When you start a blog for your law firm (or for any business, for that matter), you are probably wondering about the “right” number of blogs to post each week or every month. Generally speaking, the number of blogs that you need to serve your firm’s needs will depend in part on what you are hoping to accomplish with your blog. For any blog goals, you’ll need to plan to post regularly so that readers will see fresh content. Yet you’ll also need to consider a variety of other issues when you’re developing a blogging calendar.
Although there is no hard and fast answer to inquiries about “how many blogs is enough,” there are considerations that you should take into account as you plan the content that will appear on your blogs. As for the content itself, we've got some ideas in our Guide to Law Firm Marketing.
Keeping Your Legal Content Fresh
You’ll need to have posts that are sufficiently regular to show readers that you’re developing new and fresh content. Even if you can’t stick to a schedule in which you produce several blogs per week, or a dozen or more posts per month, you’ll want to—at the very least—post on a regular basis so that you do not have a blog with months-old material. If you are advertising your firm online and a potential client clicks on your website to learn more, having an up-to-date blog can only help. You can imagine that a client who clicks on your blog could be dismayed if you haven’t posted in months or, as is sometimes the case, years. Show your readers, and potential clients, that you’re current in the field and that you’re engaged in conversations about current legal issues.
So, in sum, when you’re trying to decide how many blogs to post each week or each month, it’s ultimately most important to ensure that you’re posting something on a regular basis. Once you’re committed to regular posting, then you can start thinking about the optimum number of blog posts per week or per month.
Increasing Organic Traffic and Generating Leads through Frequent Posting
As we mentioned above, the frequency of your blog posting really does matter. The more blog posts you have on a frequent basis, the better your chances of increasing organic traffic to your firm’s site and generating more leads. Even if you your firm does not currently have the capacity to create more than a dozen posts per month, it’s the frequency of blogging that will, in part, play a significant role in the amount of traffic your blog receives. The more organic traffic to your site, the more leads you may get. If you are blogging with potential clients as a target audience, blogging frequently
Should I Plan a Weekly or Monthly Number of Posts?
As you’re considering what the ideal number of blogs posts should be, you might be wondering whether you should measure on a weekly or monthly basis. In general, posting on a weekly basis can be helpful for showing that you’re engaged in the field and that you’re keeping your content fresh. Having weekly posts does not necessarily mean that you’ll need to create a particular number of content pieces every week, however, If you develop a blogging calendar up front, you can create a backlog of posts that can allow you to schedule blogs to go live on certain days of the week.
Ultimately, most search engine optimization (SEO) work focuses on the total number of blog posts per month on your site. For example, Hubspot looks at the total amount of traffic that websites receive based on the total number of monthly posts. When it comes to the number of monthly posts, Hubspot reports that blogs publishing 16 or more posts per month tend to get about 3.5 times as much traffic as blogs that only post about 4 blogs per month. If you think about those numbers in a weekly format, the data says that you’ll need to post more than one blog per week if you want to drive traffic to your site and, optimally, that you’ll need to post four or more blogs per week to get the maximum amount of traffic.
Yet even if you can’t commit to four posts per week, Hubspot data suggests that more than one post per week is better than just one post per week. On the whole, blogs that have 10 or more posts per month see at least three times the amount of traffic as blogs that only have one or two posts per month. To put all of this information another way, you should be thinking about the total number of monthly posts (and aiming for 12-16 per month if possible), but you should also be designing your blogging calendar so that material posts on a weekly or at least regular basis. This is the key takeaway here: a higher blogging frequency is more beneficial to your firm when it comes to driving traffic to your site and generating more leads.
Creating More Indexed Pages for Search Engines
Why do you want to create 12-16 posts per month? You might be thinking that this seems like a lot of writing for a blog. In short, the more indexed pages you have, the better the chances that your blog will appear on first-page Google searches or will even show up first in a Google search when a client seeks information related to your firm. To give you a better sense of the importance of indexed pages, businesses that more than 400 blogs posts have almost double the internet traffic of blogs with fewer indexed pages. While you page not be able to reach this point immediately, you should consider ways of creating more indexed pages in the coming year or two.
Speaking of planning a year out or more for your blog, we want to emphasize that you shouldn’t expect your initial blog posts to drive all of the traffic to your page. It can take months, and sometimes even longer, for a blog to generate a high rate of traffic. While you might not be expecting it, a blog you posted last year, or even in the more distant past, might suddenly generate hundreds of thousands of hit. Blogging is a long game, and you should plan accordingly.
Working Toward a High Number of Indexed Pages
As we mentioned above, you should be aiming for a regular and frequent rate of posts that allow you to work toward a high number of indexed pages. It’s incredibly important to stick to a blogging schedule when you start your blog in order to build up the total number of indexed pages over time. Your firm can only benefit.
Making Decisions About Your Blog
When it comes to determining the right amount of content for your blog, you’ll want to consider a variety of issues. You’ll want to think about how much you can reasonably blog per week or per month, and whether it makes more sense to hire a marketing company to handle your firm’s regular blogging needs. For many businesses, including law firms, weekly or monthly blogging can become pretty time-intensive and may be difficult to keep up with when you are handling matters directly related to client and employee needs.
You’ll also want to think carefully about who you’re trying to reach with your blogs, and what you see as the purpose for your blog. If you’re hoping to increase organic traffic to your firm’s site and to generate more leads, you’ll likely need to plan several blogs per week, aiming for anywhere from 12-16 blogs per month, on a regular monthly basis. If you have questions about how you can make blogging work for your firm, you should consider speaking with a marketing firm about different options.