According to the American Bar Association’s Tech Report, only “23.9% of law firms maintain a legal blog, while 70.6% still do not.” That’s not even a quarter. Many lawyers don’t blog because it doesn’t seem like it has anything to do with practicing law, and it takes quite a bit of time and effort, especially if you want to do it right.
Why lawyers should be blogging
Perhaps you’re wondering if it’s even necessary to attract people to your site. Well, you wouldn’t be the first. As a lawyer, you’re bound by strict regulations regarding advertising for your services. How do you show your clients that you’re a skilled and capable lawyer while promoting your services to an extremely diverse pool of prospective clients? Well, there’s a way that accomplishes all this—and more. It’s simple. It makes your law firm’s website easier to find online by people who are looking for legal services. And it costs you nothing. Yes, you guessed it: it’s a blog. Whether you work with hundreds of lawyers in Big Law or work for yourself, your law firm should be actively blogging. Across all law firms surveyed in that ABA Tech Report, 39.4% say that blogging has resulted in clients or referrals. Solos are reporting the most success from blogging (60% report receiving clients directly or from referrals as a result of blogging), and firms with 50-500 lawyers report a 50% success rate. That’s serious business development right there. And all you have to do is write 500-600 words every week on a topic that you’re already very well-versed in.
A good law firm blog vs. an underperforming law firm blog
If you do decide to start a blog, please don’t use it as a megaphone to shout the merits of your firm at cyberspace. That’s probably worse than not having a blog. A good blog (and likely, the blogs that you enjoy reading) offers useful information, sometimes presented in an entertaining way. Think of questions that your clients have asked you, whether about certain cases, or about the practice of law in general. Make yourself a resource that people who are interested in law—or who need a lawyer—would bookmark and come back to repeatedly. If you work in real estate law, try writing a post on what kind of properties your clients should avoid.
How to blog effectively
- Get a blog (WordPress is probably one of the best blogging platforms) and name it well. Your law firm name or practice area is a good place to start.
- Sit down with a notepad and write down your areas of expertise and law-related topics that you’re interested in. Start with 5. If you actually like what you’re writing about, blogging becomes a much easier (and dare we say more fun) process. Seriously.
- Set yourself a deadline every week to get a post up. One post every 3 to 4 days is ideal, but if you’re pressed for time, once a week is okay.
- Get posting. Be professional and all that, but also let your personality permeate your writing. This is your blog and your space to share information with people who know nothing about you. How do you want your law firm’s brand (and your personal brand) to come across?
By following the three Cs of blogging (content, cadence, and connection), you’ll be able to build meaningful relationships with website visitors that can then be translated into potential clients or professional opportunity.
Want to learn more about effective digital marketing for your law firm? Get your free copy of The Lawyer’s Guide to Marketing Your Firm Online, featuring advice on four essential components of digital marketing for law firms: social media, blogging, reputation management, and search engine marketing
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