If you want to build an average law firm, find out what other lawyers are doing and do the same thing. Target the cases and clients they target, network where they network, and make your website look like their website.
If you’re lucky, you will get average results. Why lucky? Because they got there first and will always be one step ahead of you. But in time, you may achieve parity with them. And hey, compared to digging ditches, being an average lawyer is not too shabby.
What’s that? You don’t want to be average? You want more? You want better?
Okay then. You need to be a little different.
Not radically different or spectacularly better. A little different. A little better.
Take your website for example.
Average lawyers have a piss poor website. There’s very little helpful information on it. No articles that help visitors understand their legal situation and options. What’s there is often poorly written. The articles aren’t optimized for search engines and the sites have no social media integration, so few people ever find the sites or share the content.
Good news for you. You can stand out from the average lawyer by posting some well written, helpful content on your site and making it easy for people to find it and share it. Not hundreds of articles. Ten will do. That’s all you need to stand out.
You can do the same thing with other aspects of your marketing. If other lawyers hang out at the chamber of commerce, go somewhere else. Network where they don’t. Don’t go head to head with them. Remember, you don’t want to be average, you want to be better.
How about client relations? The average lawyer does an average job of communicating with their clients. You can be better by contacting clients more often, explaining things more thoroughly, and injecting more of your personality into the mix.
How about billing? Now there’s a common sore spot for attorneys and clients alike. When average attorneys lose clients, it’s often over a billing issue. Can you be better than average by adopting better billing practices? Yes you can. In fact, I wrote a book about it.
I find that the average lawyer doesn’t want to be different. They don’t want to stand out. That’s where you have your biggest advantage.
You’re not afraid to study marketing and try new things. You dare to be different. You want to stand out.
And that’s why I’m putting my money on you over your competition.
Marketing a law practice online: click here
