Digital marketing is non-negotiable for modern law firms. Clients primarily seek lawyers online, and when they do, they expect to find a wealth of information. Legal websites should include not only attorney bios and practice area information, but also blogs and other resources that generate an air of authority.
It’s no secret that blogging is important for today’s law firms; but if you’re like most lawyers, you find the prospect of launching a blog intimidating. No worries — with modern web tools, even the most technologically illiterate lawyer can produce an impressive blog. Keep the following tips in mind as you get started:
Address Common Concerns Clients Regularly Express
Question-and-answer formatting can work wonders for legal blogs. Choose a top question among clients and address it in a brief blog post. For example: A personal injury firm specializing in car crashes may address common concerns about taking an insurer’s first offer. Likewise, a family law firm’s blog may address questions concerning retirement and property division.
Discuss Current Events by Filtering Relevant News Stories Through a Legal Perspective
Your clients may assume that happenings in Washington, D.C., or their state legislature have minimal impact on their daily lives. In reality, these developments are crucial — especially from a legal perspective. Your blog should call attention to important stories, but go beyond the surface-level examination readers might find on the evening news. Instead, explain the impact recent developments might have on your area of law.
An especially relevant example: the 2017 GOP tax bill. This legislation will have far-reaching effects in several practice areas. Blogs catering to small-business owners could highlight deductions for income from pass-through entities. A follow-up blog post could examine entity selection in light of tax changes and whether it’s worth it for clients to incorporate. Conversely, a family law firm’s blog may focus on changes in the tax bill’s new treatment of alimony and how that might impact divorcing couples.
Internet users spend one-third of their time online watching video. Experts anticipate that users will grow even more dedicated to video in coming years. Embrace this trend by incorporating relevant videos into your blog. Consider developing brief clips specifically for each post; in addition to improving blog traffic, this could provide valuable content to share on your firm’s YouTube channel or Facebook page.
Spotlight Charitable Partnerships
Charitable efforts generate considerable goodwill for law firms. Make the most of your practice’s latest charitable campaign by highlighting your efforts on your blog. Dedicate a full blog post to your charity of choice and why you’ve chosen to lend your support. Follow with occasional updates, such as results from fundraising events. Blog posts can also encourage clients to get involved with your favored charity.
Maintain Brand Consistency
Readers should know what to expect from your blog before they even glance at its content. Your brand should be consistent in all marketing efforts; clients may find fragmented marketing messages disorienting or even suspicious.
From logo to formatting and even image selection, every aspect of your blog should appeal to your target demographic. Language is just as important; it would be foolish to use similar phrasing for a large corporate law firm and a boutique family firm.
A quality blog can boost your law firm’s marketing efforts and build trust among prospective clients. Cultivate an online presence and you’re bound to attract a larger and more enthusiastic client base.