A recent post on My Shingle, a website for solo and small law firms, classifies the clients of law firms and assesses the desirability of each for small law firms. It describes the types of clients as follows:
· Vanity clients – These are companies or prominent individuals whose names will be recognizable to your colleagues and prospective clients. Lawyers seek out these clients to be able to brag about having represented them, in other words, to boost their own profiles as attorneys.
· Long-term clients – These clients keep coming back to you for repeat business. They are more common in corporate law than they are in other practice areas, such as personal injury or criminal defense.
· High-margin clients – These clients only need a lawyer for a short-term task, but because they are operating on a short deadline, they are willing to pay a lot of money or legal services.
· Passion project clients – These clients might not have a lot of money to pay, but you take on their cases pro bono or for a reduced fee because you care about the cases.
· Short-term clients – These clients only need you for a short project, which forms the full extent of their professional relationship with you.
What has any of this to do with your law firm’s blog?
Targeting Desirable Clients with Your Blog
Not all the best times of clients find out about you through your blog post. In fact, most of the people who choose law firms based on a blog are short-term clients; these clients probably make up the majority of your client base, anyway. If you are lucky enough to have worked with any vanity clients, it was probably through professional connections, not through your blog, regardless of how awesome said blog may be. How many long-term clients you have depends more on your practice area than it does your blog. (Do you really want to be the lucky lawyer hired by someone so unlucky in love that you represent him in all five of his divorces?) That leaves high-margin clients and passion-project clients.
Targeting high-margin clients is easy. Write posts about legal issues related to time-sensitive and emergency situations. Depending on your practice area, these could be things like home foreclosures, workers’ compensation cases, or temporary child custody agreements. Emphasize how quickly your law firm gets things done.
For passion project clients, make your target audience organizations that provide money to help people get the legal services they need. You could even trade links. You publicize the organization by writing about it on your blog and linking to its website; in return, it links to your website on its list of lawyers it recommends to people that seek its help.
Reach out to Legal Content Writers
Whatever clients you target, Law Blog Writers can provide blog content to suit their tastes. Contact Law Blog Writers to start the discussion about what you want to accomplish with your law firm’s blog.