Consistent blogging is an important anchor for lawyers seeking to maximize their marketing and business development potential. Notably, B2B marketers that use blogs receive 55% more website visitors, 97% more links from other sites, and 67% more leads than those who don’t. And 34% of law firms with blogs report that they have been signed by new clients because of their blogging.
Consistency a challenge to law firm blogging efforts
While blogging can be time consuming, it is utilized by leading law firms to build a strong industry reputation while also generating more new clients leads. Key to blogging success, however, is consistency. But because many lawyers are busy, producing regular blogposts is challenging for many law firms.
2-4 posts a month is a minimum to achieve good search engine rankings
In preparing this blogpost, I reviewed the suggestions of several industry experts to seek to identify how many posts lawyers should publish every month. The recommendations range from a minimum of 2 to 4 posts per month. I would suggest this total should apply to small law firms or practice groups within large law firms. Why 2 to 4? Because Google and other search engines need to see regular amounts of good content to rank a blog as a source of expert information. I would also suggest that high quality content that uniquely addresses client concerns is as important a criterion for how much to publish as search engine ranking is. So, seek to be a genuine legal thought leader in each specialism your firm focuses on to generate greater client leads and recognition – above and beyond ranking in search results.
As your firm continues to regularly publish blogposts month-to-month, your firm will rank higher and higher in search results for the legal specialisms your ideal clients are searching for online. At the same time, your blog will also be producing more inquiries from potential clients and referral sources. And your blogposts can also be proactively utilized by lawyers and firm business development professionals to generate conversations with potential clients and referral sources – not solely serve as an inbound marketing tool.
Outsource legal writing and blogging to achieve your publishing objectives
Firms and practice groups should see 2-4 blogposts per month as the bare minimum publishing goal — and outsource blogging to an expert in legal writing and publishing for legal marketing and business development purposes. An expert legal blogger will be in a position to also help you determine ideal blogpost topics and publishing frequency based on firm or practice group business development goals, create a publishing calendar, operate the law blog, utilize the firms social media profiles to promote the blog content, and in some cases liaise with legal media around covering subjects of interest to their readers that intersect with your blogging focus.
Mission critical law blogs require professional support to achieve maximum success
To achieve the client development goals your firm or practice group has — a blog is now mission critical. Therefore, the services of a professional legal blogger are a wise investment to ensure your law blog publishes consistent, client-focused quality content. I help law firms and legal practice groups establish and maintain consistent blogging initiatives that generate new client inquiries. For more information about how I might help you maintain your law blog, please contact me.