Now that Thanksgiving and Halloween have come and gone and all the decorations have been tucked away for another year, we begin to prepare for our industry’s busiest time…..year end. But before we delve ourselves into that annual challenge, there are some exciting events happening in TLOMA for November. Early-bird 2025 membership renewal emails have been sent, so take this opportunity to renew your membership at 2024 rates!  

We have 2 Finance SIG’s in November. On November 7^th (registration for this SIG is now closed) join Soluno, an Actionstep Company, for an insightful session where we will share the benefits, challenges, and implementation strategies for innovative technology that elevates efficiency, client satisfaction, and overall firm performance. Join us on November 19^th we will have an in-person SIG at the offices of MNP LLP.  This will be an insightful event tailored for lawyers and law firms, where we will delve into critical topics such as working capital and equity targets, firm benchmarking, and partner compensation.

And finally why not close out the month with a networking event at one of Canada’s most famous landmarks. Our annual Holiday lunch will be held at the CN Tower Restaurant on November 28^th. This event is designed to foster networking and socializing with your peers in a relaxed, engaging atmosphere. Whether you’re looking to catch up with old colleagues or make new connections, this lunch promises to be an enjoyable experience for all.  Space is limited so be sure to sign up early!

I have hacked into hundreds of networks, yet I still get surprised when “The Hack" goes as smoothly, easily, and quickly as it does. Which is ironic because you would think that after doing this for the last 14 years nothing would surprise me. Yet here we are in 2024 my jaw still drops from time to time. So, sit down, grab a coffee, and reschedule your next meeting as I am going to share, why law firms can be easy targets and why Hackers love law firms. But first, I should preface that I hack into client networks with their full support and permission. I am a cybersecurity penetration tester or known to some as a White Hat Ethical Hacker. What is that you ask? White Hat Hackers do not “Hack" for ransom, they do it because it is their job and because it is fun.

The networks I have hacked have ranged from small to large. A typical small network may have 20-30 computers, while a large network could have thousands of computers. Yet, regardless of size, budgets, or market vertical I can honestly say with one hand on my heart, the vast majority were textbook hacks. You are most likely wondering, what is a textbook hack? It is one that did not require extraordinary effort to achieve. It is an attack vector that is taught to novice cybersecurity professionals to help them learn the basics. Yet even today these basic hacks are prevalent and continue to be effective despite our best efforts to educate IT professionals everywhere.

So, how do we mitigate and prevent these basic hacks?  Unfortunately, the answer is complicated with many variables. Primarily because each network is distinctive, each organization does things slightly differently, therefore the solutions may require a unique approach. However, there are patterns in the gaps that I and my team see when we are hired to breach client networks. 

Once we provide our report and recommendations, the number one gripe I hear from IT managers, especially ones that work for law firms is “I will never get budget for this. This will not be approved; I cannot even get budget to replace our ancient so and so.” I cannot tell you how often I have heard that exact statement. So please, if you are a partner or executive and want hackers to stop loving law firms, do not view information technology as a cost, it is an enabler of your business. Can you imagine running your firm without computers, smart phones, instant messaging, cloud services and having nothing but pen, paper, and ledgers? Notice I didn't say faxes, because I know the legal and medical professions are one of a few select bastions where facsimile machines are still a thing. My point being, if you want to mature your cybersecurity posture you must invest in information technology. Old, outdated technology is ripe with risks and hackers love that.

