Marketing of Law Firms

Marketing a law firm is essentially based on selling the solicitor as the product, so your biography is a critical component to marketing your services. This article offers 5 ideas to ensure you get your biography just right!

Developing a biography, for marketing lawyers on web-sites or in printed material is often given very little consideration and can appear to have been done in a hurry. Worse still is the bio that a lawyer hasn’t been involved in writing and another worker has scraped together from a resume.

If this is true of your firm or your bio then you have a very real flaw in your marketing strategy. You need to be aware that marketing of lawyers, particularly those in repeat business areas of law, is based on the principle that the lawyer is the product. This is why the employees page of a law firm website is usually the page most visited after the home or landing page. If you charge an hourly rate for your time, you are the ‘product’, and your prospective clients want to have a good concept of what they are buying!

It’s true that some firms base their marketing on a general sales pitch, or branding in a specific area of law, but generally, the success of your marketing strategy will be due to whether the client believes they will get good value when they buy the time of the individual doing their work. So, hopefully having convinced you of the importance of a well-crafted bio, here are 5 tips for putting one together:

Quick Tips for creating a compelling Law Firm Bio

Provide all the important information
It’s surprising how many law firm web-sites have bios of their team that neglect to include relevant information. And this doesn’t mean which law school you went to. Make sure to start the bio with a full name, your position within the firm, the type of work you excel in, and any other firm responsibilities. It’s important to remember that you’re not writing this for other lawyers to read.

As a lawyer I was pretty pleased the day I was admitted to the Supreme Court in my state. But quite frankly, many clients won’t have a clue what this means. So remember to include info that could be of interest to your client, not just what will impress other lawyers. By all means mention qualifications, positions on legal committees and the like, but unless it’s something your clients will understand and consider important, leave it to the end of the bio. It may be of some help to involve a third party. Have someone outside the legal industry read your biography and provide some feedback.

Your client is looking for a solution
Difficult as it may be for your ego to accept, clients are not fascinated in you as individual. They are looking for whoever they believe can best solve their problem or most successfully undertake their project. So you need to provide information that convinces them you’re the right professional for the job. In printed documents you should aim to include examples of how you’ve helped people, but online bios are often concise. So try to use phrases such as: “More than ten years experience in”, “Recognised within the X business community for assisting with”, “A certified specialist in the area of”, or “Successfully negotiated more than 200 rural property contracts”.

Connect with the real world, not just the legal world
If your firm or practice provides services that are based in a particular city or region you can help your marketing efforts by demonstrating a connection to that community. Being considered a “local” by prospective clients by demonstrating a connection with the region’s major industry eg. ” from a family with a long involvement in the coal mining industry”, helps to build a connection with the client.

Add a little personality
Don’t be afraid to inject a little personality to your biography. And this doesn’t just have to be the usual “Married with 2.5 children”. By all means include personal information if it helps with point number 4 above, but more than that, you ought to think about your ‘flavour’ and the type of “client experience” you provide. Are you a ” fiercely determined approach”, a “collaborative practitioner focussed on keeping costs down” or a “down to earth, with a knack for easing clients concerns”. Finding a genuine point of difference in how you work shows that you are a real person with a real personality” and not the same as all those other lawyers who are busily marketing themselves.

John Gray is a practising lawyer and the Senior Marketer at John Gray Marketing, an Australian specialist law firm and legal marketing consultancy. If you are interested in law firm marketing, legal marketing and marketing for lawyers, contact John Gray today.


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