Our tips to make your law firm’s messaging truly fabulous
Having reviewed hundreds of law firm websites and social media profiles throughout the year, we've distilled key insights on how firms can stand out and make an impact. Here are some essential lessons learned.
The Client Comes First
Professional services firms often make the mistake of focusing too heavily on their own achievements rather than on their clients' needs. While your brand statement should reflect your clients' requirements, this client-centric approach should be applied across all aspects of your business, including team pages, product marketing, and pitches.
Always remember to focus on your ideal client. Consider their needs and desires, and clearly highlight how your service helps them to achieve them. Use client and referrer feedback to test your assumptions.
- Understand what clients value most about your service. Identify their pain points and the reasons behind their struggles to find solutions.
- Test Your Ideas: If you're introducing a new product or service, seek genuine feedback from clients about whether it addresses their needs effectively.
Once you’ve gone through this process, determine how your product or service helps clients overcome a challenge or seize an opportunity. If in doubt, the FAB formula can help. (This link opens in a new window or tab)
Cut the Jargon
The Legal Services Consumer Panel’s 2024 Tracker Survey highlights that 85% of legal buyers favour firms that present advice in a clear, understandable manner. If you're struggling to sense check your messaging, a peer review can help.
- Examine your competitors to understand what they do well and where they fall short. Identify gaps in their approach that your firm can exploit.
- Review your own content critically. Spend 30 seconds scrolling or clicking through your site - does it deliver an impactful message? If you’ve written the copy, ask someone unfamiliar with your firm for their honest feedback. Try to limit your offering to a handful of convincing bullet points or a visual that can be clearly digested by both technical and non-technical buyers.
Build an emotional connection
Clearly introduce who represents your firm and showcase your team. Instead of simply stating, “We are a full-service law firm,” illustrate how each team member can address your target audience’s needs.
- Showcase Expertise: Highlight the skills and knowledge of your team. Include links to relevant articles.
- Build Rapport: Create opportunities for clients to connect with your team by including their LinkedIn profile and/or noting the events that they are attending and speaking at.
- Make Contact: Clearly outline how clients can begin a conversation. Does the firm offer a helpline or a dedicated account manager? Do they schedule regular catch-ups to understand their evolving needs?
By following these guidelines, you can create engaging web copy and marketing materials that resonate with your audience, highlight your firm’s unique value, and foster meaningful connections with your clients.