There was a time when law firm blogging was considered option. Today, it is an essential marketing tool.
The reality is the tech generation expects free information up front. A blog is one of the best ways to do this, and it’s imperative to be able to reach potential clients wherever they are and whenever they need it.
Further, updating your blog post regularly with quality, relevant content is going to organically boost your search engine optimization (SEO). That means you will show up higher in the search results for your target area on platforms like Google, Bing and Yahoo. The people who are looking for your services in your area are going to be able to find you much faster – and hopefully before they eye the competition. Read More ›
When I started my law firm in 2009, I had just moved to Washington, DC and was not sure where to begin. I knew that the internet was the source most potential clients used to find an attorney, so I started doing a lot of research.
One of the first things I realized was that Google AdWords and other pay-per-click (PPC) based programs were way too expensive. For example, if I wanted to do AdWords campaign DC DUI lawyer, it would cost me around $25 every time someone clicked on my ad. Due to the bidding process used by Google, I would have to commit to spending hundreds of dollars per day to even get placement in the top three results on page one of the search engine. There was no way this was going happen.
Luckily, I spoke with my college roommate, Joel Moroney, who happened to be the founder of Law Firm Ghost Writer and he explained to how to set up a law firm blog and how to effectively blog. I began blogging on a regular basis (sometimes four entries per week) and quickly reached prominent placement on Google with multiple page one results.
The reason legal blogging works so well is because of the concept of organic Search Engine Optimization (SEO). Organ SEO involves the use of unique content that includes keywords typically used by prospective clients. It is very important that you are writing unique blog posts and not simply cutting and pasting news articles already on the internet. The reason for this is because most major search engines only assign value to unique content. After about a year of blogging, I had enough clients to represent that I no longer had time to blog on regular basis. This is obviously a good problem to have, but it is a problem none the less. I spoke with Joel again about the process of hiring a legal ghostwriter. I was very concerned about the quality of the content, because after all, these posts were going to have my name and my firm associate with them.
Joel assured me that every post writing by his company was going to unique, high quality, and up to the standards of my firm. The most important thing is that I would get to review any blog posts prior to them going live on my law firm website.