Running a law firm is no easy feat. Attracting new clients, managing your time, finding staff, and navigating the legal system are all challenging tasks. With so much on your plate, it’s often difficult to find the time to market your firm and attract new leads. But one of the best ways to do so is through content marketing. Managing a legal blog will allow you to attract new clients in various ways, and it’s an area that no business owners should push aside. Here’s how running a legal blog can help you:
Transparency is such an important part of operations in today’s business landscape. For example, in a modern economy, consumers care about where their food comes from and how their products are being manufactured. They want to learn more about the supply chain and how certain services are rendered. To illustrate the strength of transparency, consider a survey conducted by Sprout Social, which found that 90% of consumers would stick with a company past a brand crisis if they were transparent (and apologetic) about what went wrong. But running a great business isn’t just about damage control when something goes awry.
Simply put, transparency is key. This is even more true for legal firms struggling to score clients amidst competition. Your goal is to come across as authentic and transparently possible. Law firms can exude transparency in their blogs, too. Talking about your experience, your passion for legal work and the behind-the-scenes challenges of running a legal business are all examples of transparency.
Many lawyers (and business owners across every industry) struggle with blogging because they mistakenly tend to oversell their services. When you set out to capture new clients (and retain previous clients) with your blog, you should be wary of being too sales-y. Your overarching goal should be to infuse value with your blog—which ultimately nourishes the relationship. If you constantly try to sell your services in your content, it won’t appeal to potential readers. In fact, the opposite might occur. Without value, it’s difficult to build long-standing trust, and the clients you hope to appeal to might just feel like another dollar sign.
The best blogs infuse value by stepping back and answering some of the most common questions they hear. Think about the reasons why your target market tends to reach out to you. Think about questions you get in your inbox and the concerns people have when they reach out to you for consultations.
Build Your SEO
Search engine optimization is the best way to reach your clientele organically. And without a blog, SEO becomes much more difficult and nearly impossible. This is because search engine algorithms are always seeking out keywords to determine how useful your content is to users. As a law firm, your goal is to rank for terms that you specialize in.
For example, let’s say you specialize in personal injury cases. In this case, you’d want to create a keyword strategy that centers around search terms like “personal injury.” Keep in mind that your keyword strategy should always be grounded in data.
If you aren’t well-versed in SEO (or crafting content for that matter), consider searching for the best legal content writing services in your area. Working with a marketing agency that provides legal content writing is a great way to leverage niche talent and gain a better understanding of which keywords you should be focusing on. Once you have a better grasp of how SEO works and which phrases will help grow your business, you can not only use this for blog writing but across your website and social media channels.
Have a Voice
Establishing a “voice” for your blog is also a great way to create authenticity across your content. Take a look at some of your favorite influencers and brands, and start to read their blog. You’ll notice that they may have a distinct voice, tone, and style that embodies their brand. As a law firm, it’s important that you have your own blogging “voice,” too.
Having a distinct brand voice helps humanize your brand and makes it easier for others to relate to you. Start by re-exploring content from some of your favorite bloggers and brands. Pay particular attention to how they write and how their writing style dictates the flow of the content experience. A consistent brand voice also makes it easier for potential clients to connect with you on a deeper level.