimizing your blog posts to rank high in the searches, we must emphasize that the reader should always come first. Some keywords, titles, and anchor texts might get you to rank higher, but you shouldn’t prioritize that and sacrifice the readability, relevance, and quality of the content itself.

So, choose clear and concise language, use relevant titles, employ readable formatting, use visual aids, and optimize UX on the site. Remember, it’s not enough for people to click on your blog posts; they must stick around, explore your website, and know more about your law firm. That can only be achieved if your content is easy to read or your website is easy to use.

3. Implement Lawyer SEO

As discussed, for your legal blog to successfully generate leads, people have to find it first. One of the best ways to boost the visibility of your legal blog is to rank high in the SERPs. Since many people use search engines to look up legal content, ranking in the SERPs is the best opportunity to be found by new potential clients.

So, pay attention to your keywords, metadata, links, etc. Fortunately, there are so many free lawyer SEO resources online. So, again, you can implement this strategy with little to no cost, as long as you have time to dedicate to learning, implementing, and improving it.

4. Promote Your Blog Posts

While you’re working on ranking in the SERPs, give your posts a headstart. Promote them on social media, email drips, newsletters, etc. The traffic coming from people clicking on these links will also contribute to your lawyer SEO rankings.

Not to mention, linking your blog posts can double as social media content. So, work these promotional links into your posting schedule.

5. Audit Your Legal Blogging Performance

Auditing is a crucial aspect of digital marketing. For legal blogging, observing and analyzing how your content is doing helps you gauge your performance and inform your next optimizations.

For example, you can use auditing to identify which blog posts, topics, or content mediums do the best or worst and what you might need to change about them. In other words, this helps you improve your topic selection, content creation, and optimization plan.

Bottom-line

Legal blogging is a lot of work, but the benefits of diligently implementing it are more than worth it. You can learn the best way to write, optimize, promote, and audit your legal blog online through readily available and free marketing guides. A legal blog can also be run with little to no cost, which is excellent news for any law firm.

Author’s Bio

JC Serrano is the founder of 1000Attorneys.com, one of the few private enterprises certified to process lawyer referrals by the California State Bar. His marketing strategies have continuously evolved since 2005, incorporating ever-changing SEO strategies into lawyerleadmachine.com.