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Creating and maintaining a legal blog requires a significant amount of an attorney’s time and firm money. Therefore, it is imperative that your blog has the highest visibility possible, which will in turn increase its ROI.
1) Post Frequently. There is no use having a blog if it doesn’t get updated on a regular basis. Encourage attorneys to post often, and more importantly, to post quality content that connects with potential clients and their interests.
2) Tailor Content to Fit the Audience. One major benefit of having a blog is the ability to see how many individuals are reading your blog. Look at the web analytics to determine which blog posts have been viewed the most in the past month and urge attorneys to write more frequently on those topics.
3) Get Listed on Law Blog Directories. Make sure your blog is listed on the various law blog directories, such as blawgsearch.justia.com/ and abajournal.com/blawgs. Listing your blog on these sites will increase site traffic and also improve its search engine ranking.
4) Use Social Media to Network. Have attorneys link to the blog on their LinkedIn and Facebook profiles. If your attorneys use Twitter, encourage them to tweet links to newly published posts.
5) Don’t Forget to Email. Email contacts when your blog has reached a significant milestone. These include: when the blog is launched, if any new sections are added, or if a blog post is especially noteworthy.
DISCLAIMER. The views expressed in this article are those of the author and do not necessarily reflect the views of Hunton & Williams LLP.
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