Learn how to discover your law brand's personality.

A complete guide to discover your law brand’s personality

Learn how to discover your law brand's personality.


Your law brand’s personality is the collection of traits and characteristics used consistently throughout the entire brand experience. An effective brand personality humanizes a brand, gives it unique expression and makes it relatable to its target audience.

Brand personality is communicated through your visual identity, brand voice and overall actions. Therefore, it is important to precisely define your law brand’s personality so it resonates with your target consumer. This is because brand personality results in increased brand equity and defines the brand’s attitude in the marketplace. Furthermore, it is the key factor of any successful marketing campaign.

There are two main approaches to defining your brand personality and a third method that combines the first two.

In order to choose your law brand’s personality, consider the following and select the one you wish to convey.

1. Aaker’s Brand Personality Dimension Framework

Branding and marketing expert Jennifer Aaker defined 5 distinct dimensions of brand personality in 1997. Moreover, each dimension is further defined by traits. In fact, the combination of these traits is what makes a brand recognizable. The key is to define a brand personality that is authentic to your core values, positioning and your brand’s promise.

  • Sincerity: kindness, thoughtfulness and an orientation toward family values
  • Excitement: carefree, spirited and youthful
  • Competence: successful, accomplished and influential, highlighted by leadership
  • Sophistication: elegant, prestigious and sometimes even pretentious 
  • Ruggedness: rough, tough, outdoorsy and athletic


Sincerity is reserved for brands that are genuine, wholesome, honest, cheerful and down-to-earth. Furthermore, people appreciate their generous, helpful and caring nature. Accordingly, brands with these defining traits are often found in the hospitality, food service and safety industries.


Brands in the excitement dimension have traits like daring, spirited, passionate, creative, energetic, imaginative and cutting-edge. However, they often target youthful demographics. If you’re a change-maker and a visionary, chances are you fall under the excitement category.


A competent brand is reliable, intelligent and successful. Brands within this personality dimension are confident thought leaders and responsible, trustworthy persons. When your brand dimension is competence, you’re the one people depend on. The most common competence brands are in the financial, insurance, healthcare and logistics industries. For example- doctors, lawyers, plumbers and car mechanics.


Brands in the sophistication dimension are characterized by traits like refined, luxurious and charming. Furthermore, these are premium brands aimed at a discerning, status-conscious audience. Sophisticated brands inspire a sense of luxury, prestige, femininity and high class. For example, personal brands such as lifestyle bloggers, beauty gurus and graphic designers fall under sophisticated dimension.


Rugged brand traits include adventurous, outdoorsy and tough. These are brands that are built to last and seen to be hard-working, strong, sporty, muscular and authentic. Accordingly, brands in the rugged dimension are commonly found in construction, outdoors, and sports industries. Besides B2C brands, personal trainers, life coaches and other consultants often have a rugged personality.

Thus, pick 3-5 personality traits for your law brand. Consequently, the traits you choose will fall under one of these five personality dimensions. For example, successful and influential will go under competence. That way you will determine your law brand’s personality trait.

Read about the importance of your law brand's personality.

2. Brand Archetypes Framework

Another way to personify your brand is to choose an archetype. It is a model based on Carl Jung’s theory that people tend to use symbolism to understand concepts. He defined 12 archetypes that represent different groupings of characteristics, aspirations, values and attitudes.

To start, ask yourself: Which one of these identities will your ideal client relate to most?


He is a regular person who wants to connect with others. His goal is to fit in and he wants their customers to feel a sense of belonging. His traits are: casual, down-to-earth, folksy, supportive, real, democratic, equality, community etc.


He wants their customer to find love and connection. Hence, his goal is intimacy and his traits are: romantic, sensual, passionate, warm, intimate, giving etc.


He wants their customers to have more joy and laughter in their daily lives. His goal is to enjoy life and his traits are fun, light-hearted, quirky, zany, irreverent, humorous, enjoyment, never boring etc.


He wants their customers to believe in what’s possible. Therefore, his goal is to innovate. His traits are imaginative, creative, artistic, entrepreneurial, inventive, non-conformist, visionary, innovative, non-conforming etc.


He wants their customers to feel more organized, stable, secure. Accordingly, his goal is to control in order to lead. His traits are: organized, leader, role model, responsible, controls the chaos, boss etc.


He wants their customers to feel understood and protected. His goal is to serve others and his traits are maternal, generous, compassionate, caring, nurturing, parental, empathy, selfless.

Use these methods to discover your law brand's personality.


He wants to make their customers’ dreams come true. His ultimate goal is power in order to make magical things happen. His traits are: inspirational, idealistic, charismatic, visionary, imaginative, spiritual.


