Local Marketing Mix - Tried Trusted Professionals To Help Your Business


I’ve been very impressed with a local Solicitors’ firm who have involved the entire company in their blogging efforts. Getting businesses to blog at all is an achievement but building it into part of the work routine is very commendable. This firm is clearly taking the whole process very seriously and I’m sure their regular blogging efforts are rewarded by more clients. 

However, I’ve seen less impressive efforts and, sadly, these tend to be the norm. This blog post provides four brilliant tips that Solicitors can use straight away to get a better return from their blogging efforts and their website investment. 

Blogging for clients, without blogging for clients…

Committing to a blogging ritual that involves an entire Law Firm is time consuming and so deserves and requires a decent return. The trick is to ensure you are blogging to attract new clients without making it obvious that you’re actively blogging for clients. Nope, that’s not gobbledegook. In simple terms, you don’t want to be selling your services to clients on your blog.

I’ll just say that again DO NOT SELL your services. Most people surf the internet to have fun, not to be sold at! Remember no-one HAS to read your blog post! 

A potential client does not surf the internet specifically searching for the best Solicitor in Southend or Essex’s finest conveyancer unless they are after those specific services. By the time potential clients get round to using these search terms in Lady Google it’s too late to influence them, they’ve done their research. Alternatively, they are simply using the internet as a glorified Yellow Pages directory.

If that’s the case, your Practice will not stand out from the crowd unless your website is the top of Google for one of these searches. To be clear, blogging will help your home page get found in the long run, but, done correctly, it’s no quick SEO fix. Luckily, searchers typing best Solicitor in Southend into Google are only the tip of the target audience iceberg, so let’s dive below the surface.

Tip #1 – Influence people when they are researching

As a firm of solicitors that is blogging for clients, your efforts should be targeted firmly in the research phase of the buying cycle. This is when people are looking to find out what precisely they need, as well as later comparing offerings from a number of Law firms.

So there are, at least, two stages to someone’s research. We’ll only consider the first in this post.

For instance, if someone is going to sell their home and is ultimately after a local conveyancing solicitor they may look for information on the following topics

  • What does a conveyancing Solicitor do?
  • A Solicitor is expensive but what do I get for my money?
  • How are conveyancers regulated?
  • What is the difference between a standard conveyancer and a highly trained Solicitor?
  • What disasters can I avoid by employing a conveyancing Solicitor?
  • What is the false economy of hriing a cheap conveyancer?

And the list could go on and on. The point is these people are looking for information to help make a decision. If you provide that information you have a golden opportunity to influence that decision.

Any conveyancing solicitor reading the list above will be able to expand and refine it into a number of topics that could form the basis of a series of blog posts. If people ask you these questions in your everyday Solicitor’s life you can be certain they are searching online for the answers too.

Draw up your FAQs and provide the answers in your blog posts! You need to be writing directly to your target audience so use plain English and avoid jargon (but see below).

Tip #2 – Show people how wonderful your Law Firm is

If a layman comes to your website will he/she be able to see how your years of hard work are reflected in your Firm’s achievements? And if so will he/she be able to understand them?.

Professional achievements are probably the hardest to explain to the layman but do so in simple terms. Explain any jargon and what the award represents in real terms. Winning a Law Society Excellence Award is a major achievement, sure, but help the layman reader understand what makes your firm so special that you won that award. Besides, does a layperson really understand the relevance of the Law Society?

Then there’s the whole professional image thing. It can appear stuffy and boring. The trouble with focussing on being professional is that most lay people are less professional than you. And they will be unable to tell an ordinary Law Firm from a spectacular Law Firm. So help them.

A simple way to do this is to include tesimonials in your blog posts. Even better, if you get a a great testimonial from happy clients why not use it as the basis for a case study extolling one of the better features your Practice prides itself on.

For instance, if the conveyancing Solicitor from the previous tip is exceptionally keen to keep the client informed during every step of the process, explain how this helps ease the stress of the move. Highlight how years of experience in the business mean that YOUR FIRM ensure the client is informed as a matter of course.

Providing testimonials and anonymised case study examples will help bring a blog post to life. Empathise with the reader, and assure them that because of your professional approach you always keep clients in the loop. Provide examples of how you provide the best service.

Tip #3 – Be helpful and bust that jargon

Although we’d like to avoid it, jargon is rife in the world of solicitors and not just at Awards ceremonies. The poor layman needs help. Provide that help generously. It’s straightforward to define easement by providing the following explanation…

A right given to the house owner over an adjoining property 

But you should expand on this definition, provide examples and explain what it could mean to that layman and how employing YOU prevents any nasty surprises in the future. Something that the cheaper conveyancing option may not pick up. And so you have a great opportunity to highlight your expertise and perhaps mention a case study!

Tip #4 Distribute your blog posts on Social Media

As mentioned above blogging involves a big outlay of time, so it makes sense to make an effort to get the most from each post. While Lady Google can help your blog post get found in search, she’s not the be all and end all.

People are on Social Media a lot. Admittedly, most people on Facebook and Twitter are having fun rather than researching conveyancers, however, there is scope to get your blog posts seen. Here’s a few ideas

  1. Mix it up. Sharing your blog posts along with local interest, topical and genuinely helpful updates means that when you are promotional people will be more open to you.
  2. You can target your Social Media promotion efforts with adverts, so the right people see the right posts
  3. A Twitter stream is gone in a flash so share your posts more than once. Just do it less often on Facebook
  4. Keep on track. Create a sharing calendar so you know what you have shared when will help prevent you from spamming people. You can easily do this in a spreadsheet
  5. Track what works best and do more of it. Facebook has lots of engagement information in Insights

There’s much more to Social Sharing than this little taster but the message is clear. Social Media helps distribute your blog posts to a wide audience and get more traffic to your website!

Summing up, M’lud…

We’ve only scratched the surface here but if you follow these four simple tips your blogging efforts will help you get new clients without any kind of hard sell. No-one on the internet HAS to read your blog posts, so make them enticing…

You know your firm has worked hard to build a fantastic reputation so use your blog to fully expand on this by telling your readers of your achievements, busting jargon and generally being extremely helpful.  This enables you to influence people when they are researching before making the decision to buy. Remember to share these posts on Social Media to reach the widest audience possible.

Share this: