A successful blog is more than just website filler or busy work. It is a forum for establishing (and obtaining) expertise, and is an essential tool for separating yourself from the crowd of lawyers clamoring for clients online. It also helps you attract high-value clients and increases your firm’s visibility.
Think about it: which do you trust more — a static webpage with lawyer biographies, or a regularly-updated web site with a blog discussing the intricacies of a specific practice area?
The numbers don’t lie: 81% of businesses rated their company blogs as “useful,” “important” or “critical.” And nearly half of U.S. law firms say that social media initiatives, such as blogging, led to new business.
Why is blogging to a consumer audience so appealing?
Makes You the Expert
Not only does regular discussion of issues relevant to your practice strengthen your credibility to site visitors, but regular research and writing keeps you in tune with issues consumers face and the latest legal developments in your field.
Taking these landmark cases and novel issues, and expressing them in accessible language, teaches you to speak in the language of consumers as well — a skill helpful with both clients and juries.
Soft Sells Your Firm
Unlike your firm’s website, which pushes prospects to contact you, blogs are more informational. They educate consumers on legal issues. Plus, the less formal, semi-conversational tone of a blog post is far more welcoming than generic practice area descriptions.
Marries to Your Social Media
Ever notice what pops up in your Twitter or Facebook feeds? A good blog post, that covers a legal issue in-depth, and that is currently of interest to consumers (such as Stand Your Ground laws), tends to get a lot of social media traction.
Blog posts are great for you to share personally (to demonstrate expertise to your network), and if you really resonate with readers, and they find the discussion helpful, they’ll share the content as well.
Found More Easily
It’s simple: the more content on your website, the more likely consumers are to find you. Clients may not search for “DUI defense lawyer” on Google. Instead, they’ll look up something more relevant to them, such as truck driver DUIs. When they do, you’ll have already covered the topic on your blog, and the search engine will point them in your direction.
You might be wondering — how do I get started? Because blogging effectively requires using “best practices” (the style and formatting that Google and other search engines favor), and because it takes some work to set up a good-looking blog that is integrated with your firm’s website, we’d suggest taking a look at our blog services to see how we can help.
And if you’re too busy lawyering to blog, we can help keep your blog rolling by supplementing it with fresh content that appeals to both clients and search engine robots.
Interested? Contact us today to discuss which services fit your firm’s needs.
– Jill Schornack, Director, Product Marketing,
with William Peacock, FindLaw Audience Team