According to a frequently shared Buzzfeed article, burnout is a nationwide epidemic among Americans of working age. The author, Anne Helen Petersen, attributes the constant feelings of malaise, stress, guilt, and indecision to constant pressure to be productive. While the article might come as an epiphany to many young adults trying to cobble together a living from assorted gigs in addition to their full-time jobs, the feeling of being required to function at superhuman levels of productivity 24 hours a day is nothing new to lawyers.
Simply put, you as a lawyer are indispensable to your clients. In order to make enough time for them, something else has to give. How do you dispose of the other tasks involved in running a successful law firm, the ones that take time away from helping your clients win their cases or enter valid legal agreements, tasks such as managing your law firm’s marketing strategy? Well, you do what the most productive people have always done. You eliminate, automate, or delegate those tasks as appropriate.
Marketing Tasks You Can Eliminate
With law firm marketing, less is more, so you can eliminate most tasks. You don’t need to film new client testimonials and post them on YouTube every week, so you can fire the acting coaches, makeup artists, and anyone else associated with such costly and time-consuming marketing stunts. You can stop sending print flyers, since they are the snail mail equivalent of spam. (“Snail spam” sounds like it could be a clever entry in a Food Network competition where contestants must combine the posh, namely escargot, with the folksy, namely Spam, but as a marketing tactic, it is uninspired.) Don’t eliminate your regularly updated blog, though.
Marketing Tasks You Can Automate
While bots are not quite human language savvy enough that you can entrust the composition of your blog posts to them, you can automate some aspects of your marketing strategy. You can have a newsletter automatically sent to subscribers to your mailing list. Analytics software makes it easy to automate your keyword research, as well. Once you have accumulated a set of blog posts, you can program in advance the times when they should go live.
Marketing Tasks You Can Delegate
A frequently updated blog on your law firm’s website is essential to the marketing strategy of successful law firms. Writing blog posts is not the best use of your time as a lawyer, especially not if you are trying to make partner. As long as you communicate the goals for your blog clearly, delegating the task of blogging can be a very fruitful endeavor. You can delegate the task to interns, paralegals, or even your spouse if you are married to someone who loves to write, but the best choice is to entrust your blog to a professional content marketing firm.
Let Law Blog Writers Do the Writing
You can count on Law Blog Writers to provide engaging, informative blog posts while you concentrate on the tasks that only you can do.
The World Wide Web is now so old that people are starting to write nostalgia pieces about what Internet writing was like when the web was young and not so commercialized. When people were still consuming most news, entertainment, and advertising through television, they would go online to comment on it on discussion forums, ezines, and what would eventually become known as blogs. Sites like Television Without Pity became famous for a sarcastic, wordplay-rich writing style known as snark. At its best, snark was inventive, even erudite; even university professors went online to snark in the Chronicle of Higher Education discussion forums.
At its worst, it was petty and mean-spirited. Today, the Internet is the mainstream media, which means that, for better or for worse, the news, the entertainment, the advertisements, and the snark are all in the same place, and the boundaries among those categories have become less clear. People go online looking for advice to serious questions, but Google treats a search for a legal question the same way it treats a search for product reviews or a search for ugly people dressed up as gorgeous celebrities. Snark sells, but to what extent, if any, should you engage in it on your law firm’s blog?
Have a Consistent Message for Your Law Firm’s Blog
Whether you should allow a snarky writing style to come out on your law firm’s blog depends on the purpose of your blog. Of course, your ulterior motive for having a blog is to show Google that your site receives frequent updates. Beyond that, though, your blog should have thematic unity and a consistent voice.
To Snark or Not to Snark
How much snark is appropriate depends on the genre of your blog. In general, the golden rule is don’t snark about real people. Here are some popular law firm blog genres and whether they are compatible with snark.
· Explaining the Law to the Lay Audience – Snark away. Some of the best professors in law school were the ones who told funny stories to illustrate how certain laws work. You are free to do so on your blog, just make sure the stories are fictional.
· News About Your Practice Area – Do not snark. Just report the news in an objective way and offer an interpretation of it based on your understanding of the law. The Internet does not need any more snarky commentary about current events.
· Advice – Snark at your own risk. The goal of advice blogs is to help people decide whether to hire a lawyer. If they don’t, then make the post as straightforward as possible, perhaps with links to forms they can file by themselves. If they do, then the post can have some snark, but be clear that the subject of your post is a serious issue and requires professional advice.
Let Law Blog Writers Do the Writing
You can count on Law Blog Writers to provide informative, fact-checked blog posts at your chosen level of snark.
