A blog for lawyers and law firms is extremely useful.
It’s a great way to generate consistent online leads from your website, showcase your expertise to your clients, and a great way to “advertise” without advertising.
Let’s dive a bit deeper into why lawyers should be blogging.
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Why Lawyers Should Be Blogging
You’ve probably heard the usual reasons before right? Generate clients, build your brand etc, but how exactly do those bring you clients?
Why should you focus on x amount of hours every week/month when there could be other “easier” revenue-generating activities?
1. Blogging Positions You as an Industry Leader
In a study conducted by Smart Insights, 96% of people seeking legal advice search online.
Just like how you were seeking answers and came across this article, your potential clients are seeking answers for their legal needs as well.
Expertise is a big thing in the legal industry. Showing your expertise through your content will build trust in your potential clients. It’ll show them that you’ve helped other people like them in the past and will be able to help them with their legal needs and increases the chance that they’ll contact you.
2. Blogging Helps Build Your Personal Brand
Law firms are often seen as “faceless”
Oftentimes, even their clients don’t know who they’re really working with.
What do I mean by this?
Your clients and even potential clients want to know more about you. They want to know your mission, your values, and how you’re positioned to help them. Gone are the days where clients came to lawyers and lawyers could solely focus on the legal work. Your clients want a personal relationship with you and want someone who offers personalized services as their lawyer.
Having a personal brand helps you differentiate yourself from thousands of lawyers in your industry.
Let’s take the example of personal injury.
Personal injury lawyers are often seen as “cut-throat”. This may be due to the nature of their business where their income is tied to the number of clients/cases. One of the most common complaints from clients is the lack of empathy that they receive from their PI lawyers.
I have a friend’s aunt who got in a car accident and she quotes “The lawyer I had just saw me as a case and didn’t care much about my feelings”
I’ve heard numerous stories like this and my point is this; blogging will help you differentiate yourself from other lawyers in the industry. If you’re someone who cares about your clients and wishes to show that to your potential clients, building your personal brand can do that.
How to Start Your Own Legal Blog
Starting your legal blog can be intimidating. Trust me, my business partner Ethan had to convince me for 6 months before I wrote my first piece of content.
If you landed on this article, I’m so happy that you’re thinking of starting or started your own legal blog.
We wrote an in-depth guide on how to start a successful legal blog that you might be interested in checking out.
It covers everything from setting up your domain, hosting, costs, and much more.
Now that we covered the basics, let’s get to the juicy stuff.
How to Grow Your Legal Blog
Growing your legal blog might take a while and takes a lot of consistent action from your end, but the results are worth it.
Consistent inquiries through your website every month, you get cited on popular legal websites & publications and you even get invited to speak at conferences.
1. Publish Articles Frequently
I always preach quality > quantity. However, if you’re just starting out, you need a lot of quantity.
It takes a while for the Google algorithm to pick up your blog. It takes at least 30 high-quality articles before Google starts showing it properly to your audience. In the first 6 months, you may only get 10 visitors/ month and in the 6-12 month mark, it could be 50 visitors and a year later it could be 1000 visitors/mo, that’s why SEO & blogging is a long term game.
Now that you know that you have to publish articles frequently, let’s go to how you write high-quality articles.
I mentioned earlier that I found writing intimidating (I still do, but it’s grown over me) and would often have trouble sitting down and coming up with content to write. Ethan (business partner/best friend) gave me a guide on how to do so and it helped me a ton.
Similarly, he made a Foolproof guide to blog article writing for lawyers which I’m sure you’ll find helpful.
Here’s a base guideline on how you can start producing high-quality blog content:
- Start by determining what your potential clients are searching for through Keyword Research
- Create a topic outline going over the main headings
- Edit and publish the article
For an in-depth guide on how to publish better content, check out our article on how to become a better SEO writer
2. Post Evergreen Content
Most law firms put out legal updates. These are short, sweet and to the point. However, most of these “updates” become irrelevant in a few weeks/months. The problem with legal updates is that these updates get outdated and provides conflicting information to your readers if not thoroughly updated.
Legal updates as part of your content marketing strategy do you more harm than you think because Google prefers 1000+ word articles.
Are we saying that you should not write articles below 1000 words? Absolutely not, but look at all the articles that appear on the first page of Google for your industry-related content, they’re all between 1000-1500 words.
If you wish to get on the first page of Google and get more traffic and clients from your website, start publishing longer content.
Save the legal updates for newsletter subscribers, not for first-time readers.
What Is Evergreen Content?
It’s the opposite of the latest/trending news. It’s not matters of current affairs, but rather content that would be relevant in the next 5-10 years. These are content that your readers can come back and refer to in a few years and it would still be relevant.
Here are some great examples of evergreen content across multiple legal industries:
- 7 Things to do after a workplace accident
- 5 Things you must do when applying for a Golden Visa
- 9 Step checklist when filing for a divorce
- Can I lose my driver’s license for a DUI?
