What’s So Special About You?
I’m serious, what makes you special? Why should anyone be your client? There are other law firms, what makes you different?
How You Should Answer
All brands need answers to these questions, but law firms should spend some extra time thinking about it. Your clients are going through complicated and difficult situations, and are coming to you as a direct result of those situations. You need to be there to answer when they ask why they can trust you.
Prove Your Integrity
The best way to show you can be trusted is to show when you have been trusted. Client reviews are great for this. If a customer visits your site and immediately sees a list of reviews and testimonials you already have a solid starting point.
Another method for gaining the customer’s trust is by sharing your story. What made you, personally, motivated enough to go to law school, work at various firms, and end up where you are. Every customer visiting your page is a job interview in which you have to provide your answers ahead of time. You need to come across motivated and up for their case.
Prove You’re Up For the Case
Just as important as your integrity is your capability. Unless this is literally your first case, you should have some proof that you’ve successfully practiced law before. Make sure your website lists cases you’ve won. For added specialization, list cases you’ve won in each of your practice area pages. The customer can trust you because you’ve done this before.
Prove You’re Different/Better
Chances are the customer is looking at multiple law firms. Let’s be honest, some of them might have better credentials than you, when to better-known law schools. Here’s where you really have to answer why you are special. If you’re not sure, ask past clients what made them choose you. Lean into that.
Putting it All Together
So now you have a brand story and image that’s unique to your law firm. It shows why you’re different and why that’s good. Now you have to tell it.
Like I said before, you’re website is your interview. You need it to look put together, qualified, and ready to help. That’s where we come in.
As a lawyer, you probably don’t have time for website maintenance or building web pages. We are proud to work with lawyers by getting to know them and building their online presence around their unique business.
If you would like help identifying and conveying your brand’s character, give us a shout!