May 12, 2009 by Kevin

Law blogs : You get what you pay for

John Kormanik, a founding partner of Boise's Kormanik Hallam & Sneed and former Idaho Deputy Attorney General posed the following question in LinkedIn Legal Blogging Group's discussion forum: 'I am considering starting a blog concerning my law firm, practice and assorted topics. Which platform is best suited for this type of blog, Google Blogger or Wordpress?'

A lengthy discussion ensued among members of the group. I thought I'd share my response to John's question.

I have a dog in this hunt so take this as you may. But I am a firm believer that you get what you pay for. The goal here is not to save money by blogging, but to enhance one's reputation as an authority and to grow business by networking through the net.

Your blog is your home base in that networking. The result is a heck of a word of mouth reputation that keeps on giving throughout your professional life.

Blogger is a non-starter as far as a professional and safe environment for lawyers. That's true for a number of reasons discussed on my blog and elsewhere.

Wordpress and Typepad, though better, are lacking unless a lawyer really knows what they are doing with blogging, social media, and networking through the net. You also have design issues.

I practiced law for 17 years. I helped build a firm with 2 partners and a couple staff to 15 lawyers and 30 or 40 employees. I then started my own firm doing plaintiff's trial law work.

As far as how my competition, my clients, prospective clients, referral sources, media, judges, and jury members perceived me and my firm, I did not want to take a back seat to anyone. That meant both doing a good job and making certain everyone in my firm carried themselves in a professional fashion. There were necessary costs to that - but that was okay as we were doing good work for good clients as a result.

It all depends where your goals lie, how much time you want to dedicate to learning how to network through the net via effective blogging (not just getting a blog up), and the risk you want to take with your image as to how you wish to start blogging.

Lower long term goals, lots of time, and a willingness to risk your reputation? Go it alone on one of the free/low cost platforms. Otherwise you may want to get a professional team to help you.

As you tell your clients, there is a benefit to hiring a lawyer in getting legal matters handled correctly. You can do your own legal work. However, there's a benefit to having a lawyer so you accomplish what you want and avoid long term problems. It's the same for blogs and networking through the net.

The true advantage you have today is that the cost to do great things in marketing, networking, and client development through the Internet is so low. Blogs have become a great equalizer for smaller firms with lower marketing budgets. In addition the cost of professional help in blogging is peanuts compared to ad and marketing buys we used to make in the yellow pages, print, and the like.

Sure, there are exceptions to the above. There always are. I know some excellent law bloggers using Blogger, WordPress, and TypePad (many whose arrows I'll feel in my back after they read this post). I'm just talking about the safe and prudent route for most lawyers and law firms new to blogging.

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March 22, 2009 by Kevin

Primary reason for lawyers to blog is not to draw traffic to law firm's website

There is huge number of lawyers and, unfortunately, a good number of so called Internet marketing experts who believe the primary reason for lawyers to blog is to draw traffic to a law firm's website. That's bunk and anyone who tells who so is wrong.

Go back to pre-Internet days. That's only 10 years for most lawyers. Did lawyers network with business associates, speak to industry groups, and write articles for trade publications for the primary reason of having people read the firm's brochure?

Would it be okay if in-house counsel contacted you because of a word of mouth reputation you established as an authority in your niche? A reputation earned because of other thought leaders citing your blog on a regular basis.

Would it be okay if a consumer contacted you because they liked the way you answered common bankruptcy questions on your blog? Real questions and answers in story format based on phone calls from prospective clients or meetings with existing clients.

Would it be okay if a conference attendee came up to after a presentation you made to an industry group and asked to speak to you about a legal issue? A presentation you got to make because of your blogging.

You'd talk to any of those prospective clients about the legal issue they faced and how you may be able to help them. Ain't no way you'd respond, I'd like you to look at my law firm's website first.

I ask attendees at my presentations around the country if any of their law firms only take clients from their website. No one as answered yes.

But with all the goofy discussion going around that you do a law blog to draw traffic to a law firm website, you'd think it was the case.

The primary reason to blog for most lawyers is for client development. The best lawyers in this country, both today, and 100 years before the Internet got their clients by word of mouth. They got to be known as an authority in a niche area of the law. Word spread offline by meeting people, networking at professional and social events, doing legal work whether transactions or in court, speaking, writing, and probably nine other things I'm missing.

