In an evolving world of video marketing, PPC and social media, it’s easy to forget the humble blog. Although no longer the go-to marketing option, the written word remains an effective tool for generating new business.
With the UK legal industry seeing dramatic falls from the market’s peak in 2022, solicitors must work harder than ever to take on new cases. For example, property lawyers alone handle 40% fewer cases today than in 2022.
However, pumping out legal blogs won’t yield the results you want. Although companies that blog gain 67% more sales opportunities than companies that don’t, there must be a method to the madness.
The benefits of having a legal blog
Active legal blogs are a long-term asset for your firm. According to HubSpot, websites with active blogs receive 434% more indexed pages.
In short, the more useful content on Google from your firm, the larger your footprint; and with over a third of potential clients beginning their search online, blogging just makes sense.
Legal blogs have other benefits for your firm, too. Here’s a rundown of some of the advantages of taking the time to blog:
Improved Rankings – Blogging is part of your overarching law firm content marketing and SEO strategies. With the latter being crucial in driving traffic to your website, blogging represents one of the pillars of successful law firm SEO.
Demonstrate Expertise – Approximately 96% of people seek legal advice online. By commenting on trending topics and addressing commonly asked questions, you can provide value and establish yourself as an authority.
Hit Your Target Audience – The digital revolution shifted the initiative from traditional marketing. Although these tactics are still relevant, blogging is often the only way to hit a considerable proportion of your potential client base.
Increase Your Brand Awareness – Law firms are brand-led. People don’t just choose you because of your services, as all your direct competitors offer the same services. They choose you because of your brand. Blogging is an opportunity to stamp your brand’s unique values and story on the minds of your target audience.
Grow Your Revenues – Ultimately, marketing is about growing your business. Both through direct business and brand awareness, blogging, directly and indirectly, empowers your firm to explode its revenues.
Types of blog post content for a law firm
Starting a blog is one thing, but not every blog is the same. Solicitors have various blog content they can publish for one reason or another.
So, what are the most common types of blogs law firms publish?
- Core topics related to your practice area.
- Mythbusting posts.
- Changes to the law.
- Trending case reviews.
- Frequently asked question posts.
- Success stories.
- How-to posts.
The above is a general overview of some areas a legal blog may cover. However, having a mixture of trending posts and evergreen content is vital. Likewise, many blogs write so-called “super guides” as landing pages.
Finding blog topics for your law firm
One of the sticking points solicitors experience is determining blog topics. Traditionally, this was a trial-and-error process, which is why some law firms spent years trying new things. But time is money, and writing a series of poor-performing blogs is a net loss.
Instead of fumbling around for blog topics that may or may not work, here are a few pointers on tried-and-tested topics known to accomplish different goals.
Topics to engage your target audience
- Understanding common legal terms.
- Legal FAQs series.
- Addressing some of the most significant legal challenges in your practice area.
- Practical advice for handling situations your clients may encounter in their daily lives.
Topics to generate leads
- Legal checklists for given situations, with downloadables included.
- Promote upcoming webinars.
- Exclusive offers for your practice.
- Case studies.
- Success stories.
- Analysis of recent legal developments.
- Breaking down new laws.
- Talking about legal trends.
- Predictions about what’s in store for the legal landscape.
Topics for engagement and sharing
- Short pieces of legal trivia.
- Infographics to simplify complex legal concepts.
- Legal humour.
- Story-based blogs.
The importance of SEO in blog writing
Write the most fantastic blog in the world; none of it will matter if nobody finds it. This happens when you write a blog without heed to SEO. Optimising blogs for Google is pivotal to driving traffic to that blog and is where much of the marketing value comes from.
At the heart of SEO lies comprehensive keyword research so you know what your target audience is searching for. Tailoring your content accordingly enables you to rank, which results in clicks and potential new clients.
Likewise, backlinks and on-page SEO lend credibility to your blog and your brand as a whole. High-authority backlinks to your content signal to Google that this is trustworthy content that provides value to searchers, resulting in a higher ranking.
It takes time, and there are no shortcuts, but consistently adhering to core SEO principles in each post will elevate your law firm.
Tips and guidelines for writing law firm blog content
Writing law firm blog content requires extensive research. If an experienced legal professional writes the blog, most of the effort will be spent choosing the right angle for a particular topic.
Here are some tips for writing impactful legal content.
Identify topics of value
Put yourself in the shoes of your target audience and ask, “Why would I want to read this?”
Answering this question enables you to find the value angle in your content. It could be the answer to a single question or provide clarity on how the legal process works. Whatever it is, the topic must be relevant and interesting to the people you’re targeting.
Above all, you must project your authority. The only way to make your particular perspective on a subject stand out in a crowded market is to lead with your experience.
Create engaging titles
Your title is the sign in the shop window. If it doesn’t make sense, nobody will click on your post. On the other hand, it must get right to the point.
This is where competitor research and looking up high-ranking blogs on similar subjects come into play.
Write for easy scanning
Long-form blog posts can be highly effective for SEO purposes, but not everyone wants to spare 15 minutes to read every word.
Creating a table of contents at the top of your post and being specific with your subheadings makes it easy for people to scroll quickly to the section that interests them.
Ask the audience
Are you struggling to determine your next subject?
Ask your existing audience what they would like to know. If you already have an email list, send out an email blast asking them what legal topics they would like to know about. Law firms without an online presence should rely on competitor research to guide them.
Measure your success
Look to the data to discover what works. You can dig into the results once a few months have passed and enough blogs have been published.
Figure out what got the biggest response and then review that blog against other hits. Find the consistencies between your top performers to uncover patterns you can apply to future content.
However, the best way to supercharge your growth is to consult with the SEO and content marketing experts at Tao Digital. If you’re not getting the desired results or don’t have the time to learn the skills yourself, speak to the team to find out what we can do for you.