Maintaining a vibrant website and blog is a big commitment for a law firm.
The temptation to “set it and forget it” is an easy one to fall into after the launch.
But if the firm’s website is going to fulfill its potential, it needs steady care and feeding.
What’s the value of a blog for lawyers?
If the partners get compensated in the $200-$300 per hour range, it may be hard to persuade them to spend that time on a blog post.
But there are several important benefits to writing steady blog content for the firm’s website.
An updated blog brings visitors back to the site regularly, ensuring you’ll be at the top of their mind if and when an actual case comes about.
If a lawyer could see someone on the street once a week on their way to the office, know that this person fits the profile of someone who could be a client one day, would the attorney hesitate to give over their business card every single time and share a little bit of casual knowledge?
With a blog, they’re doing that same thing multiplied many times over – just virtually.
Having a blog establishes you as an authoritative source on your subject matter.
This is not only important to the people you want to reach, it’s important to search engines.
The sites that are perceived by Google as authorities on certain topics have their content ranked higher when pertinent search queries are entered.
It does bear emphasizing that a real commitment must be made to the blog’s vibrancy.
A blog that hasn’t been updated for six months looks terrible to visitors and SEO benefits are lost, because Google values consistency in adding new content.
But if the firm can commit to simply adding a couple new posts per month, they can gain tremendous benefits that outweigh the time spent.
As your law firm builds its blog, be sure to avoid these four marketing mistakes.