A Proven Framework to Update Blog Posts and Drive Traffic for Legal Marketers

Sometimes, even the best blogs can grow stale, and traffic to those once-popular posts can start to decline. This makes it clear that the information or presentation may no longer resonate with today’s audience. Recognizing this, we decided to revisit some of our most important blog topics, starting with “LinkedIn for Lawyers: 12 Steps to Create the Perfect LinkedIn Profile”. Using insights from our latest research and content performance data, we gave the post a complete refresh to see how rewriting it with a more modern and personable approach could drive new traffic—not just to this post, but to other blog posts as well.

In this blog, learn how we updated the post, what we changed, the results, and why we believe these improvements will have a lasting impact.

1. A More Compelling Title

• Original Title: “LinkedIn for Lawyers: 12 Steps to Create the Perfect LinkedIn Profile”

• Updated Title: “How to Create the Perfect LinkedIn Profile for Lawyers in 12 Steps”

The updated title reflects a subtle yet important shift: it frames the post as a “how-to” guide, which tends to attract readers seeking actionable advice. By positioning it as a step-by-step guide specifically for lawyers, we clarified the value proposition right in the title.

2. A More Relatable, First-Person Narrative

In the original post, the tone was more formal and instructional, written from a third-person perspective. The rewrite adopts a conversational, first-person voice to make the advice feel more personal and approachable.

• Original Example: 

• Updated Example: 

This change humanizes the content, positioning the writer as a guide sharing personal expertise rather than a distant authority.

3. Real-World Examples and Providing Data for Credibility

We enhanced the updated post with concrete examples, metrics, and success stories, making the content more credible and actionable.

• Original Post: General advice, like “Utilize LinkedIn’s newsletter feature to engage with your audience.”

• Updated Post: “With our Legal Marketing 2.0 Newsletter, we gained 83 new subscribers in the last three months, bringing us to a total of 1,356 subscribers. Over that time, our articles have been viewed 30,914 times.”

This not only shows that the strategies work, but also inspires readers by illustrating real-world outcomes.

4. Expanded Focus on Actionable Takeaways

The original blog provided helpful tips, but the rewrite emphasizes the “why” and “how” behind each step, encouraging readers to take action immediately.

• Original Approach: “Make your headline engaging by highlighting specialties and the value brought to clients.”
• Updated Approach: “This is your chance to tell people what you do and why it matters. Instead of simply using a job title like ‘Attorney at XYZ Firm,’ highlight specialties and the value you bring to clients in 120 characters or less.”

We also added reminders throughout the post that readers can contact us for help, tying the blog to actionable next steps.

5. Updated Call to Action (CTA)

The original post had a straightforward CTA: “If you’re looking for guidance on improving your LinkedIn strategy, contact us today.”

In the rewrite, we expanded the CTA to emphasize the importance of LinkedIn as a growth tool and offer specific ways we can help:

• “Let’s work together to ensure your LinkedIn profile isn’t just another page—it’s a powerful tool for growing your practice.”

6. The Results: How Our Blog Refresh Paid Off

Revisiting and updating “How to Create the Perfect LinkedIn Profile for Lawyers in 12 Steps” proved to be a worthwhile investment. By incorporating our new strategies—such as a first-person narrative, actionable takeaways, and updated SEO optimization—we saw impressive improvements in the blog’s performance.

The SEMrush Results Speak for Themselves:

• Keyword Ranking Improvement: The blog improved significantly, jumping from position 87 on October 18 to position 6 by December 16—an incredible gain of 81 spots.
• Visibility Growth: The post’s visibility increased by 11.264%, with a difference of +10.879%, meaning it now reaches a much larger audience.
• Boost in Estimated Traffic: Estimated traffic grew from 0.01 to 0.23, marking a +0.22 increase.
• Keyword Volume: The keyword “LinkedIn for Lawyers” has a strong monthly search volume of 170, proving that the topic is in demand among legal marketers.

What This Tells Us

These results underscore the power of strategically updating older content:

• Improved Search Rankings: Optimizing the title, headings, and content for SEO allowed the blog to climb to page one for a competitive keyword.
• Higher Engagement Potential: Writing in a more relatable, first-person tone and including real-world data made the blog more engaging and valuable to readers.
• Increased Traffic: By revamping the content, we not only attracted new readers but also created an opportunity to drive traffic to other related posts.
• Clearer Action Steps: The new structure and added details ensure that readers can walk away with actionable strategies to improve their LinkedIn profiles immediately.
• Stronger Connection to Good2bSocial: By showcasing our expertise and including performance data, the blog reinforces our credibility and positions us as thought leaders.

Key Takeaways:

The updated blog post isn’t just any rewrite—it’s a complete transformation that aligns with modern digital marketing strategies. By making the content more personable, actionable, and engaging, we’ve turned an already strong post into a resource lawyers will want to bookmark and share.

If you haven’t yet optimized your LinkedIn profile, now’s the time. Reach out to us, and let’s craft a profile that positions you as a leader in your practice area.