- The more you blog, the more clients you will get.
- A law firm website should be updated at least two to three times per week.
- A blog post or article should run 2,000-3,000 words long.
Let me share what I've learned since I started blogging 10 years ago. Using the tactics I am about to describe, the blog you are now reading has gotten 1.2 million visits. When I was editor in chief of Lawyers.com we built the traffic up to 4 million visits and 7 million page views per year.
Ways to harness emotion
The best way to hook visitors is by storytelling. It's an effective method that all of us learned in childhood. Storytelling makes people feel emotions, and people remember stories and respond to them. In the stories on a law firm website, the protagonist should be the potential client and the viewpoint should always be that of the firm's clients.
When I write an article, I always look for a twist to make the story interesting. I'll find a counterintuitive point to open an article, support it with statistics and illustrate it with a verdict or settlement. I find that these are the stories that web visitors like to read.
The decision to delegate
If you're a busy lawyer and don't have time to create content, you should consider delegating as an alternative to doing nothing. Ask yourself:
- How much free time do I really have to write blog posts?
- How good is my journalistic nose for news?
- Wouldn't I rather edit a well-written draft?
If you find that you are blogging more and enjoying it less, there are many outsourced options to choose from. If you want help determining which option is best for your law firm, I'm happy to talk.