The next one you have heard before, more than once. But please hear me out. Hackers love your God-awful passwords. I know you think no one is going to guess your current password of “Fall2024!” or “ncc1701!” or “October2024!” I hate to say it but statistically speaking you are not the only one that has used your current password. Btw, the middle password is a Star Trek reference, because who does not like Star Trek. But more importantly did you spot the trend in my passwords? A word, a number, and a special character. Hackers have been password guessing for years and are good at spotting these trends. Also, hackers use automated tools and dedicated computers to crack and guess passwords quickly. They also use exceptionally large dictionaries to help them improve their odds. So please change your passwords today! I will give you a fitting example from an assessment my team completed several weeks ago. They found an Excel spreadsheet named “Passwords.xlsx”. As you can imagine, they were overly excited, but unfortunately the author of the document took the extra step of password protecting it. So, after the initial excitement wore off my team downloaded a copy of the document to our password cracking rig. It is a computer with several computer graphics cards. Graphics cards are good and fast at calculating math. When you are cracking passwords, you are calculating mathematical hashing algorithms. Long story short, our rig using an exceptionally large dictionary cracked the password in 1 hour and 45 minutes. We opened the document to find numerous personal and business passwords. But that is not the best part. The password used to protect the Excel spreadsheet was also reused for the Windows “Domain Administrator” account password. A domain administrator is the equivalent of God in Windows centric networks and devices. My team struck gold. So here are two tips. First invest in a password manager, it will help you generate unique and strong passwords for all your online accounts and services. It will help you to never reuse the same password more than once. It will help you share passwords with others securely and make password management easy. Secondly, please use a phrase when generating passwords. For example; “My car is gold!” or “I really love Star Trek!” The spaces between each word make your password super strong, super hard to guess and more importantly super easy for you to remember. But did you notice that these passwords are long, at least 14 characters?

The next item on our list is the front door to your network, your primary business firewall. It's a critical device because all traffic coming from the public internet passes through your firewall before it reaches your computer and vice-versa. But how do you know if your firewall is any good? We know, and so do the hackers. They love it when your firewall has more holes than swiss cheese. But that is a conversation for the next issue.         

 

     

As Gen Z professionals enter the workforce, they bring fresh expectations, particularly for employers to prioritize transparency, social responsibility, and ethical conduct. Unlike previous generations, Gen Z actively seeks employers who make a positive impact on society. This shift has notable implications for law firms, which often operate within traditional frameworks. To attract and retain Gen Z talent, law firms need to adopt recruitment strategies that clearly communicate their values.

In our conversations with Gen Z candidates, we at Forge Recruitment, believe that the following strategies, if implemented correctly will help your firm attract the best talent. 

Highlight Ethical Practices in Recruitment Messaging

It’s essential to clearly communicate your firm’s ethics and community-oriented initiatives through recruitment materials. Gen Z candidates want to know not only what the firm does but why it matters.

• Job Postings: Dedicate a “Values & Impact” section in job postings where you discuss the firm’s community involvement, pro bono work, or recent social justice cases. For example, you could state something such as: “Our firm dedicates one day a quarter to support a local charity.” Adding a link to examples of specific cases or causes helps build transparency and trust.
• Careers Page: Develop a dedicated “Our Values” section on your careers page where you feature ongoing initiatives, like corporate social responsibility (CSR) projects or diversity goals. For example, you could highlight recent volunteer days, share statistics about firm diversity, or provide quotes from lawyers who contribute to pro bono projects. With this, you could also include a short video of team members discussing why the firm’s values resonate with them.

Encourage Transparent Communication During the Hiring Process

For Gen Z, transparency is paramount. Creating an open and honest recruitment process not only builds trust but also showcases the firm’s commitment to authenticity.

• Realistic Job Previews: Offer a “day-in-the-life” or behind-the-scenes look at typical tasks and challenges. For example, include a video of associates discussing their daily work, or invite candidates to a virtual “meet and greet” with current team members to discuss specific work, expectations, and company culture. This helps candidates picture themselves in the role and assess whether the firm aligns with their personal values.
• Values-Aligned Interviews: Structure interview questions to explore how the candidate’s personal values align with the firm’s. An example question of this could be: “What social or legal issues are you passionate about, and how would you like to see them reflected in your work?” This can be followed by sharing specific firm initiatives that align with the candidate’s interests, building a direct connection between the candidate’s values and the firm’s mission.

