With 4 billion people currently connected to the internet globally, it’s the first place most people go when they’re choosing service providers. So, chances are your future clients are online, and that’s where they’ll look when they need legal services. Blogging can help you to make sure your firm gets found when people perform those searches. Blogging drives website traffic, promotes your services, and builds trust with prospects. Those aren’t the only benefits though. In this post, we’ll explore the advantages of blogging for lawyers.
Benefits of Blogging for Lawyers
1. Blogging Helps to Demonstrate Your Legal Knowledge
By publishing blogs related to your areas of practice, potential clients will see your firm as a thought leader in that area. By demonstrating your knowledge on topics relevant to your firm, prospects will inherently come to think of your firm as an established authority, and in the end will be more likely to turn to your firm if they’re ever in need of legal services.
2. Blogging Helps Build Relationships
Blogging is a great way for law firms to enter into already existing conversations online or to start their own based on prospective clients’ pain points. When internet searchers enter in a query they are hoping to find a solution, and if your firm can provide that solution, they’re likely to go back to you the next time they have question as they view you as a trusted source now. Furthermore, sharing blogs on social media is a common practice, and many internet users will continue the conversation on social media, which allows your firm to be viewed as a trusted source by many others, and in turn build more relationships with prospective clients, lawyers, or professionals.
3. Blogging Drives Traffic to Desired Websites
Everyone wants more website visitors. Blogging allows you to optimize content for search engine purposes. Any time you publish a post, it becomes an indexed page on your website, which means there’s another opportunity for your site to show up in search engine results pages (SERP). Furthermore, blogs provide a signal to Google and other search engines that your website is active.
4. Blog Content Can be Repurposed for Social Media
Blogging for lawyers provides many opportunities for content to be shared on various platforms. Any time you create a new post, there’s an opening for someone to share on social media. This is important for exposing your firm to new audiences. Additionally, rather than constantly creating new content, you can draw from the stable of material on your blog.
5. Blogs Support Lead Generation
As you drive traffic from your blog to your website, you’ll have more options for turning that traffic into real leads. Think of every post as a new way to generate leads. Include a CTA on each post that drives activity like downloading an ebook or subscribing to your newsletter. Any content asset that people are willing to exchange their information for can be linked to as a lead generation tool. Make sure to provide valuable information in your posts and then highlight other ways that interested people can get in touch with you and stay engaged.
6. Blogging Supports Business Development Efforts
The more that you can consistently answer your audience’s questions and provide value to them, the more that they’ll view you as an expert in the industry. You want to be viewed as an authority by prospects, and educational content can also support your business development teams’ efforts. Prospects that have been following your firm or previously had questions answered will enter your funnel in a different phase. They are more likely to already trust you, which leads to more productive business development efforts. Furthermore, your repository of posts provides plenty of resources for your team to use. Your blog is an ongoing archive of content assets that your business development team can use in their efforts.
7. Blogging Helps with Link Building
Inbound links or backlinks are an important ranking factor for Google. In fact, many experts consider these links to be one of the top factors. When you create high-quality articles, they are more likely to be linked to by other websites, which signals to Google that your site is trustworthy. Backlinks also serve to build domain authority, which will improve your overall visibility in search engines.
8. Blogs Drive Future Activity
One great thing about blogs is that you can create them at a certain point, and then they will be discoverable online forever. When you first create a post, you can expect people to read it and hopefully even share it, which will provide some traffic and leads. But the benefits don’t end there. If the post ends up ranking, it will be visible for weeks, months, or even years in the future. In this way, you will continue to get traffic and leads from that content. Really valuable content can end up becoming “compounding posts” that drive traffic well into the future. This means that the effort you put in today will continue to yield positive results well into the future.
9. You Can Monetize Blogs
Firms with a successful blog can generate additional revenue through that platform. There are a wide variety of affiliate programs out there where you can refer people to compatible products or services. If your blog becomes well-known, you may be asked about opportunities like being a podcast guest or speaking at a conference.
10. Blogs are a Great Way to Share Firm News
Blogging provides a medium for sharing company news, events, or perspectives. Though you don’t want to veer into promotional territory too often, it’s helpful to write about what your firm is up to and share with your audience. You can drum up attention for your latest efforts and wins with new posts, and it also humanizes your firm.
These are the main benefits of blogging for lawyers, but you’re likely to notice other positive things if you take your blogging strategy seriously. For example, blogs can be a smart way to test out campaign messaging before spending money on paid programs. Reviewing blog analytics can also provide insights into your client personas that you can use in other areas of marketing. If you’re not currently blogging and this article has convinced you, talk to us about how to get started. We can help you to create blogs that showcase your expertise and enable lead generation.