Increasingly, people want experts on their case. They want to know they are in safe hands. If you can prove this by developing credibility through a blog which demonstrates your expertise as well as your personality, you'll show yourself to be reliable and trustworthy.
When someone finds your website, it's generally because they're looking for an answer (or answers) to the questions they have.
The secret to a successful law firm blog is for it to educate and engage the public, for it to start a conversation and inspire readers to consider their opinion on the topic.
Pro-tip: If you read your blog post and get bored half way through, it's boring. There's no way around it. Even the most dull topics can be presented in an engaging way.
It’s a cliché, but content is still king. No one will read you if you have bad content. No one will talk about you (Seth Godin) and no one will share you on social media if you have bad content. No one will link to you if you have bad content. Therefore, if you have bad content, no links and no one is sharing or talking about you, no one will ever find you. Writing about original content, analyzing and writing hopefully insightful criticism of the new legal cases – and at times expanding to other topics that are interesting to me, such as how Walmart is defending the Tracy Morgan crash or the legal implications of Google Glass or an increasingly elderly population that is still behind the wheel – has worked for me.