When you are a practicing lawyer, the beginning of the year means that you are thinking about financial goals for the year, including your marketing strategy. Not too long ago, though, you were a law student, and this time of year meant the beginning of the spring semester. The beginning of a new semester probably meant lots of stress, so think back to starting a new semester as an undergraduate.
Where did those innocent days go when your writing only had to be understandable and grammatically correct, instead of conforming to all of the requirements to law school? This new year, adding a blog to your law firm’s website can be a way to get that innocence back, that time when you could just write to communicate. Just like the best undergraduate writing, though, the best blog posts cite their sources. Here are some guidelines for linking to reputable sources on your law firm website’s blog.
Beware of Ipse Dixit
When you were on the high school debate team, you thought you were so cool because you knew the Latin names for rhetorical fallacies that your debate coach cautioned you to avoid in your speeches. Today, one of those, ad hominem (attacking the speaker instead of the assertion), has crept into the mainstream, as it is ubiquitous in today’s so-called informational media. Just as dangerous, though, is ipse dixit (“he said it himself”), simply asserting that something is true without giving proof.
The best way to prevent your blog from becoming an ipse dixit chamber full of windbag rants is to cite sources, and even better, to cite the sources that your sources cite. It may sound like common sense to someone who has been to law school, or even someone who has been to a high school debate club meet, but the volume of unfounded assertions online is astounding.
Don’t Feed the SEO Gimmick-Mongers
Including links in a blog post helps its SEO rankings and also helps the rankings of the site to which you link. Therefore, it is contrary to your interest to link to the blogs of other law firms, especially law firms in your geographic area, which are your direct competitors. In fact, it is best to link to non-commercial websites when possible. These sites devote their meager budgets to providing the best possible content and not to playing search engine ranking leap frog with other websites that deal with similar subject matter. Link to sections of the law code and to the text of court decisions when you can find publicly available versions of these online. Even if your readers don’t follow the links, it will mean that you have cited your sources. Those links will boost your SEO rankings just as well as the sleazy, commercial ones will.
Let Law Blog Writers Do the Writing
Have you made the resolution to add a blog to your website but don’t have the time to write posts? You can count on Law Blog Writers to provide thoughtful content with links to reputable sources.
The beginning of the year is the time to reassess your goals for your legal practice as a business, whether you want to or not. During the holidays, party conversation has involved anecdotes about your adventures as a lawyer and, when the party has ended, caused you to take an honest look at your professional successes and failures in 2018. Meanwhile, January is also the time to start meeting with your tax preparer and hashing out your expenses from the previous year.
Ways to maximize profits in a cost-effective way are never far from your mind. Of course, there are countless business tools, including SEO related ones, that companies want to sell you, but how can you tell which ones are worthwhile and which ones are overrated? Instead of any shiny new products or apps, a blog is one of the best investments you can make in your law practice. No only can it help you meet some of your New Year’s resolutions, it can also help your prospective clients meet some of theirs.
Law Firm’s Resolution: Increase Your Website’s SEO Rankings
Blogs are great for a business website’s SEO rankings. They are regularly updated, they contain relevant keywords, and they contain links to other websites, all of which search engines love. Of course, they also attract clicks, which is the real point of SEO. The more interesting your blog is and the more it addresses prospective clients’ frequently asked questions, the better.
Clients’ Resolution: Be a Better Reader
Most years, people resolve to give up junk food, but 2019 is the year to give up clickbait. Much of what people read, even on reputable sites, fuels anger and low self-esteem, and readers are starving for better websites to read. If you update your blog weekly, you will attract plenty of regular visitors who have added it to their reading diet, and they will recommend your firm to friends who need legal services.
Law Firm’s Resolution: Attract New Clients
Blogs are better than advertising, which makes them perfect for helping prospective clients choose a law firm. Before the twentieth century, advertising by lawyers was frowned on; lawyers considered it beneath them to resort to the same tactics as fishmongers to reach people who needed their services. Knowing your stuff (and demonstrating your knowledge through your blog) is a better way to improve your reputation than trying to shout above all the other marketing content online.
Clients’ Resolution: Improve Their Financial Situation
Many of the reasons that people need lawyers involve money; these include incorporating a business, modifying child support payments, and planning one’s estate. Hiring a lawyer can be an important step for clients to work toward their financial goals.
Legal Content Writing Help
Blogs are great for law firms and prospective clients, but who has time to write them? You can count on Law Blog Writers to provide well thought-out content that will make your law firm’s website shine.