How attorneys can effectively blog to generate qualified leads online.

Anthony Mastrangelo

If you are a lawyer looking to generate more leads online, then this article is for you. We'll be discussing how you can strategically leverage your website's blog to establish yourself as an authority, build trust with your potential clients, and get more qualified leads.

Why should you be blogging?

Before we get into some blogging strategies, it's important to understand why you should be blogging. Understanding the "why" will help you better execute and understand how to effectively blog.

Establish trust and authority for your brand

In today's digital world, everyone is online. Your prospective leads are online along with all of your competitors. It's a crowded space, so it's important for lawyers to stand out and cut through the noise. Publishing blog posts regularly is a great way to gently remind people who you are and what you do so you are always staying top of mind while building trust and authority.

Posting on social media regularly is a great way to stay top of mind. However, you are limited to how much you can say in a post and the algorithm of each platform only shows your content to a portion of your followers. Having a blog allows you to dive deeper into topics, write more about your thoughts and opinions, and establish yourself as an expert in your field.  Also, having eyeballs land on your website rather than just your social media is key when it comes to digital marketing.  

It has signifiant impact on SEO

Want to rank higher in google? Having a blog is one of the best ways to achieve that. Google correlates website visitors to your online relevance. Driving a lot of traffic to your site tells google people are interested in what you are saying - thus ranking you higher and higher in search results. Web traffic alone is not all that google considers, we'll post many more articles about SEO best practices, but for now, it's important to know blogging is a significant contributor to better search rankings.

It's essential for re-targeting and other digital marketing campaigns.

You may be asking - what is retargeting?

To keep it simple, have you ever gone on a website, and then all of the sudden the next day you start getting ads on social media from that company/site? That is retargeting.  It's a great marketing strategy to convert visitors to clients. Most people may not convert the first time they see your content. It may take multiple different posts or pieces of content to eventually get them to convert.

In order to successfully re-target someone, they must first land on your site. It doesn't have to be the home page it can be any page. That's where blog posts come to play. If you create blog posts that are interesting and informative, people will be more likely to click on them. Once they're on your site, you can start serving them targeted ads related to the content you are blogging about.

Top 4 Tips to Master Blogging

Tip 1: Provide value - Give before you get.

When it comes to generating leads online, a lot of lawyers make the mistake of thinking that they need to be selling something in order to be successful. However, this couldn't be further from the truth! Providing value is the number one way to start establishing your firm as an authority in your field. By creating informative blog posts that address the needs and concerns of your target audience, you can show potential clients that you're an expert in your field - and that you're someone they can trust.

Tip 2: Put thought into your posts - You get what you put in.

The more you put into your blog posts, the better results you will get.  This means taking the time to write quality content that is well-researched, engaging, and helpful. It also means addressing the needs of your target audience - not just writing about whatever you feel like.

If you take the time to create truly valuable blog posts, you will be rewarded with more traffic and higher engagement rates.   Over time you will start to see an increase in qualified leads.

Tip 3: Incorporating video does wonders for your brand.

Video has been dominating the web. Platforms like YouTube and TikTok have billions of users watching millions of hours of video every single day.

As a lawyer, you can use video to show your personality, build trust, and answer common questions that potential clients have. You should embed these videos into your blog posts for a couple of reasons:

First, you get credit for the "view" regardless of whether someone watches the video on YouTube or on your Website. So you might as well help your SEO ranking and marketing efforts by embedding videos onto your blog posts. It's the best of both worlds. Also, data shows people are more likely to watch a video that's embedded on a website than they are to go to YouTube and search for it.

Secondly, by embedding videos onto your blog page, you can ensure that your video will be viewed on a page that is optimized to support that video's content. Instead of being limited to just a "comments" section on youtube, your blog page can include additional written content to support the video, custom call to action forms, etc...

Tip 4: Consistency is key.

Remember, blogging is great for staying top of mind. The goal is to be leveraging your website to create consistent pieces of content that will keep you in front of your ideal clients and referral sources. If you're not blogging on a regular basis, then it's going to be very difficult to generate leads from your blog.

Planning out your content in advance and committing to scheduling your posts will help you stay consistent. Many lawyers will also hire content writers/creators to help with consistency as well. This is a great solution however I would encourage you to always make sure you add your personal touch to all of your posts.

Our blogging tools for attorneys

Our website packages for attorneys include a robust integrated blog, which will help you achieve everything discussed in this article. Here are some blog features you can expect with our website templates:

Easily categorize your blog posts

We make it easy for you to categorize your blog posts so that website visitors can easily find the content they are looking for. This is also great way to provide multiple pieces of valuable content on one specific topic.

Searchable blog posts

Visitors on your website can easily and quickly search for keywords in order to discover articles that are relevant to their interests.

Social Sharing Tools Built-In

Our social media sharing applications allow your material to be shared on your website visitors' social media feeds, helping your articles gain more exposure.

Link Articles To Attorneys

If your firm's attorneys write articles, you can link their blog posts to them. These pieces will be displayed on both the main blog page and the profile page of that attorney.

Hopefully, you're prepared to go full steam ahead and start cranking out articles! Start putting these strategies into practice if you already have a website. If you don't already have a website or are looking for a great website solution for your firm, book a free consultation with us today. Our helpful staff would be delighted to answer any questions and provide you with a demo of our website solutions specifically designed for attorneys.

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