Lawyers across the country have come around to the value of a law blog for their business. But before you can get started writing, you need a title, and a URL. And that could leave you wondering, “What should I call my law blog?”

The best name for a law blog depends on why you are writing in the first place. It also depends on your position in your firm, and your long-term career goals.

Are You Trying to Market Your Own Firm?

Solo owners, partners, and managing attorneys often have the success of the firm in mind when they set virtual pen to paper. Their law blogs are part of a larger web marketing strategy designed to bring in clients and grow the business.

Attorneys trying to market their firms should include their law blog as a page on their website. That way the site will benefit from the frequent updates and the wealth of long-tail keywords naturally contained in well-written blog content. By linking a strong call to action with the firm’s contact page, solos and small firms can increase the conversion rate from reader to client and make the most of their legal writing.

Are You Trying to Build Your Personal Professional Reputation?

Not every lawyer has the luxury of working for themselves. Whether a new associate or a lateral hire, when lawyers join onto larger law firms they lose a certain degree of autonomy. But especially in the modern economy, there is no such thing as a guaranteed position. Even junior partners can find their positions cut when the firm goes in a new direction.

For these lawyers, blogging isn’t about marketing for their current form. It’s more about building a personal professional reputation — something they can take with them when they leave the firm. Unlike the managing partners, younger lawyers don’t want their blog, or their readers, tied to any one firm. Instead, they may decide to call their law blog something catchy about their practice area, or even connect it directly to their name.

Lawyers writing these kinds of blogs within larger firms can still use them to bring value to the firm. Lawyers personal professional writing can be linked to their biography page. Contact information can connect back into the firm. That way, while the lawyer is working for the firm, their blogging efforts can still convert into rainmaking for their employer.

Are You Trying to Establish a Niche Practice?

There is a lot of competition in the legal industry. One strategy to set yourself apart is to establish a niche practice in a specific area of law. It could be medical marijuana defense, estate planning for pet owners, or IP issues for technology companies. Often, these niche practitioners also do other things, but they have chosen to focus their online marketing to do more of what they love (or what they find profitable).

Niche practices lend themselves well to a keyword-based URL. Because there is less competition for search engine results or web addresses in these relatively small practice areas, law bloggers can often land a URL that describes exactly what they do. By positioning the primary keyword phrase right in the URL, these bloggers telegraph to search engines that they have the answer to their clients’ questions.

In these cases, a keyword-focused niche blog should be tied into a similarly focused landing page on the attorney’s website. The blog’s about page and signature section should also connect back to the firm’s main site. That way potential customers will know where to find you later on.

Picking the perfect name is one part skill, one part strategy, and one part luck. If you are able to nail down the perfect URL, you can blend your firm’s marketing strategy with your own professional development. By being strategic about your law blog you can take control of the value added by your writing without giving up your readers, or your intellectual property in the long run.

Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She offers blog coaching services to new law bloggers. If you are ready to get your marketing off the ground, contact Legal Linguist today to schedule a meeting.