Writing content for your law firm is good. Maximizing your content’s reach is better. If you tend to publish a blog post and move right along to the next one, you may be missing out on additional opportunities to reach potential clients. You can increase your reach — and improve your law firm’s business — by doing a few easy things.
Here are three things attorneys should consider doing before they write their next blog post.
A note: Before you publish a blog post or send an email newsletter, it’s always valuable to proofread your content for errors. There are several helpful spell check tools for attorneys, such as Grammarly.
Add internal links to your law firm blog post.
There are many ways to optimize your law firm blog posts. Adding internal links is one way to benefit your readers.
Internal links points back to another page on your website (for example, to another blog post). You can improve your law firm’s online visibility and increase potential clients’ engagement by adding internal links to your posts. Internal links provide your potential clients with more useful information.
Internal links provide that information to potential clients without making them look for it. Potential clients can easily click on the links you provide them without having to backtrack to your blog’s homepage.
The information contained within these internal links can provide information to your potential clients that answers questions they have — and questions they didn’t know they had.
Potential clients may be more likely to engage your firm as a result of consuming extra, useful material that can increase their confidence to take action. Internal linking can offer that extra information.
Internal linking can also help search engines understand more about your law firm’s website. One of the structures that search engine robots rely on to index content is links.
Search engines may pass over some content on your law firm’s website or blog if there’s no easy way for a search engine to access it. If a search engine can’t find your content, they can’t offer it to your potential clients when they make relevant searches. That may mean lost business for your firm.
To learn more about implementing internal links, read “How To Use Internal Linking To Your Advantage On Law Firm Websites.”
Post a link to social media.
Don’t forget to harness the power of social media for your law firm blog posts. Some potential clients will find you through the search engines. Social media sharing can be a powerful way to reach more potential clients and referral sources, too.
(LawLytics makes social media management a breeze with easy native integration for Facebook, Twitter and LinkedIn. You can publish announcements to multiple social media sites with a click of a button, saving you time and effort.)
More potential clients can find your post and your law firm’s website when you add a link to your social media. That gives them an opportunity to read your post, click on the internal links you’ve created, learn more information and make a decision about what they should do next. (A good call-to-action can help encourage potential clients to contact you, as well.)
Attorneys may want to add a few sentences to social media that sums up the post or explains to their readership why they should read it. (This is important when you’re posting to Twitter, too, as you’re limited to 140 characters. Write a Tweet that will capture the attention of your audience.)
Another good idea is to publish an image with a post. Facebook posts, for example, tend to get more engagement when they include a photo.
LinkedIn is a good resource for attorneys, but not necessarily for client traffic. LinkedIn tends to be a good peer resource, and that can be valuable for building your reputation on the web. You can publish blog post links to LinkedIn, and if your blog publishing is in tip top shape, you may want to think about publishing to LinkedIn Pulse, too. (I examined the benefits and drawbacks of LinkedIn Pulse for attorneys in an earlier blog post.) Before you begin publishing content elsewhere, make sure that you’re regularly publishing to your own blog.
Send your latest blog post to law firm newsletter subscribers.
Engage with your newsletter subscribers by sending them your latest blog post. How often you send an email to your subscribers may depend on your firm’s particular needs. Of course, you shouldn’t send emails so frequently that it irritates subscribers.
Let’s say your firm sends a weekly email. A regular newsletter that contains interesting, useful information from your blog can benefit your law firm. It can bring traffic to your law firm’s website, keep your firm in regular contact with subscribers and have readers share that information with others.
Publish your law firm’s blog post, then extend its reach.
Here at LawLytics, our attorney members who blog on a regular basis see their efforts translated into new clients and a growing practice. Writing content is great for law firm business. Making sure that content is being shared can help your law firm find more qualified potential clients and establish your position as an online thought leader in your practice area.
No time to write for your law firm’s blog? LawLytics can help.
A LawLytics membership includes everything you need to grow your practice on the web for a fraction of the cost of large legal marketing companies. Our cutting-edge law firm websites make it easy for you to write content, add media, publish it, and promote it on social media. (It’s as easy as using a word processor.)
At LawLytics, we know that some attorneys love writing content, some don’t, and some simply don’t have time. That’s why we offer content marketing services. Whether you need substantive content, blog posts or digital marketing collateral, our team can create the right material to help potential clients find you and contact your firm. To see how we can improve your law firm’s marketing, schedule a call with us.