The hard part is over: you’ve got your website all set up and ready to attract clients. After all that work, blogging should be a piece of cake. After all, you’ve just got to add a paragraph or two of content every week to keep your search engine rating up, right?
Wrong. One of the biggest mistakes first-time bloggers make is thinking that what they post doesn’t matter; it’s the act of updating that counts. This couldn’t be further from the truth: your blog posts should be informative and optimized, just like all of the other content on your site.
If you’re looking to write a great legal blog, your blog posts should include:
- Fresh, informative content. A well-written blog can be more effective at attracting clients to your law firm than your website. The first reason for this is that search engines reward fresh content. When you update your site with a blog post, you are giving the search engines more keyword-rich text to examine and index. Second, your human readers see that you are involved in your practice and knowledgeable about the legal topics of the day.
- Internal links to your site. A blog is a great way to generate free (and easy!) links to the other parts of your site. All of your blog posts should contain at least one link to a relevant part of your site, preferably an area that discusses the blog topic in more detail. For example, if your blog touches on medical malpractice, link back to your site’s main malpractice page, making sure your anchor text contains a phrase that will point search engines to your site.
- A blog for each practice area. If your firm represents cases across several different practice areas, your best strategy is to have a separate blog for each practice area. This allows the search engines to sort your content more efficiently and also make it easier for your visitors to find what they need quickly. To avoid a messy blog page, have your webmaster use drop-down menus to allow for quick and easy sorting of your copy.