Legal Marketing – Your blog also has just ONE JOB to do.

One, simple job.

When you understand this, writing your blog, the design of your blog and everything else that goes on the pages of your blog become so much easier to decide upon.

So, what is the one, single job that your blog must do for you?Legal Marketing - Your blog also has just ONE JOB to do.

Well, let me tell you in a moment what it is not, based on my experience of working with a search engine marketing company.

This company were working with my clients to grow local search traffic so that my client would attract new clients. Now, this doesn’t sound like a bad idea, does it?

No. The idea is sound. The execution of the idea, however, was fatally flawed.

Rather than focus on local traffic related to my clients’ business, they focused on matters such as local flower shows and local dog shows. They did this for months.

Guess what, the site attracted a lot more visitors.

Did any of them become clients.

No.

Why not?

Because they were looking for information about the flower show, the dog show, the local stamp fair and all sorts of other irrelevant information. The people were not looking for a solicitor.

So, if your blog isn’t for local shows, what is it for.

Here it is:

The sole purpose of your blog, once people arrive there, is to make them contact you about your legal services.

The content, which we will cover in a later post, also has one job, a different one from the purpose of your blog, but this is your blog’s sole purpose.

Once you know this, you can ensure that your blog is designed to achieve that sole aim.
When asked the following questions, you will be able to answer them.

Q. Shall I put links to all of my other blog posts on every page of the blog so that my visitor can go and read more of my blogs?

A. No. That will distract them from the sole purpose of the blog. As most people only view one or two pages of a website, if I actively encourage them to go off and read more blog posts, the only thing that will happen is that they will become distracted, their time for finding a solicitor will expire and they will leave my site and go back to their day before calling me. What are the chances of them finding my site again when they resume their search? Zero.

Q. Shall I put prominent links to all of my social media profiles on every page of my blog?

A. Absolutely not! This would lead to my potential client clicking off to my social media profile then who knows where they will go from there. Once they are on LinkedIn or facebook before long they will be watching funny hamster or cat videos and will soon have forgotten about calling my firm for help with their legal issue.

Q. Shall I put all methods of contacting me at the end of every blog post to make it as easy as possible for my readers to get in touch.

A. Yes! My blog is designed to do one thing only; to make my telephone ring or to make people get in touch with me through any of my contact methods, so I absolutely should end every blog post with a hyperlinked telephone number (so that they can click to call you from their mobile) a linked email address and a link to a Free Enquiry Form on its own page (not on your contact page where more distractions exist).

Now you know the purpose of a blog, can you do me a favour please? If you have a blog, go and take a look at it and ensure that it is fulfilling its purpose. If not, now that you know this, make some changes!

Next time I am going to cover how you can come up with some great content ideas to make writing blog articles incredibly easy.

 

FREE BOOK: How To Get New Clients For A Law Firm. Click to Download Now!

Case Study

Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.