Law Firm Blogging is essential for lawyers who want to grow more organic web traffic to their website. The two main sources of organic traffic are driven by SEO and Social Media.
Creating legal blog content that is high-quality and interesting to your audience will help promote your law firm’s brand and legal knowledge at the same time. This is the key to easily converting web traffic into an actual sale.
“Introduce people to your law firm’s brand in an authentic way by sharing helpful information first, then selling your legal services second.”
The reason this works is the fact that the modern-day consumer who is researching online does not like the hard sell.
This concept is pretty universal with any service being offered, not just legal services.
Below, we are going to provide you with a quick overview of how to set up a legal blog on your law firm’s website. There are many different steps involved and decisions to make in which direction you go with your setup.
Let’s Get Into It!
Law Firm Blogging Is a Hidden Secret For Local SEO Campaigns
The number of lawyers blogging is not saturated in the marketplace, according to the American Bar Association, only 37% of the firms said their firm has a blog. That means that only a little more than a third of law firms are utilizing the power of a blog to boost their Local SEO for finding new clients.
Overall, you will organically rank higher for your Local SEO search queries with a blog vs. not having a blog.
To prove this you can research your local competition by searching for legal services keywords in your city. You’ll most likely find the top 3 ranking law firms all have blog content.
We know your legal customer loves reading content, but did you know that search engines like Google love blog content too? That’s another reason blogging is good for Local SEO Campaigns.
Setting Up a Legal Blog For Your Law Firm
Launching a legal blog sounds pretty simple in theory, but there are actually a lot of details that go into the layout, design, and creation process for your content to make it a success.
We want to share with you some first-hand insights into what makes a law marketing blog successful.
- Write for your clients, not other lawyers. Your blog content should be targeted at a beginner-level audience. Avoid using any technical legal jargon and just speak in layman’s terms to educate your audience about the law. If you want your blog to be SEO friendly this is especially important.
- Work with writers who understand not just the legal content, but have a working knowledge of SEO concepts. Knowing how to perform SEO keyword and Topic research is essential since most of your traffic to your blog will be from search engines like Google and Bing.
- Blogs work well for small and large law firms. In fact, if a smaller law firm is trying to compete on Google Ads against a larger firm for expensive keywords, their money will be far better spent on building a longer-term SEO strategy where they can get those clicks for free.
Self-Hosting a WordPress Blog Is The Best Option
Here’s a little background information on hosting your own website and blog vs. using an already made blogging platform such as WordPress.com, Tumblr, Medium, or Blogger.
The key difference here is that when you self-host your own website and blog, you are in 100% control. It will take you a little bit longer to set things up, but the longer run benefits of having 100% control are 10X better for you.
In all the research we’ve done analyzing and creating law firm marketing strategies over the years, a self-hosted WordPress site is your best option. Plus, if you research your top legal competition in SEO, the two common traits all of these sites have is that they are self-hosted and run WordPress.
You’re in 100% control of it, and if you are not happy with a web-hosting provider, you can move your site to another service by just migrating your files. Another huge advantage to self-hosting your site is that you can more easily switch marketing services without worrying about that marketing company holding your law firm hostage because they control it!
Whether you have an existing Website or want to build a new website, make sure you have 100% control of hosting and operating it. Then, provide access to whoever is helping you with your marketing services.
Some Good Self-Hosting (web-hosting) solutions for WordPress are:
SiteGround – A pretty big hosting company that has an excellent package and option for WordPress. I use it for my smaller website projects and it meets the minimum requirements for ease of use, customer service satisfaction, and monthly costs.
WP Engine – This is a specialized hosting company just for WordPress sites. It’s a bit more expensive than a cheaper plan with Siteground, but it provides a more streamlined WordPress Optimization process on the back end so your site loads fast. I use WP Engine for bigger website projects.
Getting Your Blog’s Theme and Graphics (Layout) Created
The overall design of your logo, website theme, and the appearance of your blog will all have an effect on how your customers perceive your law firm’s brand online. The more professional your website and blog look, the more engagement and conversions you will get from the customers who visit it.
Whether you’re getting your existing site’s design updated, or starting a whole new website for your law firm, we recommend two options for finding a legal website designer.
The first option is to get a referral from another law firm you know that recently had their website designed. This is a great way to vet out the designer and ask the person referring you what they liked or did not like about the experience. If you can’t get a referral from another law firm you can always reach out to anyone in your network to see if a recommendation comes through.
The second option is to run a design contest on 99 Designs. You’ll be able to categorize your industry to just legal designers and see many different design concepts. Depending on the package you select, you’ll see at least 30 or more designs. Once you pick the winning design you can get it finalized and get all the graphic files delivered to you. Then take those files and hand them over to a WordPress coder, or have the designer help you with the coding.
For some 99Design Law Website Examples, check out this article from their blog.
If you don’t have the time to manage the 99 Designs contest yourself, you can always have a marketing consultant help you. For getting your new design coded, a second option is to reach out to your computer technician (IT Services Company) for some help.
Setting Up Content Categories and Formatting Blog Posts
Your law firm’s blog will need categories set up so you can organize the topics of your blog content. When you are starting out, we recommend you limit your blog’s content to just three to five categories in the beginning.
Each category should map to an area of your practice, or the type of blog post you are producing like a news article or company announcement.
Some example categories are things like:
- Company News
- An area of your practice like Personal Injury Law, Bankruptcy Law, Etc.
- Local News In Your Area
Each blog post should contain an author box, publishing date, and image as well.
These elements should be in your web design. If they are not, mention them to your designer right away so you can include them.
The text on your blog posts and web pages should also be easy (and big enough) to read on a Desktop, Tablet, and Mobile phone.
So make sure you check on that before signing off on any design!
My Law Firm’s Blog Is Setup Now, What’s Next?
Once your law firm’s website has its blog setup you should begin producing content as soon as possible. It will take time for Google to index your content in the search results. At a minimum, it will take 3-12 months to get an SEO Blogging Strategy to produce any results for your firm.
You also need to decide how much content you will produce, we recommend you produce at least one article per week. The length (word count) of each article should be around 1,000 to 2,000 words. Most of our clients average at 1,500 words per piece.
Once you get some momentum with creating content on a regular schedule, the overall process will be seamless and a part of the normal marketing routine for your law firm.
With every article you produce, remember to include a decent featured image as well.
Comment below if you have any questions, thanks for reading!