Incorporate Corporate Social Responsibility Initiatives into Onboarding

Embedding your firm’s social responsibility initiatives into onboarding creates a lasting impression on Gen Z hires, helping them feel aligned with the firm’s mission from day one.

• Welcome Pack: Include a digital welcome kit that explains the firm’s CSR initiatives, diversity goals, along with options for involvement. Include a “First 90 Days” roadmap outlining specific ways new hires can engage, such as upcoming volunteer events or committees they can join. For example, you can provide a form for new hires to express interest in specific initiatives, such as environmental cases, and introduce them to relevant project leaders or mentors.
• Mentorship on Ethical Practices: Assign each new hire a mentor who actively participates in the firm’s values-driven initiatives. Mentors can introduce them to the firm’s ethical practices, help them join committees (e.g., Diversity, Equity, and Inclusion or Pro Bono), and encourage participation in volunteer days. For instance, mentors could invite new hires to join an upcoming pro bono case or join a monthly ethics meeting to discuss current cases with a social impact.

Attracting Gen Z legal talent requires more than traditional recruitment practices. By showcasing your firm’s commitment to transparency, social responsibility, and authenticity, you can position your firm as an employer of choice for socially conscious Gen Z professionals. These actionable steps not only attract the right talent but also set the stage for long-term engagement with this values-driven generation.

On occasion, law firms may encounter various bank fees and errors that can affect your Trust account and General/Operating account. In this article, we will explore some common types of bank fees and errors in Trust that law firms may face and provide tips for handling them.

Service Charges and Fees

Banks and other financial institutions often impose service charges and fees for various services such as e-transfers, cheque certification or "non-sufficient funds" (NSF) cheques. These charges can come as a surprise, especially if you were unaware of them at the time of account opening or transaction.

If you have a mixed trust account, it is essential to ensure that the agreement you sign directs the institution to deduct any service charges for your trust account from your general operating account and not from your trust account.

If you find any service charges or fees that you believe are incorrect, immediately contact your financial institution to address the issue. By staying on top of these charges, you can prevent any surprise deductions from your account and ensure that your trust account remains accurate and up-to-date.

Bank Processing Errors

Bank processing errors can occur when your financial institution records a transaction differently from what is reflected in your source documents and financial records. These errors can be frustrating and confusing, especially if they result in the wrong amount being credited or debited from your trust account.

If you notice any bank processing errors, immediately contact your financial institution to address the issue. It is also advisable to keep copies of all your source documents and financial records to assist in resolving any discrepancies.

Trust Reconciliation Deadline

As you should know, the deadline for completing your trust reconciliation each month is the 25^th of the following month. This date was strategically set forth by the Law Society to give you enough time to complete your reconciliation (3 weeks and a few days) and the remaining days of the month should be used to correct any errors before the month's end so that they ideally do not get carried over to the following month. This usually means that a deposit into the Trust needs to be made to settle any overages from bank charges, for example.

Legal Bookkeeper

A good way to avoid these problems is by hiring a good legal bookkeeper. A legal bookkeeper is a professional who specializes in managing the financial records of law firms. They can help you keep track of all your transactions and maintain accurate records.

Conclusion

Handling bank fees and errors is a critical aspect of trust accounting for lawyers. By understanding the terms and conditions of your account, keeping detailed records, and promptly addressing any issues, you can ensure that your trust account remains accurate and up-to-date.

In conversations with our TLOMA members (and others) about employee benefits, the concept of risk avoidance is always top three.  It’s true that rising drug costs are a major factor driving up benefit plan costs for employers. They can impact the overall financial sustainability of the plan, even affecting coverage for plan members. In 2023, specialty drugs accounted for 31.2% of drug cost and the number of claimants continues to increase (Telus Health 2024 Drug Data Trends & National Benchmarks report).

