This post is from the first blog I started, called “How to Start a Law Firm.” Over the years I’ve moved to different sites a few times and wanted to catalog all of my content in one place. If an article refers to a link and there is no link, sorry, that’s consequence of the move. Enjoy!
So I’ve gotten a lot of questions about blogging for your law firm, and I’ve told people a million times they should blog if they are going to own a law firm. But I’ve never really broken down exactly why or how to do it (at least not in as much detail as I’m about to do now.).
Well, today is your lucky day. I’ve mapped out a course to starting and maintaining a law firm blog, and I hope you’ll follow my advice and get one started.
Today, for the first part of the series, we’re going to keep it really simple. All we’re goign to talk about today is why you should blog. There aren’t going to be any step by step instructions here. There aren’t going to be any suggestions on post topics. We’re just going to talk about why you should start your law firm blog today. I figure, if you don’t why you should be doing it, if you don’t know the motivation, then you aren’t even going to give it a shot. I care about you enough that I’m going to try to convince you to blog today.
A Blog Gives You a Voice
The great thing about a blog is that it’s your own. You get to say what you want on it. You get to say whatever you want how you want. You get to be you. And that’s an important thing whether there are 10 or 100 other lawyers competing in your niche.
It’s going to take you some time, but once you get comfortable with putting yourself out there, with letting people see who you are and what you’re about, you’re going to start to enjoy the blogging process. And your business will enjoy it too.
A Law Firm Blog Gives You Instant Street Cred
Most potential clients, when they find your blog, already believe you know what you are talking about. What a blog can do, though, is enhance that feeling, strengthen that feeling, and give people the piece of mind that they are doing the right thing by talking to you.
Blogs allow you to talk just not about new case law (something, by the way, that only lawyer care about, UNLESS you are talking about the case to give people precise direction on what to do or not do in the future) but about everything that’s going on in your life and your practice. Win a big motion hearing? Talk about it. Get a client a fantastic result? Talk about it. Just go to a fantastic conference? Talk about it (and post pics of you there taking care of business.
Without much effort, your blog will begin to define you as a force to be reckoned with. And that’s a good think.
Your Lawyer Blog Helps with the Search Engines
I’ve talked about blogging for SEO results several times on this blog (you can check out here, here, here, and here to see what I’m talking about). And that same advice holds true today. Search engines love content, and the more content you put out, particularly if it’s good, the more the search engines are going to love you (that’s how you found me here, right?).
You don’t even really have to think about the search engines when you’re writing (though we’ll talk about that later) because your subject area will naturally let the search engines know what you’re talking about. And, if you do it right, over time your blog will start to take up more and more positions out there in the search universe. And the more that happens, the more business you’ll get.
Your Blog Will be an Integral Part of Your “Social” Profile
I’m listening to another book right now called Purple Cow: Transform Your Business by Being Remarkable by Seth Godin (aff). It’s a marketing book (if you don’t know who Seth Godin is, you need to) whose main point is that marketing the old traditional way is dead. The old way is global. You put a mass advertising campaign out there and hope a few people need what you’re selling. But in todays world, most of that marketing is being tuned out (when was the last time you watched a commercial from start to finish?). Today, marketing is still important, but it’s done differently.
Marketing today is done by making connections with people that love your service. The idea is that by providing great service, by being likable, and by staying in front of people, your business grows.
Again, this is something that I’ll talk about more in depth as we move on, and will expound upon later.
Your Law Firm Blog Will Become a Legitimate Business Asset
One of the great things about your blog is that as it starts to grow and as you start to get more and more business from it, it begins to become a true business asset for you. It’s kind of like owning a building, or the logo for your business, or your “list.” Each of those is an asset that, if someday you wanted to sell your law firm, would get you some money.
Imagine the value of something that you own (and you will own your blog) that you can show hundreds of people look at every month. Thinking about this also can help to give you that extra motivational boost when you don’t feel like writing.
Blogs are Differentiators
Here’s the thing about blogging. Sometimes it sucks. Sometimes you don’t want to do it. Sometimes you have to think hard to come up with something good to say.
And that’s what makes it fantastic for you.
Half of the battle of owning a successful law firm is outworking everyone else that you are competing with. People say they want to be successful, but then they’d rather go watch the game or get to that happy hour instead of write their blog post for the day (and you can do both, by the way, if you want to make both happen). I can say from experience that blogging gives you an edge. It is good for you personally and professionally.
It will set you apart from the crowd.
This is a Great Place to Take some Questions and Comments
I know you have questions. I know you have doubts. Let’s talk about them. What are your initial thoughts?
Why are you AFRAID of starting a blog?
As always, thanks for reading, and stay tuned to part 2 of starting a law firm blog, coming up shortly. I think I’m going to call that one “How to Start a Law Firm Blog” and mean it literally.
About me: I’m a law firm owner who loves talking about the business of owning a law firm. If you like this post and want to read more, check out my blog here. If you don’t want to keep checking back for new stuff, you can subscribe to my blog here. And, if you want some of the down and dirty information about my firm (including what I make each month) you can subscribe to my newsletter (the form is up on the top right). Thanks for reading!