Create A Niche For Your Firm
If your firm is in an area with competition for legal clients, you need to give people a reason to choose your firm. For maximum success, it takes some time and consideration. Follow this 5 step process to determine, and express, your niche to potential clients.
Look Around
Who else is in your vicinity, geographically or virtually? Think of this as your competitive set. If you were a potential client, which firms would you consider? Then, put yourself in your clients' shoes. Check each law firm's website. Take notes. Do they make it easy to connect? Are you finding the information you need and want on their site? Pay special attention to how each firm describes itself. Remember to consider online or virtual firms, too. Depending on the type of law, geography may not be as critical. Consider all of the options available to potential clients, including some DIY law sites, depending on your practice area. Check social media profiles and online ratings (like Google Reviews or Yelp), too.
Map It Out
Look for the 'positioning' of each firm. Refer to how each firm describes itself on its website. Notice any emphasis and group similar positioning statements. As an example, if multiple law firms emphasize experience as their point of differentiation, that's one group. Perhaps client service is a key area of focus. You get the idea. Then start looking for open space, benefits that are valuable to clients that haven't yet been claimed. Think beyond your own experience. It's not a bad idea to ask a friend who is not an attorney what they may look for or their response to some of these benefits. There are plenty of online resources that outline what clients look for in attorneys, too.
Look for Your Options
Start looking for open space, or benefits that are valuable to clients that haven't yet been claimed. Or, look for ways to make your law firm offering a bit more unique, or differentiated from your competitors. Remember, to have any impact at all, the benefit must be valuable to potential clients. If there is a law firm that, as an example, claims they provide the best pens, well, it's not likely something that will sway a potential client. Remember to keep in mind what may influence a potential client when selecting their law firm.
You must be able to deliver on your statements. That may be the most critical aspect of this. Don't claim it if you can't deliver it.
Make One Choice, Maybe Two
Based on existing positioning options, pick one for your firm. To clarify or emphasize, it's ok to add a second, as long as it's clearly a supporting benefit, not something else entirely new. As an example, perhaps a law firm emphasizes service. The second and related benefit should support the primary benefit. For this example, outline your technology offerings, that help deliver great services. As the saying goes, you can't be all things to all people. Be specific and try to find either unique or uncrowded claims that give real benefit to clients.
One suggestion is to look for the feeling you are hoping to convey to your clients. Efficiency is great. A successful track record is of course hugely beneficial. But don't limit your options to metric-based benefits. Offering a patient ear, support throughout, or more feelings-based benefits are high on most potential clients' lists too. But do watch that fine line... you are a law firm, not a mental health resource.
Be True To Who You Are
Whatever position your firm chooses, it absolutely, unequivocally must be genuine. Certainly, the benefit can be added to the existing firm and positioning. But remember it must genuinely reflect how the law firm is managed. It should be prevalent on the law firm website, in your interactions with clients throughout the resolution of their legal matter, and permeate every aspect of the firm. And yes, you can even use those free pens as a way to show it, too.
