Over the years, our team of law firm website design specialists has built hundreds of websites for attorneys throughout the United States, and one of the most effective tools we recommend that our clients use to keep their website updated and filled with fresh, engaging content is a blog. Remember, Google’s crawlers scan existing content, but they also keep track of changes, updates, and additions to each website’s content. As such, in order for a website to maintain its rankings and consistently attract new traffic through Google, website owners must consistently add new content to their website and update the website’s existing content, and a blog is an excellent way to exploit this SEO factor. However, in order for a blog to have a positive impact on your website, it needs to be effective. So, our law firm web design specialists have a few tips to help you create an effective blog.
1. You Should Always use SEO Techniques to Create Your Blog’s Content
Even though the content within a blog post might not be as extensive as other pages on your website, you should always utilize SEO techniques as you write blog posts. This includes incorporating links to authoritative sources within each post, adding pictures to blog posts to make them engaging, etc.
2. Focus Your Blog Posts on Specific Keywords
Blog posts can be an excellent place to create targeted content focused on specific keywords. As such, each blog post you create should be focused on unique keywords that your website can rank for on Google. This will allow your blog to drive traffic to your website and convert website visitors into clients. However, the keywords you use should be different than those that other web pages within your website focus on in order to avoid keyword cannibalization.
3. Create Blog Posts that are Useful to Users
One of the main reasons most users read the content on a law firm’s website is, they are looking for information. As such, a blog is a great place to give users the information they are searching for. Unlike the web pages on your website, blog posts allow attorneys to discuss and explain specific legal topics extensively. This information will not only attract users who might convert into potential clients, but it will also encourage visitors to engage and explore your website further.
4. Write Blog Posts on Current Events
The law is always changing and evolving. When this occurs, many people search for changes in your state’s laws online due to a legal question or problem, and some of these users can turn into potential clients. Consequently, writing about changes to the law(s) in your legal area of expertise can be an excellent way to attract and engage prospective clients.
5. Incorporate Pictures into Your Blog Posts Strategically
Pictures are an excellent way to make your blog posts more engaging for the reader, but every picture you use should tie into the subject you are writing about and add to the overall message being conveyed in the blog post. Moreover, each picture should be optimized for SEO which includes:
- Choosing an image format that is easy to load
- Compressing each image to reduce its size
- Add alt-text, descriptions, and captions to each image
6. Share Each Blog Post on Your Law Firm’s Social Media Accounts
Publishing blog posts online will allow your law firm to supply the general public with engaging content on a regular basis, but your social media accounts can be an excellent tool for advertising new blog posts. The goal is to get your law firm’s friends and followers on social media to share your blog posts with their friends and family. This will allow you to attract traffic from both search engines, by publishing blog posts online, and social media through social media posts. Moreover, social media posts are an excellent way to keep your law firm on the minds of previous clients in an effort to entice repeat business.
7. Incorporate Blog Posts into Email Campaigns
Has your firm started a subscription list to your blog? If you haven’t, you should consider starting one. Blog posts can be an excellent way to stay in touch with past clients, colleagues, and members of other firms that refer cases to your office, and sending out emails to these individuals can be a great way to stay in contact with them and drive traffic to your website, which can help your website from an SEO perspective.
Does Your Law Firm Need Help with Building a Blog?
Our law firm web design specialists are ready to help, so give our team at On the Map Marketing a call today to find out how we can help your law firm build its client base.