Marketing of Law Firms

Marketing a lawyer is primarily based on promoting the solicitor as the product, so your biography is a necessary part of selling services. This article provides 5 ideas to make sure you get your biography just right.

Developing a biography, which markets lawyers on web-sites or in printed material is often given very little thought and usually completed in little time. Worse still is the bio that a lawyer has not been involved in writing and which another worker has scraped together from a resume.

If this is true of your firm or your bio then you have a serious flaw in your marketing strategy. You must remember that marketing of lawyers, particularly those in repeat business areas of law, is based on the principle that the lawyer is the product. That’s why the employees page of a law firm web-site is almost always the most popular page after the home or landing page. If you charge an hourly rate for your time, you are the ‘product’, and any prospective clients want to know what they are buying!

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

Quick Tips for creating a compelling Law Firm Bio

Provide all the relevant information
It’s perplexing how many law firm web-sites have bios of their staff that do not include relevant information. And this doesn’t mean what 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 provide, and any other firm responsibilities. And remember, you’re not writing this for other lawyers to read.

As a lawyer I was very happy the day I was admitted to the Supreme Court in my state. But truly, many clients won’t have any idea what this means. So remember to include info that may be of interest to your client, not just facts that will impress other lawyers. Certainly mention qualifications, positions on legal committees and the like, but unless it’s something your clients will understand and consider important, then 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, the client is not engrossed in you as individual. They are looking for whoever they think can best solve their problem or most successfully undertake their project. So you need to provide information that proves you’re the right person 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 like, “More than 10 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 improve your marketing efforts by demonstrating a connection to that community. Being considered a “local” by potential clients or demonstrating a connection with the region’s major industry eg. ” from a family with a long involvement in the coal mining industry”, encourages an immediate connection with the client.

Add a little personality
Don’t hesitate to inject a little personal to your bio. And this doesn’t just have to be the standard “Married with 2.5 children”. Include personal information if it helps with point number 4 above, but more importantly, 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 practice shows that you are a real person with a real personality” and not the same as the myriad of other lawyers out there 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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