Law Firm Marketing: Become an Industry Leader

May 27, 2015

As a marketing company that specializes in marketing law firms, we see firsthand that there’s often a discrepancy between the way the lawyers represent themselves digitally and who they really are. With so many law firms out there, it’s even more important for each firm to differentiate itself from the local competition. One of the best ways to do this is to allow your personality to be expressed throughout your website and marketing materials.

It seems that many attorneys attempt to do this by using pictures of themselves in their advertising, but quite frankly, if all the attorneys take the same styled headshot wearing a similar gray suit, then they haven’t done anything at all to stand out.

The traits that separate one attorney from the next are often empathy, the level of attention to detail, dedication, and experience. These are all traits that can’t be seen in a headshot. Listing these traits down in marketing materials isn’t helpful either, as it will lack authenticity.


So how can you convey these messages in your marketing before they meet you?

  • Look and Feel: The average person can’t pinpoint the look and feel of a brand, but you better believe that it was carefully crafted by a team of marketing geniuses. This includes color, layouts, stock photography, logo, and so on.
  • Messaging: Professional copywriters communicate implied messages and strike emotion using the power of words. It’s not a gift that everyone has, if you don’t have it, you should hire someone that does.
  • Social Media: This is the perfect place for attorneys to show a little more about themselves. If they participate in charitable events, they can share pictures, they can share information from other sources and provide an opinion. This is how people get to know you as a person, before they even step foot into your office.
  • Public Relations: If you’re passionate about any particular cause —such as defending your clients— you can work with a public relations expert to have your voice heard. They can offer tips on writing about information you want to share and then help you get published. Public relations generally appear more genuine since placement isn’t paid for, thus making the source more trustworthy.


Keenability is a full-service marketing company Boca Raton. We’re experts in making service providers, such as lawyers, leaders in their industry. Do you want to know how we can fuel your energy and make you a leader? - Call Us. 

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