Solo lawyers and small practitioners are selfish when it comes to clients. Clients are finite, and hard to come by. So we horde them.
Online, we horde every bit of traffic we can get. Our blog posts reference our other posts, our videos talk solely about our firm. Social media is filled with our stuff or, sometimes, articles in newspapers and other mass-market resources.
We fail to recognize that there’s good work out there being done by others. Information is being provided by other attorneys in our field, and it’s useful for our potential clients.
But rather than link to that other stuff, we choose to ignore it. Because we’re afraid that our clients will click the link and be taken to another lawyer’s site – and, therefore, to the other attorney’s office.
But consider this: people who find your website are likely searching for information in a variety of place. If someone finds another lawyer’s information and you’re not referencing it as well, they may wonder why you’re not doing so.
Are you uninformed? Disconnected from the rest of the profession?
Those questions plague the visitor to your site, if not overtly then on a deeper level.
If you refer to good work done by others then that light will reflect back on you. You look like a hero, well informed and willing to give good information to your potential client regardless of the source.
You become the benevolent stranger, providing assistance even if it provides you with no benefit. That makes people more likely to work with you; after all, people would rather deal with someone who has shown that they have the client’s best interests at heart rather than their own profit motives.