Traditional group benefit risk management techniques can leave firms exposed to high-cost drug claims. In fact, for the most part, Canadian firms have always been relegated to ‘1^st payor’ when it comes to their employees’ drug costs.   How did that happen?   Is there an alternative to being 1^st payor, without leaving employees stranded in their time of need?  What strategies should your firm consider to mitigate risk, lower your costs, continue to cover your employees and ensure cost stability over time?

Most TLOMA firms offer unlimited prescription medication coverage. Some will cover 80% of the claim, while most cover claims at 100%.   Best practice is also for the employer to cover the premium/claims (rather than have employees contribute to health and dental premiums on a monthly basis).  Typically -  built into your extended health care premiums is a risk insurance product that helps reduce exposure, called stop loss insurance; or high claims pooling. It is most often set at a per individual level and the threshold is usually $10,000 per person. This means the first $10,000 of a high-cost drug will have a direct impact on your claims renewal calculations and is the firms’ financial responsibility. The rest of the claim will move to large amount pool (LAP) and is covered by your insurer, whether you’re fully insured or ASO with Stop Loss. And the smaller the firm, the more impactful just one claim can have on renewal rates. it would be challenging to market the plan knowing insurers would be wary to take on that LAP burden.

To better understand this, consider auto insurance. If a claim is submitted, the deductible is first paid, then the insurance company covers the balance. At renewal time, it is likely rates will increase due to the cost absorbed by insurer. Similarly, in a benefits environment, rates will increase annually so long as that high-cost drug is claimed until the high claiming plan member resigns, retires, or passes away.

To avoid this undesirable condition, best practice encourages the following strategies.

1. Consider changing from Per Individual to Per Certificate.

Figure 1

			$10,000 per individual Stop Loss	$10,000 per certificate Stop Loss
			$10,000	$10,000
		Approximate dependent conversion per family	"Current"	"Certificate"
Single	30		$300,000	$300,000
Family	70	3.00	$2,100,000	$700,000
			$2,400,000	$1,000,000
		Total Potential Liability	$2,400,000	$1,000,000

Figure 1 shows that when your stop loss or high claims pooling is “Per individual”, this means that every insured family member has their own stop loss limit. So a family of 5 would have a 5x $10,000 limit; or $50,000. By changing your stop loss wording to “Per certificate” every plan member has a maximum employer exposure of $10,000 (for example), thereby reducing total theoretical risk to the firm, while still providing unlimited coverage to your employees.

Formulary Guard is a relatively new, but proven specialty drug management program designed to move your firm from 1^st Payor by first looking at 3 potential payors.  The goal is to identify alternative funding sources before the company incurs the cost, including:

 

If none of the above 3 options are available, the claim reverts to the firms’ plan (as it does now).

Formulary Guard then extends full plan member support in securing alternative funding for their medication. This approach manages the impact of rising drug costs, starting with a thorough analysis of a company’s drug claim history to assess exposure to high-cost drugs.

People Corporation’s Nadia Lubsey, Operations Manager – Health Solutions, recently provided the following insight about FG.

The process: “After the claims history analysis, we communicate to all stakeholders that educate them about the FG program. Then, plan member engages with specialist to investigate alternative funding sources. Our specialists support members through the entire process, assisting with the completion and submission of required forms, coordinating with the different funders, and managing referrals.”

 “Since launching FG in June 2020, we have successfully secured alternative funding for over 200 cases resulting in over $7M in cost savings to our clients.”

The traditional per individual risk insurance is archaic, especially given the rising cost of drugs and its associated risk. By employing the above best practices;  1) moving stop loss to per certificate, coupled with 2) Adding the Formulary Guard – you can protect your firms’ risk and provide effective relief against current and future drug trends. And reducing high cost drug claims means more predictable and stable renewals and an alignment of interests between your finance team, HR and your employees.

Jamil Jamal & Jeffrey Stinchcombe are Partners at People Corporation, Canada’s largest employee benefits consulting firm. 

