It is no secret that some of the citizens of the Internet are bots. You have probably interacted with bots when using the live chat tech support feature of a website, and those bots were probably quite helpful. You have probably also run across barely comprehensible web content when conducting a bona fide search for information on Google. In short, bots can write, but they are better at some tasks than others. For most of the content on your law firm’s blog, live people are a better choice than artificial intelligence.
Bots Are Teachable, but They Are Not Experts
This is not yet another blog post about the foibles of computer programs composing text in human languages, although those are certainly entertaining. Machine learning has come a long way since the 90s, when your geeky uncle forwarded you an email with examples of awkward prose composed by bots. Today, major news outlets rely on bots to compose news items on subjects where the writing is formulaic enough that it will still make sense if bots write it.
The Associated Press relies on bots to write its reports on the quarterly earnings of hundreds of major companies. A bot created in Sweden has written more than 2.7 Wikipedia articles, making it Wikipedia’s most prolific author. It writes articles in Swedish and Cebuano, the native languages of its creators and his wife; Cebuano is spoken in the Philippines. A bot in Japan even wrote a novel, albeit a very formulaic one; it studied numerous paperback romance novels to use as examples. It warrants mention, though, that human researchers had to teach the bot the meanings of lots of expressions and terms before it was able to write a novel that made sense.
If Not Bots, Then Who?
Should you entrust your law firm’s blog to a bot? Only if you are willing to invest an amount of work equivalent to sending the bot to law school. Sure, you can program the bot to use certain keywords a certain number of times, but the result will be several paragraphs of bot speak that will meet your target word count and keyword density and might convince Google to boost your site’s SEO rankings a little bit, but it will not make readers want to stay on your site.
Law firm blogs, at least good ones, fall firmly within the category of prose that it too sophisticated for bots to write successfully. Sure, there are researchers at work now on creating what might become the ancestors of law firm blog bots, but while you are waiting for them to work out the bugs in said bots, it is a good idea to entrust your blog writing to human writers who already know what they are doing.
Contact Legal Copywriters
You can count on Law Blog Writers to write factually accurate blog content with real human appeal. Law Blog Writers is what blog bots want to be when they grow up.
If you choose your profession based solely on the gifts you will get from colleagues and clients, then being a lawyer is a very good choice. Especially if you have upscale corporate clients, you get plenty of fine wines and perfumes and enough fruit of the month subscriptions to ensure that everyone in the office gets enough vitamin C. Secret Santa gift exchanges are always awkward, but there are worse places to do them than a law office. You might get a candy cane tie that you can wear in family photographs, to the great embarrassment of your children, but then, you also might get luxurious imported chocolates that taste better than anything you would buy for yourself. When you really think about it, though, most holiday gifts are things you don’t really need. This year, the best secret Santa gift you can choose is something that will benefit your whole law firm. You should buy several months of blog content for your law firm’s website.
A Productivity-Boosting Gift That Isn’t Just Another Tchotchke
It is not news that most holiday gifts are just clutter. Even the lists of gifts for highly productive people whose work is mostly online still list stuff, and clutter, even if its original purpose was to boost productivity, makes most people less productive. A desk piled high with fidget spinners and Pomodoro timers could give even the most focused lawyer writer’s block. If you want to make your law firm more productive, think keyword stuffers, not stocking stuffers.
Of course, blog posts for your law firm make your company more productive in ways beyond simply not taking up desk space and not giving you a sugar high or a hangover. Having a regularly updated blog on your law firm’s website does wonders to boost the search engine optimization (SEO) rankings of your law firm’s website. Your law firm has probably been meaning to start or update its blog for a long time.
Who has time to write it, though? Not the partners, not the paralegals, and certainly not the student interns. Buying professionally written blog content is a good investment for your law firm.
A Few Quality Blog Posts Go a Long Way
You do not have to spend a fortune on blog content, and there is no need to take time out of your already overscheduled day to add blogging to your list of responsibilities. A great secret Santa gift would be to order three blog posts, one to be published each month, for your law firm. These are some of the benefits of having a blog on your law firm’s site.
· Convince search engines that your website is a happening place
· Keep prospective clients informed about topics related to your practice area
· Build up goodwill with other citizens of the Internet, such as news sites and other blogs, by mentioning or linking to their sites
By the end of the first quarter you will see that your clutter-free secret Santa gift has helped business as much as any New Year’s resolution could do.
Get Legal Content Writing Help
You can count on Law Blog Writers to write engaging, well-researched blog content that boosts your site’s SEO rankings while leaving room in your stocking for actual candy.