Here are some bad examples of evergreen content in the legal industry:
- X change in Y immigration policy
- Office hours opening
- Our office location has changed from A to B
3. Write for Your Clients
It’s easy to get carried away and write content that you want to write about. I mean it’s definitely fun writing about your favorite topic right? but are your clients interested in that topic?
Let’s say you spent 5 hours in total (writing, editing, and publishing) putting out a piece of article about your favorite topic. After a week you realize that the article barely got any views. You just wasted 5 hours which could’ve been focused on billable hours, more time with your family, spent playing with your kids, or even got off work early to head home.
You could’ve saved these 5 wonderful hours with 20 minutes of research.
Oftentimes, what you want to write and what your clients want to read are quite different.
Am I saying that you shouldn’t write about what you enjoy writing? Nope. 2/10 times can be about topics you’re passionate about the rest should be topics that your clients are interested in.
How Do You Figure Out What Your Clients Are Searching For?
There are 2 ways to find this; one is through a simple Google search and the other is through paid tools.
Let’s say that you’re a personal injury attorney, a simple Google search about your industry should give you an idea of what your readers & potential clients are searching for.
The following image gives you an idea of what your readers are searching and you can create articles for individual topics
I recommend Keysearch
I love this tool and it gives you an idea of how many people are searching for a particular topic and if it’s worth writing about it.
I used the search term “personal injury faq” and it gave me details of similar search terms.
Look for ones with volumes above 50 and a lower score. A lower score means a better chance of ranking the article on the first page of Google for that term. Similarly, find search terms for your industry with enough volume and rankable score, and get writing!
These are just some of the questions your potential clients are searching for online. If you get asked a lot of recurring questions from your existing clients, there’s a pretty high chance that your potential clients are also searching for that online. 2 birds, 1 stone.
4. Promote Through Social Media
I’m proud that more and more lawyers are on social media. It’s very nice to lose the stigma that being on social media is considered “unprofessional”. However, one thing I see lawyers doing is being on the wrong social media platform.
You have to be where your clients are.
From experience, Facebook and Instagram are great for B2C lawyers. Lawyers in the Personal Injury, Immigration, Family law industry should definitely be on Facebook as they have some amazing communities which are great for networking.
Linkedin is also a great place for B2C lawyers, but amazing for B2B lawyers.
Now that we briefly touched on what platforms you should be on, let’s go over the Do’s & Dont’s
Do’s & Dont’s on Social Media for Lawyers
There are some written and unwritten etiquettes when it comes to social media, let me enlighten you.
- Have a complete personal profile and a business page for your firm. (fill in all the details on your business page)
- Make meaningful relationships with your audience.
- Interact with your audience (answer their questions, reply to their comments)
- Be generous when it comes to sharing your knowledge & experience.
- Post atleast once a day and share content that your clients and potential clients will find valuable
- Spam content.
- Share links for articles that you wrote on your website.
- Go easy on the Hashtags (3-4)
- Share the same piece of content in all your groups
- Get fixated on vanity metrics (likes, views)
Now that I have the basics covered, get creating!
5. Guest Post on Other Legal Blogs
Guest posting is basically writing content for other industry-related blogs, news websites.
I totally understand what you’re thinking right now.
“Why would I write content for someone else, when I can just write for myself?”
Well, that’s a very good question, and here’s why:
If you’re just starting out, you don’t have a lot of readers. It takes a while to build an audience. However, it doesn’t mean you can’t leverage other people’s audiences.
Let’s say you get asked to write an article in an industry famous legal blog X, if the blog’s audience enjoyed your article, they’ll likely check out your blog and subscribe to your content.
Even if you don’t get new readers, you can get a backlink from their blog which will make your website more visible to Google.
Similarly, leveraging news channels is another great way to grow your blog.
Let’s say there’s a new change in the law or a famous case in your industry, news channels are always looking for expert opinions. You can reach out to these channels and get you and your blog featured on their website.
Reach out to them and get your name out there.
Email newsletters are amazing for promoting your content.
The people signing up for your newsletter are there for a reason; they enjoy your content and like what you have to offer.
Emails are amazing because the person who signed up for your newsletter is giving you private access to their inbox.
Your content is able to reach them on a personal level.
Remember this, every person knows 5-15 people that they’re close to. If people in your newsletter find your content valuable, they’re likely to refer you to their friends for their legal needs.
Growing your legal blog is one of the best ways to generate organic leads consistently for your firm. It takes consistent effort, but the rewards are worth it.
The fastest way to get more readers is to publish quality content that your potential clients will find valuable. If you can give them “free” legal advice, you’re one step closer to having them as your client.
We at Valeo Legal Marketing provide SEO, Content Marketing & Paid advertisement services for lawyers, attorneys, small and medium-sized law firms. If you’ve thought about investing in these services to generate consistent organic leads through your website, improve your firm’s brand awareness, fill out the contact form and we can set up a time to chat.