To find out more about better risk management for your law firm, contact them at TLOMA@Peoplecorporation.com.

Phishing is one of the most common and dangerous threats to companies that do business online. Law offices, which handle sensitive information and large financial transactions, are prime targets for these attacks, which involve email or SMS messages impersonating a trusted person or authority. These communications usually ask the user to input or verify important credentials, which are then used to access money and/or data.

The first known phishing email targeted AOL users during the 1990s. This attack, which asked email recipients to verify their account details, tricked victims into handing over credit card numbers, passwords, and other confidential information. Over 20 years later, the Canadian branch of global law firm Dentons fell prey to a sophisticated phishing scam that saw $2.5 million in client funds transferred to a fraudster in Hong Kong.

The Dentons phishing incident serves as a stark reminder of the danger that can lurk within an inbox. In this blog, we’ll reveal the mechanics of phishing attacks, why law firms are particularly at risk, and most importantly, how to prevent these attacks from succeeding.

What Makes Law Firms Attractive Targets?

Phishing attacks typically exploit human weaknesses, and law firms are attractive to hackers for several reasons:

• Law offices manage confidential client data, including personal information, contracts, and financial details. This makes them a goldmine for hackers looking to sell or exploit this information.
• Many cases involve high sums of money being transferred, often by email. Cyber criminals then send fraudulent payment instructions to misdirect funds.
• Lawyers and administrators rely heavily on email to communicate both internally and with clients. This high level of trust in email communication increases the risk of phishing attempts going unnoticed.
• Law professionals often deal with heavy workloads, making it easy for a phishing email to slip through the cracks, especially if it mimics the tone and urgency of a legitimate request.

 

Gone are the days when phishing attempts were riddled with grammatical errors and suspicious links. Today’s phishing emails are often carefully crafted to look like genuine communications, even mimicking the language and formatting used by clients or colleagues.

Types of Phishing Attacks

While traditional phishing emails are sent to multiple recipients, hoping that a few will take the bait, more sophisticated forms have emerged that target specific individuals or businesses. These include:

• Spear Phishing: This attack focuses on a specific person or entity, often appearing as a trusted source. For instance, a managing partner might receive an email seemingly from a client, requesting immediate attention on a financial matter.
• Business Email Compromise (BEC): In a BEC attack, cyber criminals infiltrate an organization’s email system, like in the Dentons case. Once inside, they monitor conversations and strike at critical moments, such as during the closing of a transaction.
• Whaling: A subset of spear phishing, whaling targets high-level executives or senior lawyer, using the same techniques to impersonate familiar contacts and push for unauthorized actions.

How to Recognize Phishing Emails

Spotting phishing emails requires a keen eye and an understanding of what to look for. Though phishing tactics have improved, there are still common red flags that can alert you to a possible attack:

• Unfamiliar Sender: If an email comes from a contact you don’t recognize or an email address that seems off by even a single character, be cautious.
• Urgency: Phishing emails often press the recipient to act quickly, creating a sense of urgency that bypasses critical thinking.
• Strange Links or Attachments: Hover over any link without clicking to see where it leads. If the URL doesn’t match the supposed sender, it’s likely a phishing attempt.
• Suspicious Requests: Be wary of unexpected requests for money transfers or confidential information, especially if they come without prior communication or context.

Preventing Phishing Attacks in Your Law Firm

Knowing the risks is only half the battle - taking action to prevent phishing attacks is also critical Here are several steps law offices can implement to protect against these threats.

