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 ›
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 ›
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.
It’s the 5th anniversary of the Internet surpassing yellow pages as the number one referral source for clients who select a firm via advertising. What are you doing about it? What are your legal marketing goals?
There are several reasons why law firms have been so slow to move legal marketing resources online, but confusion and misinformation top the list.
Attorneys are rightfully confused, as they continue to be bombarded with (sometimes) well-meaning Internet legal marketing “experts.” Lately, it seems as though everyone is offering SEO for attorneys, legal blog writing and social media marketing. I know attorneys who have built firms and added partners with a $3,000 website and firms that have spent $30,000+ on website and it’s a secret because they are nowhere to be found in search results.
Another primary reason too many small and mid-sized law firms lag when it comes to Internet marketing is because lawyers are often decent writers, and so websites sit empty through an endless string of promises to add content pages or to begin regular legal blogging. In some cases, they have bought arguments against ghost blogging. Let me tell you something: The law firms dominating search results in your market are not worried about using ghost bloggers. And something else: I don’t want to hire an attorney who has that kind of time for blogging and website advertising efforts.
In still other cases, attorneys are reticent to shift money away from more tradition forms of legal advertising, like billboards and yellow pages. We still like billboards (they increase name recognition, which is critical search-result click thru) but yellow pages are Dead on Arrival. I have a friend who still spends $700 a month on a quarter-page yellow-page ad. I have another who has built a DUI defense firm in a major metro market using virtually nothing but our $200-month starter package and a Justia blog site.
In 2010, some scoffed when we said attorneys should do no marketing before spending the first $20,000 a year online. We think little has changed, although $25,000 to $30,000 might be more accurate today.
Often attorneys are overwhelmed with the options. We are here to help. Law Firm Ghost Writer works in 22 of the nation’s 25 most competitive metro markets, with blog writing packages starting at just $200 monthly. We never use long-term contracts and most of our clients have been with us for years. The proof is in the results.