One form of marketing that is worthwhile putting effort into for your law firm is blogging. Blogging isn’t always easy, and it can take a while to learn the best approaches, but I can promise you that understanding what it takes to create a high-quality blog for your law firm is worthwhile.   

If you want to ensure that you get your blogging right and make the most of what it can do for you, then I am here to help you. I have put together some of the top blogging mistakes that law firms may make and what the impact of these mistakes may be.  

Not understanding how SEO works  

SEO can be tricky to understand; however, to ensure that your online presence is going to work, you need to take the time to learn what SEO means and what it can do for you and your content.   

You probably won’t be an SEO expert immediately, or even at all, but it is always worthwhile doing whatever you can to learn as much about it as possible and broaden your understanding.  

Not keeping with the same brand voice when blogging 

Taking the time to develop the right brand voice and tone you want to put across can take time. However, this brand voice can help appeal to those you want to appeal to.  

When you have taken the time to create this brand voice that is working for you, it is a mistake not to keep the same brand voice when creating blog posts online.

Not being consistent with posting  

Whilst you don’t want to spam your readers and audience with endless content, you do need to post consistently. Afterall, the more you post, the more your readers will have to read, which will encourage them to return for more. Not only this, but Google and the other search engines reward websites with more regular content posted, which means that you will get pushed up the rankings.  

That said, whilst you want to be as consistent as possible, if you miss the occasional post, this isn’t the end of the world.   

Not having a blogging plan  

Whilst sometimes the best things that you write come from the heart (or the head in the professional services world), you will need to have a plan of some sort. You want to consider what the goals of what you have written are and come up with some form of strategy for it too.   

Who do you want to market yourself to through your blog, and what information do you want them to take from your content? When you have this type of thing worked out, you are giving yourself the best chance of achieving your desired outcome.   

Not promoting it  

Imagine taking all that time to write a blog post and creating something that really works for you, only not to promote it for people to find it (and read it). Wouldn’t that be an absolute waste of time? If you have created a blog post that you know will help showcase all the fantastic things your law firm can do, then take the time to get it out there.   

There are a variety of ways that you can promote the content that you have written. Social media is a great approach to take and can help you obtain the results you hope for with your content.   

Not thinking about the quality  

I have already mentioned how you need to think about how regularly you post content for your blog, but this should never be to the detriment of your quality. You must think about what you are writing and sharing.   

SEO is essential, but you want to ensure that the blogs you share are easy to read and that those to whom you wish to appeal want to read what you have written too. That way, you are giving them the best of both worlds.   

Not including visuals when blogging  

Words are essential; this is probably becoming quite apparent to you, but you should also consider how your blog post and content look, or should that be the page it is found on?  

Visuals, in whatever form they come in, will instantly make your blog post more appealing. They could be videos, they could be photos, or they could be any form of graphics. The idea is that they brighten up the page and keep the blog looking as fresh as possible.   

Not focusing on your audience   

Whenever you write a blog post, your audience should always be at the forefront of your mind. You want to create content that is going to speak to them, and that is going to answer anything that you may need it to answer.   

If you don’t do this, you will be missing out on what the essence of a blog post is supposed to be, which is a way to inform those who need your services about precisely what you can do for them.  

Not choosing the right keywords  

It has been said in this blog post that you don’t want to focus solely on the SEO side of writing a blog, but it is vital to consider SEO and keywords when creating content that you plan to share online.   

Researching keywords that will be the most useful for your website content is key in the process. What is also important is making sure that you use those keywords in the right way. Failing to do this could mean that you are wasting your time when it comes to writing a blog post.  

Not seeing how your blog posts are performing  

One mistake that many people make is that they do not check how their blog posts are performing. If you don’t check out the performance of your blogs, then how will you ever know what changes need to be made?  

By tracking performance, you can insight into what needs to be amended and what things are working for you and can stay the same.  

As you can see, there are plenty of things to think about when it comes to your blog posts and what you need to include and what you need to avoid. While mistakes can and do happen, if you can take the right steps to prevent them from happening, you can soon feel the benefit of some well-performing content. 

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If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.