I’m sure you know how big of an impact consistent blogging can have on your law firm’s overall marketing efforts and lead generation. According to Kapost, “brands that create 15 blog posts per month average 1,200 new leads per month, and blogs on company sites result in 55 percent more visitors.” This is all well and good. But what happens when your law firm stops blogging?
Does it have a significant impact on your traffic and leads? Or is the impact only marginal?
Let’s find out.
WordPress developer and marketing guru Robert Ryan conducted an experiment in which he ceased from blogging for 251 days, or eight months and seven days. He was curious to find out what would happen to things like his organic traffic volume, page rankings and overall conversions.
Here are some of the highlights:
- Overall traffic to his site saw a major decline as it fell by 32 percent.
- Organic traffic dropped by a massive 42 percent.
- Traffic to his contact page was down by 15 percent.
- Overall site conversions fell by 28 percent.
What Can We Learn from This?
First of all, you’re probably going to see a serious drop off in both your organic and overall traffic volume if you stop blogging for an extended period of time. Although the duration of Ryan’s experiment went on for the greater part of a year, I think it’s fair to say that it’s not going to do your traffic any favors if you stop blogging for even a month. And the longer you go, the worse it’s likely to get.
Next, you can expect for fewer prospects to contact you about your legal services. One reason is simply because you’ll have fewer leads coming in. Another is that going MIA from blogging can potentially diminish your trust level. Regardless of the specific reason, your leads are probably going to dry up, and your overall profitability is likely to take a hit.
Using These Findings as Fuel
If you were wondering how integral blogging was to your overall success, it’s pretty clear that it plays a significant role. Going without blogging for lengthy period of time can really hurt your efforts, especially if this is one of the main ways you generate traffic. I know that it can sometimes feel like a grind to produce new content, and you may have other, more pressing things on your plate.
But this experiment proves just how vital blogging really is and should provide you with some added motivation to keep at it. While there probably won’t be any serious consequences if you take a week off here or there, it’s in your best interest to be fairly consistent with your blogging and provide your audience with fresh content.
If there was any doubt in your mind about the impact that blogging can have for your law firm, this experiment is proof that the impact is significant. And if your law firm stops blogging, it’s almost guaranteed that your traffic and conversions will take a hit.
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