Legal Trends Report: Legal Blogging Should Focus on Relationships and Reputation, Not Just Traffic

When lawyers think of success in legal blogging, it’s most always web traffic and analytics they’re chasing.

However, legal blogging is far more valuable when success is measured in relationships and a word of mouth reputation.

At the heart of this approach is an undeniable truth: the leading way people find a lawyer is through word of mouth—through relationships.

Clio’s Legal Trends Report, released two weeks ago, confirmed this. 40% of Americans turn to others-particularly family and friends-when facing a serious legal issue. That’s significantly higher than the 30% who seek advice online or the 29% who go directly to a lawyer.

No doubt, content is important. You need to offer valuable information and insight in your blog. But this content is best delivered as part of a conversation that builds relationships and trust – that builds referrals.

Start by listening to the conversations taking place in your practice area – blog posts, mainstream media articles, trade publication pieces and social media posts.

Engage in these “conversations,” by referencing what is being reported and offering your insight. You’ll find yourself being cited and growing trust and relationships in turn.

When people see you engaging with authorities and discussing the issues that matter, it signals that you’re not just putting information out there—you’re part of the dialogue.

Even social media can play a role in relationship-building. Whether it’s Facebook, LinkedIn, or Instagram, showing up as a real person—someone with insight, opinions, and a presence—helps people connect with you on a human level.

While traffic and SEO have their place, the Legal Trends Report makes clear: blogging’s true power lies in its ability to build your reputation, make you a trusted voice, and create lasting relationships.