Blogging is more about marketing pre-Internet than post Internet. Effective blogging results in a word of mouth reputation as an authority. And by virtue of effective blogging, prospective clients are more likely to call, email, or approach you at a conference directly as opposed to going through your firm's website.

It's only common sense. Think of a senior lawyer who's established herself as a lawyer's lawyer. She got the best clients without doing a lick of what we now label marketing and client development. She got this work by word of mouth.

This senior lawyer developed this reputation without the powers of the Internet. She did it the old fashion way - networking, speaking, people witnessing them doing a dam good job in transactions or litigation, constant honing of her skills etc.

Blogging's just like that. Today commerce is driven by the Internet. There are dam few people who don't turn to the Internet for virtually all they do. That's why today you develop the reputation the senior attorney has via the Internet. And that reputation is developed via blogging and the complementary and effective use of social media.

Sure lawyers who blog will have the most viewed profile at the firm's website. Sure there will be traffic from strategic links on your blog to the law firm website and lawyer profiles. Sure the blog will achieve high search engine rankings which in turn will help your website's search engine rankings. But those are not the primary reasons for a law blog.

Blogs are for reputation enhancement and developing a word of mouth reputation that keeps growing year after year. Use a little common sense. Don't buy the misinformation that the primary reason for a blog is to grow traffic to the firm's website.

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February 26, 2009 by Kevin

Personal injury law blog: 3 components to a good one

As a former plaintiff's trial lawyer who had good success marketing on the Internet, I'm sickened by the way many personal injury lawyers blog.

  • Copying news stories for keywords and key phrases for the SEO shame game.
  • Wrapping up each post with the classic if this awful thing happened to you call the law firm of 'Clowns R Us' at 1-800-law-hurt because we help people like those killed in the car accident as reported in this news story we just copied from the newspaper.
  • Blogging on sub-domains of Internet marketing companies who screen your cases (from a limited geographic area of course) and collect 1/3 of the fees you earn.

Get a grip on yourselves. Have some pride. Don't leave your common sense behind when you turn the computer on.

You can have a wonderful personal injury blog. On your own domain that you keep for ever. That causes people in town to refer work to you. That causes people in town and the local media to talk about the good things you're doing with your blog. And that performs exceedingly well on the search engines.

How? Think of your blog as a weekly call in radio show where the the hosting DJ has broken down the show down into three segments.

1) Updates on the law as if the DJ asked 'Have there been any major developments in the law the last week.'

This will be brief, perhaps 10% of the show. Don't bore people to death with appellate court decisions reversing a jury verdict and judgment because of an oddball jury instruction the judge gave. But if the state's minimum limits for underinsured motorist or uninsured motorist coverage changed, that's the type of thing to share. Same for a state supreme court decision that found that insurance agents cannot be sued for failure to disclose needed insurance coverage because there's no fiduciary duty. Share it. Average folks in your community should know that.

2) Answer common questions as if the DJ was taking calls. This is the lion's share of the show, maybe 70% of it.

Make them real questions and real answers, without disclosing enough to blow confidentiality. 'I got a call from a women whose husband was working at a construction site who asked...' 'A client asked me today why they need to disclose this or that to the defendant insurance company...' You get questions all the time from prospective and current clients. Keep track of them on a legal pad on the right side of your desk.

People ask questions about particular situations before they hire you. It's a rare bird that calls up and says I heard you're wonderful, please fax over the contingency agreement so I can sign it. Why didn't the insurance company pay after I saw their doctor who must have found my injury and resulting disability to be real? I got hit by non employer Acme Co cement truck at work, can I recover more than worker's compensation?

Questions and answers are gold for a lot of reasons:

