What Goes Into Successful Law Firm Marketing
Many factors go into creating a successful legal brand. First, you need to have a clear understanding of your target market. Who are your ideal clients? What needs do they have? What kind of legal services are they looking for? Once you know who your target market is, you can start to craft a message that resonates with them.
Your legal brand should also be unique. What makes your law firm different from all the others? What can you offer that your competitors can’t? When you’re able to answer these questions, you’ll start to develop a unique selling proposition (USP) for your firm.
Finally, your legal brand should be consistent. Consistency is key when it comes to branding. Make sure your law firm’s name, logo, website, and other marketing materials are all consistent with each other. This will help create a cohesive and professional look that will make your firm stand out from the rest.
How to Create an Attorney Brand That Stands Out
Creating a strong legal brand is something we do in consultation with our law firm clientele, custom to each firm’s needs and goals. Here is a brief primer on the mechanics that are common to any branding approach:
- Define your target audience and what they’re looking for in a law firm.
- Develop a unique positioning statement that sets you apart from other firms.
- Create a visual identity that reflects your brand and helps you stand out.
- Make sure your website and marketing materials are professionally designed and on-brand.
- Invest in SEO to ensure potential clients can find you online.
Building a strong legal brand takes time and effort, but it’s worth it. A strong brand will help you attract clients, stand out from the competition, and grow your law firm.
The Benefits of Strong Legal Brand Marketing
There are many benefits to having a strong legal brand, but chief among those is the ability to attract the right clients. A strong legal brand helps you stand out from the competition and makes it easy for potential clients to remember your firm. A professional, on-brand website and marketing materials will give your firm a consistent presentation that attracts new clients across all of your marketing channels.
The Brand Gap Is Your Branding Problem
We are aware of successful brands — Rolex, Audi, Amazon, Google… The most successful brands dominate their market because they help define their market.
There might be 50 law firms in your market, but it’s clear who the top players are. That’s not just because of the cases they won, but because of the consistency in their client base — and what they represent as a model in the legal community.
Where does your firm fit within your specialty? Where do you want to be? The gap between those places is your branding problem.
How to Measure the Success of Your Law Firm’s Brand
Another goal of branding is to create an emotional connection between your law firm and its potential clients. You want your brand to evoke a positive feeling when they see your logo or hear your name — comfort, trust, excitement, and so on.
Aside from asking clients about your branding, there are two easy measures you can take right away to gauge the success of your legal brand.
- For starters, analyze your website traffic. Is there consistency in your Analytics in terms of where your leads are originating and the keywords they are using to find you?
- Second, look at your conversion rates (assuming you are measuring those). Are you generating an increase in the right clients booking your services?
Ultimately, the success of your legal brand will come down to how well it resonates with potential clients. If your legal brand helps you attract the right clients and makes them feel positive about your firm, then it is considered a success.
Want to learn more? Connect with Snap Agency for a digital marketing consultation.