Recently, I’ve been writing quite a bit on why it’s critical to make your blog useful to clients.
Sure, this sounds like an obvious statement at first, but attorneys tend to blog either towards other lawyers or on subjects that no one cares about.
The latter tends to happen because it’s hard to come up with blog ideas. The problem with that is you can’t afford to blog on boring subjects and miss out on clients.
Studies have shown that around 77% of businesses invest in content marketing — which means that your blog is in hot competition with other firms for prospects’ attention.
But worry not; in this article, I’m going to teach you how you can take off sprinting ahead of the crowd.
I’m going to cover a topic that the vast majority of lawyers miss: niche blogging.
What is Niche Blogging?
A client recently shared a good article published by Law Insider on why attorneys can benefit from using microsites.
The idea of a microsite is simple: It’s a small site directed at a narrower niche of your client base. An example of this idea would be a family law attorney who has a second website geared exclusively towards the issue of “fathers’ rights.”
Reading the Law Insider article made me realize that I had been writing this type of “niche” content on blogs for several years but never really thought of it as niche-blogging.
So let’s talk about how you can effectively niche-blog and how it will help your practice.
How to Effectively Blog: Divide and “Conquer”
It’s likely that your firm practices in multiple areas. And the clients in those areas aren’t going to be interested in the same things.
Take a look at your firm’s practice areas and think about who your potential clients are.
Once you do that, divide them into their respective categories and blog to each one specifically, instead of trying to cover all bases at once.
Here are some examples to give you a better idea:
- Family law attorneys – Dads would be interested in “fathers’ rights” type content, while military members would be interested in content directed at them.
- Bankruptcy lawyers – Rather than writing blog posts that address a client’s entire financial situation, break it down into debt types; focus some of your content specifically towards credit card debt, other content specifically towards mortgages, etc.
- Estate planners – This is similar to the bankruptcy points; rather than blogging on broader estate planning issues, you can focus directly on specific assets or asset protection issues.
These types of niches lend themselves well to robust blog discussion.
Any of the topics I mentioned above lend themselves really well to a series format.
Having numerous niche-specific series on your blog goes a long way in establishing yourself as an authority on a given topic, which is key to growing your practice exponentially.
Defining Your Niche
One thing to be mindful of is how you define a niche.
Your niches must be defined by the problems that a particular class of people faces and not a particular class of case. Remember, you’re writing for your prospects, not other lawyers.
For example, people facing child custody issues are not a good niche since many people could fall into this category (men, women, married, unmarried, etc.)
Also, people filing for bankruptcy under chapter 7 are not a niche; the potential readers for that topic is way too broad.
Instead, classify the niches by groups of people – such as fathers, mothers, homeowners, non-homeowners, etc.
This makes niche blogging much more effective as it allows you to communicate with people on a deeper, more targeted level.
How Lawyers Benefit From Niche Blogging
Blogging to a niche yields a whole list of benefits; and to list them all, I’d have to write a post about the size of War & Peace. So, for now, let’s look at the two big ones.
First, effective niche-blogging will quickly result in your law firm’s website receiving meaningful backlinks.
Second, people are far more likely to call an attorney when they feel the attorney is speaking directly to them.
Niche-blogging will yield valuable and meaningful backlinks much faster than you may think.
The reason why?
It’ll position you as the authority.
To give a few examples:
Shortly after I started my first law blog, I wrote a comprehensive series on “fathers’ rights in Nevada.”
The blog was linked to by a few different resource websites and personal blogs based on the topic.
One of our clients has a discussion on their blog that deals with a niche-appellate issue, and that article was recently linked to by another law blog discussing a similar topic.
The reason we got those links was that we positioned ourselves as authorities.
And just as importantly, it lets you speak directly with your target audience about issues specific to them.
It’s marketing 101; the more you speak to a potential client’s situation specifically and connect with them, the more likely it is that they’ll work with you.
When a potential client reads content that’s laser-focused on their particular situation, they’ll feel more inclined to pick the phone and call your firm.
It’s important to blog on broader topics, but attorneys often fail to blog on more targeted, client-tailored topics.
Why do you think lawyers often miss this point? Feel free to chime in through the comment form below!