Blog posts have long been recognized as a primary form of content. It’s meaning that if your website doesn’t have blog posts, you may be missing out on a vital way of marketing your brand. Beyond marketing, blog posts are also a smart way to make yourself known as a repository of answers and information for your clientele. Like in our other blog post on webinar hosting, we like to emphasize the idea of being the “expert” in your field through the content you generate and host on your website. The more your clientele can trust you and the information you publish. The more likely they’ll be to hire you, return to you, and refer to you other clients.
For lawyers and law firms, blog posts can be even more effective. Since they tap into your wealth of knowledge, your specific case knowledge, and allow you to showcase more of your versatility and expertise.
What does this all mean? Blog posts will help you market your brand more and they’ll help you build rapport with new and returning clients. How can you get started writing blog posts? Read on for more information and let us guide you on the best practices!
Demonstrate you’re an expert in your field.
Clients want to know if they can trust you, and demonstrating your expertise in your field is a surefire way to earn that trust. Consider your blog posts as a preview of sorts. Potential clients who are unsure of where to start will surely Google and research the answers to their questions—e.g., what kind of paperwork do I need for my case? What’s the best way to approach my case? Can a lawyer help me with my specific issue? Providing these answers through your blog posts shows these clients that they’ll be in good hands when it comes time to take action.
Imagine a potential client with questions about their family-based immigration case. “How do I help my family member gain citizenship status?” If you have a corresponding blog post that speaks to this topic, and speaks to the ways in which you might approach this case. You demonstrate to this potential client that you’re ready, expert, and willing to take on their case.
Even if your blog posts don’t speak to potential clients’ specific cases or questions, they help in developing a body of knowledge that, as a whole, speaks to your expertise. That is to say, if potential clients don’t find the exact answer they’re looking for, but see that you’ve written extensively on various topics and cases, they’re more likely to trust that you know how to approach their case just based on your previous knowledge across various other types of cases.
Blog posts help prove that you know what you’re doing and that you’re the best lawyer or law firm for the job Period.
Blog posts help with SEO!
There’s no question that SEO has come to define marketing strategies in today’s digital world. Knowing how to navigate Google—and how to take advantage of it. It is going to help you encounter potential clients who are searching for the solution that you offer. So how do you ensure that your answers are getting through to your potential clients? How do you use blog posts to help with SEO?
In short, blog posts are going to contribute to a wealth of content. That can be broken down and processed word-by-word. Google, in looking to find that perfect answer to your potential clients’ questions. It is going to look for the words that best match the words in their searches—and, having more blog posts, more answers, helps you reach them.
Now, on the technical side, you’ll have to identify those keywords that will help your blog posts shine in Google searches, and you’ll have to craft those blog posts in a way that encourage users to read to the end. Dwell time, or the time that users spend on the page, contributes greatly to how Google is processing your website and how it’s ranking it. More time on page = better ranking.
That said, you can always enlist the help of others, including your pals here at Revel.
Blog posts bring more attention to the firm.
Remember how we mentioned building a body of knowledge and demonstrating your expertise? As those blog posts increase, and as you establish yourself as a great resource for answers related to your area of law, you attract more attention to your firm. The marketing ties in here—more SEO, higher rankings, more potential clients spending time on your site, and higher conversion rate that turn into more referrals back to your law firm. Think of this all as a broad approach to generating momentum, little by little. Those blog posts continue to show that you’re invested in your image, helping others, and demonstrating your expertise to clients.
Blog posts are also going to turn into shareable links that get passed around by clients. Imagine a client with a friend who has a similar question related to their case. That client can now copy and paste a link. It gives a preview of the type of answer their lawyer might provide to the friend.
“Hey, were you able to get help modifying your child custody?”
“Yes, my lawyer has been great, and this is kind of how they approach that—[link to blog post on how you might approach modification to child custody].”
Blog posts considered pivotal elements to content creation and marketing today. Take advantage and start writing today!