Blogging has become a vital marketing tool for businesses across all industries, including law firms, to enhance your online presence. However, while blogging offers a tremendous opportunity to build credibility, establish authority, and generate leads, many law firm blogs fall short of these goals. According to a recent study by the American Bar Association (ABA), only 26% of law firms reported seeing any direct business from their blogging efforts. This statistic reveals a gap between intention and execution that many firms struggle to bridge.
A law firm’s website plays a crucial role in attracting potential clients and improving online visibility, and blogging is a key strategy in this digital marketing effort.
Why are so many law firm blogs failing to drive results? Often, it boils down to a combination of poor content strategy, lack of focus on client needs, and missing SEO optimization. In this blog, we’ll explore the reasons behind these shortcomings and provide actionable tips on how to create a law firm blog that not only attracts readers but also converts them into clients.
The Importance of Blogging for Lawyers
Establishing a law firm blog is a crucial step in building a strong online presence and attracting potential clients. A well-crafted blog can help establish authority and credibility in the legal industry, attract potential clients and generate leads, and improve search engine optimization (SEO) and online visibility.
Establish Authority and Credibility in the Legal Industry
A law firm blog is an excellent platform for legal professionals to share their expertise and showcase their knowledge in a specific area of law. By publishing high-quality, informative, and engaging content, law firms can establish themselves as thought leaders in their field and build trust with potential clients. This, in turn, can lead to increased credibility and authority in the legal industry. When potential clients see that your firm is consistently providing valuable insights and staying updated on the latest legal developments, they are more likely to view your firm as a reliable and knowledgeable resource.
Attract Potential Clients and Generate Leads
A law firm blog can be an effective tool for attracting potential clients and generating leads. By creating content that addresses the needs and concerns of potential clients, law firms can attract organic traffic to their websites and increase their online visibility. This can lead to more phone calls, emails, and consultations, ultimately resulting in new clients and increased revenue. For instance, blog posts that answer common legal questions or provide practical advice on legal issues can draw in readers who are actively seeking solutions, turning them into prospective clients.
Improve Search Engine Optimization (SEO) and Online Visibility
A law firm blog can also improve a law firm’s search engine optimization (SEO) and online visibility. By publishing regular, high-quality content, law firms can increase their search engine rankings and drive more traffic to their website. This can lead to increased online visibility, more leads, and ultimately, more clients. Incorporating relevant keywords, optimizing meta tags, and building internal links within your blog posts can significantly enhance your SEO efforts, making it easier for potential clients to find your firm when searching for legal services online.
Why Most Legal Blogs Fail
1. Failure to Target the Right Audience
One of the most significant reasons law firm blogs fail is that they try to appeal to an audience that is too broad. According to a study by the Content Marketing Institute, 65% of companies say they find it difficult to create content that resonates with their target audience, and law firms are no exception. Law firms often publish on a wide range of topics, hoping to capture anyone with a legal question. However, this approach dilutes the firm’s message, making it difficult for potential clients to see the firm as specialists in a particular area of law.
Potential clients are typically searching for highly specific legal solutions. If your legal blog writing is too generalized, clients may not feel confident in your expertise and move on to a more specialized competitor.
2. Overuse of Legal Jargon
Another frequent issue with law firm blogs is the overuse of legal terminology and jargon. A survey by HubSpot found that 55% of people spend fewer than 15 seconds actively reading content online, meaning that if your blog is too complex, readers are likely to lose interest quickly. Law firm blogs often get bogged down with dense legal language, making it difficult for potential clients—who may not have a legal background—to follow along.
Blogs should aim to explain legal concepts in plain language, making legal blog posts more accessible and engaging for potential clients. The goal is to educate and inform potential clients, not to overwhelm them with unnecessary complexity.
3. Inconsistent Posting and Outdated Information
Inconsistent or outdated blog content can damage a firm’s credibility. A study by Greentarget found that 44% of in-house counsel see blogs as credible sources of legal news and information—but only if the blogs are regularly updated and maintained. When law firms fail to post regularly or leave their blogs untouched for months at a time, they miss out on opportunities to establish authority and stay relevant in the minds of potential clients, undermining their legal blogging efforts.
4. Ignoring SEO Principles
Even well-written content is useless if it can’t be found online, making legal blogging a crucial activity for improving search rankings and online visibility. According to BrightEdge, 68% of online experiences begin with a search engine, yet many law firms ignore SEO best practices. Without proper optimization—such as using relevant keywords, optimizing meta tags, and building internal links—your blog will struggle to rank on search engines, reducing its visibility to potential clients.
Moreover, 93% of online experiences begin with a search engine, which makes SEO crucial. If your blog doesn’t rank for important keywords related to your practice areas, your content will be lost in the vast sea of internet noise.
5. Lack of Client-Focused Content
A big mistake law firms make is focusing too much on legal theory or case studies instead of creating client-centric legal blog content. According to a LexBlog study, 53% of the top-performing legal blogs focus on client-centric content—meaning they focus on answering client questions and solving their legal problems. Blogs that are too academic or theoretical can alienate potential clients who are more interested in finding practical advice.
Clients want content that speaks to their issues in layman’s terms, not complex legal dissection.
6. Missing or Ineffective Calls-to-Action (CTAs)
A CTA bridges the gap between engaging content and generating leads. However, many law firm blogs fail to include clear, actionable CTAs, resulting in missed opportunities. In a survey by WordStream, 90% of visitors who read your headline will also read your CTA, meaning a strong CTA can dramatically increase conversion rates. Without a well-placed CTA to guide readers toward booking a consultation or contacting the firm, even a great blog post won’t result in new business, making it essential for every legal blogger to include clear, actionable CTAs.
