Why should my law firm have a blog?
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.
Over the years, I have learned a lot about SEO, web design, and eventually joined Joel’s company. I have also had the pleasure of seeing many attorneys build their legal practices through the use of online blogging.
With the effective and regular blogging, the return on investment (ROI), experienced by law firms can far exceed other more costly methods of online marketing such as PPCs. This is especially true for law firms that are still paying thousands of dollars for outdated methods like the yellow pages which I haven’t seen in years.
Since starting my firm, I now have separate blogging platforms for individual practice areas and have achieved multiple page one results through the use of law firm blogging.