- They create the opportunity to showcase expertise and thought leadership
- Each post is an opportunity to rank for another keyword phrase
- Blogs support internal linking strategies
- They create fodder for social media channels
- They promote a chance for attorneys to engage with their audience
Despite all of these benefits, there are still law firms that refuse to blog and in my experience, it's almost always because they tried it, and it didn't work for them.
And the reason it didn't work is almost always because they were doing it wrong.
Here are some attorneys in different niches are are doing it right:
The Lemon Law Blog
Lemonlaw.com is a consumer rights law firm run by Kimmel & Silverman. They help consumers recover damages incurred from purchasing vehicles that have repeated mechanical and/or cosmetic defects and that have been back in to a dealership repeatedly for repairs. They cover many states including NJ Lemon Law, PA Lemon Law, and NY Lemon Law.
Their blog sort of debunks the common digital marketing mantra of long-form, in-depth content. Despite their deviation from that rule, they get a decent amount of engagement from their relatively short blog posts because they address timely problems that consumers are having with their vehicles.
Not only are they hitting on timely consumer issues, they are also targeting long-tail keyword phrases in each post that they publish.
The Vendt Law Firm Blog
The Vendt Law Firm is a divorce lawyer serving Richmond, TX and surrounding areas. They're doing a lot of things right with their content including publishing on a monthly basis and focusing on long tail keyword phrases that may be helpful to potential clients searching in their area.
One key strategy that is working well to support their practice area pages is their internal linking strategy. On each new post that is published, they link internally to a practice area page that they want ranking in search. They also add the rel="nofollow" attribute to other links on the page that are pointing at contact forms or supporting articles that they link out to.
The Lamberton Law Blog
Charles Lamberton is an employment lawyer in Pittsburgh, PA. His blog focuses on helpful information related to employment challenges that potential clients may face in the state.
One thing he's doing really well is jumping on topic areas that are relevant and timely in relation to what is happening in the broader economy and how those current events relate to his practice.
In this case it's the challenges faced by workers during the COVID-19 pandemic.