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Numerous lawyers discover that their clients are increasingly savvy about law terms and situations. However, much of the information found online can be misleading or vague. Creating a law blog, as a qualified attorney, can help to dispel much of the misinformation online. Naturally, the blog does not replace legal counsel. Emphasizing as much throughout the blog is a good measure.
In fact, the nature of a law blog is ideally suited to what online marketers and bloggers call “freemium services”. A certain amount of value, or information, is given away for free. This creates a feeling of goodwill, gratitude and familiarity. Eventually, all of that “pro bono” work translates to revenue, as a secondary tier of services are also made available, for set fees. In the case of a legal blog, any of the information you provide cannot be construed as legal counsel. Instead, every single post you create is, in effect, a “teaser”, which can motivate potential clients to seek out legal professionals for the full picture. If you write compelling, authoritative prose, you’ve already tipped the scales in your favor, of these clients seeking you out, personally.
Personal injury lawyers are among the types of attorneys who most visibly market themselves to potential clients. Many advertisements aim to communicate the lures of major accident or wrong-doing compensation to the general public. In fact, the compensation touting ads of personal injury attorneys have become so well-known in popular culture, that they even reach the point of parody in many television shows and movies.
The legal blog makes an excellent alternative to the “hard sell” approach of traditional advertising. Instead of directly telling the public to seek out your services, you are already setting up a relationship with them. Just by writing one helpful blog post, an investment of only a few hours, you can potentially reach hundreds or thousands of clients. Write the post effectively, and each person will feel that you have personally helped them out.
There’s much reward to be gained from a regular online blogging presence, and little risk involved. However, remember that there are hundreds of thousands of bloggers, who make no income at all on their hobby. On the other hand, there are a handful of superstar bloggers who have struck it rich, sometimes building up a career in blogging, and literally doing so from scratch. Whether your blogging becomes an asset to your brand comes down to one thing: content. Aim to make each post into something of genuine use to a specific audience. Do that, regularly, with a friendly, engaging tone, and you’re already well on your way to courting a larger client base.
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