  • It's the content people want. For every one person who asked the question, there's a hundred others looking for the answer on the Internet. Why guess what people want on your blog, they're already telling you.
  • It shows you care. People dislike lawyers and do not believe we care. Imagine their coming across your blog where you're answering a question once or twice a week. And the questions and answers are broken down into categories in the navigation. Wow! You stick out like a shining star among other lawyers in your community.
  • It shows you can talk with folks like a non-lawyer. The best compliment I got from jurors and bailiffs was that I didn't sound like a lawyer. I'm not sure what a lawyer is supposed to sound like, but if I'm talking in such a way that the average person in town relates to what I'm saying, I'll take it.
  • It shows you take people's phone calls and sit down to talk with injured people and their family members before they become a client. I don't care if you have free consultation and your 800 number in 48 point font in flashing fuschia green. People don't trust you. They are not excited to call. That all changes when you talk about people calling and coming on and how you responded.
  • It shows you have command of the subject. You've been around the corner. You've worked up good cases. You've had to tell folks with catastrophic injuries that they can't prove liability. You've tried cases to verdict. You know how dam hard it is for people to find a med mal lawyer even on a good claim. You know some insurers fight to the death on legitimate claims so as to cause injured people to give up. Call upon what's now common sense and share it with folks.

3) Share a few things, offering your take, that you've read in your RSS newsreader by which you're following A-list law bloggers and A-list keywords and key phrases from Google Blog Search and Google News. It's as if the DJ asked 'Have you read anything in the news the last week that our listeners would be interested in?'

A number of reasons for this:

  • Following good trial lawyer blogs makes you a better lawyer. The content is good and you'll begin to network with those lawyers even though they may be thousands of miles away.
  • Shows you're all over things related to your practice. How did you see this story in the San Diego Union on tort reform when you're located in Birmingham? How did you see this story shared by a leading lawyer in another state? Wow! This lawyer is all over the law and the area they practice.
  • Most importantly it gets you into a conversation among leading lawyers and gets reporters to contact you. You start referencing blogs and stories in newspapers and the lawyers and reporters see you. In the case of bloggers, they'll subscribe to your blog. They'll share what you say offering their take. For reporters you may need to email them letting them know 'Good story, shared it with my readers, glad to be of help anytime as this is what I cover.' Not only are bloggers and reporters marketing your blog by citing it, but by their citing what you write in your blog, they are building a great list of citations prospective clients see when they Google your name. How many other lawyers in town have been cited as an authority by lawyers around the country and reporters?

This brief post doesn't do the topic justice, but people have been asking me to share my advice on personal injury blogs. Perhaps we could do a free webinar on the subject in the upcoming month. Let me know if you're interested and we'll set it up.

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February 18, 2009 by Lisa Kennelly

Russell Jackson of Consumer Class Actions & Mass Torts: LexBlog Q & A

New York class action lawyer Russell Jackson started blogging because, of course, he wanted to join the conversation about his practice area, mass torts and consumer class actions. He launched his blog, Consumer Class Actions & Mass Torts, in January, to achieve that end.

But he also wanted to get himself organized. Russell, a partner at Skadden, Arps, Slate, Meagher & Flom, had stacks of new decisions piling up, but was always putting off reading them.

"I figured that if I had people counting on me to do regular blog posts on new developments in my field, I would find the discipline to make reading these cases a part of my daily routine," Russell says. "So far, it has worked."

Russell also said that even though he's only been blogging a month, the return on his investment has been stunning.

"In many respects," he says, "this 'solitary' activity of blogging has been more effective at making real professional contacts for me than a lot of organizations that I've belonged to or meetings I've attended."

In this LexBlog Q&A, Russell talked to us about his "Blog Mission", the sense of community he's gained from blogging and his goal to show his blog readers the city of New York through the eyes of a small-town guy.

See our e-mail exchange with Russell (after the jump).

Continue Reading...
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February 16, 2009 by Kevin

Law blog belongs outside a website, law firm's brand notwithstanding

I am absolutely lost on the argument that when a law firm is concerned about their brand, they may want to put their blog(s) in the law firm website.

We work with hundreds of law firms and thousands of lawyers on blogs. Virtually all of those law firms are concerned about their brand.

Each and everyone of their blogs is outside their website. Not because we tell them they have to do it this way. But because it's the right way. I've blogged about the point here and here.

Key to these firms is first a blog design that compliments their other collateral, website included. Second and even more important is that these firms know that a professional service firm's brand is built upon a reputation - a reputation for being a thought leader and a reliable trusted authority in niche areas of the law.

Though appearance is important, a brand for a good lawyer is not about design, collars, logo's and the like. If lawyers known as authorities in a niche leave a firm, where do you think the clients needing work on that niche area are going? Do you think the clients are staying because of a branded color, design, and logo? Hardly.

Blogs outside of websites get cited more often. Why? Because they are viewed more credibly.

