The Lawyer’s Guide to Blogging: Why Should You “Blawg”?

The Lawyer's Guide to Blogging

As the world of online marketing expands to all industries and business categories, more professional services firms are jumping on to the blogging bandwagon. Law firms have started to realize the benefits of having a blog and the positive effect that it can have on their website’s search rank and the credibility of their firms.

So, why should your law firm or solo law practice have a blog? Here are three reasons you should start one.

1. It Improves the SEO of Your Law Firm’s Website 

Maintaining a blog is a great way to add fresh, new content to your website, which can improve your law firm’s SEO (Search Engine Optimization). This means that by creating a blog with keyword-optimized content, your law firm’s website may appear higher in search engine results when that term is searched. The more frequently you blog, the more assets and credibility you build. Creating quality content should be a top priority for your law firm, as Google has made many search algorithm updates such as Panda and Penguin, which are known for rewarding websites for producing quality and relevant content with higher rank on the organic search engine results.

2. It Boosts Your Law Firm’s Social Media Marketing Strategy

A law blog can complement your social media marketing strategy by providing you with material that you can post on your firm’s social media sites, including LinkedIn, Twitter, Google+, and Facebook. Blog posts on social media sites help increase your firm’s visibility, drive inbound links to your website, and help you to become more engaged with your social media audience. One way to drive social shares from you website is to write a call to action that engages your readers and encourages them to take next steps. For example, you could include a CTA like “If you enjoyed this post, please share it,” along with share buttons to post the blog post on their social media pages.

3. It Gives Your Law Firm a Forum for Thought Leadership

A law blog is an excellent tactic to help position your firm and your partners as thought leaders in the various areas of law practice. The more frequently you and your firm’s partners blog, the more exposure your firm gets and the more credibility you build with your audience. You become a public expert in your field, which helps you generate more followers and prospects.

A great way to start the blogging process, whether your law firm is large or small, is to form a blog team.  Each team member should focus his or her blog posts on a different area of practice or have a specialty topic within that practice subcategory. Define a leader of the team to create an editorial calendar that outlines the topic for each week’s blog post and assign one blog per week to each team member. This technique works well for busy lawyers as they can plan out their topic weeks ahead and have sufficient time to dedicate to research and writing. If you can, create a team of at least five lawyers so that each one is responsible for no more than one blog post per month.

Once you have your team in place, it is time to start blogging. Here are some basic blogging tips to help make your blog posts a success:

  1. Keep your blog conversational in tone.
  2. Present your information in a quick and easy-to-read manner.
  3. Think about pain points that might affect your audience and develop your topics around them.
  4. Always use a clever, attention-getting headline.
  5. Use your own voice; let your personality shine through.
  6. Keep it brief – 400-600 words is sufficient.
  7. Use bullet points for better readability.
  8. Keep it simple; stay away from difficult jargon.
  9. Get to the point; don’t ramble.
  10. Conclude your points.
  11. Use imagery in your post (like a graphic or infographic) to emphasize your point.
  12. Make sure you understand the audience you are writing for.
  13. Show off your knowledge; don’t be afraid to share your secrets

So, form the team, or simply get started writing a blog on your own. The more you blog, the easier it becomes. You’ll be surprised at the ideas that start presenting themselves to you! Remember, be true to your voice and keep the blog post simple and concise. As Mark Twain said, “If I had more time, I would have written a shorter letter”.

What tactics have you tried to create a blog for your law firm? Let us know!

About the Author

Carolyn Rayner is the Sr. Manager of Marketing for the Professional Services division of ReachLocal. She helps provide small- and medium sized law firms with information on how to grow their practice through online advertising, social media, and content management. Connect with her on LinkedIn.

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