Advertising is all about making your firm stand out from the crowd. Whether your focus is on your expertise, practice area, or particular approach to legal issues, the one thing that your business has that no one else does is you. So why not use that asset to its fullest by telling potential clients your story on the About page?
Modern clients are looking for one thing more than any other in your advertising: authenticity. They don’t want a sales pitch. They want to know what makes you different. The best way to answer this question is to tell prospective clients just why you dedicate 40 (let’s be real, more like 60 or 70) hours a week to this business. Then you can use that story to show the unique value you can add to their experience. Here are a few examples:
- A man served as a police officer for years before an injury took him out of the line of duty. Rather than retiring, he went to law school and now handles criminal defense and police misconduct claims. His years on the force gave him an insight on the policies and procedures used in these cases that other criminal lawyers might miss.
- A general practice lawyer went through a hairy divorce that dragged on for over a year. After getting a chance to see the dirty side of family law from a client’s perspective, she became certified in collaborative divorce and focused her practice on helping others minimize the conflict she experienced.
- A top rated student from a top rated college went to law school because of his love of learning. He was particularly fascinated by the tax code and spent hours studying it. Now, he applies that same level of intensity to answering tough tax questions for businesses.
None of these stories focus on number of years practicing, GPAs or cost. Instead, they describe people who are passionate about what they do.
So what is your passion? Why are you a lawyer? Tell your story and make potential clients understand just what makes you and your business unique. If you need help writing content for your website, contact Lisa Schmidt.