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Anatomy of a Civil Trial

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The posts should be original material and unique to that blog—the search engines will penalize a website that copies from other sources.

make the decision to hire you. In both examples, your blog had a role to play in securing the call. Ideally, you will have been tracking these statistics before you start your blog so you can get a good before/after picture.

2. Google Analytics: Ask your blog platform provider about how to measure your readership. Most can help you to use and understand Google Analytics, which has statistics for just about everything related to your readership. It’s especially important to pay attention to (1) the number of clicks (new and returning); (2) the bounce rate (this is how quickly people who land on your blog posts leave); (3) the average time on site; and (4) the search terms that brought readers to your blog. Tis will help you to understand what you are doing right, what your readers like, and what is attracting traffic.

and AAJ news alerts. Examine the Daily Record. Follow recent decisions by the high courts. Watch the listserves for ideas. Another good source is to follow the lead of other blogs that you regularly read.14

VII. Measuring Success Unless you are blogging for the pure enjoyment of it,

you expect some rate of return. Tere are two things you need to do to determine what impact your blog has on your business:15

1. Know how your callers find you: Every caller

(whether you accept them as a client or not) should be asked “How did you find us?” Te follow-up questions should be “Did you look at our website or blogs before you decided to contact us?” Te first question is obvious—perhaps they found you through your blog. Te second question is equally important, though. Perhaps a friend referred you to them, but they looked on your website to help

14 For a list of the blogs that I follow for inspiration and fun, go to inspirational-blogs.

15 Keep in mind that blogging is not going to get instantaneous results. three and six months to begin having a positive impact on case generation.

56 Trial Reporter / Spring 2012 It typically takes between

VIII. Conclusion Every lawyer has the tools to create an effective

blog. Most blogs fail simply because their authors do not devote the time necessary to create new material. To make blogging an effective means of bringing in cases, two to four posts should be added per week (more is better). Te posts should be original material and unique to that blog—the search engines will penalize a website that copies from other sources. If you want a successful blog, the key is to write. Now. 

Biography John J. Cord ( John Cord Law, LLC) graduated from

the University of Colorado School of Law. He concentrates his practice on automobile negligence, medical malpractice and workers' compensation.

He provides a wide range

of technological services to law firms, including blogging and trial presentation. Find his firm on Facebook at www., and follow him on Twitter at @CharmCityLawyer

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