Business Blogs – Above the Law Above the Law

Next month I will be speaking on a panel at the Clio Cloud conference in Nashville. The panel will cover the many benefits of creating a legal blog beyond thought leadership, including creating downloadable assets for lead building, powerful content marketing recommendations, SEO benefits, and much more.

When I started my business, I had very little money. I wanted to promote my business, so I started blogging. Blogs provide useful information and are an excellent opportunity to offer content that attracts potential customers and creates great search engine results.

Here’s how you can start blogging:

Find out what questions to answer

To attract a specific customer, write a blog focused on their needs. If you’re not sure what keywords to target, do some research. There are resources available that can show you what keywords are popular or commonly used. Once you identify these keywords, you can create content that includes these phrases.

I used a search tool called Keywords Everywhere to find common estate planning search terms on Google or YouTube. Don’t assume what questions the customer wants answered. Instead, look at the data the internet provides for commonly searched words.

For example, I would compare search results for “Texas estate planning” versus “Texas wills.” At the time of writing, the keywords “Texas estate planning” have 170 searches per month and the keywords “Texas wills” have 1,000 searches per month; this means that more people (almost ten times) searched for the last term compared to the first. Start a spreadsheet of popular terms that relate to your line of business and start thinking about how to incorporate them into answers to common legal questions on the Internet.

To be constant

Once you have your list in hand, take the time to write the blog post. I’ve kept mine at least 500 to 1,500 words, but that number is constantly changing with thought leadership on the benefits of long- and short-form blogs. The most important thing is to be consistent when writing your blog, so stick to a weekly, bi-monthly or monthly schedule.

If you’ve struggled to keep up with blogging, you know how time-consuming blogging is. Sometimes there isn’t enough time in the day to write and run a law firm. Trust me on this: outsource that critical work and get the help of an experienced blog writer! With someone else writing your blog, you can focus on other matters, such as your brand and law firm growth.

Optimizing for SEO

Finally, I recommend optimizing your blog. Search engines like Google scan the content of your website with a search engine crawl. The search engine then indexes your web pages and categorizes and ranks them according to relevance. Make sure your blog provides valuable information with the aforementioned strategic keywords that potential customers use to search for your services.

I hired an “SEO guy” to handle all aspects of improving my law firm’s search engine rankings and visibility. He helped me optimize my page load speed, developed my backlinks and provided me with analytics on my blog’s performance.

It is important to remember that blogging results will not appear overnight. It will take time for your SEO rich content to be indexed by search engines. However, SEO businesses can experience higher website traffic and more qualified leads by investing in their SEO development.

If you’re still not sure if you should blog, commit to trying organic marketing for a season. I have successfully found new clients by blogging and answering general questions. Blogging can help grow your law firm more sustainably and affordably than putting money into Google Ads. I’d love to hear about your blogging exploits. Please email me at [email protected] to share.


Iffy Ifeoma posted a headshotIfi Ibekwe is an estate planning attorney and evangelist for intergenerational wealth transfer with effective wills and trusts. Iffy is a prolific speaker and is writing her first book on culturally competent estate planning, available in 2024 (prayers!). She is a graduate of the University of Texas School of Law and has practiced law for over 16 years. You can reach Iffy by email at [email protected]On her websiteand on Instagram at @iffyibekweesq.

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