And when you have a blog that's cited more often, you have a blog that's viewed as an influential blog by the technology that pulls in syndicated blog feeds to mainstream media such as the Wall Street Journal and New York Times. And the number of those publications pulling in syndicated feeds from law blogs is going to explode in the coming year or two.

Look at the Wall Street Journal today for 'Breaking Law Stories from Around the Web.' It's an edited feature in the law section of the online journal each day that begins with a call out and excerpt at this WSJ law page.

While some of the WSJ's breaking law stories come from the New York Times, Chicago Tribune, or Time Magazine, most of the breaking law stories come from law blogs. Law blogs viewed as influential and whose content is pulled in by syndication.

Today there are 24 law blog posts displayed by virtue of syndication at the Wall Street Journal. Not one comes from a blog inside a website. Coincidence? Hardly.

And one of those blog posts being displayed today by the WSJ is a personal injury blog post written by a plaintiff's lawyer, not a group the WSJ favors. That being John Day's 'Day on Torts.'

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February 15, 2009 by Kevin

Lawyer's word of mouth generated reputation most powerful Internet marketing

In a blog post last week Legal website developer, Pete Boyd, took issue with my blog post and my subsequent interview with LawyersUSA advising lawyers to get their blog outside their website.

Pete's a bright guy when it comes to law firm websites and has done some excellent work. But I think he misses the most powerful point of having a blog. It's not to create SEO for your website. It's not to get people to look at the wonderful things marketing people have written for copy on your website. It's not to save money by powering the blog with your website.

Think of the way the best lawyers have gotten their work over the years. Did the best lawyers get their work out of the yellow pages and TV? No. Even as a plaintiff's a personal injury myself for 17 years and spending a ton on yellow pages, TV, and the like, I got my best work by word of mouth. I got my work because other lawyers, doctors, and the public saw me as a good lawyer with a great team and with a passion for what I did.

Being at the top of the search results for location and what you do as a lawyer is increasingly becoming like running the largest ad in the yellow pages or the most TV ads. A word of mouth generated reputation on the Internet for lawyers is now as powerful, if not more powerful, than an offline word of mouth reputation.

Word of mouth is generated with a blog far, far greater when the law blog is away from the website. It shows your audience you are nor afraid to enter into a conversation and to share of yourself without saying see how great I am, see my 1-800 phone number, etc.

Law blogs inside a website get cited a lot less than blogs outside a website free of all the marketing spin. Law blogs outside a website are far more likely to be referenced in social media (twitter etc) and have their contact syndicated to major news sources such as the WSJ and the New York Times. I suppose law blogs inside a website could do the same, they just don't.

Pete's had a blog inside his PaperStreet website for years. I don't see his blog content being regularly cited in a robust blogsphere and media discussing Internet marketing for law firms. I don't see his blog posts being syndicated by mass media such as the WSJ. I don't see his blog posts being referenced on Twitter by the thousands of legal professionals using this powerful word of mouth and branding tool.

Maybe Pete's offering wonderful insight and commentary on law firm websites and Internet marketing on his blog. If so, it's not be discussed. It's not generating citations by other thought leaders and the media or being syndicated to mass media online sites, things that would generate a powerful word of mouth reputation.

Being referenced on other blogs, in the media, and across social media online is 50 times more powerful for a lawyer marketing on the Internet than high SEO.

Who am I more likely to hire, a lawyer #1 at Google for Tampa Personal Injury Law or a lawyer whose name I search at Google and find all types of references to what she's written about by thought leaders and the media? SEO is great, and good blogs will dominate Google. But strong references to what I am saying, a tacit endorsement of me as an authority, is much more valuable.

As far as complimentary branding and info on the lawyer and their services, it's all there on a well designed and architected blog. All with strategic linking to a law firm website. Sure, there's a ton of a law blogs that do not do this branding right. That's a reflection of many people saying you can do a blog yourself or at little expense.

A lawyer's most important investment is the investment they make in themselves. An investment that makes certain that the public, referral sources, bloggers, conference coordinators, and the media see the lawyer as a thought leader in their field - see the lawyer as a reliable and trusted authority in the lawyer's area of expertise.

Realizing that investment doesn't come because all a lawyers energy and money goes into a website, chasing SEO, and pinching pennies when it comes to a blog, something much more powerful in creating a word of mouth reputation than a website alone.

