Can you imagine running a law firm without a website?

Like websites 10 or 15 years ago, a blog is now a requirement for law firms – not an option. It’s an essential tool for driving clients to your firm and, ultimately, increasing your revenue.

If your firm is not blogging, here are four reasons why you should get started.

1. Demonstrate your expertise to a wider audience

Your clients want to know that you have the knowledge, expertise and experience to provide the results they need.

Sadly, many law firm websites are ‘static’ – there is only information about their services, staff and contact details. These pages are usually only changed due to new legislation, staff members or office locations.

Your website is primed for a blog – a series of regular articles, usually in a style of ‘one question, one answer’. This gives you the opportunity to demonstrate your authority in the areas of law your potential clients are searching, and to articulate expertise and experience on specific topics. Further, a series of blog posts, inter-linking to each other, is a testimony to your broader knowledge base.

2. Google loves blogs

Google wants your website to be as interesting and useful as possible – which often means content that is both accurate and current.

If Google algorithms look at your website every month and find no changes, they may assume your website is not well maintained and choose to list your website lower in search results.

A blog is a simple way to appear higher in search results. If you publish a regular and well written article, your Google search rankings should improve. But remember, this cannot simply be changing a few paragraphs here and there – it must be regular and substantive changes in content for Google to pay attention.

Writing your content in a way to be found online is both an art and a science. It’s a very different style to writing for a printed publication or writing a legal document. It’s important to seek advice from someone experienced and successful in writing online content.

3. Build a library of knowledge you can share online

If you’re diligent with your blogging schedule, you’ll build a library of expertise very quickly.

This library will be found by search engines, but you can also use it to share across different platforms – there’s no need to re-create the content. You can share it via:

  • LinkedIn organic and paid posts
  • Facebook organic and paid posts
  • Twitter
  • Google AdWords
  • Monthly e-newsletter
  • Part of your introductory correspondence pack for new clients
  • Email blog links to prospective clients
  • Printed versions for your reception display

4. You’ll increase revenue

If you don’t have a blog, it’s unlikely your website is ranking as well as it could on Google. A regular publishing schedule will help your search results improve.

It then stands to reason, if you’re showing up more in search results, more people will contact you. You should note however, that it doesn’t happen overnight. You have to commit to your blog for the long haul but if you do, it will deliver one of the best ROI figures of all your marketing initiatives.

About Robyn Clissold

Robyn Clissold is the owner of Social Hive, a digital marketing service for small to medium sized law firms. After working in the legal profession for 30 years, she realised there was no affordable entry-level digital service for law firms. She started her digital agency to give everyone the option to play in the online space.