Don't Bury The Lede

A key focus for any law firm looking to grow is to answer one basic question: why should a client hire your firm? Per a recent article, clients contact an average of six law firms before hiring one. What makes them pick those six? And even more important, how do they determine which attorney is the right one for them? Well, it's a process. But if you want to be on the shortlist of six and hopefully make it to the one, be sure you clearly answer the question of how your firm is different from others.

Determine Your Difference

The emphasis is always on solving the legal issue at hand. So your firm must be capable, that goes without saying. Make sure you make that clear on your website, any social media channels, and other communication outlets. Unless you are the superhero of lawyers, there are likely many comparable law firms in your practice area. But you must clear that first hurdle, obviously.

So, if comparable firms are equally capable, what is your difference? Clients' requests are evolving. They are more interested in being part of the process to resolve their case. They are more comfortable with technology. And they are likely more interested in managing costs. Providing visibility to the process and encouraging them to be part of the process is key. Does your online profile clarify that? 

There are likely other law firms in your area that offer these benefits. So what's the next difference? It could be anything from a more interpersonal approach, accessibility to their attorney, or perhaps it's leveraging technology to streamline redundant processes. Are you making this clear through your digital footprint?

Let Them Know

The first step is knowing your digital footprint. Obviously, you know whether or not you have a website or a social media profile. Do they convey what type of law you practice and your point of difference? If not, make it clear. Visitors will typically stay on your website for 15 seconds before moving on. Grab your phone and set the timer for 15 seconds as you read. It goes even quicker than you imagine. Given that's the users' interest span before moving on, are you engaging users to your site or social media outlet within 15 seconds? 

Be sure to let visitors know what type of law you practice and your points of difference within 15 seconds. Now, you should not cram all that information into the top image and text. But it needs to be within that first page, preferably in the top half of the page. Remember to think like a potential client. If considering more than one law firm, what would you want to know about each? Be sure to provide that information within the first 15 seconds of time on your site. 

It's A Process

Hopefully, you have provided the information that answers each question in order, or at least in close order. First off is the area of law. If I'm looking for an immigration attorney, does your site tell me that right away? Once that hurdle is crossed, my next question is if you have experience. How long has your firm been in existence? With various areas of law with continuously changing policies and legal actions, I need to ensure you are up-to-date with the latest. Is that visible? What differentiates you from other immigration law firms?

You get the idea. The key to success is putting yourself in the shoes of your potential clients. Think about why someone should hire your firm. And don't bury the lede. Make it easy for the visitor to your website or online profile, including review sites, to quickly differentiate your firm. 

Consistency is Key

Make sure every online profile, and personal interaction, reinforces the same thing. Whether the information is on your website, social media channel, review site, printed materials, or discussions with your office, be consistent. The greater the consistency, and proof of your differentiation, the greater that niche is carved out for your firm. Ultimately, clients choose their lawyer and firm. For some, it's as indescribable as a 'feeling'. That can be in your favor or not. Not much you can do about that. But defining and delivering on the differentiation and making it clear within that 15 seconds is critical.

As part of the process, look at other law firms in your geographic area and same practice area. These are the firms your potential clients will also consider. Remember to keep yourself in the shoes of your potential client. See where you can improve to differentiate your firm benefits while answering the questions of the potential client. Remember, you only have 15 seconds, max. Don't bury the lede.