Hyperlocal law blogs offer lawyers big advantages

Following online publishing, it’s becoming more and more clear that hyperlocal is the way things are going. Rather than trying to reach a broad geographic region, success is achieved by publishing relevant information to consumers and businesses in a smaller clearly defined locale.

Wikipedia defines Hyperlocal content, often referred to as hyperlocal news, as being characterized by three major elements.

• Refers to entities and events that are located within a well defined, community scale area.
• Intended primarily for consumption by residents of that area.
• Created by a resident of the location.

Hyperlocal means more than just publishing content for the locale. It means being part of the local community. It means engaging in other forms of social media being used by members of the locale. It means commenting on other blogs and news sites focused on the locale as well as engaging community members through Twitter and Facebook.

What a perfect scenario for a local law blog. Imagine a West Seattle Law Blog published by a general practice lawyer living in West Seattle. Better yet a West Seattle Family Law Blog.

West Seattle has a population of over 58,000. It has the widely read West Seattle Blog. Lots of people in West Seattle, like everywhere these days, are active on social media solutions such as Twitter, Facebook, and blogs.

Of course West Seattle doesn’t have its own laws on divorce and family law matters. But do you honestly think publishing a blog on Washington Family Law is going to generate the warm and fuzzies with people in West and Seattle, the exact thing you need to demonstrate you’re one of the local community?

• Publish matters of general family law. But give it a West Seattle conversational tone, telling stories, and giving answers based on questions you’re getting from folks in West Seattle. Questions from clients and prospective clients.
• Comment on local blogs, using your own name, and when permitted by text fields, leave your business email and blog url. People are curious about who’s commenting. They’ll be pleasantly surprised to see a local West Seattle lawyer commenting on a blog post. Don’t limit yourself to legal subjects. Be part of the local civic discussion, just as lawyers have done for a hundred years.
• Identify some of the mover and shakers from West Seattle using Twitter. Use advanced local search to see people Tweeting in West Seattle or to follow topics of local discussion. Get to know them by following them and sharing Tweets demonstrating not only knowledge of the law, but also demonstrating you’re part of the local community.
• Look for local Facebook groups. Don’t go in shouting I’m a lawyer. Look for groups in which you have a true interest in the subject. If you have kids, you’re involved in soccer and there’s likely a Facebook group for local soccer.
• As you get to know folks, host a small seminar or become part of a local support group. If a divorce lawyer, maybe it’s a spousal abuse group. For a general practice lawyer, maybe it’s on the issues to address in buying or selling a home or condo.
• Meet with local influencers for coffee. Use a blog and social media effectively for a year, and most people are going to know you.

Blogging is so much more than publishing content under a banner heading that covers an area of 4 million people (Seattle Divorce Law Blog). It’s about engaging people you want to represent, your sources of referrals, and the people who influence them. It’s about joining a local conversation. It’s being a part of the community.

50 years ago a West Seattle lawyer could have a rewarding law practice, financially and personally fulfilling, by becoming a part of the West Seattle community. It’s the same today. Just easier and faster.