Tips for a law practice blog

law firm blogA law practice blog is an excellent way for a solo practitioner to stand out from the crowd. Clients want to hire an attorney they know, trust, and like. With a law practice blog, or BLAWG, you can introduce yourself, show your personality, and detail your services. However, keeping up a law practice blog may not be for everyone.

Should you blog?

Many attorneys have blogs as part of their website. It is a way to introduce your expertise and personality to people who have never met you. It may also drive traffic to your website that results in new clients. However, it is not mandatory to blog to have a successful practice.

We would suggest that solo practitioners should only blog if they (1) love to write (2) have something of value to write about and (3) can truly make the time commitment to keep blogs fresh.

What should you blog about?

Tips about your practice area and interesting developments in the laws or headlines that are relevant to your practice. If you are an estate planner, you could blog about changes to estate taxes or recent stories of celebrity deaths and if they had good estate plans. As a family law attorney, you could blog about how to handle children and custody issues during a divorce. If you handle DUI cases list tips on what to happen if you are pulled over by police. Detail steps to take immediately after an accident if you are a personal injury attorney.

 Blogging Tips

  • CONTENT IS KING. Although conventional wisdom says blog posts should be relatively short, 300-700 words, you don’t have to get caught up on actual word count. If you need to present a topic in 2,000 words, then it is best to do so. Studies show that longer posts that are heavily researched and present data or statistics are shared or tweeted more than brief posts. Sometimes, a motivational bit of information is just as effective. Blogging effectiveness is constantly changing so be certain to keep your marketing current.

  • FOCUS ON 1 TOPIC OR MAIN IDEA. People generally scan blog posts. Some studies have shown that people generally read only 20% of a blog. Use headings and images to be visually interesting and to break up text, and include emphasis points that are easy to see during a skim. Infographics are becoming more popular as they are easy to read and understand.

  • END POSTS WITH A QUESTION OR CALL TO ACTION. For example, if you are a business attorney you could end all your posts with a tag line: “Contact me for my article ‘10 Things to Do When Starting a Business.’” If your article was about common mistakes made when setting up a business, you could ask, “What do you wish you knew before setting up your business?” Include your contact information at the end of each blog.

  • CREATE A BLOG RESERVE. You may have great intentions to keep to a certain posting schedule, but then you become busy and fall behind. Other times you may be on a creative roll and have several ideas for blog posts. You should write a few blog posts to keep in reserve in case you become busy with clients. You can use the blog interface to schedule when blog posts are published and that makes it simple to plan a few months in advance. Remain mindful of the calendar, as you may not want to schedule posts during holidays when your clients may not be free to look at them. Alternatively, use the calendar to your advantage. If you are a tax or business attorney you can schedule tax tips around tax season.

Check your State Bar Association’s Rules of Professional Conduct regarding blogs. Most jurisdictions consider blogs to be advertising and therefore must follow the rules of lawyer advertising and solicitation.

With a click of a key, you can link your blog post to your Facebook, Twitter, LinkedIn, or Instagram accounts.

Starting your blog

Thanks to websites with blog templates it is fairly easy to start your blog. Check out these blog websites:

Blogger          www.blogger.com

Wix                 www.wix.com

WordPress    www.wordpress.com

A law practice blog is an excellent tool to introduce yourself and your firm. Keep it personal and true to your brand. Your potential clients will get a glimpse of your personality and professionalism. And hopefully that translates into new business for you!

Catherine Hodder, Esq. and Kelly C. Sturmthal, Esq., authors of Law Office on A Laptop: How to Set Up Your Own Successful Mobile Law Practice, provide practical e-books, advice and support for solo practitioners and entrepreneurs.