Nick and I have been working together in the internet marketing realm for years now. In that time, we’ve helped nearly 100 attorneys claim their corner of the internet. When we first get started, we do a bit of an overhaul of their websites. In this process, we generally add a blog (In most cases, attorneys simply don’t have them….surprising!); which leads to the most common question we’re asked by attorneys…
Why do I need a blog?
So, today we’ll talk about why having a blog is so crucial to expanding the online visibility of a law office. Let’s get right to it, shall we?
5 Reasons Attorneys Need Blogs
Reason #1: Position Yourself As An Expert
In my humble opinion, the most important reason attorneys, and all local businesses need a blog is to position yourself as an expert. Your blog gives you the unique opportunity to answer questions for the masses without having to speak to everyone directly. As you provide more and more solutions to more and more problems, you become an expert in your industry. You become that professional that everyone wants to work with!
Reason #2: Attorney Blogs In particular Act As Great Bait!
As an attorney, your blog presents you with a unique opportunity. When it comes to most business types, answers online generally work for everyone. However, when it comes to attorneys, there’s no way that you could give a 100% conclusive answer on any case without first speaking to the client. With that said, your blog gives you the opportunity to talk about what might generally happen, steps that people might want to take, but you simply can’t give a definitive answer as to what the consumer can expect to happen without speaking to them. So, your blog gives you the ability to peak interest in consumers with legal needs by providing general answers. However, every one of these people know that eventually, they’re going to need an attorney. Because you were the attorney that gave them the simple answers, chances are, they’ll look to you when the tough problems arise!
Reason #3: Give Search Engines A Reason To Show You Off
Although, in our marketing strategy, search engines aren’t everything; no one can discount the fact that search engines are important. So, doing things that make search engines happy will always have to play some sort of a role in how you go about marketing online. With that said, the one thing that Google, Bing!, and any other search engine out there strives to show consumers is quality content. They want to make sure that the content answers questions, is engaging, and written by someone that’s an authority in their industry. Ultimately, by creating a compelling blog with solutions to common problems, you give search engines everything they want to show when a user types in a keyword. As your blog grows, and more and more content is available, you’ll notice that your search engine traffic will also increase because search engines will have more and more reasons to show your abilities as an attorney to everyone!
Reason #4: Make A Connection With Your Target Audience
Most attorneys work within a small area, generally 1 or 2 counties. Being so intimate with their communities, attorneys generally know what their target audience enjoys. For instance, here in Portland, we have the Hood to Coast rally race. This event is absolutely huge and attracts people from around the United States to participate. By announcing that the Hood to Coast race is coming, and giving information about how people can donate to the cause or take part in the race, attorneys in Portland can make a connection with their audience; while showing them that they take part and follow events that help non-profits.
Reason #5: DEVELOP Important Relationships
As an attorney, your blog gives you the ability to develop relationships not only with your customer base, but with other attorneys and professionals in the law industry. The relationships with consumers will lead to more cases; while the relationships with other attorneys and industry leaders could lead to great marketing opportunities (also generating more cases). The bottom line is that relationships are important for any business; however developing relationships is most important in the unique legal industry.
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