Judging from lunch and happy hour conversations at the LMA 2012 annual conference, we’re in for a wave of law firm website refreshes and redesigns. There was a lot of discussion about incorporating features to increase website traffic and visitor engagement, but no one was talking about the single most effective way to do that: moving their standalone blog to their website.
Maintaining a blog separately from your website just doesn’t make business or practical sense.
- Websites that incorporate a blog component typically perform better and require less time and expense than maintaining two or more content management systems.
- Your blog allows you to easily publish new content your site on a regular basis, it is built to be search engine friendly, and it is simply easier (and cheaper) to manage one site instead of two!buy
- It is much easier and less confusing for your prospects and leads to find and engage with you when you are directing them to just one site.
- You typically don’t change most content on your main website pages, like your attorney bio and practice description pages. By keeping your blog as part of your main website, the static pages of your site benefit from the optimization and fresh content published on your blog.
Don’t Believe Your Website Developer. It Absolutely Can Be Done.
On the Inkling Media blog, Ken Mueller noted:
” Businesses get a website, and then they get a blog….Usually this is done because they don’t know how to add a blog to their site, or their web CMS isn’t blog friendly. If that’s the case, you might want to think about a complete redesign of your site to something that includes a blog, and again, I’ll put in a big plug for self-hosted WordPress sites.
“So why is it a problem if your blog doesn’t reside on your domain? Because you’re sending all the traffic to another domain: your blog. A blog will get heavier traffic than your site, and it’s more likely to have regularly changing content and important keywords, as well as attract inbound links. If that happens on your blog, your website is getting none of the credit.
“And don’t think that URL masking, redirecting, or even pulling the blog in via frames will help. The SEO credit will still go to the blog domain, not your website domain. The goal is to drive traffic to your site and get the SEO credit for it. This is a bit harder to remedy than the first three, but a quick chat with your web designer will let you know what your blogging options are for your site. And don’t take “No” for an answer. I’ve spoken to several businesses whose web team told them it couldn’t be done. If that’s the case, and SEO is important to you, it might be time for a new site (and a new web designer).”
Get Off on the Right Foot
Don’t forget, you don’t even need a “website.” A blog IS a website — a dynamic website. You can have pages on a blog and, with some of the great WordPress themes on the StudioPress Genesis Framework, you can create an attractive, high-impact website with full blog integration.