It takes years of education to become an attorney, and experience is hard won in the courtroom. An attorney blog is one of the best ways to show your experience and depth of knowledge in your practice areas, and also a great way to attract potential clients.
Blogging not only builds your online authority, it ranks your website higher in search engines by targeting keywords, targeting specific demographics, and by showing the search engines that your site is active and building an audience, instead of just being an online business card.
Why Content is King
As an attorney, it’s your job to provide legal counsel to your clients. Your website and online presence should strive to educate and inform potential clients about solutions to their legal problems.
If you’re looking for an attorney, who are you more likely to choose? Someone who lists their practice areas on a website, let’s say DUI, or an attorney who has a full blog on what to do if you’re stopped for a DUI, what to expect if you’re arrested for DUI, how the process works, and what the state laws are?
Your content should provide answers to the most frequently asked questions in your practice areas. You can blog about anything, really, but the vast majority of your blogs should be strategic and focused on the practice areas which drive the most business to your firm, or ones that you’re seeking to grow.
Why is an Attorney Blog Important?
Content comes in many forms: website content, blogs, eBooks, print books, audio podcasts, video, and more! It provides the tools you need to encourage consumer engagement and client acquisition. The internet is highly competitive, especially in the legal industry. You need quality content to earn a position that will get you noticed.
Blogging is an easy way to begin building your online presence as it does the following:
- Gets more targeted traffic to your website through effective keyword usage.
- Increases your SERP ranking through reader engagement and time on page.
- Provides you with the opportunity to gain authority as an industry leader.
- Helps you develop better client trust through shared information.
Blogging also provides you with excellent content to share on your social media, which saves time and money in marketing. One lengthy blog post can be broken down into smaller chunks for syndication on your social networks, driving even more traffic and engagement to your website.
Blog Effectively with a Content Strategy
An attorney blog without a strategy is pretty much useless. Your blogs should focus on building your practice areas, and you can find ideas by doing targeted keyword research using the Google Keyword Planner, or by simply Googling your practice areas and looking at the “People Also Ask” section, or by using tools like Keywordtool.io.
Keywords are the words that users enter when searching online. Every practice area has a long list of potential keywords that people will enter when searching for information. Keyword research provides valuable insight into which keywords are best for your chosen industry. Research will also tell you how often those terms are searched and variations of how they are most commonly used.
However, you want keywords that will drive relevant traffic to your website but aren’t too generic. For example, the word “lawyer” is very generic, whereas the key phrase “family lawyer in Pittsburgh” is far more specific. You can get even more specific by using the phrase “child custody lawyer in Pittsburgh.” Anyone, anywhere, with a variety of needs could search “lawyer,” but those with very specific and local needs will find you when you use targeted keywords.
Keywords also provide you with a base for your blog ideas. You can see what people search for the most often and then build content that will help answer those questions.
Evergreen Content, News, and Local Events
The most important type of content to develop for your attorney blog first is “evergreen” content. Just like the trees it borrows its name from, the content stays fresh year-round.
For a law firm, evergreen content includes that which doesn’t change very often, like what to expect when arrested for your 1st DUI, or what to look for when hiring an attorney. Criminal statutes, court procedures, and fines don’t change very often, so this can be detailed in your blog posts.
News is also a good area to branch out in once you have a solid chunk of evergreen content. This could be local news, or national news regarding a notable case in your practice area. You can write your opinion about a circuit court case, or newsworthy cases in your practice area. Just think, if you were a criminal defense attorney and you wrote a blog about the Netflix Documentary Making a Murderer that got picked up by the local news—you would develop a ton of traffic that would also help your site rank above your competitors and it would have a lasting effect.
This type of content has the capability to go viral, which could mean a lot more website traffic and perceived authority in your practice area. This could introduce you to a lot of new potential clients by generally increasing your notoriety online and in your community.
You can also become a source for local events in your blog. If you’ve been a part of the community, then showcase some local events, go visit the best local eateries, and start a blog series about it. This begins to build a relationship with your potential clients. They will feel like they are getting to know you better, which goes a long way in helping them decide which attorney to recommend when a loved one or friend runs into legal issues.
Overall, your attorney blog should focus on building your brand awareness and showing your expertise.
When you are providing a good mix of evergreen and fresh content, you begin to create a more well-rounded selection that not only drives people to your website, but that will drive client acquisition over the long term.
Blogging Best Practices
When it comes to writing your attorney blog, it has to come across as organic and authentic. Many people make the mistake of trying to pack their content with keywords, thinking it will be more effective for search engines.
But search engines are very smart. Google’s main goal is to find the answers to people’s queries, so if your content is answering questions better than your competitors, your site will rank higher.
Write your content with the consumer and potential client in mind. Write as in-depth as you can possibly get, with the goal of getting users to spend more time on your website and not need to go anywhere else to learn about your specific practice areas.
Keep it simple. You’re not writing for law professors, so you should keep the $20 words to a minimum, and write for an average person. Break up the text in short paragraphs to make it more readable, and read your competition to see what they’re doing, and then execute it better.
An attorney blog is an important part of a law firm marketing strategy. As a rule, blogs should always focus on engaging, easy-to-read, and relevant content to answer any questions potential clients might have. Keep it relevant to your practice areas, inform your potential clients, and you’ll be sure to generate high quality traffic.
If you don’t have the time to do it yourself, we offer a full suite of attorney SEO and content generation services. We’d be happy to develop exactly the type of content you’re looking for to drive traffic and lead generation for your law firm.