Every lawyer’s website is supposed to have a blog. Or at least that’s been the conventional wisdom since the mid-’2000s when the medium first became popular.
But running a law firm website is daunting enough for a sole practitioner without having to regularly produce content for it. Many lawyers will start a blog in the hopes that it will increase their visibility and exhibit their expertise in a given practice area. But sitting down to type up legal think-pieces on a weekly, or even monthly, basis can be hard for many lawyers to justify, and many law blogs wither on the vine as a result.
Solos keep law blogs for myriad purposes. A blog can raise the website’s SEO, making it more searchable with the keyword-rich, regularly up-dated content. Attorneys use blogs to offer helpful tips to consumers and potential clients that demonstrate their knowledge. And others like the exercise of researching new legal developments and breaking them down in easily digestible chunks.
The reason blogging — and digital content in general — is important for solos is that it helps level the playing field between them and much larger law firms, said Meranda Vieyra, owner of solo-and small firm-focused Denver Legal Marketing. From Twitter to YouTube, solos now have resources that can give them the visibility that was once only achievable by large firms.