Launching a new law firm can be an exciting – but daunting – process. One element that you cannot overlook is legal marketing.
Legal blogs serve as one of the best online legal marketing tools available. Effective legal blog writing improves your search engine optimization (SEO), which means your law firm website will rank higher on search engines like Google and Bing. This in turn will improve the odds that a potential client will find you. Fresh, interesting, relevant content is also going to keep potential clients on your page. This works for you in two ways: It fosters trust and increases the odds readers will contact you for their legal needs. It also lowers your “bounce rate,” which is the rate at which readers “bounce” off your web page.
Sometimes referred to as “blawgs,” legal blogs have become a substantial source of information – and an effective form of legal marketing – in this new digital era. It’s true that there has never been more information so readily available. By some estimates, there are more than 200 million blogs that currently exist on the web – and a good chunk of those are law-related. However, not all of them are high-quality. This is where many new law firm start-ups go sideways. The failure to invest in online legal marketing often proves fatal to new firms. Read More ›
Effective legal blog writers know that in order for our clients’ pages to rank high on search engines, the content has to be high quality. The web is cluttered with poorly-written, superficial content with zero substance. This not only leaves potential clients scratching their heads, it’s not going help your page rank – which is how clients are going to find you in the first place. But you can use the glut of poor content to your advantage – by regularly updating your site with superior content.
Our team of journalists, attorneys and copy editors value good prose, of course. But we also want to make sure those who visit your page feel as if they have learned something or had a question answered. Perhaps they’ll share a link. Maybe they’ll even give you a call. The longer you can keep someone on your page, the lower your “bounce rate.” This is the rate at which web users “bounce” off your page. If they stay a while, search engines recognize this and it can improve your rank.
So when you’re looking to improve your search engine optimization, our legal blog writers recommend investing in the kind of content that readers – and search engines – are hoping to find on your law firm website. Read More ›
Law firms are creating more legal blog content than ever before. Many have indicated they intend to produce a lot more. The 2015 State of Digital & Content Marketing Survey found that 74 percent of in-house counsel said they find law firm blogs valuable.
In fact, 98 percent of law firms said they actively engage in content marketing, and 87 percent said they intend to increase that amount of content. The other 13 percent said it would stay the same. Virtually no one is reducing their content marketing – including legal blog writing.
But here’s what they aren’t doing: Adopting responsive web design. This is curious considering that the survey also showed 29 percent of in-house counsel are accessing legal blogs on tablets and 23 percent on smartphones. Customers are even more likely to be accessing them that way. Read More ›
The term “content marketing” is somewhat of a trendy one. The term “law firm content marketing” is even newer. However, unlike a lot of trends, these aren’t going anywhere anytime soon.
The good news is that law firm content marketing can deliver real benefits to your practice. But you have to know how to wield it – and who can help. As the name suggests, content marketing is a kind of promotional vehicle. However, instead of touting your firm’s qualifications and experience, you are providing them with practical information.
Yes, you want them to know you are qualified, knowledgeable and experienced. But rather than tell them that, you show them. You create consistent, quality content that is informational and valuable to readers. That’s effectively using law firm content marketing. Read More ›
Blogging law firms know they have found one of the best ways a firm can improve its branding and sell its services.
Firms that feature a regular blog are not confined to the traditional means of connecting with peers and potential clients. Leaders at these law firms understand that blogging allows them to steer the conversation, establish authority in their respective fields and create trust within their community. What’s more, by crafting regular, quality content on their websites, blogging law firms are improving their search engine optimization (SEO). That means when someone goes looking for a lawyer in a particular field of law – whether searcher is a journalist, potential client or a possible new hire – the law firm that blogs is going to show up at the top of the results stack.
So blogging seems like a no-brainer for law firms. And yet, our professional legal blog writers know there are so many firms that try to skate by without it. Yes, it is an investment in time and money. But ultimately, you can’t afford NOT to invest in a legal blog. Read More ›
Lawyers are a smart group. They are educated and have extensive knowledge on a range of industries and they have a wealth of intellectual insights from which to draw. But boosting your Law Firm SEO requires writing the kind of comprehensive stories that non-lawyers can easily understand.
That means writing like a journalist.
No, you aren’t delving into salacious topics or slapping on sticky headlines. If you truly want to improve your law firm SEO (search engine optimization), your content has to be accurate, fair, timely, credible – and well-written. Every journalist knows their main objective is to serve their audience. It’s the same for improving law firm SEO.
For lawyers, that means approaching your content marketing strategy from a perspective of thought leadership, as opposed to advertising. Read More ›
Spring has sprung, which means it’s the perfect opportunity to dust off your law firm content strategy and implement some fresh new ideas to your SEO approach.
