Why Your Legal Blog Should Have Its Own Domain Separate from Your Law Firm Website

Upon the introduction of legal blogs, twenty plus years ago, all blogs were hosted on distinct domains, separate from the primary websites of law firms.

It was a universally accepted principle; no attorney sought to undermine the credibility and authority they were accruing through blogging by housing their blog within a website, which was fundamentally an advertisement.

The rules remain unchanged today.

1. Autonomy: Establishing a distinct domain for a blog bestows it with a unique identity, ie a book. This strategic move can aid in positioning the blog, and consequently, the attorney or a group of attorneys, in the case of a practice group blog, as an autonomous and leading authority on legal subject matter.
2. Area of Expertise: A distinct domain can concentrate solely on a particular field of law, in contrast to a segment of a broader website domain. This focus can significantly aid the legal professional in establishing and demonstrating their authority within that specialized niche.
3. Advantages of SEO: Frequently, search engines perceive distinct domains as possessing greater authority, particularly when they are utilized for posting and networking across the Internet, such as referencing other authoritative sources. This strategy can augment the blog’s position in search engine results, thereby enhancing its visibility and perceived credibility.
4. Credibility: Regular publishing of a blog on an independent domain serves as a testament to a lawyer’s or a practice group’s dedication towards disseminating knowledge and fostering public engagement. This commitment significantly bolsters the lawyer’s or practice group’s credibility and establishes them as an authority in their field.
5. Control and Flexibility: With a separate domain, the lawyer has complete control over the blog’s content, design, and functionality. This can allow for a more personalized and user-friendly experience, which can enhance the lawyer’s authority. This also enables portable of the blog content, within or outside a law firm.
6. Audience Engagement: The crux of legal blogging lies in the strategic use of the internet for networking, a vital component for business development success that cannot be achieved solely through a blog on a firm’s domain. Legal blogging serves as an effective method for cultivating a distinguished reputation and fostering relationships, both of which are fundamental in establishing a successful business portfolio. Incorporating and referencing the content of influential figures within your blog posts not only enriches your content with valuable insights but also amplifies your visibility within their purview. This mutual exchange bolsters your standing within the field, as these influencers may reciprocate by referencing your work. This networking through the net cannot be done via a blog on a website.
7. Website Traffic: The implementation of a blog within a website, with the intention of driving website traffic, can prove counterproductive. Although there may be an increase in website traffic, it may not necessarily contribute to the enhancement of a lawyer’s professional reputation or the development of valuable relationships. The illusion of success, created by the surge in traffic, may obscure the fact that there is no substantial business growth occurring.
8. Achievements of Seasoned Bloggers: An overwhelming majority of accomplished legal bloggers, who have achieved business development success and have provided assistance to a wide range of clients, including individual consumers and corporations, have operated their blogs on separate sites and domains, distinct from their affiliated law firm websites.

Does this information help you? Do you have any inquiries or feedback? This post represents a chapter in the book I am writing, entitled ‘Legal Blogging for Lawyers.’