He wants to help their customers: by rescuing them from their troubles. His goal is mastery in order to make the world a better place. Furthermore, his traits are: bold, honorable, confident, strong, courageous, inspirational.


He wants to help their customers break free from the status quo and overturn what’s not working. Consequently, his goal is liberation. His traits are: wild, change-maker, rebellious, rule-breaker, revolution, edgy, misfit, outrageous, radical, free, disruptor, shocking etc.


His goal is happiness. He wants to help their customers feel great on the inside. His traits are: positive, kind, good, pure, simple, young, loyal, optimistic, trustworthy. Furthermore: moral, reliable, honest, good virtues, nostalgic, sees the good in everything, faith, does the right thing etc.


He wants to help their customers have new experiences, adventures, discoveries. His goal is freedom and his traits are: adventurous, independent, pioneering, individualism, wanderlust.


His goal is to understand. He wants to help their customers by sharing knowledge. His traits are: wise, visionary, knowledgeable, intelligent, trusted source of information, thoughtful, mentoring, advisor, guru.

Afterwards, compile your list of keywords and associate each keyword with one or more brand personality archetypes. Check where your law firm fits the most.

Learn how to implement your law brand's personality.

3. Combination of Personality Dimensions & Archetypes Frameworks

You can create your own framework by combining an archetype with brand anchors. In addition, use your best judgment when choosing the traits that fit your archetype.

Finally, everything you do, say, write or share should be anchored by your defined brand personality traits.


After you define your law brand’s personality traits, determine a strategy to communicate that personality with consistency. Don’t forget to include it in your visual identity, your brand voice and every action you take along the way.

Visual Identity: Include your logo, fonts, brand color palette, imagery and design style used in your marketing materials. Align your visual identity with your brand anchors in order for your law firm to become recognizable.

Brand Voice: Include the language you use to communicate your messages, the words you utilize and the ones you don’t.

Actions: Make sure your actions are intentional and in alignment with the personality you define. Basically, everything you do contributes to your customers perceiving you in one way or another. Moreover, keep in mind that people’s perceptions of your brand are largely based on their experience. Therefore, your actions should be a brand promises fulfilled.

Finally, make your goal to convey a consistent personality in your branding – your brand voice, visual identity and your actions. With consistency, people start to “get to know you,” which leads to trusting and choosing you.

Your law brand’s personality is the promise and you must live up to it in everything you do. As the result, people will automatically describe you with the same personality characteristics you defined in your brand strategy.

Your brand’s personality is a crucial part for your business success.

In order to properly determine your brand personality, contact us today.

Fill in the application form below and schedule a consultation with us!

Read this complete guide to competitive analysis for law firm.

How to conduct a competitive analysis for law firm

Read this complete guide to competitive analysis for law firm.


A competitive analysis is the process of identifying the brand’s main competitors and evaluating their strategies. Furthermore, it provides you with the opportunity to improve your marketing decisions. For example, it gives you insights in resources your law company could use to dominate the market.

Knowing what’s working for your competitors and what isn’t, will help you plan your brand’s social media presence. Once you’ve found areas that you can exploit, shape them to suit your brand and your audience. Here are 8 steps to conduct a competitive analysis for law firm:

1. Identify your competitors

The first step of the competitive analysis for law firm is identifying your key direct competitors. A direct competitor is a business offering the same service to audience you are targeting. As a result, knowing their market positioning will help you determine your position on the market. 

Start with analyzing two types of competitors:

Direct competition is a business providing similar services to the same target market at a similar price point. Here’s how to identify direct competition:

  • Analyze search engine results (SERPs) for similar product queries 
  • Look at market share statistics using Statista or a similar source
  • Furthermore, see who’s sourcing products from the same suppliers/wholesalers as you plan to use
  • Finally, note brands your target buyers use or mention the most during interviews

Indirect competition is a business offering services that differ in some way, but could also satisfy the same customer demand. Furthermore, it is related to more established brands, evaluating new product ideas or new markets. 

2. Perform a competitor SWOT analysis

SWOT is one of the tools for performing competitive analysis for law firm. By using the SWOT framework, you can identify your competitor’s weak areas and missed opportunities. Also, SWOT help you estimate other brand’s strengths and potential operational risks.

Once you’ve discovered your direct competitors, analyze their business from the perspective of Strengths, Weaknesses, Opportunities and Threats. 

Moreover, your analysis should cover the following areas:

  • Brand positioning
  • E-commerce website
  • Customer experience 
  • Sales strategy
  • Pricing strategy
  • Marketing strategy
  • Content strategy 
  • Discounts/Promo strategy

Contrast the competitors’ weaknesses against your strengths. Furthermore, pay attention to the opportunities they are missing. Consequently, strengths and threats will help you better measure the overall market conditions and prepare you for improvement.

