This is a follow up to my last article on three ways for lawyers to get more clients. I received some feedback from a few readers that made me decide to expand on one of the points in this article. There are attorneys who are putting time into blogging and not getting the return they should for one simple reason – they’re not connecting with clients.
Lawyers often speak to situations differently than what potential clients are facing
I was watching television last week when I saw an example of this, which can be related to law blogs. The local police department in my city has stopped responding to minor, non-injury, car accidents due to budget constraints. A local personal injury lawyer is now advertising an app he had written which can be downloaded on a smartphone. The app is for the purpose of contacting his office immediately in the event you are in a car accident and the police aren’t coming. While the app sounds like a great way to solve the potential problem, there’s a big issue with it; let’s be honest, no one is going to download that app until after they’ve been in an accident. People don’t plan ahead for the possibility of a car accident before they leave the house. This means they won’t have it on their phone directly following the accident when they actually need to use it.
This example relates directly to many law blogs. How often do you see the following examples:
- A criminal defense attorney with a “what to do if stopped by the police” type post.
- A “how to prevent your wages from being garnished” post.
These are issues people aren’t typically researching until after they’ve been put in a situation. In other words, instead of posting about what one “shouldn’t confess to the police” you need to write a post on “you confessed, now here’s what we can do about it.” By writing in this way you’ll connect more directly with the potential client.
This is not to say that there’s no value in the way many attorneys write these types of post. The “what to do if” posts will still contain much of the relevant information and be picked up by search engines. The big benefit of writing in the way I’m suggesting is that you’ll see an increase in your conversions. People coming across your article are more likely to call if you’re speaking to situations they’re actually in rather than telling them information which makes them feel like they already blew their case. Taking this approach to your blogging will help grow your practice.
Lawyers err by only speaking to potential clients in their blog posts
I’m a big believer that the modern law blog’s role is to provide useful information to the public which, in turn, will net you clients. One place where most attorneys miss this point, however, is when they don’t consider who it is that’s actually reading the material. Consider the following:
- Criminal lawyers often write about what the criminal defendant should do.
- Family lawyers often write about what the party should do.
- Estate planners often write about what the actual client should do to safeguard assets.
In my practice there were many times where the person calling was actually a family member or friend of the person who became my client. In other words, it’s not necessarily the potential client looking for this stuff and, again, you’re blogging needs to speak to the people that will be reading the material. Writing a few articles here and there on “what to do if your loved one is facing ‘x’ situation” will go a long way towards establishing that personal connection with your reader and getting them to call.
Lawyers are notorious for not being able to connect and relate to their potential clients. The above steps will go a long way in helping you relate to the people actually reading your blog posts. Why do you think so many lawyers struggle to write from the reader’s perspective? Feel free to chime in through the comments below.