When I was writing my last post, I had an “aha” moment.

Ever since I started blogging and encouraging attorneys and law firms to do so, I’ve been presented with the following question: “Why should my attorneys spend their time writing a blog? It seems like a waste of time.”

At this point, I would usually lay out the following points:

• Positioning the attorney as an expert in their area of practice- Blogging is a way for an attorney to give proof that they know their stuff in their particular practice area. Saying “our attorneys are experts in _____ law,” is one thing. Proving it is another. Blogging is a great way to do that.
• Adding more content helps your search engine rankings- Since blogs are updated more often than “traditional” web sites, search engines give blogs more credit. Since frequency of updates is one factor in the search engine ranking algorithms, having a frequently updated site helps rankings.
• Blogging is a more personal, honest way to talk to your clients- Blogging is inherently more casual than the firm’s web sites. A blog has personality. It allows your attorneys to show their expertise, while at the same time showing a human side not normally seen on the “plastic” attorney bios. Today’s clients/potential clients have a highly sophisticated BS meter. They know when they’re seeing firm-centric marketing text that gives them no real information on their issue. They know a thinly-veiled advertisement when they see it. You’re not going to fool them. A blog, however, cuts through the PR. A blog is a forum for honest communication.
• Blogging is a conversation- A firm’s web site is a form of one-way communication. The firm puts out their message, and the site’s visitor reads the message. That ends the communication. Blogs, however, allow readers to post their comments, questions, and reactions. It allows the blog author to read criticism, suggestions, and compliments, giving them a chance to learn more about the issues they’re writing about. Comments often point to similar articles or news stories. And questions allow the blogger then chance to dig deeper and to communicate with the audience. When was the last time you saw a firm site that allowed comments?

During the ALA conference session on Ask the Marketing Experts, one attendee, very negatively said “Why in the world should my attorneys spend their time on these things? There’s just no way any of my clients have the time to read “blogs”.”

I can understand doubt. I think that blogs often get a bad rap. People see them as a diary. Drivel written by ego-centric people talking about their pets (ahem.). They hear the word “blog” and immediately dismiss them as an unprofessional, amateur form of communication that cannot possibly apply to professionals.

Here’s the “aha.”

I see a three step process for new clients. I mentioned this a bit in my last post, but this time I’m going to add some points (as well as pictures of pets. I didn’t say the attendee’s opinion was totally off!).

Step One: Recognition of a problem

In this step, the potential client realizes they have a problem or situation that could require some legal help.

Step Two: Learn more about the problem

Here, they go online to research the issue. Most likely they’ll go to Google or another search engine to enter search terms.

Step Three: Seek advice-

In this step, it’s time to find an attorney that can help with the problem.

Law firm web sites can, at best, come into play on the third step; after the client has already researched their problem. But if they use a legal blog as their research source, the firm has effectively cut one step from the process. Think of the impact of that. If your firm is giving valuable information even before the client has decided to seek counsel, you’ve already formed a relationship. You’ve established trust. You’ve given proof that you know the issue and know how to handle the work.

Why would they look elsewhere for representation?

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