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Law schools should help students hone their blogging skills

By Blake Pinto
Smiley faceThe Colleges of Law - Thu, May 30, 2019

As the legal profession continues to evolve, blogs can be a valuable tool for lawyers and law firms to build their brand and attract clients.

Lawyers do a lot of writing—from preparing legal memoranda, briefs, and persuasive analysis to drafting judgments, wills, and contracts for clients. But in the modern legal field, lawyers may find that refining another form of writing can be equally useful during their career: blogging.  

“With the advent of the internet, legal information is more accessible to the general public. But access isn’t enough,” says The Santa Barbara & Ventura Colleges of Law Dean Jackie Gardina. “Through blogs, lawyers can play an important role in aiding the public in understanding the complexities of our laws and placing the information in a proper context.”

 

Blogs are a useful tool in the legal profession

Each year, usually from May through October, the American Bar Association’s Legal Technology Resource Center conducts a Legal Technology Survey Report, which examines the use of technology in the legal profession. One of the main focuses of this report is the use of blogs among legal professionals and law firms.

According to the ABA, “Blogging provides lawyers and law firms many advantages in developing relationships, demonstrating knowledge and expertise, and generating interest for law firms.”

In 2018, 24 percent of law firms reported maintaining a blog (down from a high of 31 percent in 2017, but roughly in line with the average since 2013). And whether it was a large firm or solo practice, the intent behind this marketing strategy is usually to increase exposure and land more clients.

 

The value of blogging for lawyers

For legal professionals, maintaining a blog can be a cost-effective alternative to more expensive marketing tactics like using Google AdWords, print ads, or Facebook ads to promote their practice.

For example, in 2018 the average cost-per-click for a Google ad related to the legal field was $6.75. But this doesn’t guarantee that a click will convert into a potential client—in fact, the conversion rate for these same ads was less than seven percent. So, on average, it could cost roughly $96 just to land a potential client, plus a crash course in how to even use AdWords.

In contrast, a blog is essentially free. And by blogging about topics related to a firm’s expertise (e.g. real estate, immigration, environment, etc.) it is possible to generate interest from potential clients by simply publishing new content regularly.

Some blog ideas might include:

  • “Legal tips to consider when purchasing your first home” (real estate)
  • “5 things to know before your immigration court date” (immigration)
  • “How California’s environmental regulations impact farmers” (environment)

Each of these topics can allow lawyers or law firms to engage potential future clients by providing them useful, relevant information related to issues they’re researching. Additionally, it can help the lawyer or law firm build credibility by presenting themselves as experts or thought leaders in their area of practice.

 

Integrating blogs into law school curriculum

While some law schools do incorporate writing into the curriculum, rarely (if ever) is blogging discussed. Many law schools are more focused on the legal aspects of writing, not thinking about its value as a marketing tool for their students after graduation.

Integrating blogs into the curriculum allows students to develop multiple skills. They must convey complex ideas in a concise, accessible format intended to educate and persuade a wider audience. And they become better exposed to the business side of the legal profession, since attracting a steady flow of clients is key to a firm’s stability and growth potential.

The Colleges of Law encourages students to contribute to our school’s blog, either through drafting original content or repurposing some of their required coursework.

Some past student and alumni blogs include:

These opportunities allow our students to gain exposure within the legal profession, add to their professional portfolios, and refine their blogging skills as they prepare to take the next step in their careers.

 

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