Five Ways to Sink Your Law Firm’s Blogging Strategy

There’s a good reason why so many lawyers blog these days. In fact, there are numerous reasons why blogs have become an effective legal marketing tool. The more you blog, the easier you make it for potential clients to find you online. A well-crafted post can also build your authority as a thought leader in your law firm’s practice area(s). Both can directly generate new business.

Blogging can bestow indirect benefits as well. If a local journalist is looking for an expert, your blog can position you as a source of useful, reliable knowledge. Any resulting positive media attention can raise your profile — and lead to more cases.

But blogging can be risky business. Done incorrectly, it can drive readers away from your website and compromise your credibility. Here are five ways to sink your blogging strategy.

1. Write infrequently

Simple formula: The more you blog, the more readers you’ll get — and the higher your blog and law firm name will appear in search engine results. Blog once a month or less, and everyone, including you, will lose interest. Rule of thumb: Post once a week, if you can.

2. Write while patting yourself on the back

It’s fine to occasionally mention an accolade or courtroom win. But if your blog becomes too much about you and not your area of expertise, your readers (and it pays to think of them as potential clients) have hundreds of other law firms and legal blogs to choose from. A blog markets you in an indirect way — as a knowledgeable expert. Think of it this way: Would you want to hire a slick self-promoter as your attorney?

3. Write in legalese

It’s tempting to show off your knowledge by loading up your posts with legal jargon. Don’t. Yes, other attorneys could well read your blog, but you need to keep your core audience — potential clients — in mind when you start writing. You’ll impress them more with a down-to-earth style that spells out your points in layperson’s terms.

4. Write too casually

Blog posts may feel like something you just dash off. That may have been the norm back when blogging was new, but smart bloggers craft their posts carefully. Before you post, let the piece sit. Then reread and revise it. And closely check your grammar and spelling. Remember: Even one error can deflate your authority.

5. Write too long

Nearly everyone will read your posts on their laptops, smartphones and tablets. And given how we’ve all embraced the mobile lifestyle, plenty of them will be reading while on the go. So practice brevity. Rules of thumb: Don’t stray beyond 500 words and focus on simplicity of expression, depth of thought.

To sum up: Blogging is a conversation, not one-way communication. You might not have a lot of listeners at first. But there are people out there who want to hear what you have to say. The secret is delivering quality information in the right way – something FindLaw understands better than most. To bring our expertise to your law firm blog, schedule an appointment today.

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