If You Are A New (or Not So New) Solo, Here Are Examples of Blogs That Bring In Business
Blogs work for your business. Your business does not work for your blog. If you are choosing to blog for any other reason then to bring in business, then do not read further.
I have scoured the internet and there are universal messages which cannot be ignored when constructing a blog to generate business. So let's get started:
1. Define the Mission. What is the singular primary purpose of your blog? I would hope it is to demonstrate your knowledge in a particular area of law and educate your potential clients. Define your mission and stick to it with every post. No meandering off the deep end, no switching purpose midstream because several things will happen. Credibility you sought to obtain will be diminished and you will lose readership. There are too many blogs competing for your potential clients' waking hours and if your message isn't constant, your content on point, your reader will leave. They are not interested in your metamorophosis or off-topic rants or hearing about your dog or vacation unless it serves the overarching purpose of your blog's mission. They need to continuously receive a benefit for having spent time reading your posts. And reader's are fickle. They will leave you in a heartbeat if you can't maintain the momentum and deliver consistently because there are plenty of other attorneys ready to take your place. And with this consistency you will start to convert your readers into clients and/or, just as important, referrers of clients.
2. Name Your Blog So It Complements the Blog's Business Purpose. Sometimes we try too hard to be 'cute' or 'clever' and we miss the mark in a big way. There is no denying my blog, Build A Solo Practice, states it's business purpose, teaching you how to create and grow your legal practice. If you are an employment lawyer in Michigan, name your blog "Michigan Employment Law." (I don't know if that is taken.) You want your title to incorporate the words most frequently searched by the client you want to represent. It's just common sense. If you have several practice areas, have several blogs. Do not blend topics because, unfortunately, we live in an age where clients think they need a lawyer who just does one practice area predominantly, if not exclusively. If you are doing multiple areas of law, have several blogs and name them based upon the key word search inputted. Then link your blogs together and maintain visual continuity through design and branding.
2. Understand Who You are Writing For. In order for the client to find you, the search engines have to find you first. Therefore, when you write for your client you are ultimately writing for the search engines. So, it follows you have to use the words your clients will put into the search engines to locate an attorney like yourself. Write in the language they speak and can relate to. How? Come down to earth, lose the legalese unless it's pertinent to key search words or you've determined your average client will use those legal terms. Use their language, words you have heard your ideal client use during the initial consultation (when you've canvassed them on how they found you!). This will resonate with them and create relatability, help them to take action and contact you.
3. Make the commitment to a regular posting schedule. Whatever the time frame is, be consistent. Frequency tickles the spiders and pushes your blog higher in the search rankings when those all important key words are used to find a lawyer with your particular skill set and/or demographic.
4. Select a blogging platform that works for your technological skills, is within your price range, and gives you the applications and comforts you require. There are many blogging platforms out there and new ones entering the field every day. Typepad, Wordpress, Terrapad, Squarespace and more. But remember, regardless the bells and whistles, content is king. It is what you have to say that will create readership, authority, respectability and ultimately profits.
5. Make your blog easy on the eye and user-friendly. Use a larger font so what you write is easily readable. Provide contact information on every page. If you are looking to accumulate e-mail addresses for newsletters, white papers or an e-book get the necessary applications and have it on every page so the reader doesn't have to navigate your blog to find it. He won't.
6. Place Your Blog at a Busy Intersection Learn all the techniques to build readership. Understand readership is created by cultivating relationships with other bloggers, colleagues, vendors and more.
And since a 'link' speaks a thousand words, here are solo/small firms blogs from around the net which enjoy tremendous readership and great return on investment (ROI). They are in no particular order. Check out the various elements you like, don't like and go from there. They represent all different blogging platforms and skill levels of the blogger. However, they all understand the fundamentals of blogging, and that content is critical as is frequency of postings. Some of these excellent blogs listed below have siblings, too.
Missouri Family & Dirvorce Lawyer Blog
Corporate and Securities Law Blog
Boston Immigration and Nationality Law
P.I.S.S.D. - Personal Injury, Social Security, Disability
Massachussetts Estate Planning and Elder Law
Kansas Family and Divorce Lawyer
Offshore Renewable Energy Law Blog
New York Bankruptcy Litigation
California Estate Planning Blog
Employment Law Blog (Washington State)
Surrogacy and Egg Donation Blog
Charite Artificial Disc Injury Lawyer
If you area solo or small firm practitioner and would like to share your blog, please comment below and I will incorporate a link to your blog in the body of this post shortly thereafter. If you have comments on what you like and don't like in the blogs posted, please share also.
(I'm bending the rules a little simply because a very engaging lawyer from a mid-sized Texas firm wanted others to see his blog, and it is a great blog. I told him very 'independent spirits' can work at mid-sized firms, too...but my heart will always be with the solo.)
"Thank you for these helpful comments and suggestions, Ms. Liebel. Here is the link to my evidence blog: ScienceEvidence.com"
Posted by: Cliff Hutchinson | July 09, 2007 at 11:37 AM
Susan, thank you for including my P.I.S.S.D. blog in this post. Keep up the great work with your excellent blog.
Bob Kraft
Posted by: Bob Kraft | July 09, 2007 at 01:40 PM
Thanks Susan for including my blog (bostonautoaccident.net)in this informative post. Keep up the great work!
Posted by: Hi Susan | July 09, 2007 at 03:00 PM
Thanks for this article. I have been blogging for a few months now, my blog focuses on Maryland family law and can be found at http://mdfamilylaw.typepad.com/sunderman/
Posted by: Heather Sunderman | July 10, 2007 at 01:05 PM
Susan:
I always enjoy your blog, but particularly enjoyed it today!
Thank for the mention of my Georgia Family Law Blog:(http://sworrall.typepad.com/georgia_family_law/ )
Steve Worrall
http://www.georgiafamilylaw.com
Posted by: Steve Worrall | July 11, 2007 at 11:31 AM
Susan,
Great blog. I've been blogging for 3 months now. My blog, which can be found at http://www.mississippifamilylawblog.com, focuses on family law issues in Mississippi including divorce, child support and child custody.
Posted by: Robert Kisselburgh | October 04, 2007 at 06:19 PM
A lot of good advice. The hardest is keeping to a regular schedule.
Dennis Brager
www.bragertaxlaw.com
Posted by: Dennis Brager | January 08, 2009 at 11:11 PM