Six years ago I was on a quest to build a more successful and specialized wills and estates practice. I had heard Dave Bilinsky, practice advisor with the Law Society of British Columbia, give a presentation on marketing so I met with him in a Richmond coffee shop.
After questioning me about my practice, goals, strengths and weaknesses, Dave asked me, “Why don’t you start a blog?” To which I replied, “What’s a blog?”
I took away two main things from my meeting with Dave that afternoon, one of which was this idea of starting a blog, whatever that might be.
Before I started writing, I started reading. Dave gave me the names of some blogs done by his US counterparts (Dave would later start his own widely-read practice management blog, Thoughtful Legal Management). I also found a handful that focused on my practice area. Six years ago, there were perhaps four or five wills and estates blogs, all of them written by lawyers in the US.
A few months later, in August, 2006, I started my own blog, “Rule of Law,” using a free Blogger platform. I started writing. I found a free site meter, showing the number of times people looked at the blog, and I checked it daily at first.
One day I got eight hits, which I was quite happy about—until I found out about the “ignore your own visits” function, five of those hits having been my own.
I have added 587 more posts since August 2006. My site meter now says I get anywhere from 7,300 to over 11,000 hits per month.
The number of wills and estates blogs out there has also grown exponentially. I link to 40 on my sidebar, with selected Canadian blogs searchable using a custom Google search tool on my site, and there are many more wills and estate blogs that I have not yet added.
Blogging is a very effective form of marketing. People who never heard of you find you searching keywords matching topics you wrote about. Try googling “BC wills variation act.” The blogs market themselves, and I hear from prospective clients, plus referrals from other lawyers and financial planners, on account of it.
My blog is more to me than a marketing tool, however.
It allows me to step back from my day-to-day practice to think about the law. Writing regularly helps me to keep on top of developments.
In addition to writing for my own blog, I continue to read and learn from other blogs, which brings me to the new Practice Portals and The Stream.
I am excited about BC Courthouse Libraries’ venture into practice area blogs where multiple lawyers will contribute to each practice area. The advantage to this approach is that readers will get a variety of different perspectives. It will help practitioners and others interested in the law keep abreast of developments. It will be valuable as a research tool for lawyers.
The new Courthouse Library Society’s Practice Portals will also give practitioners curious about blogging an opportunity to write, teach others, and demonstrate their competence through what I expect will be a well-followed blog.
Oh, in case you thought I was going to forget. The other main thing I took away from my meeting with Dave Bilinsky six years ago: a taste for caramel macchiatos.