Legal blogging works best when it builds trust. Fortunately, so does SEO (at least that's the theory).
Look, blogs can be exceptionally effective for lawyers. However, without trust, blog (website) traffic is completely worthless. If people who land on your posts/pages don't like what they see, they'll leave. Most won't ever come back.
This is the thing that a lot of lawyers don't get.
They call us up asking about rankings. Can you get me to rank? Can you get me to the number one spot in Google? How fast can you do it?
If we can't show them the error of their ways, we don't work with them.
I would trade 1,0000 visitors for 1 conversion every single time.
Conversions require some level of trust. Most people will mindlessly click around the web.
On the other hand, in order to get people to engage with a page, you have to give them something that they deem worthy. To get them to convert, you have to build trust.
The good news is that search engines are trying to calculate trust in their own way too. Therefore, building trust isn't just good for conversion, it's also good for your precious rankings. Just look at all of the trust-related questions Google's Amit Singhal recommends:
- Would you trust the information presented in this article?
- Would you be comfortable giving your credit card information to this site?
- For a health related query, would you trust information from this site?
- Would you recognize this site as an authoritative source when mentioned by name?
- Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
- Would you expect to see this article in a printed magazine, encyclopedia or book?
Now look at your posts/pages.
With some limited exceptions, most lawyers don't think about their posts/pages like this. Instead, they're thinking goes something like this:
The more pages I create with variations of my keywords, the more visitors I'll get, thus the more clients!
Then, when it doesn't work, they conclude that the internet doesn't work for client development.