Law Firm Blogging: No Longer Optional

There was a time when law firm blogging was considered option. Today, it is an essential marketing tool.computermouse

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.

Another benefit is that when a potential client has sifted through the information available on a blog, they may be able to more articulately identify their problem to the attorney. In turn, you can pinpoint more quickly how to help. By providing potential clients with easy-to-access and easy-to-read information about basic terms and issues, you reduce the amount of time otherwise spent explaining these points.

At Law Firm Ghost Writer, we employ lawyers and former newspaper journalists to produced well-researched, high-quality content. We recognize that attorneys have hectic schedules, and it’s not always convenient to break away for blogging.

But it’s been proven that dedicating only sporadic time to blogging results in a minimal – if any – following. You must offer readers consistent updates, and search engines will notice too. Most attorneys simply do not have the time or energy for this. Even for larger outfits, even taking an entry level attorney and asking them to produce 8-to-12 articles every month can be a lot to ask. Their skills are often better utilized elsewhere.

That’s where a ghost blogging service can help.

Another issue is that blogging is much different from legal writing. Of course, attorneys are excellent orators and communicators. They can command the attention of an entire courtroom and sway them to their perspective. But they are also taught a very specific, formal style of writing. This serves them well for complaints, briefs, memos and contracts. But it’s not necessarily great for a blog.

Our writers do offer legal case analysis blogs because we believe it’s important to establish our clients as authorities in the field. At the same time, you don’t want to put readers to sleep. We understand lawyers want to be cautious and avoid crossing the line into content that may be considered unprofessional or inappropriate. At the same time, you don’t want the content to be so cautious and lawyerly that the content is devoid of any opinion, voice or analysis.

We also recognize that the goal for some law firms is less to attract clients directly and more to signal other attorneys who may send referrals. Even then, the content needs to be fresh, interesting, unique, relevant and high-quality. The link between this and web traffic is undeniable.

Contact Law Firm Ghost Writer to learn more about our legal blog writing services at 1.888.901.3939.

More Blog Entries:

Of Writing Legal Blogs, Court Cases & Pedestrian Safety Tips, Jan. 29, 2014, Law Firm Content Writer Blog

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