It’s different for everyone, though services revolve around the indisputable fact that it really doesn’t help for a prospective client to check out your website and be confronted with a dense, by rote, recitation of the joys of U.S. Code WXY(z) and/or its state equivalent.
It probably doesn’t help a whole lot that your blog has article after article displaying the kind of deep, solid, intellectual grasp over your area of expertise that really only a federal law clerk could fully appreciate. Unless, of course, you’re marketing to federal law clerks. Simply (very simply) we write original content for blogs, web sites, and newletters on a consistent basis to promote your expertise (yes, a forbidden word in law firm marketing in @41 states) in a specific area of the law.
A few things we do:
Write original content stories and posts revolving around any of the issues that affect your practice, particularly when they pop up in the news or popular culture or … This may, however, be expanded as you see fit, i.e., to include … Well, whatever we think will work in your concentration, in your region.
We write web pages – after we talk to you. We will do the writing, we will not touch design, look, feel. Why? Because we’re writers not designers . . . or SEO experts . . . or photographers . . . two oft repeated lines you may hear from us: “I’m just a writer in a rock n’ roll band;” “Dammit, Jim, I’m a writer not a ….”
Our newsletters are usually comprised of a message/article, something about the firm (be human, right?), comments on a TV show, movie, Netflix series that touches on your practice area, and – in at least two cases – the song video of the month. Whatever It takes.
We also write and publish books with our clients. These are not guidebooks to areas of the law or anything else that can make for a glorified brochure. Real books. About the client, their work, the profession, their clients … the works.