Flexing Your Thought Leadership Muscles Via Blogging
As an attorney at a solo or small law firm, time is a precious commodity that’s always in short supply. In addition to the demands associated with practicing law—meeting with clients, drafting and filing documents, negotiating settlements and going to court—you must also become adept at accounting practices, human resources management, business development and various other competencies associated with running a small business. In short, there are never enough hours in the day to accomplish everything on your plate.
Given the work demands and time constraints attorneys like you face, it’s no wonder that things like writing and regularly contributing to a firm’s blog, tend to fall way down, or completely off, the priority list.
It’s easy to become consumed by the day-to-day tasks required to keep the lights on and phones ringing, however, investing time to regularly contribute to your firm’s blog can pay dividends towards your and your firm’s future success. Not convinced that the time and effort it takes to blog is worth it? Below are three areas to hone in on when it comes to blogging.
1. Engage With Clients
With more competition vying for prospective clients’ attention than ever, attorneys and law firms must find a way to differentiate themselves and stand out. After years of practicing law, you have built up a treasure trove of knowledge and experience and have a wealth of information to share. A blog is the perfect platform to discuss a range of legal issues related to your specific area(s) of expertise. Regularly contributing to your firm’s blog provides a friendly and accessible platform to engage and have an ongoing dialog with prospective clients. By providing relevant and helpful information about topics related to your practice area(s) and the law in general, you provide value and position yourself and firm as go-to resources and experts.
2. Boost Your Site’s SEO
One of the most-effective ways to get the attention of search engines, is to regularly add new, relevant and unique content to your firm’s website. However, it isn’t really feasible or beneficial to continually update your home page or main practice area pages. Adding one or two blog posts per week and incorporating links back to related site pages, can help boost the authority of specific pages—thereby improving how those pages, and your site—ranks for specific keywords and phrases in search engine results pages (SERPs).
3. Develop and Strengthen Your Firm’s Brand
Many attorneys and firms take time to ensure that their website’s home page aligns with and reinforces their brand. However, simply declaring that you’re an “aggressive DUI defense attorney” or a “compassionate family law practitioner” really isn’t enough to win over prospective clients. By regularly contributing to a blog, you can establish and reinforce your firm’s key brand attributes. Including information on and your opinion about a recent case in the news or an upcoming change to the law provides insight and value, demonstrates your competence and strengthens your brand.
Ready to start blogging?
Convinced that it’s time to start blogging? Don’t jump blindly into the blogosphere. Take time to develop a strategy. What do you want to say? How do you want to say it? Then, make a schedule for how frequently you plan to post and remain vigilant in holding yourself accountable.
Yes, it will take time, but, given the competition posed by other firms and emerging technologies, you really can’t afford to remain on the sidelines and hope for the best. Blogging provides a way for you to shape and lead the conversation, put your brand values into action and improve your website’s performance.