This is the next post in my Blogging Basics for Lawyers series. I’ve previously discussed why attorneys should make their blog posts unique as well as the benefits of writing one’s blog posts as a series. In this post I will be discussing the importance of posting the articles of a blog series on a regular basis. Infrequent posting tends to plague attorneys in the blogosphere and this article is meant to help you get over that hump so that your blog may earn you more clients.
Posting frequently is key to maintaining a quality law blog
Attorney bloggers are notorious for posting on an irregular basis. In researching this article I did a quick search for law blogs in my locale. The first three attorney blogs that came up showed the following:
- The first had two posts since April of 2013
- The second had only four posts since August 26th, 2013
- The third not been updated since August of 2012
I suffered from this problem in my early days as a law blogger. I did not hold myself to a standard of how often I should post and it resulted in my post frequency being sporadic at best. Writing your posts in a series is the first step to a regular schedule as it forces one to “map out” their next several posts. The second, and necessary step, is ensuring that your posts come in regular intervals.
Attorneys should post to their blog at a minimum of 1-2 times per week
You should post updates in your blog series at least 1-2 times a week. While it would be ideal to post every day (for reasons explained below) this is not realistic when faced with the demands of legal practice; none of the Judges I practiced in front of would have been willing to continue trial so I could sit at my office writing blog posts (I never asked for a continuance on that basis but will go out on a proverbial limb and assume it would not have worked and that I probably would have sanctioned/jailed for asking). Keeping with a schedule of 1-2 posts per week for your series will put you far ahead of your competition.
Posting regularly is important as it allows you to reap the main benefit of blogging in a series. The benefit of a blog series is that it allows you to write a comprehensive body of content on a topic that will help your site rank well in search. For example, as part of our attorney website and design services we are currently writing a series for a client on how a particular case impacts a variety of Nevada child custody issues. Each of these posts is currently ranking well in search results and our client is seeing an increase in business. This body of content provides our client’s website with far more information on the topic than it would have from a single post (even a comprehensive one) or a page on the topic. By posting regularly we are ensuring that the website receives this SEO benefit sooner rather than later.
Posting regularly also ensures that you appear to be actively discussing the topic when a potential client comes across your site. If someone comes to your site because they found a post that is to be part of a series then they will be receiving a bad experience if that post is a year old and there is nothing new on the topic. Avoiding this type of bad user experience is crucial to converting web traffic into phone calls.
How to write regular blog posts while maintaining your busy legal practice
Writing regular blog posts is challenging in a law office. It was challenging for me when I was a solo and it was still challenging when I had three associates. The route you take in creating this content will be determined by who writes it. You have the option of writing the content yourself or outsourcing it.
Should you decide to write your own posts then you may find it beneficial to set aside a block of time so you can sit down and research/write multiple articles in one sitting. Most content management systems (such as Blogger and WordPress) include “auto posting” features which allow you to upload multiple posts at once and to automatically stagger the dates at which they will go live. I would suggest that if you pre-write your posts that you stagger your posts in this way as the search engines will prefer to see you blog regularly updated on different days rather than simply having multiple posts go live at once.
Another option is to outsource your blogging. This can include using law clerks, paralegals, or other freelancers to do your writing. For obvious reasons you should exercise supervision over your content as your name is attached to it. I recently conversed with Florida personal injury attorney Tina Willis and Nebraska personal injury lawyer Jeffrey Lapin. Both were concerned with the concept of outsourcing blogging. If you choose to outsource then the level of oversight is key. In certain instances you may face disciplinary action if false or misleading statements are placed in your blog posts. My personal opinion on this matter is that when one considers how attorneys outsource legal pleadings (which actually get filed with the Court) to law clerks and paralegals then outsourcing is not an issue as long as there is adequate supervision (it becomes a big problem, of course, if there is a lack of supervision).
Posting regularly is crucial to your blogging success. A successful law blog was important to my SEO efforts and the growth of my practice. While many more attorneys have blogs than when I joined the blogosphere, quickly reviewing blogs in your locale will show that posting 1-2 times per week will put you far ahead of your competition.
What do you feel are the biggest obstacles to posting regularly? What are your thoughts on outsourcing your blogging? Feel free to chime in through the comment form below.