If your law firm website has a blog, congratulations. You are already in possession of one of the most powerful and cost-effective marketing tools a law firm can have. The question of how often you should update the blog on your law firm’s website does not really have any wrong answers. If you have a blog on your site and you continue to update it, the blog cannot possibly harm your site’s search engine optimization (SEO) rankings.
This post is something of a thought experiment, a self-congratulatory piece of beach reading, like a parenting magazine article about which vegetables to feed your children. If you are reading that article, it means that you have children, and they at least sometimes eat vegetables; therefore, you can’t lose. That said, perhaps the better question is what timetable for blog updates is the most effective at improving your site’s SEO rankings.
The Virtues of Blogs
Almost everyone in the digital marketing industry agrees that blogs are great for business, but why? Here are some of the ways that a blog can help your law firm get new clients.
· When people find your blog during a Google search related to a legal question, it makes the impression that you are an authority in your field. They are more likely to hire you or to recommend you to someone who needs to hire a lawyer in your practice area.
· Frequent updates to your blog make Google consider it active, thus increasing its SEO rankings and making it more likely that prospective clients will see your site before your competitors’ sites.
· The more links your blog contains, the more other sites will want to link to your site. Blogs are the most logical place for a law firm website to link to other sites.
· If your blog contains news related to your practice area, then some people searching for trending news stories will find your law firm’s site.
Finding the Ideal Timetable for Updates
How frequently you should update a blog depends on your industry. You will find content marketing articles advising you to update your blog every day, but that advice is impractical for law firms. Daily updates are for lifestyle blogs that thrive on a constant barrage of product placement. If you don’t update your blog every day, it is because you and the employees of your law firm are too busy practicing law and drafting legal documents. You don’t have to chase trends that change every twenty-four hours.
An article in Forbes magazine cites data that blogs that receive one to four new posts per week tend to rank the best on Google. If your law firm’s blog focuses only on evergreen content, such as explanations of statutes, then one post per week is plenty. If it also contains news about legal cases, then it makes sense to update it more than once per week. Imagine the target audience of your blog as including not only people who need a lawyer’s services right now, but also people who want to read something interesting and informative.
Let Law Blog Writers Do the Writing
What lawyer has time to write more than one blog post per week? You can count on Law Blog Writers to provide blog posts and website content to suit the tastes of prospective clients and general interest bookworms alike.
Many lawyers entered the legal profession in part because they love to write and to share ideas, but it is obvious even by the time you graduate from law school that being a lawyer is a business. Therefore, most of the law blogs on the Internet exist mostly, or at least partly, for commercial purposes. If you are reading this blog, it is probably because you are looking for ideas about how to attract new clients and how to generate revenue for your law firm.
You might be daydreaming about eventually being able to cut back on your work hours and devote more time to writing, but that is some distance in the future. Therefore, you might need to take a different approach to your blog from the one followed by your favorite law blogs, which you read frequently.
Law Blogs for Lawyers: Too Aspirational for the Average Law Firm
Reading law blogs is a great way to get inspiration for posts to write on your own law firm’s blog, or even to learn information that could be relevant when you are researching and arguing your own cases. Feedspot published a list of 100 law blogs it considers recommended reading for lawyers and law students. While the blogs on the list make for fascinating reading, there are several reasons you should not model your law firm’s blog too closely on them.
· Most of them were not published by law firms. Instead, their editors are law professors or even entire editorial staffs employed by law schools. In other words, these blogs have many more resources to devoted to blogging than your small or medium-sized law firm has.
· The topics that many of these blogs cover, such as news related to law careers, will not help your blog attract new customers. Their target audience is lawyers, not clients of law firms.
Law Blogs for Prospective Clients: How Low Is the Lowest Common Denominator?
The best law firm blogs assume that the reader has no background knowledge of the laws or legal issues that you discuss in the posts. A post on the American Bar Association blog contains some rather cynical advice about how to make your law firm’s blog effective at attracting new clients. While its advice that you should focus more on telling an interesting story than in delving deeply into legal issues, is sound, it is not necessary to assume that your readers are so dumb that they only respond to clickbait, calls to action, and brightly colored contact information. The better choice is to treat your readers like readers, not like paying customers. Don’t try to sell to them; just tell a story.
Legal Blog Writing
Does writing blog content that is intellectually rigorous but easily relatable sound like a difficult balancing act? You can count on Law Blog Writers to provide blog posts that will make prospective clients and generally intellectually curious people want to keep reading.
As a graduate of law school, you have learned to see the invisible templates that underlie virtually every piece of writing. Starting with a template and then filling in content makes you a more organized writer and a more organized reader.
