It seems as though every paralegal, lawyer and even judge likes to blog when not buried under a mountain of work. Rather than think of blogging as little more than something to do after billable hours, you should instead view it as a powerful way to build your law firm, online presence and reputation. If you’ve ever wondered whether your firm needs a blog, the jury says yes.
A survey conducted by a communications firm showed that in-house attorneys trust the information they gleaned from blogs. Some in-house attorneys actually read blogs written by other attorneys more than they read blogs written by professional journalists. Those who responded to the survey also felt that blogs are an effective tool in persuading clients to hire a particular lawyer or law firm. With this information in mind, remember that maintaining a blog is often inexpensive and requires a minimum of time when done right.
Have a Sound Blogging Strategy
Before you dive into the ocean of blogging, you’ll first need to set yourself up for success. The first thing you’ll want to do is determine the type of clients you’d like to work with and the type of legal work you’d like to do. This will help you tighten the focus of your blog posts and make sure you attract the type of client who knows the type of lawyer he wants to handle his case. On a related note, you should also have an idea of the professional audience you’d like for your blog to reach. Which legal associations, leaders and bloggers would you like to draw the attention of?
You should also pay close attention to what’s going on in your corner of the legal world to remain current on the most pressing legal matters and to gain inspiration for future posts. Not only should you listen to what’s being said, you should also participate in the discussion, which is a great way to draw attention to your blog and firm without direct advertisement.
Pay Attention to Legal Bloggers Who Came Before You
As you’re creating your blogging strategy, do some research to see which legal bloggers are the most popular and well regarded. Pay attention to what they blog about, how often they blog and their unique blogging strategy. While you don’t want to copy popular bloggers move for move, you’ll at least have a blueprint that you can start with and adjust to fit your specific needs.
Focus on Quality Rather Than Quantity
Instead of posting three times or more a week, you’ll be better off posting three or four times a month. This schedule ensures that you have plenty of time to think of a good topic for your post, that the post is well written and that anyone who subscribes to your blog doesn’t feel overwhelmed receiving an email notification every day. Whenever you do publish a new blog post, make sure you share it on all of your social media channels. This can help increase readership and get your blog out to individuals who don’t subscribe to blogs but are still interested in the particular topic of your post.
Now is the perfect time to start a professional blog for your law firm. See for yourself how many new clients blogging can bring in and what it can do for your firm’s reputation.
Edward Kundahl, Ph.D., M.B.A.