Too often, we see law firms that keep the same stale content on their site for months or even years. In order to keep your SEO (search engine optimization) at high levels, you have to provide readers with content that is not only relevant and thorough, but timely and accurate.
If the information on your site is dated, readers will pick up on it pretty quickly, and you’ll pay for it with clicks – and new leads. The good news is, there are some fairly easy ways to boost your law firm content so that you can avoid some of the most common pitfalls. Read More ›
Strong law firm content marketing must provide value to its readers. It needs to engage, inform and deliver an effective call to action.
Unfortunately, it has become tempting for a fair number of content providers – including those in the legal arena – to use bait-and-switch tactics. These tactics are intended to lure readers and garner clicks, the hope being that this will boost the site’s search engine optimization (SEO) and push the site higher up into the ratings of Google, Bing, Yahoo and the others.
There are two problems with this. The first is that when you cheat your audience of the kind of meaningful content you promise, they are unlikely to stay long or to return. That hurts your SEO “bounce rate” – the rate at which readers “bounce” off your page, which is going to ratchet down your SEO score. And beyond that, Google and other search engines have become increasingly deft at identifying “click bait” and “bait-and-switch” techniques, which are sometimes referred to as a kind of “black hat trick” in the SEO world. It’s not going to work as well as it once did, and the goal of search engines is to make sure it doesn’t work at all. Read More ›
Employment prospects for new law school graduates have been abysmal in recent years. Newer and smaller law firms may wonder why they should invest in legal marketing when budgets continue to be tight.
The answer is: You can’t afford not to invest in legal marketing. It’s one of the best ways you have to carve out an edge against larger, more established firms. In particular, online legal marketing is one of the best tools to boost your search engine ranking and online profile, which in turn helps expand your potential client base.
Plus, there is evidence the job outlook for new lawyers is improving. The American Bar Association reported in 2014 that 60 percent of all law school graduates that year were employed in full-time, long-term legal jobs that required bar passage. More recently, a study by the National Association for Law Placement revealed major law firms extended job offers to 95 percent of all summer interns.
Still, competition remains high for smaller law firms.
At Law Firm Ghost Writer, we offer legal marketing in the form of quality legal blog writing that has proven a major SEO benefit to law firms of all sizes. By organically raising your online search engine ranking with exceptional, recurrent content, we can help your law firm achieve its goals. This may include gearing up for growth or simply maintaining the client base you have.
Some law firms make the mistake of assuming that if they do good work, clients will automatically come to them. Unfortunately, this just isn’t true. In order to build your reach, you have to increase visibility.
The Pew Research Center revealed in a January 2014 study that 87 percent of adults use the internet, 90 percent of adults in the U.S. own a phone and 58 percent use a smartphone. Those figures continue to increase.
If you want to get your firm’s name in front of your target audience, you have to increase your online standing. This will require online legal marketing, and the most reliable way to do this is with continuous legal blog writing.
Another critical element of your website that probably needs attention is the copy contained throughout. It’s the first thing people see, probably before they even look at your blog. It should be polished and professional, yet easy to read and understand. It should offer insight and depth and give your target audience options to further explore topics of interest right on your site.
For example, if you are a personal injury lawyer, you might have a single page dedicated to the types of injury cases you take on. But it’s much more beneficial for your target audience – and for search engine rankings – if you offer a drop-down menu that breaks down each of these individual areas. So you might have one page each for topics like car accidents, bicycle accidents, premises liability and product liability.
You can take it another step further by delving even deeper into these topics. For example, your car accident content may offer links to content that specifically applies to drivers who have been rear-ended, struck by a large truck or hit by an uninsured motorist.
The bottom line is that in order to improve your odds of success in an increasingly competitive legal landscape, you have to provide frequent, quality content that addresses the needs and expectations of your target audience. We can help.
Contact Law Firm Ghost Writer to learn more about our legal marketing and legal blog writing services at 1.888.901.3939.
Attorneys are skilled researchers, writers and orators who craft brilliant legal arguments to win their cases. But when it comes to internet marketing for lawyers, producing regular online content can be more of a challenge.
For many, it’s not that they aren’t capable of writing the material. It’s usually that they don’t have time. The people they employ don’t have time. And even if they did, the learning curve for search engine optimization (SEO) is substantial.
Legal blogging, content writing and internet marketing for lawyers must be consistent to work well with search engine algorithms. Material has to be fresh, relevant and insightful. If you only post a blog or two a month, you probably aren’t going to see satisfying results. You need to create content that’s worth sharing. Read More ›