Of course, the key is to make your content so engaging that readers do not see the template. You, as a lawyer, are such an astute reader that you know that almost every piece of writing conforms in some way to genre conventions, whether or not this was its author’s intention. In the 90s, the “rants” of teen authors, published first in handwritten zines and then later on lovingly crafted personal websites with garish background colors, had formal conventions and common themes, despite their claims to free-wheeling individuality.
Anyone who goes online looking for thoughtful commentary on popular movies and TV shows from their childhood will find pieces that are thought-provoking indeed, and noticeably similar to each other in form and content.
A Farewell to Listicles
Perhaps the most maligned form of Internet writing, though, is the listicle, a literary form that proudly displays its outline. Listicles have many applications, but they are particularly common on business blogs. Whether they still have a place in content marketing is too broad a question for purposes of this post, which will not take the form of a listicle, so as to avoid the charges of tone-deaf lack of self-awareness so often leveled at Internet writers. The better question is this: Do listicles belong on a law firm blog?
A 2015 post from DesignCo Marketing says that they do not. The post’s greatest virtue is its graphic, which appears to depict proboscis eggplants. The post makes important points about the drawbacks of listicles. Here are some highlights.
· Listicles present the wrong level of detail for most topics. If you want to present a simple list, just use bullet points. If you want to go into enough detail to be informative, make each item on the list several paragraphs long, at which point they become sub-headings, not list items.
· Listicles assume that the reader’s attention span is shorter than it is. Posting listicles means that you really just want readers to click on your page and skim through it, without really learning anything new.
· It is usually more effective to tell a story in the form of a story than in the form of a list. Both stories and checklists have a place in the legal profession; decide which one you want to write.
If You Must Use Listicles
Internet writers love listicles because you can write them quickly, and because in the hands of a skilled writer, they are well organized. If you want to write listicles on your blog, link them to longer content. For example, your listicle can be five Supreme Court decisions that relate to a certain topic. Then link each item to the text of the decision or to an article on a law school’s website explaining the decision in more detail.
Legal Content Writing Help
Are you too overworked to decide whether you love listicles or hate them? You can count on Law Blog Writers to provide blog posts that your readers will not merely skim but will reread as reliable sources of information.
A popular urban legend goes that goldfish have an attention span of eight seconds. If that is true, then they are much more patient and attentive than the apparent target audience of much of the online content that vies for your clicks and those of your prospective clients. It seems like businesses must constantly outdo themselves and each other to compete for the attention of people searching online for a given type of business. It is not enough to attract attention; you must also keep the attention of potential clients. This is true for any type of business, but the solutions to it differ, depending on your industry. The best way law firms can continue to register on their client base’s radar screens is to have a strong online presence, including a blog that receives frequent updates.
Supermac vs. Big Mac: A Cautionary Tale
Last month, the Internet lit up with pictures of a Burger King menu board labeled “Not Big Macs,” where all the sandwiches had the word “Big Mac” in their names. One was called “Like a Big Mac but Flame Grilled.” It does not take a lawyer to know that Big Mac is a registered trademark of McDonald’s. What was it doing on a Burger King menu, then?
It turns out that, in January 2019, a court in Europe ruled that McDonald’s should no longer have the exclusive right to use the phrase “Big Mac” in its marketing materials. Supermac, a much smaller restaurant chain in Ireland, had sued McDonald’s to take away the trademark on the phrase “Big Mac.” The lesser Mac claimed that McDonald’s had not put the trademarked phrase to “genuine and continuous use” in the five years leading up to the filing of the lawsuit. Despite evidence presented by McDonald’s, in the form of menus and advertisements containing the phrase “Big Mac,” the court ruled in favor of Supermac. Now free to use the term “Big Mac” in its marketing in Europe, Burger King posted the “Not Big Macs” menu in a Burger King restaurant in Sweden. The moral of the story is that it is not always the biggest company that wins. Sometimes consistently applying your brand strategy is even more important.
What This Means for Law Firms
It is not enough that your law firm’s website ranks highly on Google searches now. If another law firm updates its blog more frequently, if it includes relevant key phrases in the URLs of its pages, and if it is more active on social media than your law firm, you can lose the top spot. Unless you live in Ireland, you had probably never heard of Supermac before reading this post, but its branding strategy was able to take down a giant among burgers. You must defend your position as a well-recognized law firm. The best way to start is to update your blog regularly?
Online Legal Writing Help
As a lawyer, you are probably too busy to eat a burger, much less write blog posts. You can count on Law Blog Writers to provide engaging, informative blog posts with your target audience in mind.