Launching a blog for lawyers can be intimidating. There are many things to consider, and you may feel like there is too much at stake. However, if done right, blogging will help you grow your law firm with increased exposure to potential clients looking for your expertise and generate high quality traffic that converts into leads.  A well written blog will also increase your online presence to the legal field.  I know as a lawyer myself; I often need to search for other attorneys to refer a case outside of my practice area.  I generally turn to Google and find a blog about a legal topic, then pick up the phone and call.  This 3-step guide will walk you through the process of launching your very own law firm blog that’s both engaging and informative.

How to Write Content that Legal Clients Will Read

When you’re writing your website content, think about what a legal client would actually want. If they have the question “will I lose my house if I file for bankruptcy?” then answer it specifically on your site! Don’t make them look for this information or even worse – find out only after hiring you. Your web content should be designed to answer user’s questions like what assets can I keep in a Chapter 7 bankruptcy, what to do if being sued and other specific queries regarding legal practice areas.

You need to fight your instinct to write what you think Google wants you to write, but rather, write for actual living human beings.  Google is smart enough to know when you are trying to game the system, and as a result, content written for the Googlebot will typically get buried in the search results, as Google want to provide the most relevant content to answer a search users specific query.

In fact, Google’s “RankBrain” system is a machine-learning artificial intelligence that continually refines its approach to ranking websites the more times it gets used.

By way of example, let’s look at certain content that you may think will rank well, but in reality, may get your site deindexed or at best dropped to the bottom of the rankings like a lead balloon.

Copying high-ranking content from another blog for lawyers

One historic tactic was to generate a new webpage for every specific keyword so you could rank on the first page of Google.

For example, let’s say you build a page entitled “Essex County Bankruptcy Attorney” and it uses boilerplate chunks of text to explain that they offer bankruptcy filing services.

This is only 100-200 words long but doesn’t read easily because the keywords are stuffed in everywhere so there’s no room for flow or engagement.

Essex County Bankruptcy Attorney. Are you looking for an Essex County bankruptcy attorney? The Law Firm of Dewey Screwum & How practices bankruptcy filing and debt relief in Essex County. Our Essex County bankruptcy attorneys can handle all aspects of your bankruptcy filing in Essex County.

This content is lackluster, monotonous, not well written. It’s unwise to publish it on any blog for lawyers.

It was once customary practice for law firms to replace the city name in their keywords and make duplicate pages for every region they’re targeting on their website.

The reason people do this is because it used to work. Back when search engines only ranked pages based on the use of keywords, if you “filled” a page with target keywords and lists of them, your page would rank better in Google’s results.

But now that websites like these are getting lost amongst Google’s increasingly accurate matches between queries and content, “stuffing” doesn’t seem worth it anymore

Marketing Strategy On A Laptop

3 Types of law firm blogging

It is important that you have a plan for your legal blog if it has the potential to help grow your practice. One way this can be done by writing three types of blogs: practice area explication, reporting on newsworthy events and discussions of your own results and wins.

Grow Your law firm practice with a Blog For Lawyers

You could easily write a blog on something like bankruptcy statistics in your state or average success rates of pro se filings. It’s relatively simple to find topics, too; you can simply Google questions about the practice area and scroll down for “People Also Ask” sections online.

Want to know the best blogging strategy? Click on one subject, and four or five more pop up. Click again, and more show up! This is a great way to answer reader questions, so be as helpful as possible in your responses for amazing rankings over time.

Blogging about Newsworthy Events in your city

Finding relevant news, adding your own opinion, and quickly publishing can give you a chance to ride the wave of current events. You might get some juicy backlinks from sites that share your blog post about what an Essex County attorney thinks about some celebrity’s bankruptcy petition.

Reporting on Your Wins

A case study can be a remarkable moment that your law firm was involved in, or it could be an interesting and noteworthy event in the public eye. In this way, you can use this opportunity to showcase your expertise by providing examples of how you stopped a foreclosure by filing someone in a bankruptcy or give opinions on celebrity cases or Supreme Court cases within your practice area.

Consistent Blog Posting

In order to get picked up by Google and indexed, the Googlebot needs to come to your site frequently.  If your posting is predicable and consistent, for example, you post an article every two weeks on a Wednesday, Google knows to come back on that schedule and index your new content.

I know when I was still in active practice of my law firm, it is hard to set a schedule and write blog posts, when you have motions and briefs to write every day.  If you are looking for help in your content marketing, schedule a free discovery call with me to learn how our agency can help you with your law firm’s digital marketing and implementation or for more law firm marketing ideas check out our legal marketing strategy pros Facebook page