Most attorneys include a blog on their website as a great way to entice current and prospective clients to visit your website and to read what you have to say. In order to make your firm’s blog as successful as possible, it is important to understand a few key best practices so you can ensure you get the best possible results.
When writing or reviewing your blog posts, think about your audience: are you writing for prospects or are you writing for referrals? Your answer will dictate whether your blog posts should be more informative and written in an easily comprehensible language or legally written to appeal to other lawyers and law journals. Also, keep in mind that the more useful your content’s information is, the more likely your blog will convince readers to call your firm. No matter what the topic is that you’re writing about, the primary objective should always be to write a useful, informative and timely post. For example, if you are a traffic law attorney and there is a new speed limit going into effect in your neighborhood, it would be better to post this information sooner rather than later, making your firm the most informative.
With the exponential growth of social media, lawyers and their firms have begun to adapt to changes in online marketing and social networking to grow their brand and attract new clients. In 2012, the American Bar Association acknowledged the trend by dedicating an issue of its Law Practice Magazine to social media. A diversified and well-maintained social media strategy can lead to client referrals, better event publicity, increased interest in a law firm, and a stronger brand. Social media can also establish firms/partners as thought leaders in their fields. Although there are dozens of social media forums, the most relevant for the legal profession are blogging, LinkedIn, Twitter, and Facebook.
Attorneys who conduct extensive research on their field often receive little recognition outside of legal circles. By editing this research for public consumption, via blogs, lawyers can build a solid reputation among social media enthusiasts, people who share their interests, and potential clients. Sharing self-written (or ghost-written) blog articles enables lawyers to establish credibility and become leading experts recognized by their peers and followers.