Successful law firm marketing, particularly for estate planning and Elder Law firms who face intense competition, requires taking every opportunity to enhance your website’s visibility. That’s why we send you blog posts every single week. The topics are carefully curated to appeal to prospects who are searching online for information about wills, estate planning, Elder Law, Medicaid issues and other related topics. Why should you assign this task to someone, or even do it yourself?
Fresh and related content matters to Google bots. For the algorithms, every new blog post is another fresh page of content to your website. Unless you are expanding existing pages on a regular basis, blogging is the best way to add new content. Although expanding those pages is a good idea too!
Humans like to see fresh posts on your blog. They may not notice updates and expansions to pages on the website, but if your last blog post was in 2014, that creates concern. Visitors to your estate planning law firm will wonder if you have forgotten about your blog and if that same lack of attention might occur in your law practice. It’s not how you want to appear to website visitors.
Are you using images in your blog posts? Attention spans are shrinking and we are more of a visual society than ever before. An engaging photo that reflects the people you serve, a cute photo that may elicit a smile or an image that engages the emotions will make your blog posts better. If you have great videos, consider using them within your blog posts as well. Yes, you may need to invest in stock photos or make more attorney videos than you had planned, but everything that you purchase is an investment in your estate planning practice.
Don’t leave your blogs hanging out by themselves. Leverage, leverage, leverage. Include blog posts in eNewletters, share them on social media platforms, cross promote by linking to relevant posts within new blog posts.
If that’s not enough of a reason for you to add a daily blog post to your own website, think about this: IMS posts blogs daily. We do it to educate and inform our clients, but we also do it to enhance our own online visibility.