Checking your competitor' online presence is one step in conducting competitive analysis for law firm.

3. Examine your competitors’ online presence

According to the research, 59% of US consumers will abandon a brand after several bad experiences. Therefore, treat competitor research as an opportunity to close the gaps on your website design roadmap. 

Use this 5-step UX research framework developed by Erin Sanders from the Research Learning Spiral:  

  • Set the objectives: Analyze the competitor’s navigation, service catalog, service listing, on-site marketing tools etc.
  • Create research hypotheses: Use the previous SWOT competitor analysis to create assumptions about their customers. For example: Does competitor’s content help buyers decide on the service? 
  • Select your research methods: Use both quantitative and qualitative methods for evaluating their UX/CX. Quantitative methods include benchmarks, user testing data, performance metrics, etc. In the other hand, qualitative methods include surveys, focus group interviews, customer reviews, etc.
  • Conduct the evaluation: Get as much data as you can during the set research timeframe.
  • Finally, use the obtained information to fill in the knowledge gaps and evaluate alternative design opportunities.

4. Determine their market positioning

Competitive positioning is your core “differentiator” from others. Hence, discover your competitor’s unique value proposition. In short, find the factor that attracts new customers to them.

To map which position competitive brands hold on the market, do the following:

  • Identify the primary group of customer needs that you plan to address. 
  • Choose a geographic region you want to study.
  • Decide if you want to track the entire market for a product or only a specific segment. 
  • Select a price range you want to analyze.
  • Identify what primary benefit the customer receives at different price point.
  • Furthermore, organize competitors by product price and its level of primary benefit on the map.

5. Look at their pricing and current offers

Perceptual mapping helps identify how different competitors price their services and where you could fit in. This data gives you insights on how much people are willing to pay for different types of services.

Moreover, as you analyze the competitors’ prices, pay attention to greater value they are providing. Read here how to get started with positioning maps.  

6. Learn about the technology they are using

When doing competitive analysis for law firm, pay attention to the following:

  • What type of e-commerce solution does the company use — open source, SaaS or headless commerce? 
  • Do they rely on any custom extensions/ plugins?
  • What types of supporting systems do they use — e.g., payment processors, email marketing service providers, 3PL integrations, etc.? 
  • Are they using any innovative technologies such as AI, chatbots, AR or VR to deliver an immersive shopping experience?
  • Finally, is there any way you can offer a better online experience by choosing another technology method?

For example, an easy way to learn about the competitor’s tech stack is to analyze their website with BuiltWith.  

Learning about the technology your competitors are using is one step in conducting competitive analysis for law firm.

7. Review social media performance

Social networks are valuable source for customer data you can leverage for service development and brand positioning. Here’s how to conduct a competitive analysis for law firm using social media:

  • For a start, browse mentions and hashtags to evaluate overall conversations.
  • Read the latest reviews. These could help identify weaknesses you could improve upon.
  • Check their content calendar: What types of visuals do they use?
  • Moreover, estimate their engagement levels per post.
  • Finally, discover if they partnering with influencers. Furthermore, who are they working with and why?

Additionally, if you have the budget, invest in social listening and sentiment analysis tools. Some good options are BrandwatchSocial Searcher and Critical Mention.

Social media listening brings deeper, more valuable digital consumer insights in real time. In fact, with the right tool you’ll understand how consumers feel about your competitors’ services. In addition, you’ll identify emerging trends and discover new brands.

Once you’ve established who the competition is, get started with collecting and analyzing data about your competitors.

8. Stay aware of your competitors

To keep your competitor research structured and easy to re-visit in the future, use the following competitive analysis frameworks:

Also, stay up-to-date by monitoring their:

  • Social media: Add them to your social media analytics tool to gather valuable insights.
  • Search engine results (SERPs). Analyse your competitor’s keyword ranking with tools such as Ahrefs and Semrush.
  • Online coverage: Set Google alerts for their brand to check when they get mentioned by the media.
  • Traffic volume and sources: Try SimilarWeb which provides free website traffic analytics.


In summary, knowing how to conduct competitor analysis becomes crucial for understanding how to effectively enter a growing competitive market. Competitor analysis not only helps you learn about others, but also identify areas where your brand can improve.

Including competitive analysis in marketing plan demonstrates that you’re aware of the competition and familiar with marketplace. Moreover, that you have plans to compete at the same level as established brands.

Finally, schedule a competitive analysis for law firm on a regular basis and consider it as on-going process. Only that way you can clearly understand your competition and evaluate your own market position. In addition, you can exploit their weaknesses to your competitive advantage and seek to improve your own marketing efforts.

A competitive analysis is an important part of your business strategy.

In order to properly develop and execute it, contact us today.

Fill in the application form below and schedule a consultation with us!

