Most attorneys and law firms already understand the need for compelling, authoritative website copy—but many tend to shy away from blogging.
That’s a shame, since blogging on a regular basis allows your legal expertise shine while attracting new, qualified clients. A blog post is a place for you to strut your stuff, demonstrating your aptitude and approach to legal matters to potential clients who might need a lawyer in your practice area.
Understandably, some lawyers and law firms fear that a blog could be misconstrued as legal advice. Fortunately, that’s a misguided, misplaced fear.
The Non-Attorney/Client Relationship
You don’t even need an attorney/client relationship with your reader. Blogging enables lawyers to showcase their knowledge and authority in particular practice areas—without giving any real legal advice. The information and analysis written in a blog post should be about issues you deal with, and directed toward potential clients that might need your help.
Don’t write about specific advice on how to solve a particular problem: instead, write about general and specific legal topics and issues. For example, if you specialize in employment law, you might blog about non-competes and different scenarios where they may come into play.
You could discuss the law in your state, and how it’s been applied in past cases, while interjecting your knowledge on the subject.
Avoid doing anything that might aid readers in handling a case on their own, such as putting sample covenants in your blog post. Examples are fine, as long as it’s not framed in a way that gives the reader advice. Instead of anything that smacks of, “Do this…”, make sure it’s more like, “The law is…” and “Issues to consider are…”.
And, of course, disclaimers should always be clear and visible on an attorney’s blog post or page, explicitly indicating that the information is not legal advice.
Make Yourself An Authority
If you regularly write blog posts for your website, prospects and partners may come to see you as an authority in your area. You may want to consider blogging as a legal commentator, discussing and analyzing current and important legal cases in the news.
Eventually, you’ll build up an impressive collection of blog posts. These posts will also work to boost your SEO and inbound opportunities: if a potential client is searching for details relevant to their situation, they may land on your site, be impressed by your expertise, and decide to reach out.
Once you’ve showcased your expertise, you’ll want to tell potential clients how and when an attorney should get involved in their case. If you’re blogging about a specific area of law, you’ll want to outline how an attorney can help them in this situation. Finally, you should mention that your firm handles such cases and invite the reader to contact you.
No Time To Blog? Try Ghost Blogging
We know. You’re busy. In the time-crunched world of hourly billing, writing blog posts on a consistent basis might not be something you’re itching to do. That’s where ghost blogging services from copywriters like MarketSmiths come in handy. A skilled ghost blogger will use your own voice to write material that your firm can be proud to publish. Reach out learn more about our services.