When he first started blogging, Brian Galbraith of Galbraith Family Law thought that a blog was pretty much the same as a newsletter. Soon he realized that it was more like a library, a library he continues to build. And while he's creating new content, visitors are still finding and reading his older content, evident in his blog's statistics and reader comments.
Just like a library, Brian's website and blog have become a trusted reference for at least one local service agency, who repeatedly refer clients to his website so they can get helpful information that's easy to understand. The agency appreciates having this valuable local source of free information for their clients who are in vulnerable situations.
Giving away this information promotes goodwill with his readers. Whether or not they're in a position to hire him now, that goodwill helps his law firm stay "top of mind" until they're needed.
Familiarity brings trust
The firm's familiarity in the community has resulted from the cumulative effect of all of Brian's marketing efforts, both offline and online. For example, they've had good results from using Facebook ads and Google ads, and the SEO benefits of blogging have also helped the site show up reliably at the top of search engines pages.
Whether you're driving along Dunlop Street West in Barrie or Googling information about divorce and family law, you will see Galbraith Family Law - again and again. And that kind of repeat exposure helps prospective clients get an impression of safety, familiarity and trust. When they need help, people tend to choose the name they recognize.
Once they pick up the phone or come into the office, Galbraith's excellent customer service practices come into play. From free WiFi and refreshments in the waiting room, to a genuinely warm welcome and a kind, listening ear.
Partly in thanks to his affiliation with LexBlog, Brian has readers and guest post submissions from all over the world. Having guest bloggers eases his own writing load (that's Tip #6 in my time-saving blogging tips for busy business owners), but what pleases him the most is featuring other local professionals so they can cross-refer and help build each other's practices.
About eight years ago Brian Galbraith was on his own. Today he has six busy associate lawyers and six support staff, and the firm has been voted "Best of Barrie" by readers of the Barrie Examiner for the past four years in a row.
Brian jokes that spending time on his website and blog are just a way to avoid work, but the truth is that he attributes much of the firm's growth to his consistent efforts to create and share valuable content online. Brian believes the key to his success has been spending time each week working "on" his practice instead of just working "in" it.