It's time we who have practiced law for years and who know how the best lawyers got their work to tell lawyers how to best leverage the powers of the Internet. The timing has never been better on the Internet than now to to leverage social media, blogging being a central part of it, to further enhance a lawyer's reputation and grow their reputation by word of mouth.

The best lawyers are not going to achieve what they can via the Internet if we're directing them to more of the same. More money on Websites. More money on SEO. More money on adwords from Google.

Good lawyers need to use the tools at hand to get work and retain clients the way we always have as lawyers - by having an outstanding reputation generated by word of mouth.

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February 11, 2009 by Kevin

Law blogs more important with advent of Twitter

I'm often asked with the advent of Twitter does it mean law blogs are less important. (Most recently this morning on Twitter and then at a law firm presentation this afternoon) It's just the opposite.

Twitter makes blogging as a lawyer more important than ever. In addition, the ROI to a lawyer who's blogging is even greater with the growth of Twitter.

Why? Social media in action.

Social media just means passing on news and information to friends via the various Internet mediums we have today. The hottest and fastest growing form of social media is Twitter.

Millions of people a day share links to news and information they've read. With the decline in main stream media and the rise in niche focused blogs, it's safe to say the majority of the links being shared on Twitter are to blog posts.

And we're not dealing with a random group of people tweeting and receiving news and links on Twitter. We're dealing with communities of people with similar interests.

These communities without gates and walls flourish with people with like interests following each other on Twitter. In addition, people following an RSS feed of a search at search.twitter.com follow topics being discussed by communities on Twitter.

If I'm an environmental engineer, there's going to be a lot of people I am following on Twitter and who are in turn following me that have an interest in environmental matters. When links and info are tweeted and re-tweeted within this environmental community on Twitter they're reaching a network I'd kill to reach if I am an environmental lawyer. I'd love to get to know people in this community and for community members to get know me as reliable and trusted authority on environmental law matters.

With a niche law blog, people tweet about the insight and commentary you offer on your law blog. Your insight reaches the hundreds or thousands of people who follow you on Twitter and the thousands of people who receive a link to your post when it is re-tweeted by some of your followers.

Without a blog, what are people going to tweet about you? That you're a great guy. I don't think so. Sure you can Tweet about things of interest and people may re-tweet it. But that's nothing compared to people sharing your blog content on Twitter.

And without a blog, what do people see for your profile link at Twitter? Your law firm website profile? Boring and typical. Your LinkedIn profile? Better, but no where near the 360 degree view one gets of your passion, skill, expertise, and philosophy on legal issues of concern to them when they see your blog.

In addition, the ROI from blogging is up big time with Twitter. Though ranking at the top of Google searches for what I do and the services LexBlog offers, Twitter is the leading source of traffic to my blog. And since using Twitter the traffic to my blog is up by 20 to 30%. With my blog the leading source of work for LexBlog, Twitter has increased my returns dramatically.

Blogging and Twitter are both part of social media, the concept of sharing insight and commentary on things we read and see. For lawyers looking to enhance their reputation as an authority they work very nicely together.

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February 5, 2009 by Lisa Kennelly

Janet Ellen Raasch of Constant Content [Lexblog Q & A, Part 2 of 2]

On Wednesday, we ran the first part of our email exchange with legal writer and ghostwriter Janet Ellen Raasch, who blogs at Constant Content. This post features the rest of our interview, in which Janet talks about how her background in journalism helps her blog, and how important it is for lawyers to self-publish and control their online presence.

"In the age of social media," Janet says, "an attorney’s reputation as a thought leader in a given area of the law equals the results of a Google search for his or her name."

See the second part of our email exchange with Janet (after the jump).

Continue Reading...
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February 4, 2009 by Lisa Kennelly

Janet Ellen Raasch of Constant Content [LexBlog Q & A, Part 1 of 2]

After years of contributing content to various websites, legal writer and ghostwriter Janet Ellen Raasch decided it was time to start writing for herself. "I had lurked long enough and wanted to start to interact," she says. She's now set up at Constant Content, where she houses her vast repository of books and articles and blogs about marketing, social media and other law blogs.

Janet's background in journalism and experience as a writer has made for a relatively smooth transition to blogging. "I use my blog as a vehicle to bridge the gap between traditional journalism in a print environment and 'citizen journalism' in a Web 2.0 environment," she says. She also talked about how past experience as a graphic designer helped in planning the layout of the distinctive design of her blog

We caught up with Janet for an email LexBlog Q&A, which yielded so much feedback that we're going to run it in two parts. Check back Thursday for part 2.

See the first part of our email exchange with Janet (after the jump).

Continue Reading...
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January 25, 2009 by Kevin

10 reasons why a law blog does not belong inside your law firm website

We're always asked at LexBlog about putting a blog in a law firm website. The answer is you don't do it. Anyone telling you to do so is wrong.

Putting a blog your law firm's website makes as much sense as adopting law firm policies requiring that the firm's lawyers only speak at industry conferences held in your firm's conference room and that your firm's lawyers only be quoted in your firm's publications, as opposed to industry and widely read periodicals.

Here's 10 reasons why a law blog should be independent from a law firm website.

  1. Your law firm website, as it should be, is overt marketing collateral. Your website is all about your law firm, your firm's lawyers, the services your law firm provides, who your law firm represents, and how we contact your law firm and its professionals. A blog is about providing valuable information, insight, and commentary to your target audience. Don't detract from the effective reputation enhancement, networking, and client development power of your law blog by making it part of your firm's overt marketing collateral.
  2. Google is only going to display the most relevant content page from your law firm's website, it's not going to display 2 pages in the search results. Having a blog and website allows relevant content from each to display in Google search results.
  3. Search engine optimization. Links from relevant websites or blogs to your firm's website or blog are critical for search engine performance. Blogs are link magnets. Websites are not. A blog inside your website is going to generate few, if any, incoming links. Not only will a well done blog perform exceedingly well in search engine results, but links to your website from the blog and links to your website as a result of blogging will dramatically improve your law firm's website search engine rankings.
  4. Effective blogging is all about entering into a conversation with both thought leaders in your field and your target audience. How do you dialogue from your law firm's website? You don't. Step one in effective blogging is listening to what thought leaders are saying on their blogs, what they're saying in the media, and following key words and key phrases relevant to your niche in Google Blog Search and Google News. Referencing this content and offering your take is what you'll be doing in your law blog. Thought leaders, your target audience, and the media will then see your contributions to the conversation and begin to reference you. It's very, very hard for people to reference your blogging when you're wearing the trappings of a law firm website. We're just not inclined to do it.
  5. Marketing success for your blog. The best way to get exposure for your law blog is to blog about what leading bloggers and reporters are writing about in your niche. They'll then see you, subscribe to your blog, and cite your blog posts with their commentary. The thousands of subscribers of these leaders will see your name and tacit reference to you as an authority. They'll subscribe to your blog, and those who blog will in turn reference you and your blog content on their blogs. You're not to garner these citations with a blog in your website.
  6. Getting subscribers to your blog. Your target audience is looking for the context you can offer on subjects relevant to your niche. Your audience is not looking for overt marketing information. Blog subscribers want to see that you are first concerned about offering value to them. Placing a blog in a website shows you're too afraid to give without at the same time telling people about how wonderful you are and the wonderful things you've done. On the net, you can have everything you want as long as you help enough other people get what they want. Show it.
  7. Public relations success. 75% of reporters use blogs to identify experts and gain insight on stories they're writing. Public relations is no longer about press releases. It's about demonstrating yourself as a thought leader by entering into a dialogue. You're much less likely to be called by reporters with a blog in a website that hamstrings open dialogue and reputation building.
  8. Ease of use. An effective user interface for readers of a blog and a website are two different animals. Weaving the necessary navigation elements of a blog into your law firm's website is likely to lead to reader confusion.
  9. Good design. Your law firm's website and blog should complement each other, not look the same. Your website is your overt marketing. Your blog is an educational magazine allowing you to enter into a dialogue.
  10. Social media success. In addition to your content being cited on other blogs, blogging success comes from having your content cited on Twitter and social bookmarking websites. Content from a blog in your website is much less likely to be shared and spread via social media, if at all.

Putting a blog in your law firm may be the easy thing to do. You may have marketing or tech professionals telling you to do so.

But if your looking for your blog to enhance your reputation as a thought leader in your niche, to allow for networking among your target audience, and to serve as an effective client development tool, don't do it. Keep your blog outside your law firm website.


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