Most lawyers know by now that adding quality content on a regular basis to their law firm website is a crucial part of a successful digital marketing strategy. But, even if law firms are adding content to their websites, most do not monitor any metrics of blogging effectiveness.
Legal Content Can Be Kind of Dull
Creating interesting or compelling law firm website content must be done on a continuous basis, and you should always improve upon it. How many times can one write about car accidents, how to draft a will, child custody tips, or other such legal topics and not put your audience to sleep?
Before you can measure the success of your blogging efforts, you must keep yourself on a schedule. You should come up with an editorial calendar that touches upon your primary practice areas, industry events, newsworthy happenings related to your business, holidays, and community involvement.
Measuring and tracking the success of your blog analytically isn't nearly as difficult as structuring and executing the content associated with an effective law firm website editorial calendar.
What are Your Law Firm Blogging Goals?
Before you can measure your own success, you need to articulate what your actual goals are – and please don’t say “to make more money” or “to get more clients” – we need to dig deeper and be more specific here. Just as you would use Key Performance Indicator (KPI) excel spreadsheets to calculate the percentage change from month to month for items including increase in Twitter followers and increase in socially shared link clicks, you can create a sheet for blog metrics as well.
Your goals can be tracked by measuring certain data associated with them from month to month, so you know what content is performing best, what strategy changes are working, what days of the week get the best readership, and more.
Some basic law firm website success goals include:
- Increase unique blog visitors – While one visitor can visit your website multiple times, Google Analytics does make a distinction between repeat visitors and unique visitors.
- Increase engagement surrounding your blog content – Engagement with a blog includes social sharing, blog commenting, and linking from other sites or reblogging. If you have a great number of unique blog visitors, but extremely limited or nonexistent engagement, design adjustments and tweaking your blog's content can be considered to encourage site visitors to engage more.
- Increase number of RSS subscribers - Track and measure how blog readers interact with your content through tools like RSS reader Feedly. Users generally subscribe to your blog feed via a clickable RSS icon and your analytics should be set up show how often the icon is clicked.
- Decrease blog bounce rate – While your blog’s bounce rate is affected by a wide variety of factors, it is important to look at how long law firm website visitors spend reading your blog posts and if they continue on to other pages of your website after their initial page of entry.
- Inbound links to your blog – Links to your law firm blog from credible, high Page Rank websites will generally improve search engines’ view of your blog’s digital stature. Digital press releases and guest blog posting used to be two of the most popular and most effective components of blog link-building strategies; however, recent Google algorithmic changes have hit many of these resources hard with spam ratings and other penalties.
If your law firm has a blog (or more than one) and you want to know if it is performing optimally, we can help. We can perform an Audit of all of your digital assets, or a more comprehensive view of your entire law practice. Contact us today so that we can help you get your blog back on track and develop a plan to keep it that way.