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noun: marketing that makes your law firm engaging, inviting, or attractive to a client in need of your unique skill set.
I'm Blaine Parker. I write websites and marketing copy for small law firms and the solo practitioner.
You're looking to build a book of business. But your business is practicing law. The business of Firm Appeal is making your brand of practice appealing to the right client so you can generate better ROI. |
Q: Which lawyer are you?
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B.
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D.
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Correct Answer: None of the above.
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It doesn't matter who you are or in what area you practice.
Your brand and your beliefs are distinctive. You're more than your degree, your address, your AVVO ranking and your SuperLawyers stars. You have a unique persona. You also have clear expectations for an ideal client. Your suits are not necessarily bespoke. But your website and marketing materials should be. "You really enjoy working with lawyers?!" People always seem just a little incredulous when I say that attorneys are in our agency sweet spot. The reality is simple: You're smart. You're doing what you do for the right reasons. You appreciate expertise. You don't second guess your own good decisions. When you require a change in direction, it's sound and easily explained. And you like to attract new business from the right prospect. You deserve worthy marketing. And with over a decade of writing for small business, I've learned two things: 1) How to write copy that delivers customers; 2) How to work with lawyers who want a more effective website. This is different than chasing the dragon of SEO. Part of the reason this method works is there's a balance that most writers ignore. Your message must account for the thoughtful human reading it. Develop that, and you don't need to push the sale. Instead, your message attracts it. My job is one of crystallization. You know your reputation is solid and who you want to serve. My job is to form that and distill it into an online persona that appeals to your prospective client. And it all starts on your website. We're both speaking to a person with a problem you can manage. This is about tapping into that person's decision-making gooey center. That person needs what you do. Accordingly, your message matters. As you know, that's where generating a return on investment begins. And having someone working on it for you means you're working on other, more billable things. Do you need some firm appeal? Are we even a good fit for you? You can find out more by taking the Firm Appeal Discovery Survey. To find out more about me and how we ended up having this discussion, click here. |
So, what kind of first impression are you making?
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In the age of internet presence, your law firm's first impression is often your website. Is your website working as hard as it should be to represent you? We can probably agree about what your prospective client deserves. That would be a lawyer who feels good, right and true. And that lawyer's website should reflect those qualities. It should inspire confidence and feel reassuring. Let's assume we are both on the same page there. Consider this: seven out of 10 lawyers don't agree with you and me.* At least, that's the take away we can infer from a quick Google search here in my market. Those lawyers offer messages that are pointless. Depending on the attorney, their web presence suggests apathy, ignorance, indifference, or fear. In other words, those lawyers are not you. You offer something different. You are inspiring and reassuring. Those are the basics for Firm Appeal. But, how well is your website conveying those qualities? |
*Want to read more about those seven failed lawyer websites--and the three good ones?
Download the free brief: How To Avoid (And Benefit From) Your Competitors' Website Mistakes
Download the free brief: How To Avoid (And Benefit From) Your Competitors' Website Mistakes
Do your firm and Firm Appeal make a good match?
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We may not be for you. Really.
Some lawyers are happy to have stock photos of scales and gavels. They use stock verbiage stuffed with keywords. There's a hard call to action. That doesn't happen here. This process is different. You may not like it. "Hello, purpose and intent. We've missed you." Purposeful, intentional writing and implementation are key. Doing this requires talking to you, and then thinking smart about your ideal client. We represent you on the page with veracity, clarity and resolve. Some of your competitors are using generic, keyword-stuffed copy. The words mean nothing to anyone. Instead of buckling to SEO, we use copy that influences HBO. (That's not a premium cable channel. It means, Human Being Optimization. Humans are still ahead of Google in making their personal decisions.) Want a crack at Firm Appeal? If you might be a good fit for us, are you gritty enough to take the Firm Appeal Discovery Survey? |
