Naturally, attorneys’ top priority is not to constantly update content on their firm’s website. Maybe you can relate. Perhaps creating a website was just another item you checked off on your to-do your list when deciding to become an elder law attorney.
For many elder law attorneys, simply launching a website concludes their marketing journey. But, with just a little attention and nurturing, your blog can serve as a powerful marketing tool.
You may not know the first thing about using your website’s blog to market and grow your elder law practice. In fact, you may not even understand the difference between a website and a blog, so maintaining a blog is put on the backburner. That’s the last thing you have time for, right?
So, let’s start with a quick explanation.
Understanding the role of a blog vs. a website
You can essentially think of your website as the static part of your online presence. Your website contains your homepage and other pages that don’t frequently change in terms of content.
Morphed from the term “Web log,” a blog is a dynamic feature of your website. It serves as a chronological listing of posts and information. Your blog comprises anything from articles and videos to comments — AKA, content.
While it’s not something you may hear much in elder law — content is king when it comes to marketing. That marketing adage also holds true for lawyers. A blog thrives on new content and the more updated it is, the better. That doesn’t mean you should be constantly posting any and everything to your blog in order for it to get attention. Quality over quantity is certainly another adage that applies here.
Quality content that is informative to your clients and prospects is the key to a successful and effective blog that will generate results for your elder law practice. By posting information that is useful and informative to your clients and prospects you can establish your firm — and your blog — as a reliable and trusted elder law resource in your community. Creating the content for your blog doesn’t need to be a complex or time-consuming process and it can often be done with in-house resources.
You don’t need to be a blogging expert
You may think you have to be a marketer — or a writer — to capitalize on this trend of blogs and content marketing. In reality though, you don’t have to be a marketing expert to benefit from effective content on your blog. You may already have the makings of some very valuable blog content right under your nose. Consider the information you share with new clients and prospects in face-to-face meetings and evaluate how a boiled-down version of that information on your blog could attract potential new clients to your firm.
Ultimately, your blog should serve as a way to keep in touch with your clients and to provide valuable information for anyone that may be searching for information on estate planning, long-term care or any of the other elder law areas in which your firm specializes.
Let’s take a look at some of the key characteristics of blogs that work as effective tools in marketing for lawyers:
- Audience-centric. The information you share on your blog must be well received by the intended audience — your elderly clients and their families — in order for it to be effective. That means that your blog content should focus on the client, not you or the merits of your firm. When choosing blog content, consider basing it on questions you often get from existing clients. While your website is a fine place to list your credentials, accolades and expertise, your blog should be all about information that can help your clients.
- Avoid legalese. It’s important to speak your client’s language and avoid legal terms and jargon. If the information is too complex you risk scaring off your potential clients because they’ll assume your services are beyond the scope of what they need, when in reality, most of them could benefit from your services.
- Provide timely and relevant information. If you never update your content or add anything relevant or timely, you give people no reason to come back to it. Blog about happenings and relevant news in your community. If possible, make a connection with your clients about how a particular news item or event relates to them or their potential estate and elder planning needs. This time of year you should be sharing holiday-related content, for example.
- Content is targeted and benefit-driven. Your blog readers are going to want to know what’s in it for them. When you post content that is relative to a service you offer, always focus on the direct benefit of that service to your client — a potential tax break, for example.
- Blog content is shareable. The power of social and sharing are undeniable when it comes to marketing. Make sure to include some content that your clients will want to share with others in their own circles and make it easy for them to share it. This can be an extremely effective source for generating new clients to your elder law practice.
- Offer short-form content. Remember that not all of the content you post needs to be lengthy. In fact, it shouldn’t be. Make sure you offer some short-form content, such as brief answers to frequently asked questions and short articles you have written or excerpts from a recent event or seminar.
- Offer incentives. Who doesn’t like to get stuff, right? Providing a monthly coupon for a discount on your services is an effective incentive for getting existing clients to take advantage of additional services you offer. It’s also an effective referral tool if they know of others that may be contemplating hiring services within the elder law community. Consider offering gift cards or small cash gifts for friends or relatives of anyone that becomes a client.
- Have an SEO strategy. Of course none of your blog content will be effective if it doesn’t get discovered. By implementing simple SEO tools like Google AdWords and Google Analytics you can make sure your content is generating results when potential clients go looking for elder law services.
By following these guidelines you can turn your blog into an effective marketing tool. Improving your blog is just one of a number of simple and cost-effective strategies that can have a positive snowball effect on your marketing efforts.