IMS Essential Solutions clients know that every Friday, a carefully curated set of five blog posts concerning estate planning topics will be delivered to your email inbox.
Many of you are believers in these blogs, using them regularly and even including them in your own blog digest newsletters. Some of you are still wondering why you need to blog, even though you use them here and again. Others are not convinced and ignore them on a regular basis.
1 – A blog is critical for an estate planning law practice to maintain its visibility online. Estate planning law firms are in a highly competitive market and your visibility to search engines requires continually updated content on your website. A blog accomplishes this task by adding relevant and quality content on a regular basis. By that we mean two or three times a week. That’s why we provide five blogs.
2 – Blogs are read by people searching for answers to specific problems. If I have a question about how to avoid paying state estate taxes, I would type the phrase “state estate taxes” into a search engine. You might not have this phrase in your website, or it may appear only once. But if you occasionally touch on this topic in your blog, I am more likely to find it.
3 – People also like to read your posts. You may find this material old hat, or feel that it has been covered over and over again. But remember, your clients are not elder lawyers or estate planning attorneys. They don’t attend conferences that you do, or read the professional journals that pile up on the corner of your desk. This is new, compelling and interesting information to them.
4 – People who are considering retaining you and your firm to handle their estate planning matters want to know who you really are. They expect to see your accomplishments and credentials on your profile page. But if you are posting blogs, they are hearing your “voice,” and learning more about you than someone who does not blog.
5 – Today’s legal services consumers expect to be able to go to a law firm website and have an experience that is as interactive as if they were on any other website. They are looking for blogs, videos, news and updates. Imagine if you went to your newspaper’s website and the news was a week old. You would think they were out of business. Even a local retailer or restaurant website today is expected to be updated on a regular basis with news about sales, events and promotions. A static website that never changes tells them that you are not paying attention to the details of your law practice.
6 –Yes, we know that the celebrity blog posts may not be your big favorites. But guess what? Your readers love to hear about the missteps and mistakes made by famous people. Why do you think celebrity magazines and talk shows are so prevalent? It’s okay to have a few posts here and there that talk about celebrities that your clients can relate to. Elvis, the Royal Family and Glen Campbell posts continue to drive traffic to your website because we are all curious about the rich and famous. No one will think any less of you if you use these posts. And if you really don’t like them, there are always other posts available for you.
Have you posted a blog today?