Are your potential clients reading your blog?  If not, the reason may have something to do with how you are writing it.

It is almost funny. When I read blog posts by lawyers, I frequently think it would have been a great post if the last paragraph had been written as the first paragraph. As you will see below, when I looked at some of my writing from years ago, I was also guilty of violating this tip.

 

I thought of this problem recently when I read: 26 Tips for Writing Great Blog Posts. Look at #10: Journalistic Approach and the inverted pyramid. Among the many good suggestions, was:

The inverted pyramid works (basic overview in first paragraph and then delve into more details in subsequent paragraphs)

I plead guilty to doing the very thing I strongly urge bloggers not to do-bury the lead. If you want to see what I mean, read my Roads and Bridges column titled: Owner: “Keep Me Updated”.

As you will see I began the column talking about a Federal Highway Administration Report on analyzing time and schedule performance on highway construction projects involving contract claims. If I had used the inverted pyramid method described above, I would have opened the column with this paragraph:

Do you regularly update your schedule during construction? I know several contractors who find this burdensome. The failure to update the schedule may defeat a contractor’s otherwise valid claim for additional time and compensation, because courts routinely discount the evidentiary value of the as-built schedule created at the end of the project. The Federal Highway Administration recently issued a report detailing the importance of updating the schedule during construction.

I don’t think you need to be a construction lawyer to see that providing the overview in the first paragraph would have engaged my readers more effectively.

I would be interested in hearing from you on which of the other tips on the list lawyers blogging should follow. If you get a chance offer your comments and suggestions.