My associate likes to write dense, scholarly blogs on our law firm's website, in the hopes that this will establish him as an expert and make him more attractive to clients. Is this a good strategy?

Well, it might be, if your practice specializes in patent law or corporate mergers and acquisitions—for the simple fact that the potential clients most likely to contact you are other attorneys who are already familiar with the language you're speaking. But if you handle car accident or personal injury cases, the fact is that your associate will be writing strictly for himself, since no one in need of your services will be interested in the finer points of tort law (or will necessarily even understand the legalistic phrases being tossed around).

As practicing lawyers, what you and your associate have to realize is that your website doesn't exist to demonstrate your prowess, or to impress your friends or family, or to show how creative you can get with web-building software. The sole function of your website is to attract potential clients—and the way to attract potential clients isn't with long-winded blog entries that no one will ever read, but with “action items” (a free book or DVD offer, an invitation to a free phone or email consultation) that will cause them to either pick up the phone or enter a message into a pop-up IM window.

Of course, if your partner insists, he can still go on writing his blogs; they should not be the first thing a potential clients sees when he lands on your website, but they can certainly be hidden behind an unobtrusive link, if anyone is interested enough to explore your services in depth.

Building a better law firm website is one of the key topics in our Great Legal Marketing book. Download your free sample chapter today, if you have not already done so. Then, if you have further questions, turn to the website marketing professionals at Great Legal Marketing (888-791-2150) to learn how we can help you!

Ben Glass
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Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.