How to Make Your Law Firm Stand Out

You have years of experience.

You have a nice office.

You have a strong track record of success.

You will fight for your client.

What makes you different?

As you market your firm, you need to communicate what makes you different from your many competitors. Keep in mind that before someone chooses to hire you, they have to choose to contact you. Your marketing should give them reasons to do that. Focus on your competitive advantages, then tell the world why you stand out.

FINDING YOUR COMPETITIVE ADVANTAGE

We always remind our clients that they will never know why someone didn’t contact them. Maybe they didn’t like the website. Maybe the phone number in your radio ad was too complicated. Maybe they saw negative reviews on Avvo. Whatever the reason, the lost client has no reason to take time and explain how you lost their business.

Instead, tell them exactly why they should contact you. Here are some potential advantages you should broadcast to the world:

  • Graduated with special honors from law school
  • Recognition or citation from a governing/oversight body
  • 5-star rating online
  • Team of specialist attorneys
  • Large verdict in a previous case
  • Long list of satisfied client testimonials
  • Decades or centuries of firm existence

Whatever makes you stand out from the competition is a necessity to communicate. Never assume people know about you. The items above are reasons to contact you. They matter for very important and material reasons because they can help win a case. Many of them also speak to having great customer service. Firms that treat clients badly aren’t around for very long. The level of service you provide will reinforce the brand you presented in your marketing.

Attorney Level of Service

Communicating your competitive advantage will lead to phone calls and emails. Now the hard work begins: meeting expectations. Your level of service is another way to stand out from your competitors. Beyond capturing new clients, it can help you retain current clients.

Analyze the client experience with your firm:

  • How are clients greeted (in person and on the phone)?
  • Are phone calls kept on hold for more than 10 seconds?
  • Do you serve tea and coffee at your office?
  • Are letters, calls, and emails responded to promptly?
  • Does your collateral (letterhead, brochures, business cards, etc.) easily identify ways to contact you?
  • Do you send “Thank You” cards or other tokens of appreciation to new clients?

Summary

Don’t lose business because it was taken for granted. Clients always have a choice for their next attorney. Work with your ad agency to ensure that you are communicating your competitive advantages, and finding ways to make your law firm stand out. Once you have earned a call, put the time and effort into retaining more business and earning testimonials that can be used in future marketing. Small investments now can lead to large returns in the future.

 

Arkside Marketing is a full-service ad agency, specializing in heavily regulated industries such as law firms, car dealerships, and hospitals. If you would like a complimentary analysis of your current marketing efforts, please contact us today to schedule an appointment. We can come to your office or conduct the analysis online via Skype, Google Hangouts, or Join.me.

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