law firm content marketing

How to Generate Leads with Your Law Firm Blog

by Joe Balestrino • February 8th, 2018 • Content Marketing | Blog

How to Generate Leads with Your Law Firm BlogGenerate leads with your law firm blog with useful, optimized content + a related call to action.

Content marketing will continue to dominate marketing activity in 2018, according to the Smart Insights Global Survey in December 2017. There are several types of content—blogs, e-books, white papers, and case studies are just some of them. Of these, blogs are the most successful type, and also the most widely used by marketers.

Why blog? Blogging is not just the most effective way to reach your target audience. Compared to other types of content, such as case studies and infographics, it will not take you an entire day or more to write and publish a high-quality blog post.

There is a right way to blog depending on your purpose. If you are blogging for the purpose of generating leads for your law firm, here are some important things you should take into consideration, including first optimizing your content and concluding with a call to action (CTA).

Don’t skimp on your word count

Does the number of words matter? Yes, it does, especially if you want to see your post on the first page of search engines. During the infancy of blogging, it was enough to create a 300-word post and you could expect it to rank high on search engines. But those days are gone because of today’s tight competition.

Thousands of blogs are created each day and that means marketers need to be a little more creative in producing content for their business’s blog. High-quality, long-form content with more than 1,000 words tends to rank higher in search engines compared to posts with fewer words.

Create Relevant Content

The quantity, or the number of words, matters in blogging, but the quality matters more. When writing a post, ask yourself, “If I were the reader, would I actually read this post?” If you are in doubt, check your topic. A quality blog post that aims to get leads should be highly engaging and informative. It should, at the least, help the reader to solve a problem.

Especially when trying to generate leads, it is important to create a compelling introduction. You need to get the reader hooked right away. Many will leave after just a few seconds if they can’t  figure out the point of the article right away. Get ideas from seasoned marketers. Many content marketing strategists today are generous enough to share their knowledge.

Optimize Your Content for Search Engines

It takes time to master search engine optimization (SEO) because it is not limited to using relevant keywords in the article, the title, and the URL. Your images and content need to be tuned as well. It is well worth your time to learn more about on-page SEO — or hire someone who already knows about it to help.

Automate Social Media Sharing

Immediately after publishing the post, share it on your Facebook Page, Instagram, and Twitter accounts. Reshare it using an automated app such as HootSuite, Buffer, or Postcron. These apps usually offer analytics so you can see when is the best time to promote your content.

Work on Your Blog’s Aesthetics

How does your blog look and feel? The entire look of your website says a lot about your brand. If you want to keep it elegant, stick to minimalist and responsive themes. Avoid clutter and complete all the necessary information, such as the “About,” “Products/Services,” and “Contact” pages.

Have a Call to Action (CTA)

You can’t generate a lead if you don’t have a call to action. Many bloggers fail to include a CTA in their posts. Blogging without a CTA is like promoting a product and telling others how good it is without inviting them to buy. Finish a post with a simple “Subscribe to our mailing list to get more tips!” You’d be surprised how many more people will do something simply because you ask them to do it.

Repurpose Blog Posts in Email Campaigns

More firms are adopting marketing automation systems which employ targeted content. Blog posts can be used in a series of emails to facilitate an action upon completion. These drip campaigns go beyond lead generation to lead nurturing. Useful blog posts are at the center of these campaigns.

Finally, I would like to emphasize that blogging is just one of your tools to improve your business. It’s important to deliver what you promised. At the end of the day, it’s how you lived up to customers’ expectations that matters most.

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