The Internet has made getting your service message out to the world easy and inexpensive. It’s a fabulous time to grow a law firm because you have access to millions of prospective clients for little financial outlay. Your blog, a form of information marketing, is the best place to start.
Every attorney website needs a blog to help prospects get to know you, learn why they need your legal services, and see you as credible. Blogs also organically improve search engine optimization, which is a good thing. We’ll chat more about SEO another day. In the meantime, if you don’t want to see my cry, don’t pay an SEO company. Really.
Down and Dirty Lawyer Blogging Best Practices
- DO write each blog with only your ideal client in mind, speaking directly to that person.
- DO use real client questions as headlines and article topics.
- DO select evergreen topics so the articles don’t go out of date.
- DO have a team member track (and update or remove) any current event articles that are no longer current.
- DO include stories to help make complicated legal concepts relevant to your ideal client.
- DO use neuroscience and psychology to attract ideal clients, implementing: headline formulas, intriguing photos that draw people in, and the Fear Factor.
- DO use successful headline formulas such as # Easy Ways to _____, How to _____ in 3 Simple Steps, and Have You Fallen for the Great ____ Hoax?
- DO keep articles relatively short, usually in the 350 to 500-word range so they actually get read.
- DO feel free to add videos; vlogs are hot and some folks prefer to watch a video rather than read. You can shoot your vlog with your phone or the camera on your laptop and have it transcribed on Fiverr.
- DO freshen up stock content to match your: voice, firm, and ideal client.
- DO use lots of white space, numbered lists, and bullet points.
- DO reuse bits and pieces of your blog article content on social media as well as in consultations and presentations.
- DO feel free to delegate blog writing to get ‘er done.
- DO own your platform (e.g. WordPress.org).
- DO post frequently (say, once a week).
- DO have your blog professionally designed by an expert.
- DO have someone else post your articles.
- DO use your photo on your blog so folks know what you look like and can begin to become familiar with you.
- DO include a call to action so readers know the next step they should take (such as download this free checklist or register for my next workshop).
- DO get ‘er done.
- DON’T write like a lawyer, try to show off how smart you are, or seek to impress other lawyers (even if they send you referrals).
- DON’T pay an SEO company (unless your revenues are over $500,000, you can prove that your ideal clients find you via a Google search, and you convert those clients with significant ROI, higher than other means of marketing and advertising).
- DON’T try to speak to everyone.
- DON’T stuff your articles with keywords; no one wants to read nonsense.
- DON’T over analyze the topic; this isn’t an intellectual exercise for you.
- DON’T let perfection stifle you; just get er’ done.
- DON’T be concerned that you’re giving the milk away for free; clients will still need you to apply the law, provide counseling, and represent their best interests.
- DON’T be willy nilly with the latest article dated 6 months ago.
Why Lawyers Blog
Blogging is a form of communication – of drawing in your ideal client and building a relationship so they know, like, and trust you and are inclined to call you when they need your services.
Please tag me on LinkedIn, FaceBook, or Twitter when you post one of your favorite blog articles; I’d love to read it. And, no feeling self-conscious. I know lawyers like to put forth the appearance of perfection, but you don’t need to be perfect to be successful and we already know you’re smart. Plus, I won’t write any critical comments on your post.
Blog articles don’t have to be riveting or the first chapter of Grapes of Wrath to be effective. The purpose of a lawyer blog is to answer the questions you know are on your perspective clients’ minds.
Do you think you (and your firm) would benefit from private mentoring with a law business strategist? If so, the Private Platinum Program may be a good fit for you. Check it out here right now: Private Platinum Program.