If 77% of internet users read blogs, then why aren’t you blogging (The West Program)? While managing a blog is a time commitment, it is one with a substantial ROI. Blogging offers the opportunity to showcase your subject matter expertise to your clients and bring in new leads both locally and beyond. The hardest part about blogging is getting started. So, we have come up with a top 10 list of blogging tips for attorneys.
1. Decide What You Want to Write About
What will the focus of your blog be? Most likely, you will want to stick to what you know. Understanding what your niche will help you create a targeted blog that stays on topic and provides relevant information to your ideal audience. If you are a personal injury lawyer, you’re not going to see much benefit from blogging about criminal defense. Focus on your expertise and you will find the act of writing the blog a lot easier than you expected.
2. Identify Your Targeted Keywords
Keywords are very important when it comes to blogging because they will help your blog turn up in search engine results. If you know what the keywords for your overall SEO strategy are, use them to create your blog calendar. Each blog should cover a different keyword (many will be used in more than one blog). If you do not know what your keywords are, here are a few tips for identifying them:
- Conduct a brainstorming session with internal stakeholders
- Send out a survey to clients
- Review your frequently asked questions
- Use the Google AdWords Keyword Planner to get suggestions
3. Make Use of your Meta Data
Your Meta data are those page titles and descriptions that show up in search results and in your browser tab, among other places. They let search engines and readers know what your blog is about. By including your keywords in your Meta data, you will increase your chances of turning up in search results when a user searches that specific term. If your blog module does not have a SEO-friendly option, you can easily find and install a plugin or widget that will help get the job done.
People won’t inherently know to come to your website, seeking out your blog. That is why you must share it in as many places as possible. That includes:
- All of your social media sites
- A monthly e-newsletter that recaps and links to all of your blogs
- Personal emails to clients that would find the information interesting
5. Create a Schedule
Creating a schedule means two things: developing an editorial calendar and sticking to a routine. By developing an editorial calendar that outlines when you will post, what you will post, and the keywords you will use, you can avoid writer’s block down the road. The first 5 blogs are easy; it’s blogs 20, 30, 40, etc. that present a challenge. You should also stick to a routine to ensure that you don’t go weeks without posting. Whether you post every Wednesday and Friday or every other Monday, it is important to stay on schedule.
6. Guest Blog
Guest blogging is the act of writing your own blog and sharing it on another blogger’s website. Finding relevant websites that would share your original blog posts will help you expand your reach, getting your content in front of fresh eyes. You can even join a guest blogging network, like LawyerBlog Exchange, and connect with other attorney bloggers.
7. Always Include your Bio
With every blog you create, both on-site and guest, you should include a short bio. This way, readers in geographically dispersed locations that come across your blog through social media or email will easily be able to learn about you and your credibility.
8. Avoid Giving Legal Advice
As an attorney, you will need to walk the fine line between educating your readers about legal matters and giving actual legal advice. For details on what attorneys can and can’t put on their websites, Sally Kane, Legal Careers Expert, recommends checking out the American Bar Association’s Formal Ethics Opinion 10-457.
9. Prominently Display Contact Information
In addition to including your bio, make sure that your contact information is prominently displayed somewhere on each blog. If your contact information isn’t permanently part of your header or footer, then always include a little call to action at the bottom of the blog or a button that will take readers to a contact form in one easy click.
10. Review Your Analytics
In the end, none of this matters if you aren’t monitoring and adapting. Make sure that your blog has Google Analytics so that you can see where your visitors are coming from, how long they are staying on your blogs, and how many visitors are clicking through to your contact page. It is also fun to see which blogs get the most views so you can re-purpose that content elsewhere.
After reading this blog, starting your own should be as easy as 1-2-3! However, we understand that time and resources can be a major hindrance in keeping up with a blog. If you need assistance with creating or managing a blog for your website, please contact Informatics Inc.
View the rest of the attorney digital marketing blogs from this month: