I was recently fortunate enough to be invited to speak at a meeting of the Chicago Bar Association’s Law Practice Management Section.
I shared with the audience many of the strategies, services, and products that are available to lawyers for building their professional reputation online. Near the end of the discussion, I was asked a very important question:
If I can do only one thing online, what should I do?
Lawyers are busy. And while that’s not an excuse for not investing in an online presence, it is a serious challenge for many practicing legal professionals. So, if you’re only going to do one thing, my advice is to start a blog. However, if you think that simply setting up a blog and posting from time to time will be your magic bean for new business, I have some bad news for you.
On the other hand, if you commit to strategic blogging 3-4 times per week, you will quickly find that traffic to you blog and your phone will markedly improve. So what’s “strategic blogging?” In a nutshell, strategic blogging involves not only writing content that is topically and geographically relevant to your practice, but also getting it in front of a target audience.
Now we hear the phrase “target audience” a lot. But what specifically is your firm’s target audience? Obviously, it includes legal services consumers who might become clients. However, your target audience should include many more readers than simply potential clients. Here are a couple of examples:
- Other relevant legal bloggers.
- Local news reporters and agencies
- Legal professionals in your practice areas, as well as, location
- Law professors
- Local legal organizations and charities
When you write for these members of your target audience, you will increase your likelihood of acquiring links from other websites. And as you have probably heard, links to your website or blog are like votes. Getting a quantity of quality links to your site will increase your visibility within search engines.
So, if you’re only going to do one thing for your practice online, start a blog and engage in some strategic blogging.