7. Lack of Clear Goals and Strategy
One of the most common mistakes law firms make when it comes to blogging is the lack of clear goals and strategy. Without a clear understanding of what they want to achieve with their blog, law firms can struggle to create content that resonates with their target audience. This can lead to a lack of engagement, low traffic, and ultimately, a failed blogging effort. To avoid this, law firms should establish clear goals and strategies for their blog, including identifying their target audience, creating a content calendar, and tracking their progress.
By establishing a law firm blog and creating high-quality, informative, and engaging content, law firms can establish authority and credibility in the legal industry, attract potential clients and generate leads, and improve their search engine optimization (SEO) and online visibility. However, it’s essential to have a clear understanding of what they want to achieve with their blog and to establish a well-thought-out strategy to ensure success. Setting specific, measurable goals and regularly reviewing your blogging efforts can help you stay on track and make necessary adjustments to maximize your blog’s impact.
How to Create a Law Firm Blog That Generates Leads
Understanding why law firm blogs fail is the first step. Now, let’s explore actionable strategies to help your blog succeed in attracting and converting leads.
Understanding the complexities of the legal system and explaining them in your blog can help build trust and connect with potential clients.
1. Narrow Your Focus and Niche
A law firm blog that tries to cover too many practice areas will struggle to rank or attract leads. To succeed, your blog needs a clear focus. According to HubSpot, companies that blog about niche topics generate 3.5x more leads than those that write about broader subjects. Instead of writing general content on all types of law, choose a niche area and own it.
For example, if your firm specializes in employment law, focus on producing content specifically for employers or employees facing workplace disputes. A tightly focused blog helps establish your firm as an expert in that field and makes it easier for prospective clients to find you when searching for help in that particular area, making your legal blog writing more effective.
- Action Step: Use Google Trends and keyword research tools to find high-traffic, low-competition keywords within your niche. Build content around these to maximize visibility.
2. Answer Client Questions Directly
Clients are looking for solutions to their legal problems, not legal theories. A survey by the ABA indicates that 55% of potential clients look at a law firm’s blog when choosing whether or not to engage with the firm. To meet this need, create blog posts that answer frequently asked client questions in a clear and direct manner.
For example, instead of writing a blog on “Understanding Contract Law,” write something more practical like “5 Things to Know Before Signing a Contract.” This way, you’re addressing real concerns potential clients have, making your legal blog posts more relevant and engaging.
- Action Step: Leverage platforms like AnswerThePublic or Google’s “People Also Ask” section to find common client questions and create blog posts specifically answering those queries.
3. Create Evergreen and Timely Content
A successful blog should include a mix of evergreen and timely legal blog content that addresses current legal trends or news. Evergreen content—such as “What to Do After a Car Accident” or “How to File for Bankruptcy”—can continue to generate traffic and leads long after it’s published.
Evergreen blogs perform well in search engines because they continue to answer common questions. However, timely content—like new legislation or court rulings—demonstrates that your firm is current and knowledgeable about changes in the legal landscape.
- Action Step: Create a content calendar that includes a healthy balance of evergreen and timely posts to keep your blog fresh and relevant throughout the year.
4. Optimize for SEO (Including Local SEO)
A staggering 75% of people never scroll past the first page of search engines, making SEO crucial for a law firm’s website. Therefore, you must ensure your content is optimized for SEO to rank high on search results. Law firms should also focus on local SEO since most legal services are tied to geographic areas.
Make sure to:
- Research and integrate long-tail keywords into your blog content.
- Optimize your title tags, headers, and meta descriptions.
- Include local keywords like “personal injury lawyer in [city]” to rank for location-based searches.
- Action Step: Use tools like Moz or Ahrefs to perform keyword research and track how your content is ranking over time.
5. Use Real Case Studies and Stories
Storytelling is a powerful way to connect with your audience, and it can be effectively used in a legal blog. 92% of consumers say that reading customer success stories influences their buying decisions. You can apply this same principle to law firm blogs by sharing anonymized case studies or hypothetical scenarios that explain how you helped past clients. This humanizes your firm and shows prospective clients how you’ve successfully resolved legal issues similar to their own.
- Action Step: Create a library of case studies that outline the problem, your legal strategy, and the outcome. Include these stories in relevant blog posts to give potential clients a clear sense of your capabilities.
6. Promote and Share Your Blog
The saying “if you build it, they will come” does not apply to blogs, making the promotion of your legal blogging efforts crucial. In fact, 80% of marketers say that blog promotion is the most challenging part of content creation. It’s not enough to publish blog content—you need to promote it to maximize its reach.
Share your blog posts across social media, email newsletters, and even legal directories like Avvo or Justia to reach a wider audience. The more your blog is shared and linked to, the more traffic you’ll attract.
- Action Step: Collaborate with other legal professionals or bloggers in your niche to cross-promote content. This can help expand your audience and build backlinks, improving your blog’s SEO in the process.
Legal Blogging For Lawyers: Your Next Steps
While many law firm blogs struggle to generate leads, the solution lies in understanding your audience, focusing on SEO, and consistently creating high-quality, client-focused legal blogging content. By targeting a specific niche, answering client questions in plain language, optimizing your content for search engines, and leveraging storytelling, you can transform your blog into a powerful tool for lead generation. Don’t just write for the sake of it—write to solve problems, build trust, and ultimately grow your business.
Schedule a free audit of your blogging efforts, and see how Elevato can help you improve your content creation!