There has been an exponential rise of blogging over the years. According to research, approximately 70 million blog posts are published monthly by WordPress users alone. In the end, it is safe to say that blogging is still the main avenue for people to receive their information online, and a way for businesses to showcase their expertise and authority. Blogging is a great way for many businesses, including law firms, to drive traffic to their websites. Consider how you can utilize blogging to showcase to potential clients and Google your trustworthiness and experience with your specific legal area.

Law Firm Marketing
Each occupation has a unique marketing plan, and law is no different. Law firm marketing is a set of marketing strategies that can help law firms attract new clients. The more familiar you are with law firm marketing, the easier it will be for you to connect with your clients online. One of the most effective methods of law firm marketing is through the development of strong content marketing. Content marketing involves using written content such as legal blogs to establish your authority.

Legal Blogging
Legal blogging is creating blog posts that are centered around a specific practice area. Several topics can be discussed through legal blogs from specific questions, to an understanding of the entire legal practice area. Blogging can help your law firm by building trust with your clients, keeping you engaged with your current clients, increasing search engine rankings, solving your client’s legal issues, and more.

Building Trust With Your Clients
Your clients may not be familiar with your particular practice area. Your legal blog posts can help educate them on the subject and establish your credibility simultaneously.

Keeping You Engaged With Your Current Clients
The more consistently you place content on your website, the more engaged you can remain with your current clients. Your blog posts are a great way for you to remind your current clients of your legal services without hounding them. Providing consistent content also showcases to Google that you are a trustworthy authority in your area of legal expertise.

Increasing Search Engine Rankings
Many websites want to use SEO tactics to be the top search result on the search engine results page. The content you write on your website can help increase your search engine rankings and potentially lead to more clients.

Solving Your Client’s Legal Issues
Your clients may have questions about the legal process. Your blog posts can answer your client’s questions and provide value to them. When your potential clients are ready to seek legal services, they will remember to come to you based on the answers you provided in your blog posts.

How to Write The Best Legal Blogs
Here are some ways you can make blogging work for your law firm.

Think of Content Ideas
First, come up with a list of relevant blog topics for your clients. One of the best ways to brainstorm content ideas is to center them around your practice areas and the common questions your new potential clients typically ask.

To help your website rank high in search engines, you will want to include keywords that your potential clients will use. The keywords that you use must be relevant to your client’s questions. Consider Googling your topics or investing in a keyword tool to help you determine the best keywords for your content that will best reach your target audience.

Keyword Research Tools
Fortunately, keyword research tools can help you narrow down the most popular words and phrases. You can search for the best keyword research tools on Google, use keyword research tools such as SEMRush, KW Finder, Ubersuggest or Keywords Everywhere. You can also consider working with a digital marketing agency that specializes in legal content.

Create a Content Strategy For Your Law Firm
Besides the topics you choose for your blog, consistency will play a huge role in increasing your search rankings on Google. The more consistently you blog on a particular topic, your website will continue to increase its ranking in search engine results. You will want to create a practical schedule where you can upload your blog posts consistently. If you need to, create a content calendar where you can select the number of blog posts you’ll post on your website weekly or monthly. The more organized your content strategy is, the easier it will be for you to publish your blog posts on your law firm’s website.

Focus on Relevant Content
There is so much content that you can blog about on your website. In addition to the practice areas, you can write about the legal process, how clients can interact with insurance companies and the latest updates on new laws. When you write blogs that are centered on relevant content, it is more likely that your potential clients will be interested in reading them. Consider topics your clients will be interested in reading when thinking of your blog topics. Even if the topics are centered around your practice area, cater them to what you believe your clients should know about your practice area.

Promote Your Content
You can use your social media platforms to introduce a larger number of clients to your law firm’s blogs. Your social media posts can be used to bring awareness to the content on your website. Introducing your blog posts on your social media platforms can help you reach a wider range of potential clients and keep your law firm top of mind consistently.

Digital Marketing Next Steps
One of the best ways to improve your law firm website’s ranking in the search engines is to publish content regularly via a blog. Blog content can make a world of difference in showing potential clients your experience in your specific practice area. Posting consistent content also showcases to Google that you are a trustworthy source that deserves to be at the top of search engines.

Annette Choti, Esq. graduated from law school 20 years ago, and is the Founder of Law Quill, a legal digital marketing agency focused on small and solo law firms. Annette wrote the bestselling book Click Magnet: The Ultimate Digital Marketing Guide For Law Firms, and hosts the podcast Legal Marketing Lounge. She is a sought-after keynote and CLE speaker throughout the United States and Canada. Annette used to do theatre and professional comedy, which is not so different from the legal field if we are all being honest. Annette can be found on LinkedIn or at at annette@lawquill.com.