I often times receive emails from potential clients asking me to review their blog and social media profiles. They are looking for professional advice regarding everything from the quality of their content to the structure and much more.
Since I enjoy “inspecting” these sites and providing feedback, I want to bring some of my thoughts to my readers.
On Wednesday of every week, I am going to pick a blog at random (sort of) and provide an analysis. This will help those with their own blog to better understand what is being done right as well as which mistakes to avoid as they move forward.
Web Property: EdgarSnyder.com Blog
Company Background: Edgar Snyder & Associates is one of the largest personal injury law firms in Pittsburgh, PA. In addition to a well designed website, the firm spends a lot of money on online and traditional advertising.
What I Like
There is a lot to like about this blog. Before we talk about the content, it is important to note that the blog is laid out nicely with one column for “recent news” and another for “recent blog posts.”
Here are the three things that stick out in my mind:
1. High quality content with each post checking in at least 300 words. It is easy to see that they are putting a lot of time into producing content that visitors will find useful. For an example, visit the post entitled: Laws You Need to Know During Construction Season. It is nearly 600 words long, includes facts and figures, and is broken down into sections making it easier to read.
2. Updated often. Through the first 10 days of October, for example, the blog was updated four times. This is in line with my suggestion of at least 12 blog posts per month.
3. Easy to read. One of the biggest mistakes that I see on attorney blogs is too much industry jargon. If the average reader cannot understand it the content is useless. On a personal injury blog, such as this, it is important that somebody who is looking to hire an attorney can understand and identify with the content.
What I don’t Like
While there is a lot to enjoy, there are a couple of things I would change:
1. Too much self-promotion. As you read through the blog posts, some have as many as five internal links. This is something that needs done – both for readers and search engines – but there is a fine line between providing these links and going overboard.
Personally, I would like to see a few outbound links to supporting websites such as the Pennsylvania Department of Transportation (sticking with the example above).
An overabundance of internal links becomes more obvious when the posts are short.
2. Too many redundant posts. I hate to bring this up, as I know how difficult it can be to come up with fresh topics on a regular basis. However, it can be frustrating for regular readers to be bombarded with the same information time and time again. Fortunately, even when two posts resemble each other, there is fresh information and new thoughts to make it worthwhile.
There is much more “good than bad” on the blog at EdgarSnyder.com. The quality is high, the posts are regular, and the content is easy to read. When you add all this together, it is easy to see that this firm has put a lot of time and energy into its corporate blogging strategy.