Next month, I will be speaking on a panel at the Clio Cloud Conference in Nashville. The panel will cover the many benefits of creating a legal blog that transcend thought leadership, including creating downloadable assets to generate leads, powerful testimonials for content marketing, SEO benefits, and more.
When I started my business, I had very little cash. I wanted to get my business out there, so I started blogging. Blogs provide useful information and are an excellent opportunity to provide content that attracts potential customers and produces high search engine results.
Here’s how you can start blogging:
Find out which questions you need to answer
To attract a specific customer, write a blog focused on their needs. If you’re not sure which keywords to target, do some research. There are resources available that can show you which keywords are trending or frequently used. Once you’ve identified these keywords, you can create content that incorporates these phrases.
I used a search tool called Keywords everywhere to find common estate planning search terms on Google or YouTube. Don’t assume what questions a customer wants answered. Instead, look at the data the Internet has to offer about frequent search terms.
For example, I would match the search results for “Texas estate planning” to “Texas wills.” At the time of writing, the keywords “texas estate planning” have 170 searches per month, and the keywords “texas wills” have 1,000 searches per month; this means that more people (almost ten times) searched for the latter term over the first. Start a spreadsheet of popular terms related to your area of business and start thinking about how to include them in answers to common legal questions on the Internet.
Be consistent
Once you have a list in hand, take the time to write the blog post. I kept mine to at least 500-1500 words, but that number is constantly changing with thought leadership on the benefits of long-form blogs and short blogs. The most important thing is to be consistent when writing your blog, so stick to a weekly, bi-monthly or monthly schedule.
If you’ve struggled to keep up with blogging, you know what takes a lot of time. Sometimes there just isn’t enough time in the day to write and run a law firm. Trust me on this: Outsource this critical job and enlist the help of a skilled blog writer! With someone else writing your blog, you can focus on other things like growing your brand and law firm.
Optimize for SEO
Finally, I recommend optimizing your blog. Search engines like Google scan the content of your website with search engine crawling. The search engine then indexes your web pages and ranks and ranks them based on relevance. Make sure your blog provides valuable information with the strategic keywords mentioned above that potential customers use to search for your services.
I hired an “SEO guy” to handle all aspects of improving my office’s search engine rankings and visibility. It helped optimize my page load speed, developed my backlinks, and provided me with analytics on my blog’s performance.
It’s important to remember that blogging results won’t happen overnight. Search engines will need time for your SEO-rich content to be indexed. However, businesses with SEO help can experience higher website traffic and more qualified leads by investing in their SEO development.
If you’re not sure if you should blog, commit to trying organic marketing for a season. I have successfully found new clients by blogging and answering common questions. Blogging can help grow your law firm more sustainably and affordably than investing money in Google Ads. I would love to hear about your blogging skills. Please email me at info@iffyibekwe.com to share.
Iffy Ibekwe is an estate planning attorney and evangelist for intergenerational wealth transfer with effective wills and trusts. Iffy is a prolific speaker and is writing his first book on culturally competent estate planning, available in 2024 (prayers!). He graduated from the University of Texas School of Law and has practiced law for over 16 years. Ify can be contacted by email at info@iffyibekwe.comactivated your websiteand Instagram at @iffyibekweesq.
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