The benefits of blogging for solicitors in 2024

Top 4 Reasons why solicitors need to blog in 2024

Generating cases is equally the most important and the most difficult part of running a law practice.

For the majority, CMCs are the main provider of work; some also spend (unbillable) hours searching for new clients on social media, or attending networking events to meet prospects and so on.

However, any solicitor who wants to simplify their lead generation process and simultaneously educate the public about their legal rights, may want to try blogging.

Each month, thousands of people in the UK use search engines to find solicitors, law firms, and free legal advice.

By blogging and promoting your firm’s legal services online, you can give your firm the best chance to appear in your potential clients’ search results.

Moreover, you can help increase people’s knowledge of their legal rights (e.g. what they can and cannot claim for) which in turn will help you generate more affordable cases.

Read on to learn the top 4 reasons why you should start blogging in 2023.

Educate the general public about their legal rights

Blogs written by solicitors and available to the general public can have a tremendous public legal education value.

Individuals and businesses need educating about legal matters because their knowledge is often limited – as reported by the SRA.

In its research, the SRA has found that the majority of SMEs in both England and Wales have little to no contact with legal providers.

Furthermore, only a third of people with a legal problem seek advice, with only around one in ten seeking advice from a solicitor.

The research concludes that barriers to accessing legal help include (among other things) a lack of knowledge how legal issues can be solved and by who.

Over the years, certain legal services and areas of law (divorce, for instance) have received a lot of media attention and coverage.

Remember PPI? CMCs have done a fair amount of work to inform people about these claims for financial mis-selling. They have sent out millions of letters, used display ads on various news sites and even talked about PPI claims on TV.

There are areas of law, however, where people fail to acquire knowledge about because these areas are not widely discussed or advertised.

Clinical negligence and debt recovery are just a couple of examples.

As an expert, you can take advantage of this. Utilise your law firm’s website to educate the public about the law and how it affects them.

Written in an informal, concise style avoiding jargon and legalese are complimentary to a public legal education mission that is driven by the need to make legal issues and information as accessible as possible to lay people.

Legal blogs can reach a very wide audience as they are not limited to a particular geographical area and can be translated by the visitors, if necessary (e.g. think about people looking for help with immigration matters).

Published on a law firm’s website, blogs can help individuals obtain legal help they need directly after reading a post.

Blogs are a cost-effective way to advertise your law firm

While tv, radio ads, and billboards can cost thousands of pounds making them unaffordable for many small firms, operating a website with a blog is comparatively inexpensive.

Moreover, it is a fully trackable way of generating leads. Google Analytics lets you observe your website’s progress and conversions in real-time so you can work out whether blogging is profitable for your firm or not. (This is almost impossible to achieve when using traditional advertising.)

Publishing content regularly alone, however, is unlikely to generate traffic and enquiries for your law firm. You need to use SEO tools to help your content rank high on Google.

Solicitors who work with SEO specialists can focus on writing meaningful content for their prospective clients without worrying about optimisation and technical details of SEO, achieving the results faster.

SEO can be inexpensive – from as little £550/month – a typical cost of a claim purchased from a CMC. The results, however, can exceed their expectations.

Solicitors who work towards being independent from CMCs tend to combine content writing with SEO and PPC campaigns. This way they can achieve a steady stream of cases for their law firms.

Blogging makes your firm rank for more keywords

Law firms that show at the top of search results for a client’s search matter will naturally have a better chance of generating enquiries.

If, for instance, a potential client searches “slipped on spilled water in a shop” and you have written an article about slips in public places, your website may land in the potential client’s search engine results. Now, if your article is very informative and explains how easy it is to make a claim, how much money a claimant can get and who to contact (you, of course), then this will result in a lead.

Most searches are topic-related rather than branded. This means clients don’t tend to search for your law firm’s name unless they are already familiar with you.

Instead, they search for legal issues or topics like “personal injury solicitor in Manchester” or “what to do if your rented property has mould”.

Covering a wide area of topics and their related keywords will help you bring your firm to the top of search results.

Blogs Create Trust and Authority

Unfortunately, it is not enough to just say you are the best solicitor in your particular area of practice.

Your prospective clients expect proof and blogging is one way to give them this proof.

Your law firm website should display your expertise and blog posts help you demonstrate your knowledge and expertise in real time.

An individual searching for legal advice or help with a legal issue will be more likely to trust a law firm website with several blog posts about that specific issue than a website that only displays a solicitor’s contact information and the SRA’s digital badge.

Writing posts about your practice areas will inform your prospective clients that you are a skilled professional and an expert in your field.

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