I’ve been writing a lot lately on how lawyers benefit from making their blogs useful to clients. While this sounds like a “duh” statement, attorneys tend to blog either towards other lawyers or on subjects that no one cares about. The latter is usually because one is struggling to come up with blog ideas. In this article I’m going to write on a topic that many lawyers miss – the idea of “niche” blogging.
A client recently shared a good article published by Law Insider on why attorneys can benefit from using micro-sites. The idea of a micro-site 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. Let’s talk how you can effectively niche-blog and how it will help your practice.
An effective form of legal blogging is to divide your clients into categories and blog directly to each category
Take a look at your firm’s practice areas and think about who your potential clients are. It’s pretty simple to divide your client base into separate niches and then generate blog content specific towards a particular niche. Here are some examples:
- 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 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. I’ve previously written on why attorneys should be writing their blog posts in the form of a series. Any of the topics above lend themselves really well to a series format. Having numerous series on your blog, which deal with a specific niche, goes a long way in terms of establishing yourself as an authority on a given topic and can grow your practice exponentially.
One thing to be mindful of when niche-blogging is how you define a niche. It’s important that your niches be defined by the problems that a particular class of people face and not a particular class of case. For example, people facing child custody issues are not a niche as a broad number of people could fall into this category (men, women, married, unmarried, etc.) Also, people filing for bankruptcy under chapter 7 is not a niche as, again, the potential readers are too broad. Instead, classify the niches by groups of people – such as fathers, mothers, homeowners, non-homeowners, etc. This makes your niche blogging much more effective as it allows you to communicate to people as individuals.
How lawyers benefit from niche blogging
Blogging to a niche yields several benefits that would take multiple blog articles, or making this article the length of War & Peace, to discuss. 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 back links. 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 back links much faster than you may think by making you an authority. There are a lot of blogs and resource websites out there that deal with specific topics. Shortly after I started my first law blog I wrote a comprehensive series on “fathers’ rights in Nevada.” This was linked to by a few different resource websites and personal blogs of people who focused 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 cited to, and linked to, by another law blog discussing a similar topic. These are examples of blogging to specific niche and being seen as an “authority” who people link to as a result.
Just as important, niche-blogging makes your potential clients feel that you are speaking to them directly. It’s marketing 101 that the more you connect with a potential client then the more likely that person is to pick up the phone and call. When a potential client is reading content that is laser-focused on their particular situation then they are going to feel more comfortable in picking up the phone and calling your firm. Duh!
It’s important to blog on broader topics but attorneys often fail to blog in a way that targets smaller group of potential clients. Why do you think lawyers often miss this point? Feel free to chime in through the comment form below.