Why I Hate the “Blog” Button
I spend a lot of time analyzing websites, particularly those built by FindLaw and similar agencies. One of my biggest pet peeves? The “Blog” button in the main navigation menu. You might think it’s a convenient shortcut, but in reality, it’s a misstep that can dilute your site’s effectiveness. Here’s why.
Why a “Blog” Button is Counterproductive
When a visitor lands on your website, they’re likely looking for one thing: a solution to their problem. A “Blog” button sends a different message—it says, “Go ahead, do some research!” This approach is misaligned with your primary goal: converting visitors into contacts, whether by call, email, or form submission.
Each element on your website should guide the visitor toward the next step in their journey. The goal isn’t for them to browse aimlessly through posts; it’s to position yourself as the expert they can trust to solve their specific problem. A well-placed blog article can enhance this experience by acting as a subtle nudge towards that trust, but it should never become a scavenger hunt.
Keep the Focus on the Client—Not on Your Blog
Think about your website’s messaging. It shouldn’t be about your credentials, your firm’s achievements, or even what your firm does in abstract terms. Instead, it should be laser-focused on what you can do for the client. Every word and link on your site should reinforce that you understand their situation and can deliver the solutions they need.
A “Blog” button tends to do the opposite. It sends visitors down a rabbit hole of general information rather than delivering targeted insights exactly where they’re most relevant. When clients feel their time and concerns are respected, they’re far more likely to contact you.
How Blog Content Should Be Positioned
Blogs are valuable—they’re opportunities to share in-depth insights and demonstrate your expertise in specific areas. But instead of asking potential clients to “stumble” through a blog page, position each post where it can be most useful.
For instance:
- A post explaining the difference between separate and marital property should be linked at the end of your Asset Division page.
- An article on the importance of choosing an experienced litigator could complement your About the Firm or Practice Areas pages.
- Even lighter updates, like team achievements or community involvement, can be tastefully linked on your Firm Overview page.
By weaving blog content naturally into your site’s structure, you’re creating a tailored reading experience that respects your visitor’s time and needs. Each post becomes a purposeful addition rather than a distraction, gently guiding them toward contacting you.
Conversion Over Content Volume
Ultimately, every part of your website should be oriented around conversions. The best way to position blog content is by thinking of it as supporting material—additional reading that enriches the primary pages. It’s not about showing off your knowledge in a blog tab; it’s about positioning your insights where they’ll most resonate with potential clients and encourage them to reach out.
So, the next time you’re tempted to add a “Blog” button, remember: the real power of your blog content lies in strategic placement, not in making visitors search for it.
