In recent years, blogging has exploded in popularity among law firms. Whereas only 19.5% of Am Law 200 firms had a blog in 2015, a whopping 82% now have one in 2024. This dramatic rise reflects law firms embracing blogging as an effective tool for attracting new clients, showcasing expertise, and boosting search engine optimization.
The Growing Importance of Content Marketing
A major driver behind law firms blogging more relates to the growing importance of content marketing. According to the Legal Technology Survey Report, 2023, 84% of law firms have a content marketing strategy in place. Blogging represents a key pillar for creating original content to attract and engage prospective clients. By publishing high-quality blogs on legal topics, law firms can demonstrate their knowledge while also boosting their organic search rankings.
Strengthening Reputations as Thought Leaders
In addition to content marketing, blogging enables law firms to strengthen their reputations as thought leaders on key legal issues. By sharing insights and perspectives through blog posts, firms can position their lawyers as subject matter experts. In a 2023 survey, a high proportion of respondents said leadership content has at least some influence on choosing a lawyer. Blogging provides a means for lawyers to highlight their credentials and expertise. This thought leadership can inspire confidence and trust among prospective clients.
Optimizing for Organic Search
Law firms are also blogging more because of its SEO benefits. Blogs allow law firms to incorporate relevant keywords and long-tail phrases that align with desired practice areas. This SEO optimization over time can improve a firm’s search engine rankings and visibility for valuable search terms. For law firms, organic search is a vital source of website traffic, accounting for an average of 36% of overall traffic across various industries. With more people using Google to find lawyers, blogging has become essential for search visibility.
Key Benefits of Law Firm Blogging
Blogging offers many specific benefits that are driving adoption among law firms:
- Increased website traffic: Fresh, optimized content attracts new visitors from organic search.
- Improved brand awareness: Blogs allow firms to highlight key practice areas and lawyer expertise.
- Lead generation: Calls-to-action and conversion tools capture leads from blog content.
- Thought leadership: Lawyers can establish themselves as experts by posting insights.
- SEO growth: Keywords and optimization provide search engine ranking benefits.
- Enhanced engagement: Blogs facilitate two-way communication with current and potential clients.
Tips for Successful Law Firm Blogging
For law firms looking to start a blog or improve existing ones, here are some top tips:
- Focus on client interests and questions, not self-promotion. Offer tangible value.
- Incorporate SEO best practices for maximum visibility and traffic.
- Post consistently – at least 2-3 times per month to build momentum.
- Promote new blogs through social media, email newsletters, and other channels.
- Analyze blog metrics to identify high-performing topics and styles.
- Guest post on reputable legal blogs to expand reach.
- Cover trending or controversial legal issues to attract interest.
The Future of Law Firm Blogging
Given its ongoing benefits for lead generation, thought leadership, and search visibility, the prevalence of blogging among law firms will likely continue rising. Firms not yet blogging should consider testing it out. For those already active, ramping up posting frequency, promotion tactics, and search optimization represent key opportunities to maximize results. With blogging’s ability to attract clients and demonstrate expertise, it will only grow in importance for law firms in the years ahead.
Contact us today if you want to improve your law firm’s digital presence. We can help provide the content you require.
