1. Post at least one to three times a week

As a rule, the more blog posts you can write, the better, because more content means more pages indexed on search engines, a wider group of topics represented on your website which leads to more web traffic, more shares on social media, more brand awareness for your firm, and thus, more leads.

Although it can be seen as time consuming, blogging can become part of your weekly routine. If you know how to manage it effectively, the time you spend working on your blog will pay off with the leads it will generate. Dedicate time each week to writing them, staying up to date with current events pertaining to your field of practice and scheduling the days you will post them to your site. Find a rhythm that works for you, or consider hiring someone to write your blogs for you.

2. Focus on current events

Every week, there are plenty of high-profile or trending news story that could be relevant to your legal practice. From celebrity divorces to pro-athlete scandals to high-profile companies under scrutiny, there is never a shortage of events to write about and share your legal perspective.

Some topics to consider when writing about current events include: New court rulings, new legislation that impacts your practice, developments in a case law, court victories, or breaking news. If you are having trouble finding news, you can set up a Google Alert with keyphrases that relate to your practice. You will be updated via email on a daily basis whenever related news becomes available. Then, you can review the stories that you find most relevant or worth highlighting, and present your advice or summary on the matter in a blog post.

3. Solve problems, answer questions

Consider what questions your prospective clients might have during their initial research before contacting an attorney, and then write about it. This is an opportunity to show yourself as an expert, and to speak professionally and in layman’s terms about topics your potential clients may be curious about. The more information you can provide, the more people you will be serving online. If you have a vast reservoir of informative posts that directly answer common, and even not-so-common questions, then you’ll have higher chances of attracting clients. They will remember you when they are ready to seek counsel, and you will have put yourself in a strong position to be the firm they will contact.

Remember that you want to have informative, entertaining and shareable content to both educate your clients and capture the attention of other law firms, practitioners, journalists and other bloggers. If they share content that they find useful, your blog can gain further exposure.

4. Invite guest bloggers

Don’t want to do all the work yourself? Invite someone you trust to do it for you occasionally. Inviting guests to contribute to your blog will help grow your audience, potentially by a lot. When your guest promotes their blog post on social media, their readers will come to your blog to read it. Having different voices on your blog can also make your blog more interesting, as you’ll be featuring various opinions that potential clients can find helpful. Other perspectives on your blog might spark new ideas for your own list of topics, too. And finally, inviting guest bloggers can also help take some of the load off of you, giving you more time to work on your cases.

But you don’t have to stop there. You can be a guest blogger for other firms or bloggers, which can help build your audience as well. Google will begin to recognize your name and associate it with the topics you most frequently write about, both on your blog and on other firms’ blogs. In this way, Google will recognize you as an authority on the subject, making your name and your blog appear higher on search result pages when those topics are searched.