Should you allow readers to comment on your law firm’s blog? It’s a simple yes and no question, but comments on a blog can have unintended consequences, for better or worse. They can increase the SEO rankings of your blog, but they can also dilute the quality of the content. And then, of course, there is the question of whether moderating comments on your law firm’s blog is a good investment of time. Are blog comments an essential part of the blog, or are they a cesspool for ungrammatical prose written by trolls?
Keep in mind that the pros and cons listed in this post apply specifically to blogs on law firm websites. For most blogs, enabling reader comments is an obvious choice. For example, on pop culture nostalgia blogs, reader participation is half the fun; people visit the blog specifically because they want to read about other people’s memories of their favorite movies, music, and toys. Law firm blogs have a different purpose, however. People visit them because they want a straight answer about a legal issue or authoritative advice about the correct procedure for something like filing a lawsuit, adopting a child, or incorporating a business.
Why You Should Enable Reader Comments on Your Law Firm’s Blog
· Comments allow readers to engage more actively with your blog. Readers who comment on your posts are more likely to subscribe to your blog or share their favorite posts on social media.
· Reader comments can help boost your law firm website’s SEO rankings. For SEO purposes, every comment counts as a recent update to your site. Blog comments might also contain keywords, and if you require readers to include a URL of their own sites (not to be visible to readers, of course), they make your site contain more links.
· If you require commenters to submit their email addresses, you have an instant mailing list for email marketing.
· Reading your readers’ comments can give you an idea of your audience’s views, questions, and concerns. This information can give you ideas for future blog posts that will be of interest to your existing audience.
Why You Should Not Enable Reader Comments on Your Law Firm’s Blog
· Moderating comments takes time. You could use that time writing other blog posts or doing any other kind of productive work.
· If you have entrusted the maintenance of your blog to content marketers, moderating the comments will take up their time, requiring you to pay them more and making your content marketing budget more expensive.
· Reading through poorly written, uninformed comments until you find the good comments can ruin anyone’s day. If trolls have found your blog, reading comments can make you wish for the pre-Internet days.
Reach Out to Law Firm Blog Writers
Comments or not, having a regularly updated blog on your law firm’s site is a good investment. You can count on Law Blog Writers to maintain a well-written blog for your site and, if you so choose, to moderate its comments.
Which websites do you click on every day? Most likely, some of them are news websites or blogs dedicated to subjects that interest you. The others are probably sites where you have an account, such as Amazon; perhaps you frequently log into your account on your bank’ website to check your account balance or to see if your most recent transactions have posted. Ideally, your law firm’s blog should serve both purposes.
For people looking to hire a lawyer, it should lead them easily to your contact information and provide information about the services you provide. For people who are looking for something interesting and informative to read, it should provide frequently updated, well-written, credible reading material. Of course, writing for both of these audiences, the prospective clients and the interested readers, is an important skill, but it is only part of the way toward making your blog successful. For a truly successful law firm blog, you must also use search engine optimization (SEO) to target both of these audiences.
Buyer Search Terms Versus Reader Search Terms
Blog writers choose SEO keywords based on what they think their target audience will type into a Google search. When people are searching for law firm websites because they want to engage a lawyer’s services in the near future, they type search terms like “DUI defense lawyer” or “prenuptial agreement lawyer,” often followed by the name of the city where they live. When they are just trying to find out more about the subject, they type search terms like “what is a plea bargain” or “child adoption laws.”
In most practice areas, lawyers are always trying to work themselves out of a job with any particular client. When a client gets his citizenship, he no longer needs an immigration lawyer. When a client is found not guilty at trial, he no longer needs a criminal defense lawyer. When a client gets a sufficient settlement following a work injury, she no longer needs a workers’ compensation lawyer. The above scenarios describe events that happen, at most, a few times in a person’s life; people who currently need legal services represent only a fraction of the visitors to your site. Therefore, you should write and optimize your blog for both types of visitors, the ones who need a lawyer and the ones who just want to find information.
Why Appeal to Noncommercial Search Queries?
Readers who don’t plan to hire a lawyer are still important for your blog. First, they can recommend your law firm to people they know who do need legal services. Even more importantly, their visits to your site can boost your site’s SEO rankings, making it even more accessible to people who do want to hire you.
Get Legal Content Writing Help
You can count on Law Blog Writers to write and optimize a blog that will keep the prospective clients calling and the intellectually curious readers clicking.
Digital marketing experts will tell you that you are letting opportunities to make money get away from you if you do not choose and apply a digital marketing strategy for your business, a process which usually involves outsourcing some of the work to marketing professionals. Of course, if you don’t do your research first, it is also possible to sink lots of money into online marketing services that will not give you a good return on your investment. Here are three warning signs that the digital marketing firm you are thinking of hiring is not the right one, plus some advice on how to choose the right marketing firm.
1) Fancy Sales Pitches
An outrageously enjoyable, sleek-looking sales presentation might make you think that the marketing firm can make your business look good to prospective clients, too, but it is actually a warning sign. What you really want to see are its results for other customers. Think about how misguided it is that universities sink so much of their budget into putting on a good show for prospective students; it only leads to more student debt, not a better education.
You didn’t choose your college because of the snazzy dorms, rock climbing wall, or brand new Olympic sized swimming pool. (If said pool was the site of a production of Aristophanes’ The Frogs, then it could have been a factor in your decision, but just one factor of many.) You chose it for less visible reasons, such as the pre-law program or the liberal arts program, in other words, for the education you wanted to get.
Any digital marketing firm you hire should be upfront about the techniques they use. SEO is not magic; “proprietary blends” of marketing techniques are the province of multilevel marketing scams. If a doctor prescribed a medication to you, you would not take it if the doctor refused to explain to you the drug’s mechanism of action. Don’t take the same risk with your law firm’s marketing strategy.
3) Bargain Basement Prices
Do not choose an SEO firm on the basis that it undercuts the competition’s prices. At least, do not do so uncritically. If you need bare bones digital marketing on a bare bones budget, then the cheapest option might be the best one, but bear in mind that you get what you pay for.
Choose a Content Marketing Company That Is Just for Law Firms
Thinking back to your choice of college, you didn’t choose a school that tried to be all things to all people; you chose it because it had professors who wanted to teach what you wanted to learn.
Likewise, when you choose a marketing firm for your law practice’s website, choose one that shares your interest in the law; in fact, the content writers all have experience with the legal profession. You can count on Law Blog Writers for content marketing geared directly to law firms and their target audience.