To rise above the competitive noise on the web, law firm marketing must constantly create a strong presence. To do that, you need fresh content, regularly refreshed content, relevant content, keywords and topics that matter to your prospects and that demonstrate authority to the algorithms that measure for quality, relevance and frequency. That’s what regularly scheduled blog posts do: they are the Swiss Army Knife of online law firm marketing.
Let’s get down to basics about blogging by estate planning lawyers:
Yes, they are important. IMS invests in sourcing and editing blogs specific to the estate planning practice area and delivers blogs to your inbox every single week because we know how important they are.
People read them and learn. You know all about wills and what havoc occurs when someone dies without a will, but the average person does not. The same is true of the importance of the beneficiary designation, as it supersedes directions in a will. This is second nature for the estate planning attorney, but not for the general public. Blogs educate consumers, thereby enhancing your authority as a knowledgeable source of important information.
Algorithms want to see “proof of life” on a website. Web pages with fresh content, and that includes blogs that are updated frequently –and by frequently, we mean three to four times a week—resonate with the bots crawling around the web looking for fresh content.
IMS makes this easy as pie. If for some reason you are unsure what to do with the blogs that are delivered to you weekly, or if someone in your office has been tasked with posting the blogs and they’re not sure, just submit a support ticket and we’ll guide you through the process.
Fresh content inspires return visitors. If you read a great book and the author wrote another book, wouldn’t you be more inclined to read that second book, rather than a completely unknown author? It only takes one spot-on post to convince a prospect that your practice will understand their issue and be able to solve their unique problem.
Your competitors are blogging. If all of the above isn’t reason enough for you to start blogging on a regular basis, visit the websites of the top five estate planning law firms in your market area. If they are blogging, with regularly updated posts on new developments in estate planning, their own speaking engagements, community activities, etc., and you are not, what message are you sending to prospects?