You Need to Improve Your Firm’s Brand Story
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October 9, 2019
So you have a good business, you treat your clients well, your firm works hard, and yet your presence is barely felt online. You’ve worked on SEO, PPC, and every other acronym your digital marketing team has thrown at you. Maybe you need to improve your brand story, for both you and your clients.
The Client’s Story
Unless they’ve been referred by a friend, it’s unlikely that your client will show up at your website without first doing research into their case and other lawyers. This is that client’s story you need to work on. They need to go from not knowing you, recognizing your brand, to trusting you, to converting.
This process begins with the client researching their problem, which is when you can come in with information. This is why having an informative and accessible blog is essential. If you’re a personal injury firm, maybe your client will find a blog about settlements from trampoline-related injuries when they’re researching how common the injuries they sustained on their friend’s trampoline are.
Once they decide to take action, they will hopefully have your brand in the back of their heads as they research local law firms. Once the name is familiar, they are more likely to look into your firm. As they’re comparing firms, you need to make sure your personal brand story stands out.
Your Brand Story
Remember the three arts of rhetoric: Pathos, Ethos, and Logos. That’s right, we’re going back to High School English. Consider what makes your firm different, what gives it the upper-hand.
What brought everyone into the firm and why do you do what you do? Pull those pathos strings; get them emotionally involved.
What makes your lawyers so good? Was it their schooling? Their years of experience? Maybe they clerked for superior court judges in their youth. Show your potential client that you have the knowledge and authority to win the case. You must wow them with your ethos.
Finally, explain why your firm is the practical option. If you’re a personal injury lawyer who only charges a contingency fee, you’re probably more practical for someone trying to repair their life that a lawyer who costs $1,200/hour. If you’re a local business you are easily accessible to anyone nearby and know all the local regulations. You are the logical option, and you need to prove it with logos.
What If My Story Isn’t Interesting?
Any story can be interesting if it’s told correctly. Focus on emotions where the details get dry, focus on details when there aren’t many emotions to talk about and talk about your hopes for your brand’s future when there’s not much to say about emotions or details. Every person has some motivation for being where they are, and yours and your clients’ need to align when they find your website. Whatever you do, don’t make up your story. Fabricated details and emotions are easy to sense and can push potential clients away, even if they aren’t quite sure why. People respond to honesty.
If you need help building your brand story or increasing your brand awareness, contact us and we will help you plan a comprehensive marketing strategy.