Use Your Blog to Promote a Specific Practice Area

 Craig McGuire, law firm marketing center, lexisnexis
Craig McGuire

Here's a practical post by Craig McGuire from the Law Firm Marketing Center blog:


For solo practitioners and small law firms, a general all-purpose blog is not as effective as a practice-specific one. Law firms that blog on practice-specific topics have better marketing results: more Web visitors, inbound links and indexed pages, and, ultimately, more clients.

Consumers Search Online for Legal Topics, Not Lawyers

When an individual faces financial crisis and is considering bankruptcy, that person may look to the Internet for answers to address concerns and plan legal action. But he or she is not likely looking to hire an attorney, at least not at that stage.

If you are a bankruptcy attorney in that person's area, you want that business. When you have the content on your website and blog to answer the questions this consumer will enter into Google, you have a better chance, as long as your site is optimized so that this individual can find you. But if you are blogging about many different practice areas or about other topics not specific to bankruptcy law, you likely will not be highly visible in search engine results and that consumer will find his or her way to the site of a competitor.

Search engines reward fresh, relevant content. So if you blog on a regular basis on various bankruptcy topics, peppering your copy with the keywords that consumers are actually searching for when researching bankruptcy law, you will be rewarded with higher search rankings.

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