Why barristers should blog

Blogging doesn’t send a message that you don’t have anything to do today. It communicates the depth of your expertise to clients who want to instruct you tomorrow.

Blogging is a tool of engagement

Some barristers believe that blogging risks devaluing the premium brand of their practice. Nothing could be further from the truth. Blogging is one of the best tools you have to demonstrate your value to clients. Here’s why.

1. Clients don’t have time to search for you

Your clients, whether solicitors or direct access clients, have things to do. Either they are managing their own clients or panicking about the outcome of the matter they are facing. Instructing a barrister is an expensive use of their time.

Your job is to do the heavy lifting for them. 

Don’t make your clients work to decide whether you are right for them.  Communicate your expertise in a format which is scannable.  Short sentences. Use headings. It will reduce the time a potential clients needs to make the first sift.

2. Clients will Google you

Clients want to know who you are, and why you’re charging them so much. Google is where they start.

Switch to incognito mode and Google yourself. What do you see? This is what your clients see when they are thinking about whether to instruct you.

Active bloggers, are much more likely to get a ranking on page one, the only page that matters.

And while we’re on the subject of search engines, Google ‘likes’ those who contribute to their business by providing original content.

When you contribute to Google, your reward is a move up the search list.

3. Blogging demonstrates your best skill

Most barristers are very good with words.  You can persuade, cajole and caress with your ability to use words.

By not engaging this skill to attract new clients, you are competing with other barristers with one hand tied behind your back.

Your training has taught you to write succinctly and clearly. Why not use your premium skill to attract more of the type of clients you’d like?

Hesitating to get started? Make it easy.  

You don’t have to write your own content online although, naturally, your own content about your own practice is the best. 

An easy way to start engaging with you audience online is to share other people’s content, and add to the debate. 

Try it now. Click the LinkedIn button below. A window will open in LinkedIn.  Add a comment (or don’t) and click Post. 

This is how to be visible online without creating anything new yourself.   Pick an expert whose work you admire and share their content with your own comment. 

Look out for these kind of buttons next time you’re reading online.  

Downgrading your premium brand?

Blogging doesn’t turn you into a TV celebrity lawyer. It could, but it’s probably not your goal. 

It’s the modern way to communicate that you’re as good as your the directories says you are.

Start with a pithy post on LinkedIn, re-post it to Twitter, and engage with those who comment.

It’s one of the best ways to demonstrate the value you can offer your clients, today, tomorrow or in the future. 

By Heidi Smith
Creator of Jurilogical.com