A recent post on My Shingle, a website for solo and small law firms, classifies the clients of law firms and assesses the desirability of each for small law firms. It describes the types of clients as follows:
· Vanity clients – These are companies or prominent individuals whose names will be recognizable to your colleagues and prospective clients. Lawyers seek out these clients to be able to brag about having represented them, in other words, to boost their own profiles as attorneys.
· Long-term clients – These clients keep coming back to you for repeat business. They are more common in corporate law than they are in other practice areas, such as personal injury or criminal defense.
· High-margin clients – These clients only need a lawyer for a short-term task, but because they are operating on a short deadline, they are willing to pay a lot of money or legal services.
· Passion project clients – These clients might not have a lot of money to pay, but you take on their cases pro bono or for a reduced fee because you care about the cases.
· Short-term clients – These clients only need you for a short project, which forms the full extent of their professional relationship with you.
What has any of this to do with your law firm’s blog?
Targeting Desirable Clients with Your Blog
Not all the best times of clients find out about you through your blog post. In fact, most of the people who choose law firms based on a blog are short-term clients; these clients probably make up the majority of your client base, anyway. If you are lucky enough to have worked with any vanity clients, it was probably through professional connections, not through your blog, regardless of how awesome said blog may be. How many long-term clients you have depends more on your practice area than it does your blog. (Do you really want to be the lucky lawyer hired by someone so unlucky in love that you represent him in all five of his divorces?) That leaves high-margin clients and passion-project clients.
Targeting high-margin clients is easy. Write posts about legal issues related to time-sensitive and emergency situations. Depending on your practice area, these could be things like home foreclosures, workers’ compensation cases, or temporary child custody agreements. Emphasize how quickly your law firm gets things done.
For passion project clients, make your target audience organizations that provide money to help people get the legal services they need. You could even trade links. You publicize the organization by writing about it on your blog and linking to its website; in return, it links to your website on its list of lawyers it recommends to people that seek its help.
Reach out to Legal Content Writers
Whatever clients you target, Law Blog Writers can provide blog content to suit their tastes. Contact Law Blog Writers to start the discussion about what you want to accomplish with your law firm’s blog.
You have heard the digital marketing clichés before. Content is king. Make your blog advertise your business without sounding like it is advertising. Anticipate your client’s search terms when choosing keywords. These truisms all hint at the fact that, to readers’ eyes, a blog should simply be an informative and enjoyable thing to read,. But behind the scenes, it should compete against other law firm’s websites for the attention of Google, and therefore of prospective clients.
What none of these pieces of advice mention is the value of backlinks. Backlinks are an essential part of your law firm’s digital marketing strategy with regard to value to your clients and search engine rankings, and they also have marketing value outside the blogosphere.
What Are Backlinks, and Why Are They Important?
Backlinks are when another website contains a link to your website on its pages. While linking to other websites from your blog is important for your search engine optimization (SEO) rankings, backlinks give your site an even bigger SEO boost. They show that other people consider your site so valuable that they encourage other people to click on it.
A reason that they are so important is that it is not possible to fake them. The only way to get backlinks is to make the owners of other sites want to link to yours. (Yes, it is possible to pay for backlinks, but they are more effective when they arise out of a genuine desire on the part of the other website owner to direct readers to your site.)
Ways to Encourage People in the Community to Create Backlinks to Your Law Firm’s Site
Getting backlinks to a law firm’s site requires a little more planning than it does in the world of hobby blogs, where people who write blogs on similar subjects simply make a verbal agreement to link to each other’s blogs and then do it. Here are some things your law firm can do to encourage others to create links to your site.
· Link to articles from your local news station. It is easy to do this when you post about local current events on your blog. The local news station will notice the links to its site coming from your readers. They will link to you when your law form is mentioned in a local news story.
· Take on cases pro bono or for a reduced rate when the clients are referred to you through organizations that work for their causes. In return, ask them to list your law firm, as well as a link to it, on the list of legal resources on your website. For example, if your law firm helps survivors of domestic violence obtain favorable child custody arrangements, ask a local shelter for domestic violence survivors to link to your website.
· Through your law firm, offer scholarship money for college students who plan to pursue legal careers. In exchange, ask local high schools to link to your website from the school’s page of scholarship resources.
Contact Law Blog Writers Today
Even the best blog cannot single-handedly market your law firm, but it’s a great start. You can count on Law Blog Writers to create blog content that will make members of the local community glad that they linked to your blog.