Solicitors at Switalskis have been learning how to engage with clients online by taking part in a pilot course on blogging.
Lawyers at the firm recently attended the in-house training which equips them the skills they need to write engaging blogs, from how to pick suitable topics to writing a striking introduction that keeps readers engaged.
The tutors on the course included two former lawyers, Peter Kinch, director at Kinch Robinson and Natalie Rodgers, director of Scala, a niche legal marketing consultancy which works with both firms.
Ranjit Uppal, a director at Switalskis who heads up the firm’s marketing department, said that knowing how to engage with clients online was crucial in today’s legal market.
“Research shows that 80% of buying decisions are made on-line before contacting a business and that companies that blog get 55% more visitors to their website,” he said. “We therefore need to ensure that we get it exactly right.”
Kinch said that all of the delegates were asked to produce a blog to work on during the course.
“It was fascinating to see the breadth and style of these original draft,.” he said.
“Afterwards, delegates were able to use their newly acquired skills and hone the blogs ready for publication.”
Kinch and Rodgers are looking to roll the course out to other law firms and will be training a firm in Newcastle next month.