If you work as a solo attorney, you probably already have a blog and know the reasons why it's so important to your business.
But let's be honest: Your law firm blog could be better.
How? Well, just posting regularly is a great first step. But to really leverage your writing to get new clients, you need to strategize a bit. Keep in mind that a blog is more than just a publicity tool: It's a way to connect with people on a regular basis and gain their trust so when they need a lawyer, they know where to look.
With that in mind, here are six steps toward a better law firm blog:
1. Select interesting, diverse topics -- not just legal strategy.
Just because you're an attorney doesn't mean your blog always needs to be about legal strategy for your clients.
Find a topic that fits with your practice but provides information for clients who don't necessarily need an attorney. Explain relevant news stories or post thoughtful pieces on daily struggles that fall within your legal field.
2. Keep self-promotion out of blog posts.
A better place for blatant self-promotion is directly on your law firm website. Use the blog to draw in clients who don't yet need an attorney but will one day.
3. Update, update, update.
While people may find your blog through an Internet search, the reason most blogs succeed is that people come back to them to check for updates. Keep that in mind when crafting posts.
4. Incorporate search-engine strategies.
Your firm website should be dedicated to coming up on the top of searches. Your blog should be focused on building a dedicated audience that will trust you when legal issues come up for them and their families and friends.
To achieve that, it can be helpful to establish a separate domain name for your firm website and your blog and find ways to move site visitors from one to the other. For help on the best ways to do that, talk to a FindLaw Consultant who knows how to maximize your online business.
5. Link to your law firm homepage.
Just because your blog is building a separate audience from your law firm website doesn't mean the two should be completely unconnected.
Make sure there's a link to your firm website on your blog and vice versa. Also include your contact information, your social media info (e.g., Twitter handle, Facebook account, and Google+ page), and links to important industry news sources. There's lot of news out there, and helping potential clients find it will make them trust you more.
6. Create RSS feeds and newsletters.
Most importantly, make it easy for people to keep up with your blog. Allow readers to subscribe through an RSS feed or send out a daily or weekly newsletter with new posts. Again, FindLaw's lawyer marketing experts will be able to help with this.
Your law firm website is a way to advertise your services. But think of a blog as a way to advertise who you are as a person, so when your readers need an attorney, they know where to find you.