Law Firm Marketing Strategies: One Size Does Not Fit All

One size does not fit all when it comes to marketing strategies for solo practitioner and larger law firms. Every size firm has something unique to offer – and capitalizing on that ‘something’ is the key to a successful marketing strategy.

How solo practitioners and small firms can increase their presence

Solo practitioners and smaller firms, in general, usually offer something that’s unique, according to James Greenier, the National Sales Director for Advice Company / AttorneyPages.com, who has worked with over 3,200 law firms and the five most trafficked legal sites on the Internet. He explained, “Solo practitioners [and smaller firms] tend to be more hands-on with the client. You’re generally not talking to a junior associate and that’s a great value. They should think about that when they’re spending their marketing dollars. The best way to do that is by:

• Creating a website
• Getting their name into attorney directories
• Building profile pages out on the directories in which they’re listed
• Creating an articulated sales argument
• Letting potential clients know about the firm and why those clients should hire them
• Telling potential clients that they’ll be able to reach the attorney directly or have their questions answered promptly when they call
• Setting favorable expectations that are atypical of larger firms
• Having a photo on their profile, website or other advertising is also very important as it creates a one-on-one connection

How larger firms can avoid consumer intimidation

Greenier believes that, unlike solo practitioners or smaller firms, it’s often difficult for consumers to connect with larger law firms when they see 100 attorneys listed on a firm’s web site, which he says can be antagonizing and intimidating to a legal consumer. To avoid this situation, he advises larger firms to focus on the individuals within the firm – such as one or two attorneys in each practice area. He explained:

This strategy actually comes from banks. Banks are big and corporate. There’s really no individual name recognition. However, when they sell themselves as the ‘local lender’, it resonates with potential clients. Insurance companies do the same thing. Instead of marketing themselves as State Farm, they’ll market agent Paul Jones with State Farm so that there’s a one-on-one interaction. At the same time, they can take advantage of being a big firm with better technology, more staff and one that’s able to put more time and money into a case.”

To contact James about marketing opportunities that will allow you to develop your law firm, please click here.