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The consensus is sealed on the efficacy of blogging: it works. However, we know it’s not always clear-cut how to utilize this tool if you work in an industry that doesn’t easily lend itself to the light-hearted blog content with which we have all become familiar. But that doesn’t mean you can’t take advantage of the opportunities blogging offers. Blogging gives you a chance to reach people who need your service and expertise but aren’t sure where to start.
So how do you harness this power as a law firm? By nature, law-related content is complicated and, well, not exactly sexy. However, blogging is a great way to break things down and communicate what potential clients want to know but might be too afraid to ask in person—so instead, they’re searching for it online. It is also a great way to maximize your online real estate and establish your company as THE authority—two of our key techniques in all SEO work at Blue Corona.
Here are some ways you can create valuable blog content as a lawyer:
Capitalize on What Clients Ask
Whatever questions you typically receive from new clients who are starting their legal process with you, you can bet that prospective clients are wondering the same thing. Take those questions and give the people what they want by answering them on your blog! Explain what clients should expect when contesting a traffic ticket, filing for divorce, or applying for citizenship. Breaking down the complications of the legal process is one of the easiest ways to access potential leads—people want to understand what to expect, they just don’t know where to start. Drive your own traffic by giving them a place to start.
High volume searches often start with “what to do when…” or “how do I…” or “how long does it take to…”—so take that opportunity to fill in the blank! Prospective clients want to know what to do when they’re handed a summons or how long their case will take. If you can break it down in a way they can easily understand, that will create a sense of trust and familiarity that can create a qualified lead.
Spare No Detail
While no two cases will ever be identical, there are many systems in place to streamline legal proceedings. You as an experienced lawyer know all the ins and out the system—so you can outline what the average person needs to know going into a case. You can expand upon details about specific practice areas over multiple blog posts, effectively communicating the need-to-know details while maximizing your online real estate. Create a series on how wrongful termination proceedings are conducted or how child custody is determined. Outlining this information will help your client understand what to expect and make them feel more comfortable from the get-go.
Address Current Events
When a law changes, people need to understand how it affects them. Stay on top of current events and update your blog with the latest news in your practice. If you post helpful content for your qualified audience in a timely manner, you are creating significant traffic potential.
Showcase Your Expertise
Case studies are a great way to establish trust with your site visitors. They enable you to showcase your success and explain your individual approach to your cases. They are a great deliverable to offer potential leads and can be capitalized upon for keywords as well. Site visitors can gain insight into your breadth of experience and create familiarity with the relevant legal proceedings, which in turn leads to a great foundation of trust.
Make Yourself a Trusted Resource
Forget the complications of legal procedures; many people don’t know how to start when it comes to finding a lawyer. Outlining the process of finding a lawyer (or how to avoid hiring bad counsel!) shows site visitors that you want to help them before they even decide to hire you.
Now: Get Blogging!
Now that you’re armed with a plethora of ways to harness your web audience as a lawyer, get to it! There is no bad time to start blogging to beef up your online presence. And if you don’t have time to do it yourself, consider outsourcing your blogs to a company that specializes in SEO for lawyers—like Blue Corona. Contact us today to learn more about SEO strategy for lawyers.
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About The Author: Maeve is a Copywriter based in the Charlotte office. Outside of writing great content for her clients, you can usually find her lifting at the gym, cooking something up in the kitchen, or climbing up any mountain she can find.
View more blogs by Maeve Ginsberg