As we kick off another year, many in the legal industry are looking for ways to generate. More business and increase their firm’s brand penetration. One of the most cost-effective and proven methods of bolstering a law firm’s online presence is starting a blog. Developing a successful legal blog primarily takes dedication and consistency. It’s also a continual learning experience, but if you devote the time and resources to it. A blog can become one of your law firm’s most valuable assets.
What Is a Blog?
The word blog was originally derived from shortening the word weblog; it refers to an online repository of content, ideally with fresh items added regularly. A successful legal blog typically lives as a section on a law firm’s website and is updated by adding new posts. A blog post is an individual page of a blog where an author (or “blogger”) writes about a particular topic. Sounds simple enough, right? In some ways, blogging is that simple, but there are a few core structural and visual components we recommend as best practices when creating your law firm’s online content storehouse.
Five Components of an Optimized Law Firm Blog:
- Two Distinct Page Layouts: Your blog should have page layouts designed for both a Main Blog Page and a Blog Post Page. The main blog page should (1) showcase the most recent several posts in reverse chronological order with links the user can click to read more, (2) have an easy-to-use archive of past posts by month and by year, and (3) have a sidebar contact form.
- Publish Date: Even if you remove the dates from the user’s view, Google can still see the publish date in the code, so you can’t trick search engines into thinking it’s newer than it is.
- Author: Each blog post should be associated with Israel Phone Number an author, complete with a link to the author’s online biography. Ideally, on a law firm blog, the authors are the attorneys and their author byline should link to their website biography. So many law firms make blogging faux pas here by leaving “admin” or a similar default designation as the author, listing the author name as a random list of letters that constitutes their backend website login, or not using an author at all.
Why Should Lawyers Blog?
Blogs are the third-most trustworthy source of information, following only friends and family – trusted more than journalists, brands, and politicians. Starting a successful legal blog can open up a variety of opportunities. A well-written article can help establish you as an expert in your field. You can leverage your online authority to gain new clients, impress existing clients and colleagues, and open doors to previously unreachable audiences.
Three Reasons Lawyers Should Blog:
- To improve search engine rankings for a law firm website: Successful search engine optimization (SEO) relies heavily on the presentation of valuable content; therefore, one of the most critical elements of SEO success is content marketing. Now more than ever before, search engines seek to deliver users search results full of websites with content that meets their needs and answers their questions. Websites with blogs that provide consistently reliable information will rank higher in search engine results.
- To share expertise and become a thought leader: If you blog about your practice areas of focus for several years. With consistently high quality content. In addition, you will become known as an expert on these topics. Over time, people will begin to view you as a valuable source of information.