Maintaining a blog is an excellent way for lawyers to attract clients. As discussed in a November 2013 article from the National Law Review, online content can play a key role in legal marketing. Blog posts can generate leads for your firm and help establish you as an expert in your practice areas.
What could you publish to your firm’s website? The following are 11 kinds of blog posts for lawyers:
1) Legal changes in your practice area
If a law has recently been passed or modified at any level of government, and it involves your practice area, you could discuss it in a post. How would it affect your clients? What complexities do they need to understand? You may also want to make the bolder move of taking a stand on this new legislation, pointing out its potential weaknesses or strengths.
2) Existing laws in your practice area
Go over statutes that frequently confuse people. Discuss laws or regulations they may not know about. Point out any penalties they should be aware of.
3) Issues raised by cases or incidents in the news
As long as you write these posts with tact and sensitivity, you can discuss existing cases or incidents that have appeared in the news. The point is not to focus on the names of those involved or on other personal details, but to look more at the general issues related to your practice area. (You can in fact omit much of the personal info from your post and link to a reputable news article as a source.) If you discuss local cases, you can mention your state or city, which helps with search engine results when people look for an attorney in your area.
4) Legal tips for clients
Examples could be how to choose a good attorney, how to interact with police officers or what to do after an accident. Don’t worry about providing too much information. People will usually still want a lawyer to advise and represent them, and they’ll be impressed by the depth and usefulness of the advice you’re providing on your blog.
5) General helpful tips for clients
A personal injury lawyer, for example, could discuss different ways to stay safe on the road (or in swimming pools, etc.). A bankruptcy lawyer or estate lawyer could give advice on different aspects of financial planning. In general, people like sharing useful posts with friends and acquaintances on social media or via email, which spreads the word about you even more.
6) Invite experts to appear on your blog
From time to time, you can interview or solicit a guest post from an expert connected in some way to your practice area.
7) Case studies
You can publish a compelling narrative, based on your own work with previous clients, that shows the advantages of working with a good attorney. (Of course, details should be changed to protect privacy.) The important point is to highlight favorable outcomes and discuss what potentially could have gone wrong without the assistance of an attorney.
8) Ethical issues related to your practice area
These kinds of posts are an opportunity for you to demonstrate your grasp of the nuances of the law and show yourself to be a thinker. If you’d like to take a strong stance on a particular issue, you can do so through this kind of post.
9) Stories from stats and trends
Maybe there’s been a surge in illegal drug use in your area or changes in the rate of a certain preventable medical condition. Whatever the topic may be, you can discuss a societal change as it relates to your area of law, especially if it means that more people might be calling on your services. The writing doesn’t have to be dry; you can put a human face to the numbers by discussing various scenarios in a story-like fashion.
10) Your achievements
Most posts shouldn’t be about you; clients want information that’s useful and interesting to them. But if you’ve recently published in a prestigious journal or won an award, you can write up a brief post highlighting these achievements, as they further prove your expertise.
11) Quirky facts
Sometimes, you may want to share a historical quirk about the law, such as strange old regulations in your city or interesting information about how certain legal disputes used to be settled. To still provide your readers with useful information, you can contrast these historical facts with current legal practices. The occasional quirky post can also be quite shareable on social media.
When you develop your online content, be sure to work with a writer who’s adept at research and can keep your posts both engaging and professional in quality. Even if you don’t write the posts on your own, you can set the tone for your blog, choosing what topics you’d like to focus on most and how you’d want to express yourself. A high-quality writer will help you convey your personal vision and further enhance your reputation.