• Employee Training: Lawyers and administrative staff alike must be trained to spot phishing emails. Regular cyber security training sessions can keep employees up to date on the latest phishing techniques.
• Two-Factor Authentication (2FA): Using two-factor authentication (2FA) adds an additional layer of security. Even if a hacker manages to steal an employee’s password, they would still need access to a second form of identification, like a code sent to the user’s phone, to access the account. This makes it harder for cyber criminals to breach email systems.
• Email Filtering Tools: Email security software that filters out suspicious emails before they reach employee inboxes can be a game changer. These tools can flag communications containing certain keywords or coming from unverified sources, minimizing the chances of a phishing attack landing in your inbox.
• Verify Requests Through Another Medium: Never rely solely on email for sensitive requests, especially those involving money transfers. If a client or colleague asks for a payment or confidential information via email, confirm the request over the phone or in person. This extra step might seem tedious but could prevent a costly mistake.
• Regular System Updates: Keeping software up to date is vital. Cyber criminals often exploit vulnerabilities in outdated software. By regularly updating your systems, you close off these vulnerabilities and make it harder for hackers to gain access.

Always Stay One Step Ahead

The Dentons phishing attack was a wake-up call for many law firms across Canada. Although cyber criminals have become more sophisticated over the years, staying vigilant and implementing preventative measures can prevent law offices from falling victim.

Remember - no firm is immune to the threat of phishing, but with proper awareness, training, and security measures, you can reduce the risks and keep your inbox - and your law office - safe from harm.

At Inderly, we provide Ontario law firms with tailored IT services to strengthen their cyber security and help deter phishing attacks through proactive measures like email filtering and staff training. For more information about how our services can transform your practice, head to our website for short informational videos

The Canadian legal profession is known for its high demands and intense work environment, contributing to significant mental health challenges like burnout, anxiety, and the relentless pressure to meet client deadlines. Addressing these issues and utilizing mental health resources is crucial for fostering a healthier work environment across all roles within the legal field.

Burnout and Anxiety: Universal Challenges

Burnout is a major concern in the legal profession, affecting everyone from lawyers to support staff. The nature of legal work—characterized by long hours, high stress, and demanding caseloads—leads to emotional exhaustion and disengagement. Support staff face additional pressure to manage administrative tasks under tight deadlines, which can be overwhelming.

Anxiety is another widespread issue. Legal professionals often face immense pressure to perform and meet client expectations. The stress of managing complex cases, coupled with the fear of making mistakes, heightens anxiety levels. This pressure extends beyond lawyers to support staff and administrative personnel, who also experience anxiety related to job demands and performance expectations.

The Pressure to Perform and Meet Deadlines

New associates face unique pressures as they transition from law school to practice. Adapting to the high demands of legal work, including tight client deadlines and extensive caseloads, can be daunting. This pressure can lead to imposter syndrome, where new associates doubt their abilities and fear not meeting expectations. Such stress can contribute to burnout and heightened anxiety.

Meeting client deadlines is a constant challenge across all roles in a law firm. Whether delivering legal advice, preparing documents, or managing case files, the need to meet deadlines creates a high-stress environment. This pressure can be overwhelming, particularly when combined with the expectation to maintain high standards of work.

The Flexibility of Remote Work and Its Challenges

Remote work has introduced flexibility into the legal profession, allowing for a better work-life balance. However, it also comes with its own set of challenges. The boundary between work and personal life can blur when working remotely, leading to a sense of being constantly "on call" and working around the clock.

While remote work offers flexibility, it can exacerbate feelings of isolation and disconnection. Without the structure of a physical office, employees may struggle to maintain work boundaries, resulting in longer hours and increased stress. The lack of face-to-face interaction can contribute to feelings of loneliness and make it harder to seek support from colleagues.

Leveraging Medical Benefits for Mental Health Services

Regardless of their role, everyone in a law firm should recognize the importance of mental health and utilize available resources. Many firms offer medical benefits that include mental health services such as counseling, therapy, and wellness programs. Leveraging these benefits is essential for managing mental well-being and addressing issues like anxiety and burnout.

For partners and senior professionals, using mental health resources and discussing mental health openly can set a positive example. This encourages others within the firm to seek help without fear of stigma. Support staff and administrative personnel should also be encouraged to access mental health services to manage stress and anxiety effectively.

