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  • Article: How to Convert Blog Posts into Leads and New Clients By Larry Bodine

    How to Convert Blog Posts into Leads and New Clients


    Larry Bodine, The Law Blog Guru, www.larrybodine.comFor high-growth firms, blogging is the single most important business development tactic – it is more effective than SEO, social media or email marketing.

    “What’s really important is that blogging is one of the key things that by itself will help you with your SEO,” said Lee Frederiksen, managing partner of Hinge Marketing, speaking on a recent webinar.

    Combined with the fact that 80% of potential clients will check out lawyers by visiting their websites, it is essential for lawyers to have a blog that is updated frequently with unique content.

    A vibrant blog will increase a law firm’s visibility, bolster the firm’s reputation and brand, and communicate the firm’s expertise.

    According to Frederiksen, what makes a blog successful is a consistent flow of content, educational posts relevant to the target audience, and a conversion offer -- meaning an offer of something free, like a download, in exchange for getting the visitor’s email address.

    “We get 300 to 500 leads per month from our blog,” said Matt Heinz, president of HeinzMarketing, whose blog is updated daily, including some weekends.

    He offered several tips:

    • Create an editorial calendar for the blog, so that you plan out blog posts in relation to conferences, dates and events that are important to your audience.
    • Avoid writing about the law firm. Instead, tell stories about successes you achieve for clients.
    • Promote two-way communication, by letting visitors comment on your blog posts.
    • Consider adding video, which improves search engine results.

    Heinz said there are many sources of inspiration, including client questions, news stories, public statements by firm leadership, trade magazines, conferences, webinars, Twitter hashtags and LinkedIn answers.

    Hire a professional

    He added that a blog post can take two to four hours to write, and for lawyers it makes sense to outsource the writing, and to retain a professional service to provide drafts of blog posts. “You are not going to have the busiest people in your firm doing a lot of blogging. For senior people, work with a writer who can interview them and turn their notes into a blog post,” Heinz said.

    He offered several ways to double the volume of leads generated by a blog:

    1.     In blog posts, include links to an eBook or free report that can be downloaded.

    2.     Display offers about downloads into the sidebar of the blog.

    3.     Add italicized offers at the bottom of a blog post.

    4.     Measure which topics convert the best, and make a point of blogging on those topics.

    5.     Repurpose past blog posts by editing them into best EBooks and special reports.

    6.     Optimize posts as you write them by including keywords and links to previous blog posts. WordPress offers plugins that prompt a writer with tactics to optimize a post.

    And if your blog just isn’t pulling in as many leads as it used to, redesign the blog completely to boost your traffic, as Hinge did recently. 

    This post originally appeared on LawMarketing Blog. Reprinted with permission.

    About The Author

    Larry Bodine Larry Bodine has advised hundreds of law firms on marketing and business development over the last 14 years. He selectively accepts assignments from law firms that sincerely want to grow their practices. You can read his marketing advice on the LawMarketing Blog. He is the Director of Publications of The National Trial Lawyers and Publisher of The Trial Lawyer Magazine. Founded in 2007, The National Trial Lawyers is a leading destination for legal news for consumers. Previously, Larry was the Editor in Chief of Lawyers.com, the top online destination for finding and choosing a lawyer.

    The opinions expressed in this article do not necessarily reflect the opinion of ILW.COM.

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