• Doug McPherson

6 reasons your law firm or accountancy practice definitely needs a blog

As a solicitor, an accountant or a patent or trade mark attorney you know an awful lot. You have a veritable treasure trove of advice in your head, information your clients can use to improve their commercial or personal position or sidestep obstacles that could potentially trip them up at some point.

And that’s all fine while you’re actually engaged in a live matter with a client. You’ll be talking regularly - sometimes several times a day - and you can impart the right piece of information at the right time as their adviser.

But what happens between matters?

And more pointedly, what happens if the person who could benefit from a particular piece of advice isn’t a client at all?

This is where a blog becomes an invaluable component within your marketing strategy.

A blog allows you to pinpoint a specific issue and tell the reader what to do in those circumstances. And, once it’s written, you can push it out via email, e-marketing, and social media to alert people to its existence before you put your feet up and allow the good people at Google to work their magic and find you a whole new international audience.

But if the benefits to your online profile alone don’t persuade you just how productive starting a blog could be for your practice, here are 6 more reasons your law firm or accountancy practice needs a blog:

1. You’ll boost your search engine rankings

Feeding regular content into your website shows Google your website is both a going concern and a source of useful info.

And if your feed is more regular and more relevant than your competitors’, you’ll soon create a competitive advantage over them, especially within local or sector-based searches.

2. You’ll boost your credibility

Nowadays almost everyone qualifies what they’ve heard online. If you have been positioned as an expert in tax, retail or biochemistry the visitors to your site will want to see you not only understand but have an opinion on the latest trends and issues.

Personally I also think prospective clients want to see the person they could well be about to ask for advice also has an opinion and the confidence to put that opinion out into the world.

3. You’ll strengthen your key relationships

The fact you are willing to share clear, practical and valuable tips via your blog will be appreciated. And who knows, if your timing is good (and you include an easy response mechanism) some clients may suddenly realise they need more help in that area which means you might get some new work.

Fresh blogs also give you the perfect excuse to email the link to the professional contacts your piece is relevant to which could lead to a referral or at least an invitation to catch up. And if they were to forward it to one or two or their clients, you might get a new lead.

4. You’ll mark yourself out from your competitors

Although blogging has been around for years, many professional service firms still don’t blog regularly enough. If your blog is constantly updated and you are sticking to the golden rules (keep it short, stick to one topic, offer tips reader can use to help them/their business), you’ll build up a following and that following will make sure you stay ahead of your competitors in your clients’, contacts’ and targets’ eyes.

Tone of voice is also an important factor here. A lot of the firms who are producing regular content are still wedded to highly technical, jargon strangled and - dare I say it - pretty dry pieces. If you can be more conversational, more down to earth and more easy to understand than them, this will also make you a much more attractive option than your competitors (and that goes for the prospective clients that find you via the search engines as much as it does for your existing clients).

5. You’ll have a well of content you can re-purpose for all sort of other marketing initiatives

A back catalogue of good, practical content can be repackaged for your e-newsletter, for seminars or presentations. You can also beef it up for PR pieces or as ideas you can take to the editors of the trade press to start a conversation about you maybe writing for those titles at some point in the near future.

6. You’ll be a better solicitor/accountant/attorney

For some professionals having an opportunity to think about the latest developments in their practice area or chosen markets is a great opportunity to get their thoughts in order and down on paper which can make it easier to convey the same information to clients in person or by email.

And for more junior fee earners, being tasked with coming up with content can be a real-world training exercise. It’s useful for them to match the theory to the practical application which again will make them better advisers in the long-run.

We can’t just how much writing regular blogs will add to your marketing efforts but if you still feel time is at a premium, why not email us so we can find a time to discuss the possibility of you outsourcing your blogs to us?

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