It used to be that law firm marketing was seen as somewhat tawdry. Lawyers shied away from any indication that their actions might be viewed as “ambulance-chasing.”
Today, however, we know that not only is legal marketing widely accepted, it’s become a necessity for law firms to survive. Reaching potential clients means meeting them where they are. Clients are not searching for lawyers in the yellow pages anymore. You might occasionally have one that hears your name on a radio or television advertisement. But the truth is, when people are in a situation and need a lawyer, they are looking online. Whether they need help with a bankruptcy, a good criminal defense or a personal injury claim, they will first take it to the search engines.
Legal blogging as a form of law firm marketing is especially valuable for two reasons. The first is that regular blogging on relevant topics with proper keywords and clean content is going to improve your law firm’s search engine optimization (SEO), which means your firm will show up higher in the search results, increasing the likelihood potential clients will find you. The second is that your legal blog can be a valuable public service to potential clients in your area. People in your community who aren’t sure of what their options might be or what the state statutes are in a case like theirs can find interesting, relevant information on your site. If they are drawn in by the content you provide, they are more likely to be compelled to contact your offices for help.
You may be familiar with old codes of professional conduct concerning communications of a lawyer’s services, which basically outline what firms can promise and what are the appropriate mediums for doing so. While these rules have become much more relaxed, the legal profession is still one that overall exercises restraint in marketing. The good thing about providing content via a law blog is that you are providing a service that is valuable for readers, and your advertising is not blatant.
Law firm blogging is undoubtedly a form of advertising, but it generally lacks the sort of overt sales language that we might see in a brief radio spot or print newspaper notice. With a legal blog, law firms have a platform from which to provide the public with important information on relevant local issues. Attorneys also benefit from this not just by capturing the attention of possible clients, but by building up their credibility within the community. Offering regular substance that is of value to readers will keep them returning and help generate new followers.
It may also catch the eye of a local reporter looking for a credible legal source for their next story. Offering your voice there gives you triple the exposure: You get your name and practice in the local media, but then you can also post it in a blog and share that to your social media platforms. You could also ask the reporter to insert link back to your firm in the story. Backlinks from news sites can be a big boost to your SEO.
Of course, good old-fashioned word-of-mouth still has value. But search engines are in many ways the modern equivalent of that. We help you use blogs, content, newsletters and social media to help you maximize the potential, while also providing information and tools that are helpful to your readers.
Contact Law Firm Ghost Writer to learn more about our legal blog writing services at 1.888.901.3939.
More Blog Entries:
Legal Blogs for Law Firm Start-Ups: A Crucial Legal Marketing Tool, Dec. 13, 2017, Florida Law Firm Marketing Blog
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