5 Tips to transform your law blog

One content marketing strategy that will likely drive business your way is developing a blog.

Your legal blog can include information about up and coming changes in legislation, case studies, advice on legal matters, business news and helpful legal guides.

If done correctly, your firm’s blog could be a really valuable online asset.

When I say “done correctly,” I mean maximizing your blog in a way that really boosts brand awareness and gives your firm a competitive advantage over others.

So how can you actually maximise your blog?

1. ? ? ? Show your clients that you have EXPERTISE in the field

When you have a detailed and informative blog, your clients will make the connection that your firm is an expert in your field.

Which of course you are!

You have probably found that in most areas of law, clients can be choosy with whom they want to handle their legal matters.

They want to make sure that their lives are in the right hands.

One way that helps them make this crucial decision is by searching on Google for law firms.

Clients want to see something that tells them that your firm is the right one for them.

In this case, a blog reaches out to those people and speaks to them personally.

So by the time a person actually picks up the phone to make an enquiry with you, they have usually already made their mind up about your firm.

It’s worth considering…

The content that you post on your firm’s website must not only be informative but directed at your target market so that you can show them that you are better than your competitors.

You can do this by finding relevant topics to talk about that your clients can completely relate to.

2. ? ? ? Build TRUST & RAPPORT with clients

Building trust and rapport with the client comes hand in hand with demonstrating your expertise in the legal field.

A blog will showcase your firm’s skills and experience in certain legal areas.

For example, case studies are ideal for showcasing the firm’s greatest achievements which will fill your clients with trust in your abilities to help them.

Even better…

If you’re able to show off the more complex cases you have dealt with, you’ll be more appealing to those people that are less trusting and more cautious about who handles their cases.

Building trust comes by posting regular, consistent and valuable content on your website.

3. ? ? ? Add VALUE to your clients

This probably isn’t a surprise, but the information that you put on your website needs to add value to your target client.

As mentioned, if you demonstrate your expertise, you will build trust and rapport with your readers, which in turn gives them value.

Value can be provided through writing massively informative content which gives your prospective client a taster of the type of knowledge and advice they will be receiving from your firm.

If your prospective client receives value from your posts, they will be more inclined to enlist your services.

Why?

?? Because they don’t need to question whether your firm is competent or knowledgeable in the field.

?? You have already proven that you have experience in a particular area.

?? Because they have been given value and in turn, they will feel as though they have already built that connection with you and the natural next steps are to sign up for your services.

4. ? ? ? OPTIMISE your content through SEO (search engine optimization)

When people are searching for an area of law that they need assistance or advice in, where do you think they start?...

On Google of course!

When your prospective clients are searching for legal services, they will type certain “keywords” into the Google search bar.

For example: “conveyancers near me”

So, in order to come up in the search results, you will need to optimize your online content.

Put simply, this involves adding keywords to your blog posts in order to improve visibility in organic search engine results.

Once you have optimized your blog content for the purposes of ranking higher in Google searches, it is more likely that people will click on your page.

Providing that your content is engaging, valuable and demonstrates expertise, you should find that you have a high conversion rate of people visiting your site and converting to enquiries and then, paying customers.

Search engine optimization should be on every page of your website, not only in your blog posts.

By doing this, you increase the chances of prospective clients finding you online.

Why does SEO matter?

Well, when you incorporate keywords into your content when people are searching for information or an answer to their question on a certain legal topic, your blog posts will appear on their search results.

Subsequently, your firm will appear to be the authority on the topic.

This leads back to clients viewing you as an expert in the field and therefore trusting your firm.

Let’s consider the effects of the opposite of this. If someone was looking on your website and you didn’t have a blog or articles relating to the areas of law that you specialize in, potential clients may doubt your competency if they know nothing about your firm already.

Or, they may click on another website that demonstrates insight and knowledge in the area of law they specialize in.

Another way that SEO can improve your blog…

The more quality blog posts that you have on your website, the longer a person will spend on your website reading them. The bounce-back rate on your website will therefore be low.

Subsequently, Google will see you as an authority, as people are spending time viewing your content which will make Google believe that your content is valuable to its users.

Google will therefore suggest your website in organic search results to other people.

In addition…

TOP TIP: If you have a forum or a comments section on your website, you can utilize SEO by incorporating keywords into your responses to those comments and questions.

This way, when people search on Google for answers to these questions, your website will pop up!

5. ? ? ? Add a call to action

?Make your content actionable.

?What does this mean?

In short, a call to action is a statement aimed at gaining an actionable response from your target market.

Remember…you are posting your content for a reason, there’s an objective behind it.

Whether this is to increase brand awareness or tell people about a new area of law you are specializing in.

For example, you post a case study about a complex legal issue that you resolved.

A call to action could be: If you have experienced similar issues and need help, please contact…

Every single blog post should include a call to action in order to boost business potential.

It’s worth noting…

You want to make it easy for prospective clients to be able to contact you and make an enquiry.

?What better way than directly after reading a blog post about an issue they are having themselves that they need advice on.

This way, your advice is fresh in their minds and they have built a connection with your firm by gaining an insight into the type of work you do for your clients AND through your brand’s personality.

In this sense, having a call to action in every blog post will not only encourage people to contact you but also remind them to take action before they are distracted by something else online.