Potential Business Impacts of Blogging for ABC Law Firm

The lawyers of ABC Law Firm currently utilize client alert memos and the firm's website to disseminate important information to its vast client base including corporate and individual clients. Important tax laws, employment and labor issues and new regulations for estate administration have been topics discussed in previous client alters.  This means of contacting clients is not only cumbersome but also poses significant delays. For example, from the time it takes a lawyer to draft the client alter to the point at which the client alter is mailed can take several weeks or months. Also if the client alert is sent to 300 clients at a mailing rate of $.48 per envelope, the total mailing expense equals $144.00.

An alternative to communicating with the firm's clients and colleagues is through the use of blogs, which are free online platforms where anyone in the firm can post client alters, upcoming events held within the firm and any other topics that are deemed relevant. In addition, this will give the lawyers the ability to provide opinions on new court rulings or laws that have been passed.

One may ask how will the blog be viewed? The blog can be linked directly to the firm's website, the firm's profile on the MartinDale.com (an online database for lawyers) and all of the firm's profiles available through its women-owned business certification websites. The blog can also be linked to the firm's Facebook page and LinkedIn profile.  By constantly adding new content to the blog which links directly to the website, the firm's web traffic will increase. Ultimately, there will be more organic search results for ABC Law Firm on search engine websites.

Since the majority of the firm's clients and colleagues are computer savvy and prefer email communication over any other means, blogging can be an alternative to mailing client alters. Clients and colleagues can follow the blog or the firm can send an email notification when a post has been published. The firm will stay in front of clients and lawyers can impress clients with their knowledge within a particular practice area.  

It is not uncommon for lawyers and law firms to have a blog; in fact it is very popular to utilize social media including blogs to share opinions and information. There are over 16,000 blogs available through the Wall Street Journal website directly relating to law and a variety of practice areas. 

The potential positive impacts that maintaining a blog will have on ABC Law Firm will be increased traffic to the firm's website, remaining in constant contact with clients, potential for new clients or referrals and showing the lawyers' knowledge on topics.  This will also create an opportunity for cross-selling the variety of practice areas within the firm.