Law Firms should be participating in business blogging because as consultants Lawyers have a need to build credibility. Blogs help tell stories and at the end of the day, potential clients convert based on how much the lawyers experience matches up to my specific problem. A typical lawyer website is all about the lawyer...it's basically just another form of lawyer advertising that does't look or act any different than the Law Firm down the street.
But by incorporateing blogging best practices and actually telling stories about cases and clients over time, two great things happen. First you rank highly in the search engines on various topics...that SEO benefit helps with attracting new clients and lowers the average customer acquisition cost. People do Attorney Search almost anytie they have a problem...this is why Attorney Marketing through blogs is such a critical tactic.
Blogs also convert. One Attorney we work with has a dedicated phone number on his blogs. This lawyer spent 5 months tracking that number compared to his Yellow Page Advertising...and at the end of that five months he dropped the Yellow Pages.
Corporate Blogging works for Law Firms.
Posted by: Nancy Leyes Myrland on Monday, November 17, 2008
I absolutely agree, just as with any profession or industry. We do need to be cautious with our legal clients as they are subject to many, many copy restrictions, which also vary by state....no testimonials, use of past activity to predict future success, etc. There are plenty of ways, however, to use blogs and other social media to present the combined personal and professional side of the person behind the matter at hand. It's time to incorporate these discussions in to your Marketing Plans for next year. If you're unsure where to start, ask Compendium or others for help with strategy and execution.
Posted by: kenc on Tuesday, November 18, 2008
makes sense to me -- don't advertise in the one media that is still used by over 80+% of the population and had some 14 billion look-ups last year. I'm sure your competitors were happy to see that
Posted by: Chris Baggott on Tuesday, November 18, 2008
it's all about accountability and measurable ROI. I've had a law firm that set up separate phone numbers to compare yellow pages to their blogs based on traffic and conversion. This was a lawyer who spent 10's of thousands every month on Yellow Pages.