For all you iPhone groupies out there – besides the guy writing this post who wasted an entire day waiting in line for one of the first Canadian editions – there’s a new blog in town! Jeff Richardson has started a new site called iPhone J.D. and it looks like a good one!
Now to spin this back to my own topic, I’d like to describe the lesson that Jeff is teaching us about building a profile online. And that is, blogs don’t have to be about substantive law to have an impact! Jeff has a class actions and liability practise, not an iPhone-tech law practise. So where’s the value? He’s just wasting his time right? Nope. Nothing could be further from the truth.
Despite the fact that Jeff has disclaimed any connection to his firm, that little link back to his working life is set to become a major asset for the firm. And they likely don’t even know it. … Mark my words here. Over the next year, Jeff’s blog will attract many links, and will probably surpass his firm’s website PageRank of 4 within six months.
From that point forward, Jeff’s blog will drive every lawyer profile and practice page for his firm website up in the search engine rankings. All because of the link juice that link will pass back to the firm.
Think about that for a minute. His firm which has 10 offices and looks to have hundreds of lawyers, will be surpassed by the indirect efforts of just one single lawyer. All because Jeff took the time to blog about a topic he’s passionate about.
A hobby? Sure. But his clients and potential clients also get to see his personality, his level-headed nature, and a love for the topic. That kind of insight does come into play when hiring a lawyer, and yes, personality counts.
Most lawyers love their work. After years in this industry, I’ve come to believe those that have any kind of longevity also have a passion for legal practise. Blogging, on the other hand, is about constant reflection and writing about something you care deeply about. If you’re going to last at it, just like practising law, you’d better love the topic.
The lesson I spoke of earlier, is that a popular blog will drive your law firm’s web marketing efforts, whether it’s a topic directly related to your practise, or like Jeff’s blog, is only tangentially related.
If you’re going to start blogging, my suggestion would be to get this part early. Make sure your blogging topic satisfies something within you. Make sure it’s a topic that’s both fun and drives you to write! As I’ve said before, blogs aren’t law firm newsletters. Yes you need to think about things strategically, but always write for yourself first. Your readers will thank you for it.
Now, where’s my feed reader? … I need to go subscribe to Jeff’s blog.
Update: Completely forgot to tip my blogging hat to Dave Bilinsky for sharing with me. Thanks Dave!