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Is a blog the new “links” on your law firm website?

law firm blog outside site
January 17, 2015

Do you have a blog? Yes, we have a blog, it came with our website.

I can imagine that conversation between lawyers over and over again. Not just between lawyers at different firms, but also in the case of lead partner asking a junior lawyer in the firm.

Sounds like a lawyer 15 years ago asking another lawyer if they have a list of “Links” on their website.

The almost mandatory links page was a list of websites that were remotely relevant to the law firm. I’m being generous with “remotely relevant.”

Links to the websites of the U.S. Congress, the U.S. Supreme Court, and the White House were all legally related and, of course, would leave anyone who stumbled onto our website very, very impressed.

“Links” was proudly announced in the navigation header along with Firm History, Lawyer Bio’s, Practice Areas, and Contact Us.

I can’t help but feel that Links is being replaced with the mandatory blog. And yes, “Blog” is proudly displayed in the website navigation to get you to a page of often outdated content that reads like milk toast.

I can’t imagine lawyers generating any work from their links page. I can’t imagine lawyers generating any work from the pages I see labeled “Blog” on so many websites.

Even worse than links, lawyers feel compelled to write content for their “blog.” A time suck going into something that is unlikely to be enjoyable, let alone serve as professional and business development tool.

A blog is a stand-online site/publication separate and apart from a law firm website with a brand focused on a niche area of the law (not the law firm) “published by” the law firm.

Claim that mantle of expertise blogging as an authority gives you. Do not settle for “Yes, we have links — no I, mean a blog.”

Image courtesy of Flickr by Rigmarole

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