Creating a Supportive Work Environment

Addressing mental health in the legal profession requires a proactive approach. Key strategies include:

• Promote Open Dialogue: Encourage conversations about mental health to reduce stigma and normalize seeking help.
• Implement Wellness Programs: Offer resources focused on mental well-being, such as stress management workshops and access to counseling services.
• Provide Flexible Work Arrangements: Establish clear boundaries for remote work to prevent overwork and ensure a balanced approach.
• Foster a Supportive Culture: Create an environment where employees feel valued and supported, and where mental health is prioritized alongside professional success.
• Utilize Medical Benefits: Ensure all employees are aware of and encouraged to use their mental health benefits. Provide information on available resources and facilitate easy access to services.

 

In conclusion, addressing mental health challenges within the Canadian legal profession is not only about individual well-being but also about enhancing overall firm performance and retention. Research highlights the tangible benefits of investing in mental health support. According to Statistics Canada, individuals who engage in mental health treatment report improved job performance, reduced absenteeism, and increased job satisfaction. The Mental Health Commission of Canada notes that organizations supporting mental health see a 30% reduction in absenteeism and a 20% increase in employee productivity.

A comprehensive national study by the Canadian Bar Association (CBA) on the psychological health of legal professionals in Canada revealed that firms with robust mental health programs experience higher staff retention rates. Specifically, firms report a 15% decrease in turnover among employees with access to mental health resources. These statistics demonstrate that investing in mental health is not just a compassionate choice but a strategic business decision. By prioritizing mental health and utilizing available benefits, law firms can create a more supportive, productive, and stable work environment, ultimately benefiting both employees and clients.

For more detailed insights, you can read the Canadian Bar Association's National Study Phase1 on the Psychological Health Determinants of Legal Professionals in Canada. Phase 2 is scheduled to be released later in 2024.

 

So, you’ve decided to write blogs to help your clients navigate your area of law, to generate business or build your personal brand. Great! But how do you make the law interesting to everyday people with no legal background? 

Writing legal blogs that people want to read sounds complicated, but with some ingenuity, creative thinking, and a few rounds of edits, you can easily develop an interesting blog that can help market your business and bolster your reputation. In fact, content marketing generates three times as many leads as traditional outbound marketing but costs 62% less (Source: CMI).– so it’s important that you learn how to capitalize on your writing skills.

Step one: Choose a topic that won’t put your audience to sleep.

You chose to go through multiple years of law school and the complex reading that went with it – your audience didn’t. That means that your blog post needs to make the law engaging – the best way to accomplish this is through emotion. 

Emotion is what makes things interesting – and emotion is exactly what your topic needs to spark. Whether it’s joy, anger, sadness, injustice, or thought-provoking, emotion is the driver that will set your blog post apart from others. 

In order to find a topic that evokes emotion, we suggest you begin by asking yourself the following questions when developing a topic:

• What irritates you or your clients?
• What are the most common questions you get asked? What confuses your clients?
• What new trends are emerging in your area? 
• Is there anything related to law in general that you want people to know? What is new and interesting, or stagnant and upsetting, that people should know?

A little hint: the answers to these questions are great blog topics.

Step two: You’re smart, but Google is smarter – so do your research.

Even if you believe you are an expert on a particular topic, it is essential you do your research to learn the best way to position your blog. Look out for the following in your research to start developing better blogs:

1. Keywords: Researching the trending keywords that you could rank for will help guide the creation of your headlines and content. If you don’t already have a marketing company like Cubicle Fugitive with access to best-in-market tools to help you with this research, you can do some basic research with Free tools like MOZ.
2. In the media: What are others saying on the topic? Knowing what others have and are saying is critical to differentiating your content and ensuring that you didn’t miss a big idea everyone else has included. A great resource to find out what’s trending and get you started is Google Trends.
3. The facts: Like any good legal strategy, blog writing also requires a thorough knowledge of the facts of your topic. Research is essential to back up your findings, explain your points, and understand the greater context of your given topic.

