Legal blogging is currently one of the most powerful tools a law firm can utilise to build its reputation and attract new clients. With 70 million new posts published on WordPress each month, and more than 600 million blogs worldwide, blogging has become a driving force of content marketing. For law firms, a blog can increase search engine rankings, establish thought leadership, and provide helpful legal insights to potential clients. However, less than 15% of bloggers create in-depth content over 2,000 words. To truly harness the power of legal blogging, law firms must commit to regularly publishing high-quality, long-form content.
The Importance of Thought Leadership
One of the key benefits of blogging for law firms is establishing lawyers as thought leaders in their practice areas. With 71% of B2B buyers consuming blog content during their research process, insightful legal blogs allow you to showcase your firm’s expertise. Whether discussing new case law, regulatory changes, or legal trends, blogging provides a platform to position lawyers as trusted advisors. Developing thought leadership is a long-term investment that pays dividends by influencing buyer decisions and driving new business.
Optimising for Organic Reach
In such a competitive landscape, relying on referral business is no longer enough. To attract new clients, it’s essential to optimise legal blogs for organic search. On average, blogging increases search engine rankings by 434%. By researching relevant keywords and incorporating them seamlessly into posts, you can improve visibility and reach prospective clients looking for legal help. This process is known as search engine optimisation (SEO). From an SEO perspective, longer-form content over 2,000 words will enable you to include multiple keywords and in-depth analysis. Updating older blog posts can also boost organic reach, with 34% of bloggers reporting strong results from refreshed content.
Capturing Client Attention
With the average blog post length at 1,416 words, anything under 2,000 words may not captivate your audience. In fact, research shows online readers spend 52 seconds or less scanning a blog post. To capture client attention, you need ample word count combined with strategic formatting. This includes using subheadings, bullet points, images, and graphics to break up lengthy text. Share real-life examples and client stories to humanise your firm. Asking thoughtful questions also helps fuel reader engagement. The goal is to craft content that informs and educates clients in a compelling way.
Consistent Content Creation
Unfortunately, 65% of businesses lack a documented blogging strategy. Without consistency, legal blogs fail to build authority over time. Experts recommend publishing new blog posts three to six times per month. For law firms without dedicated marketing resources, this frequency can be challenging to maintain. The key is developing an editorial calendar of blog topics and assignments across all lawyers. Content can be outlined in advance and written in 4-hour increments. Maintain momentum by scheduling social media posts to promote new blogs.
Promoting Content
To maximise impact, legal blogs require promotion across multiple channels. Share posts on social media and email subscribers new content. Repurposing blogs as webinars or videos can also expand reach. Consider using paid ads on Facebook, LinkedIn, and Google to get blog content in front of targeted audiences. In fact, over the past year, there has been a 93% increase in blogs using paid promotions to amplify traffic. The most critical element is tracking blog metrics through Google Analytics. This allows you to see which posts and promotion tactics are most effective.
The Bottom Line
Legal blogs have become a must for establishing thought leadership and attracting new business. By committing to long-form, optimised content published consistently, law firms can leverage blogging to shape reputation and search visibility. The firms that invest time and resources into showcasing expertise through blogs will win more clients and outperform competitors. The power of legal blogging stems from using content to demonstrate your unique value, perspective, and capabilities as lawyers. In an increasingly digital marketplace, your firm’s online influence will soon depend on it.
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