There is no doubt that lawyers are busy people. So when it comes to running and maintaining a blog on an attorney website, it may seem like something that just isn't necessary. With so much to do, there just doesn't seem to be enough time for any "extras" - blogging included.
But if you stop and look at all the benefits that blogging can bring, you may notice that blogging isn't an "extra" anymore. In fact, it is one of the most important parts of a marketing strategy for lawyers.
Law firms that don't have a blog or who aren't blogging properly are actually missing out on potential clients and business. For lawyers - as well as just about any other professional out there - a well maintained blog is crucial for growth and success.
Don't believe me?
Fine. I'll prove it to you.
Four reasons why your law firm must have a blog.
If you're still not convinced that you need a professional legal blogger to help your law firm, here are four of the top reasons you shouldn't ignore the need for a blog.
1. Blogging builds trust with potential clients.
When an individual needs an attorney, they're most likely going through some extremely personal changes or decisions. Whether they're thinking of filing for bankruptcy or considering divorce, they aren't going to just hire any legal professional to help them through the process. They're going to do extensive research to find someone who they trust.
For most individuals, research will begin online. They'll head to the internet to absorb as much information about the bankruptcy, divorce, or personal injury process as they can before ultimately making a decision on contacting an attorney.
But where will they look for answers to their questions? Blogs.
What attorney will the end up calling once they've come to the conclusion that they need legal help? The owner of the blog.
By creating a bank of material that confused clients can refer to when they're in need, you're establishing your firm as the helpful professional. Instead of harboring that information and forcing clients to call (and potentially pay) for basic resources, your creating a foundation of trust that will allow the relationship to grow.
As one of the most important components of a successful client-attorney relationship, you can't afford to not establish a strong level of trust with clients - whether they've reached out to you yet or not.
2. Blogging gives you a way to add new information to your website.
Any SEO strategist will tell you that you need to be adding new information to your website constantly. New content on your website gives Google's spiders new information to crawl through. This can increase the odds of you appearing on a first page of results, boosting the traffic you may get from search engines.
But constantly switching up your web copy can be expensive, time consuming, and confusing for clients who need to keep figuring out where content has been moved to.
When you have a blog that you're updating frequently, you're naturally adding new information to your page - something that will keep both your clients and search engines happy.
3. Blogging will save your law firm time.
Are you and your employees tired of the number of phone calls you get from confused individuals? Are you getting the same questions time after time from a potential client wondering if they had a case? Do you ever wish you had a better way to answer their questions without needing to constantly repeat yourself?
Blogging can do that.
When you create new blog posts, you're not just creating content that will contribute to your SEO strategy and push you higher on a list of search results. You're actually creating useful content for your audience and potential clients.
Think about what happens when someone thinks they may need to file for bankruptcy. They know that bankruptcy can help them manage or remove their debt, but they're not sure the qualifications for bankruptcy or what it actually means for their financial future. So, they decide to call up your law office to ask these basic questions - cutting time out of your already busy schedule.
Instead, you can create blog content detailing that exact information. Instead of calling your office, they can look online and have their questions answered. If they realize they don't qualify for bankruptcy, your firm hasn't wasted time on a lead who will never become a customer. If they find that bankruptcy is right for them, they can give you a call to begin the process.
4. Blogging can prove you're an expert.
Now, you're probably thinking "of course I'm an expert. I've got the degree to prove it!"
While no one is denying that law school is an accomplishment, your clients weren't sitting next to you in your classes. Your diploma tells them that you're qualified to do your job, but it doesn't tell them what you know.
With each blog post that you create, you're telling clients - both potential and current - that you know what you're talking about. You're providing them with insights to the legal process, but just enough to prove that you're able to help solve their problems.
Attorneys seem to have the impression that the need for blogging does not apply to them. Hiring a lawyer is a very specific process, something that is only done when the individual needs it. But when think about what pushes an individual to select the attorney they work with, it comes down to availability, trust, and expertise - all things a law firm can maintain through blogging.
If you're an attorney or law firm looking to grow your business through blogging, check out my Advanced Blogging services. As an expert legal blogger, I can help you create and maintain a blog that will turn readers into clients.