Education-based marketing 


One of the best ways to market your legal services is to teach clients and prospects about the law. That’s what they want to know when they go to a search engine or click a link. They want to know how bad their problem or situation is, available solutions, the risks, and their options. 

And if they are searching for a lawyer, they want to know why they should choose you.

Educate them and they will be much more likely to choose you, because the information you share not only helps them decide to do something about their situation, it shows them you have the knowledge and experience they need and want. 

Which is why you do seminars and presentations, write articles and books and newsletters, and create other types of what we now call “content”.

One of the simplest ways to do this is through a blog. You can add a blog to your website, or set up a separate blog, easily and inexpensively (WordPress is free), and use it to write anywhere, even on your phone. 

A major benefit of a blog is that you own all the content. You don’t have to send people to other platforms that might bury your content, censor it, or distract visitors with content from other lawyers. 

A blog also supports any other marketing you do—networking, social media, advertising, and referrals. People hear about you and visit your blog to learn more. As they consume your content, they sell themselves on taking the next step. 

That next step might be to contact you and ultimately hire you, or sign up for your newsletter, which allows you to stay in touch with them until they hire you.  

Okay, before you ask, the answer is no, you don’t have to be ‘blogger’ to benefit from a blog. You don’t have to do all the things bloggers do: SEO, engaging with visitors, curating comments, or creating a never-ending series of fresh posts to please the hungry search engines. You don’t have to post continually on social media, appear on other people’s podcasts or channels, or advertise.

You can do any of that if you want to, or use your blog as a sort of online brochure, a place YOU send people to learn more about you and what you do. 

To do that, set up a simple blog (it takes ten minutes) and write 5 or 10 posts about your area of expertise. Link to your blog from your website, put the url on your business card and in the “signature” of your emails, and when you talk to someone and they want to know more about what you do, send them to your (website and) blog. 

This is an easy and extremely effective way to educate prospects, clients, and referral sources about what you do and why someone should hire you. 

How to set up a blog for your law practice