Content Amount—How Many Blogs is Enough For Your Law Firm Blog?

When creating a blog for your law firm, the question of how often to post will inevitably arise. The ideal posting frequency for your law firm blog depends on your objectives. Consistency is a key factor in keeping readers engaged with new and exciting content. However, other important factors also need consideration when scheduling your blog posts. We're excited to help you create a successful and captivating law firm blog!

Although there is no single answer to "how many blog posts are enough," there are several factors you should consider as you start a legal blog. For insights into content marketing elements, we have ideas in our Guide to Law Firm Marketing.

Keeping Your Legal Content Fresh

For your law blogs, you need sufficiently regular posts to show readers that you are developing new and fresh content. Even if you cannot stick to a schedule of several blog posts per week or a dozen per month, you should—at the very least—post regularly to avoid a blog with months-old material. If you advertise your firm online and a potential client clicks on your website to learn more, an up-to-date law firm blog can only help. Imagine a potential client clicking on your blog only to be dismayed that you have not posted in months or even years. Show your readers and potential clients that your law firm is current in the field and engaged in conversations about modern legal issues.

In sum, when deciding how many blog posts to publish each week or month, it is ultimately most important to ensure you are posting something regularly. Once your law firm is committed to a regular posting schedule, you can start thinking about the optimum number of blog posts.

Increasing Organic Traffic and Generating Leads Through Frequent Posting

The frequency of your blog posting directly impacts your law firm's success. Organic traffic is website visitation that comes from unpaid search engine results, rather than from paid advertisements. The more blog posts you publish frequently, the better your chances of increasing organic traffic to your firm's site and generating more leads. Even if your law firm cannot currently create more than a dozen posts per month, the frequency of blogging will play a significant role in the amount of traffic your blog receives. More organic traffic to your site translates into more potential leads.

Should I Plan a Weekly or Monthly Number of Posts?

When considering the ideal number of blog posts, you might wonder whether to measure on a weekly or monthly basis. In general, posting every week can help show your law firm is engaged in the field and keep your content fresh. Having weekly posts does not mean you must create a particular number of content pieces every week. If you develop a blogging calendar up front, you can create a backlog of posts that allows you to schedule blogs to go live on specific days.

Ultimately, most search engine optimization (SEO) work focuses on the total number of monthly blog posts on your site. Search Engine Optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. For example, HubSpot data shows a direct correlation between posting frequency and website traffic. To put this information another way, you should think about the total number of monthly posts while designing your blogging calendar so that material posts at least weekly. This is the key takeaway: a higher blogging frequency is more beneficial to your firm in driving traffic to your site and generating more leads.

Blogging Frequency and Website Traffic Impact

As the data shows, you will need to post more than one blog per week to effectively drive traffic to your site. Optimally, you will need to post four or more blogs per week to get the maximum amount of traffic.

Creating More Indexed Pages for Search Engines

You might wonder why creating 12-16 posts per month is recommended. The answer relates to indexed pages. An indexed page is a webpage that has been visited by a search engine's crawler (e.g., Googlebot), analyzed for content, and stored in the search engine's database to be shown in search results. In short, the more indexed pages your law firm has, the better the chances that your blog will appear on the first page of Google searches. To better understand this, consider the following data point:

• Businesses with over 400 total indexed blog posts receive almost double the internet traffic of blogs with fewer indexed pages.

While your law firm's blog cannot reach this number of posts immediately, you should consider a long-term strategy for creating more indexed pages over the next year or two.

Speaking of planning for your blog, we want to emphasize that you should not expect your initial blog posts to drive all the traffic to your page. A blog can take months, sometimes even longer, to generate a high traffic rate. A blog post you published last year might suddenly generate hundreds of thousands of hits. Blogging is a long game, and you should plan your content strategy accordingly.

Working Toward a High Number of Indexed Pages

As we emphasized, your law firm should aim for a regular and frequent rate of posts that allows you to work toward a high number of indexed pages. It is incredibly important to stick to a blogging schedule when you start your law firm blog to build up the total number of indexed pages over time. Your firm can only benefit from this content strategy.

Making Decisions About Your Law Firm Blog

When determining the right amount of content for your law firm blog, you will want to consider various issues. Think about how much content you can reasonably produce per week or month and whether hiring a marketing company to handle your firm's regular blogging needs makes more sense. For many businesses, including law firms, weekly or monthly blogging can become time-intensive and difficult to maintain while handling matters directly related to client and employee needs.

You will also want to think carefully about the target audience for your blog and what you see as its primary purpose. If you are hoping to increase organic traffic to your firm's site and generate more leads, you will need to plan for several blog posts per week, aiming for 12-16 posts per month on a regular basis. If you have questions about making a law firm blog work for your practice, you should consider discussing different options with a marketing firm.