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Blogging Checklist

By Jennifer Topper

An integrated blog added to your online presence is certainly a consideration for any lawyer today looking to market his or her practice and/or firm. There are a handful of reasons why ' and why not ' to launch a blog. Linking to your Web site will increase overall Web traffic through improved search engine visibility. However, experts agree that a blog is at its most effective when separate from the firm's Web site. It shouldn't appear promotional and “salesy.” You need to offer real information, analysis, and insight, but not with the citations and footnotes that make so much legal writing look like a brief or pleading. More traffic is directed to a blog through search engines like Google than to a Web site. Journalists will subscribe to a blog and use it as a citation or as a source for a story, whereas all but the most dynamic, portal-like Web sites can serve that function ' not your typical law firm Web site.

After accuracy and Web traffic, the networking aspect of a blog is its most crucial. For a law firm, lawyer or practice group to have a blog, the aim should be to network, rather than to gain actionable business immediately. Networking and referral sources gained through blogging will benefit you much more than a lengthy biography on your own law firm Web site. The expectation of return on investment (“ROI”) in increased business is unrealistic. A blog is really to serve the purpose of an educational magazine and a networking tool. You must “leave your office” in order to successfully network, and the same is expected of a blog.

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