We’ve talked a lot on this blog about bringing in readers from search results and from building your reputation with referral partners. But the problem with reputation is it is a double edged sword. More than quantity, the quality of your content is what will push people to pick up the phone, or not.
Initially, this gets back to choosing your topic. You need to choose a content area that is broad enough to give you lots of ideas to write about, but narrow enough to keep subscribers’ attention. More importantly, you need to write from what you know. If you have never handled a class action lawsuit, then a post on the intricacies of class certification may not be the best idea.
Instead, try to focus your blog on the types of law you are familiar with, or at least the areas you’ve read the most about. Your practice history and the research you have done over the years will give you an air of authenticity. You will be able to draw connections between topics that a layperson or newer lawyer might have missed. This will help your readers to trust you as an authority on the topic.
Second, always check your sources. Whenever possible, go back to the statute or court opinion itself. If you can’t do that, rely on reputable news sources rather than opinion articles. Avoid writing articles based on articles that are based on articles. Instead, dig down to the source. By linking directly to primary sources you give your blog credibility. Your readers will know they can rely on what you’ve said, and that your blog is free from unnecessary layers of bias and interpretation.
Your blog is one way you can educate potential clients and referral partners about your expertise in the field. By writing about what you know and relying on primary sources, you can give yourself and your posts more authenticity and credibility in the eyes of your readers.