Step 3: Channel your inner author.

Now is the part we have all been waiting for – the writing. But before you dive in and put your pen to paper (or fingers to keyboard), there are several things you need to consider to make sure your blog doesn’t fall flat. 

Who is your audience?

If you are writing to other lawyers, your tone and word choice will likely differ from writing to construction workers at retirement age. Knowing who your audience is, the tone they use, and how they want to be approached is the key to writing a blog that will make an impact.

Don’t seek to impress – seek to be clear.

We get it; you want to sound impressive in your writing – but there is a time and place for that, and blog writing is not it. The best blogs are clear. They avoid jargon that you need ten years of schooling to understand and instead opt for plain, direct language that gets to the point.

You don’t get extra points for talking in circles or using a word people need a thesaurus to understand – instead, you lose your audience’s focus, so keep it clear and relatable. 

Get creative.

Just because you need to write in simple terms doesn’t mean you need to be dull. Using creative headlines, clever ideas, and a snappy tone will make your audience excited about the writing and come back for more.

With that in mind – write. Then edit. And write some more until you have a winning draft that your favourite author would be proud of. 

If you still aren’t sure where to start, check out our Ten Tips on Creating a Great Legal Blog. 

Step 4: Post-it (not the sticky notes, on the web).

The time has come to launch your blog to the powers that be. But this includes more than copying and pasting the text and hitting publish (you can do this, but no one, and I mean no one, would recommend it).

Consider these three key things to help your blog get noticed:

1. Add engaging elements: Find a photo that represents your blog, tag yourself to the post, add in expertise areas, link older blogs, and make sure headings are clear, bolded and identified - all of these elements make your blog engaging and are essential to its success.
2. Optimize for SEO: Add Meta titles and descriptions to the webpage and ensure your keywords have made it to your final draft – google will reward you for it.
3. Publish and review: It’s time to hit publish – but don’t just leave it at that. Go and review the post: reread it, ensure all links work, photos appear correctly, and everything looks how you intended. You’d be surprised at the little mistakes this step will catch. 

Step Five: Promote your blog like a rock star.

So, your blog is signed and sealed, but at this stage, it isn’t quite delivered. That’s where promotion comes in. Getting your blog in front of your audience is essential to its success. 

We recommend you consider the following tactics to promote your blog:

• Social Media: Promote your blog on your personal account, firm account, and your brothers and mother’s accounts – the more your post is shared, the better. Make sure your posts are engaging, too. Tease your audience about the article and draw people in. 
• Emailers: Send your article out in a newsletter to current and potential clients. Blogs are excellent resources that your clients may want to access, so putting them right in their inbox is a great way to grab their attention. 
• Pitch it (to the media): If your topic is something new and fresh, a great idea is to develop a press release and pitch your thoughts to the media. Just make sure your topic is well vetted, relevant to your media list, and provides a fresh perspective on your given topic.
• Sponsored Posts: Certain publications will allow you to buy and place sponsored posts in relevant trade magazines, websites, and forums. Identifying these opportunities and sharing your article on these platforms is an excellent way to generate more buzz around your blog and firm. 

Still not sure if content generation is right for your firm? Keep reading or check out a recent Cubicle Fugitive blog, which makes a case for law firms to generate fresh content. 

Need help? Contact Cubicle Fugitive.

Okay, you’ve reached the end of the article and decided blog writing may not be your forte – that’s okay because it’s ours! Cubicle Fugitive Inc. is a full-service brand, web design, and digital marketing agency that specializes in building strategies that effectively convey brand recognition and client loyalty.

We have a passionate team of professionals with decades of experience in brand strategy, copywriting design, marketing, advertising, website design and development, and SEO. We have the internal capacity to devise the strategy, draft any and all brand and marketing collateral, and develop a sophisticated design for all promotional materials. To learn more about our copywriting and communications services, contact a member of our team.