How Often Should You Publish to Your Website?

As a law firm, it can be difficult to know how frequently you should publish to your website. Many assume that the goal should be to produce as much content as possible. But this isn’t necessarily true.

Putting quantity above all else could actually be detrimental to both your user experience and search engine optimisation (SEO). So how often should you be posting to your website?

Consider your website objectives

Before putting any type of publishing schedule together, think about why you’re posting the content. This is important as it will help to determine your approach.

For example, if you want to grow brand awareness, you could plan your content around events your team has attended or charitable causes you’re supporting as a business. This will form a good starting point for your publishing schedule and can help to build recognition of your firm.

Or if your aim is to drive organic traffic to your website, try focusing your efforts on comprehensive and authoritative content. Think about user intent and what visitors to your site want to achieve. If this involves resource-heavy content, you may find that this dictates your publishing schedule.

For instance, if you’re putting your efforts into informative and long-form content, it may be better to produce one strong piece every so often. This will help to ensure that the content you’re creating is effective, as well as minimising the risk of your team becoming burnt out.

Once you have a view of what you want to publish, you can start to add dates to each piece. There will be some trial and error to this, and although competitive research can be beneficial, what works for another firm may not work for you.

Don’t be afraid to test different publishing schedules and see what drives the best results for your firm.

Make use of your existing content

If you have a smaller marketing team, publishing new content every week may not be possible. But there are ways around this.

It’s likely that you’ll already have a bank of content built up on your website, and there’s no reason why you can’t use this to your advantage. Repurposing or updating existing content can be a great way of producing reliable and meaningful content if you’re short on time.

For example, if you have an article piece on your website about a certain topic, you could consider repurposing this for a short video (which can be put together using stock footage) or a how-to guide to be shared on your site and social channels. This can be done relatively quickly but can still have a positive impact.

Or if you have articles on your website that are outdated, you could use this as an opportunity to review and update them to boost the trustworthiness of your content. The law is always changing, and having up-to-date and accurate information on your website can vastly improve both user experience and SEO potential.

Quality of content should match quantity

Producing a large amount of website content can show search engines that you're trying to provide what visitors want. But you should not let the quality of your posts suffer as a result of placing too much focus on quantity.

After all, there’s no point in publishing content that isn’t right for your audience. Instead, you should try to find a pattern of posting that works for your business and remain consistent with it.

To hear more about how we use content to deliver qualified leads for firms like yours, get in touch.