As a legal professional, your marketing efforts are inevitably tied to your brand. While it may not feel important to view your law practice as a “brand,” it helps to think in such terms when attempting to differentiate yourself from other law firms out there. Perhaps you have an existing website for your law practice that hasn’t changed much—or at all—in several years. If clients are still contacting you, then why would it be worth it to revisit or redefine your legal brand? Well, taking a few simple steps to articulate your unique offerings can set you apart from others in your field, ultimately increasing your visibility among potential clients. For starters, here are three main reasons why you should consider redefining your legal brand.
1. Clean and Simple Websites Invite Consumer Trust
We’ve all stumbled across outdated websites that may take a long time to load properly, or that are so packed with text that it’s difficult to locate the information we’re looking for. One study found that it takes most people a mere 50 milliseconds to form an opinion about your website, which influences their decision to remain on your site or leave. So, what types of websites are the most engaging to viewers? Generally, the less “busy,” the better. Think a minimalist color scheme, well-chosen words that encompass your firm’s core values, and an easily visible contact button to invite clients to get in touch with you. Your clients are looking for assistance and reassurance, so communicate your understanding of their needs through the soothing visual layout and simple navigation of your website.
2. Defining Your Core Values Sets You Apart
When creating content for your website and marketing materials, it helps to put yourself in the position of a potential client. If you’re a personal injury lawyer, your typical client is likely struggling with medical bills or other hardships. If you are an estate planning attorney, your clients may be looking for someone who understands the complexities of family dynamics. One you’ve identified what your clients most need, start generating some keywords that illustrate your sensitivity to these needs. Try to come up with a few words that accurately reflect your unique skills that separate you from other attorneys in your field.
3. Distinguishing Yourself as an Authority in Your Practice Area Generates Business
Clients and consumers alike are drawn to high-quality services. It’s important to establish yourself as an expert in your field, which automatically invites clients to trust you with their sensitive legal matters. You can establish your professional acumen in a number of ways, such as providing a list of awards you’ve won over the years, posting favorable reviews or case studies from former clients on your website, inviting clients to post a review of your firm on Google My Business, and more. In time, this positive momentum will highlight your legal expertise and inspire potential clients to contact you for a consultation.
Looking for some ways to refocus and redefine your legal brand to invite more clients to contact you? Give Upsource a call at (800) 893-2590 today to get started.