Get more business with a 20-year old technique

The term ‘weblog’ was coined in 1997 and today many law firms publish law blogs. This is a smart move because most potential clients go online first to find an attorney, and will often read the firm’s blog before contacting an individual.

People love reading blogs. 77% of internet users read blogs, and in fact, they read them more than once a day, according to Hubspot. A potential client will naturally click to the firm blog to see if an attorney has posted something relevant to their problem.

The secret to writing a good blog post is to answer the kind of questions that current clients ask when they are on the phone or in the office. Writing about a legal solution to a client’s problem is an excellent way to turn a website visitor into a new client.

A blog makes your website rank higher in Google search results. Put another way, blogging is the most effective method of search engine optimisation. By writing a blog and updating it regularly, potential clients are much more likely to find your website.

Law firms with active blogs get 55 percent more site visits, attract 97 percent more inbound links to their websites and have their web pages indexed by Google a whopping 434 percent more often, according to
By writing blog post on a regular basis, attorneys give Google something new to index. If Google expects regular content updates, Google’s bots come back more often to crawl and index what’s there.

It’s easy to see why 53% of marketers say blog content creation is their top inbound marketing priority.

Blogs have an exceptional return on investment. Businesses that write blog posts targeted to consumer clients get 88% more leads than those that do not, according to Hubspot. In fact, the more you blog, the more clients you get. For maximum results, attorneys should publish blog posts two to three times per week.

The perfect blog post may be a longer post. Google prefers content-rich sites, not just because it has determined that it is valuable but because search engine users prefer content-rich sites.

A concise 500-word post will take about two minutes to read. This is a good length for today’s short attention spans.
But there’s a strong case that longer is better. Posts that are 2,100 to 2,500 words will capture the highest total reading time on average, will be ranked higher by Google than shorter posts, and will attract more inbound links.

Regardless of length, a blog that is substantive, informative, and useful will convince potential clients that your firm is the right one to call.

Larry Bodine, US Editorial Consultant, PM magazine