Blogging for your small law firm or solo practice, like for any business, can be a slog. Coming up with topics is time consuming, as is doing the actual writing. Plus, you’re busy with client work – and all the admin that goes with it.
Your blog can look lonely (and dusty) if you struggle to keep it up. You may think that everything’s already been written. No one’s going to find what you write on Google, so blogging is simply a waste of time.
We get it! We have days, sometimes weeks, where it’s hard to know what to write about, never mind find the time to write.
Here’s the thing, though. A helpful, valuable blog post lives on – and people do eventually find it.
Keep in mind, your people may not find your helpful blog post on Google. A friend may recommend they read it. A coworker may link to it in their social media. A reporter might find it when they’re researching a story and get in touch with you.
You just never know. And unless you write the thing in the first place, you won’t find out.
Then there’s this stat: Marketers (yes, you’re a lawyer, but you’re also a marketer when you publish your work online) who prioritize blogging efforts are 13x more likely to see positive ROI. (HubSpot, 2019)
So let’s start here with the big question you may be asking yourself:
“What should I blog about for my solo law practice?”
Chances are your website goal is for the right kind of client to reach out to you. That means you want this ideal client to recognize themselves or their situation in your blog posts.
Pro Tip: Write blog posts about the things that actually worry your clients, beyond the law.
Here are some examples.
So let’s say you’re a family law attorney in Boise, Idaho and it really lights you up to help single parents get peace of mind so that they can move on with their lives.
Perhaps you also have this gift for helping divorcing couples find solutions that are fair to everyone, especially the children, while also making sure that your client gets the financial support he or she needs to raise their children.
When you’re thinking about blogging for your business, it certainly makes sense to write “How To” and “Ultimate Guide” type posts like:
- Know Your Rights: How to Apply for Child Support in Boise, Idaho.
- A Child Support Guide for Single Parents in Idaho
You get the picture. (Also, notice the location-based lingo.)
What if you also wrote blog posts about the things that truly worry single parents, that have nothing (and yet everything) to do with the law.
Topics such as:
- How to handle your finances WHILE waiting for child support payments from a non-paying ex spouse?
- How to cope with the guilt when you can’t let your children have access to the non-paying parent. (Especially if the children want to see their other parent.)
- Why avoiding bad mouthing a non-paying parent in front of your children is better for your and their wellbeing.
These kind of blog posts demonstrate that you understand your ideal clients’ deep-seated fears and that you care about them and their families.
If you’re a family law lawyer, you meet with clients who are terrified of being kicked out of their apartments because their rent is late, who are sad because they can’t afford to send their child on the year-end school trip, or who are tired of living pay check to pay check.
These are just a few of the real issues single parents deal with day in and day out.
If, in your blog posts, you share free resources for divorcing families offered by your city and do Q & As with financial planners and psychologists on how to handle money and stress, imagine how helpful that will be to your readers. Some of these readers will become your clients and refer you, too.
Your audience will recognize themselves in these posts and see that you really get how they’re feeling and what they’re coping with. If a potential lead comes to your website via a referral, blog posts like these will encourage them to choose you to represent them.
Another Example: Imagine you’re an employment lawyer (maybe you are) and you help employees in sexual and other harassment cases.
Again, it’s simple enough to come up with blog post topics around employment law in your State or Province. And yes, definitely write a few of those. Show you know what you’re doing!
But dig deeper and think about what your potential clients are stressed about. In some cases, readers may not even know they have a case to begin and are just trying to figure out how to cope at work.
They are Googling “How to handle an angry, aggressive boss.”
Answering that question in a blog post with non-legal tips and hacks will help your readers cope with their situation while they’re still in it.
Like in the above family law example, you can link to articles by financial planners and psychologists that show how a person in this situation can manage their finances and stress when they’re suffering at work.
If a reader needs to leave their job to stay healthy, write a post about how much money they should ideally save in their emergency fund before they quit. Or, you can offer tips and resources on resume writing if they won’t be able to list their current job and what to do if they need a reference, but can’t supply one.
If you’re worried that your current clients will think you’re blogging about their personal situations, you can reassure them you won’t do that.
Instead, find topic ideas online. Start eavesdropping in Facebook groups and read through Yelp or Avvo reviews for lawyers in your same field. See what these folks are saying about their own cases.
- What are they deeply scared of.
- How can you help them realize they’re not alone.
What would happen if you wrote about how to handle and overcome those fears and concerns during a stressful, legal battle.
These types of blog posts demonstrate you understand that your reader (and potential client) is experiencing deep fear, sadness and exhaustion and that you’ll be able to help them with compassion.