Lawyers, by nature, are adverse to risk. That’s their job. So when we’re talking with our prospective law firm clients about the importance of maintaining robust content on their website and the use of social media tools like a blog, it is understandable that they get a little nervous. We are, after all, asking them to “put it in writing,” and share their thoughts, their opinions and their legal philosophies with what might seem like an unknown audience.

At GWT, our feeling is that a robust website that engages potential clients, along with the use of social media tools like a blog, can be more effective than the traditional marketing tactics law firms have relied on for decades. More powerful than an ad in the local business paper, web-based marketing tactics are not only affordable, they build relationships. Much like the relationship building at events where attorneys network with one another and share ideas and best practices, blogs can provide a similar platform. Similarly, instead of handing off a business card to a prospective client who might one day need your counsel, a website that speaks to the issues facing your clients today can immediately connect with someone who is actively searching for your expertise. These aren’t unknown audiences. These are the people attorney’s have targeted for years.

So while on the surface it may seem like a risky undertaking, we believe that attorneys can harness the power of social media and a dynamic website to build their business and their credibility.