Ghost Blogger

Why Should I Have a Blog?

If you are just starting out with a new blog or considering it, there are a few questions you should be asking yourself before you begin. Why am I blogging? What should I blog about? Who is my audience? If you have the answers to these questions, you are ready to begin…

There are two main reasons that people start blogs: 1) I want a platform to share my opinions and commentary; and 2) I want to market and bring in more business. When blogs first appeared online, they were primarily a way for people to share their thoughts and even daily activities online (web-log). The format later developed into a marketing tool much to the dismay of the “real” bloggers. They are not mutually exclusive. If you think of it as a continuum, most attorney blogs fall somewhere inbetween the two extremes.

Blog for Yourself

If you love writing and want to create a platform for yourself to express your opinions to the world, a blog is the perfect medium. I recommend giving it a try on your own if you are motivated and have the time. If you have the time to invest, you can research online and learn how to set up and host a wordpress blog. You don’t have to hire a company to do it for you and you don’t have to hire a ghost-writer to write the content. You can do this without spending a dime apart from your time investment. There are many different ways to go about doing this, but I recommend starting with wordpress.com where you can set up a free hosting account. If it goes well, you find you that you love blogging, and you are able to stick with it consistently, you can move your domain from wordpress to a private server.

I understand that not everyone has the time or motivation to learn about blogging and to write regular updates themselves. Obviously, if you choose to hire someone to ghostwrite your blog and maintain it for your firm, I approve and that is what I do. Nevertheless, if you are someone who loves to write and can spare the time, I recommend that you do it on your own and ignore the blather of the multitude of “marketing experts” who only want to sell you a product.

Blogging as a Marketing Tool

Most law firms use blogs as a marketing tool. The topics on these blogs tend to be more focused on specific practice areas to maximize the relevant keywords and search engine results. The goal shifts from 1) expressing my personal views to 2) driving traffic to the firm’s website. A well-written “real” blog can also drive traffic to your website through links from other blogs and social media; on the other hand, a well-written but purely marketing-oriented blog directly sends traffic to your site through regularly updated, relevant content that will appear in online searches. It is a fact that regularly updated, relevant content will increase your website’s exposure in online searches and the sites with the most well-written content are at the top of the search engines. More is better provided it is well written and professional.

The “call to action” is a sure sign of a marketing-oriented blog and is recommended by most marketing experts. It’s a trade-off between credibility as a blogger and effectiveness as a marketing tool. It may be effective when your target audience is solely prospective clients who find your website through online searches, but it is also a turn-off for other attorneys or anyone who is looking for interesting legitimate content to read.

If you have a lawblog or are considering starting one, contact Quality Legal Writing now to find out how we can help you increase your firm’s online exposure with quality, regularly updated original content.  (See… you didn’t really want to read that, did you?)

Ghost Blogger for Law Firm Blogs

Not everyone is familiar with the concept of the ghost blogger even though most blogs you see on law firm websites are ghost-written. Most attorneys do not have the time or inclination to write blog posts every day or week. Whether you are a solo practitioner, large firm, or marketing professional working for law firms, it is critical to understand why you need to have a blog and what an effective ghost blogger can do for your practice.

What Does a Ghost Blogger Do?

  • I write blog posts for your firm’s blog, based on ideas, news, cases, legislation, or current events that you suggest and approve for your website.
  • You review, edit, approve, and adopt the ideas as your own. If you do not adopt the ideas as your own or they do not capture the ideas that you wanted to express, you can either edit the blog post or send me a request to edit the post for you with details about what you would change. There is no charge for a reasonable number of edits, and there is no charge if you do not accept the article.
  • You are given all intellectual property rights to the content that you have paid for and published. There is no “canned” content and there will be no duplication of the content that is published on your site. All content is original and is written for you or your firm.
  • You are responsible for the content on your websites and must ensure that it complies with your state’s ethics rules. You must correct any statements that may be false or misleading. In my opinion, you do not have an ethical obligation to provide a disclaimer for a ghost-writer when the work is a collaboration and the final product is adopted as your own, but you must make the final call on this based on your interpretation of your state’s ethics rules and any formal opinions interpreting them.

Wait, Why do I Need a Blog Again?

Most attorneys and other business owners understand that a well-written, relevant, and regularly updated blog is essential if you want your business to be found online. If you are not on board, you are most likely losing business on a regular basis as potential clients find your competitor’s website first. Regularly updated content that is keyword-relevant to the information contained on your website improves your placement in Google and other search engines. Well-written and interesting content will bring people back once they’ve seen it, increase your chances of getting inbound links to each post on your site, and therefore improve your site’s ranking in the search engines.

QLW can find the topics, research, and write your blog posts for you in most practice areas. Every blog post is researched and written in a style that you are comfortable with. Every post is proofread for accuracy, grammar, punctuation, and readability. Every post is subtly optimized for the practice areas in which you need a boost. Every post is written by a former attorney who cares about the ethics rules, who has over ten years’ experience blogging and promoting his own practice, and who will deliver on time every time.

If you don’t have a blog yet, or if your blog posts are being written by a non-lawyer who is under-performing, call or email to see how I can help. For blog posts, you do not pay anything until you approve of the work product so there is no risk or obligation on your part.