Read how to create a buyer persona for law firm.

How to create a buyer persona for law firm

Read how to create a buyer persona for law firm.


One of the most effective ways to boost your marketing efforts is by creating buyer persona for law firm. Creating buyer personas helps you figure out who is your target audience and how can you personalize their shopping experience. Furthermore, it shows you how your customers engage with your business. In addition, it gives you the opportunity to find out what they need and what common challenges they face.

A buyer persona is also known as a customer persona, client persona, audience persona or marketing persona. Defining your customer persona helps you create content to better target your ideal customer.

A customer persona represents the key traits of a large segment of your audience. Moreover, it is based on the data you’ve collected from user research and web analytics. It gives you valuable insights into your prospective customers problems and the opportunity to offer them a solution.

Furthermore, buyer personas reveal insights about your buyers’ decisions such as the certain attitudes, concerns and specific criteria. They can also provide tremendous value to your organization. For example, they can help everyone on your team:

  • Develop a deeper understanding of customer needs and how to solve for them
  • Guide service development by creating features that help them achieve their desired outcomes
  • Prioritize which projects, campaigns and initiatives to invest time and resources in
  • Create alignment across the organization and rally other teams around a customer-centric vision

A proper crafted buyer persona will allow you to personalize your marketing by delivering your target customer a superior experience. In other words, you will craft marketing messages targeted specifically to your customer persona. As a result, they will guide everything from product development to your brand voice to the social channels you use.

Consider these steps when creating the perfect buyer persona for law firm:

1. Do thorough audience research

Your buyer persona should be based on the existing data. Therefore, collect data on your existing customers and social audience. Consider details like age, location, language, interests, challenges, education, employment etc. To gather this information, use Social media analytics, especially Facebook Audience Insights and Google Analytics.

Furthermore, arrange a phone call, or have one-on-one conversations with your customers via social media platforms. Moreover, create a short survey and email it to your subscribers to gather information from a larger audience group.

These types of surveys can help you understand your customers better. You can derive relevant information without investing much time or effort. The survey could include questions like:

  • What kind of content would you like to receive from our brand?
  • Do you find our services valuable?
  • How can we improve our products or services to serve you in a better way?

2. Locate your audience

You need to reach your customers using the right channels. Start by learning where they already spend time online. Some great tools to help include:

Hootsuite Insights Powered by Brandwatch: Find top relevant sites, hashtag  and authors

Keyhole.co: Find top referring sites for relevant hashtags

Google Analytics: See which social networks appear in your referral traffic report

Another effective way to research your ideal customer persona is to conduct online research. For example, you can track your customers social media profiles or any websites they are associated with.

These online platforms, especially Facebook and LinkedIn, can help you uncover relevant information about what your customers like and dislike. This information can help you fill out your customer persona details.

Research your audience before creating your buyer persona for law firm.

3. Conduct a competitive research

Conduct a competitive research in order to achieve better understanding of your market. Competitive research can reveal trends in the marketplace and gaps in your marketing strategy. You can use them as your advantage when crafting ideal buyer persona for law firm.

Competitive research helps you understand why customers choose to buy from your competitors and how are they marketing their products. Over time, this can help you improve your own marketing programs and your customer persona image.

Try useful tools such as Buzzsumo to search for top shared content across social networks, including engagement data. Monitor your competitors’ posts and look for patterns in hashtags, post type and content strategy.

4. Identify customer pain points

Pain points are problems your potential customers are trying to solve. When identifying them, ask yourself the following questions.

What problems are your potential customers trying to solve? What’s holding them back from success? What barriers do they face in reaching their goals?

One way to find out is to engage in some social listening and social media sentiment analysis.

Set up search streams to monitor mentions of your brand, services and competitors. It will give you a real time look into what people are saying about you online. You can learn why they love your service or which parts of the customer experience are just not working.

Moreover, check in with your customer service team to see what kinds of questions they get the most. Find out if they can help you identify patterns about which groups tend to face different kinds of challenges.

5. Identify customer goals

Goals or aspirations are positive things they want to achieve. When identifying them, ask yourself the following questions.

What motivates your customers? What’s their end game?

Your personas’ goals are important even if they don’t relate specifically to your product’s features. They can be the foundation of a campaign or simply inform the approach you take in your marketing.

Social listening can be a good way to gather this information, too. Moreover, your sales team can be a good source of insight on customer goals. Your salespeople talk to people who are thinking about using your services.

They have a deep understanding of what your customers are trying to achieve by using your services. Ask them for any tactics they use to overcome buyer objections when selling your services.

Consult your team members when creating buyer persona for law firm.

6. Understand how you can help

Now that you understand your customers’ pain points and goals, create a clear picture of how your service can help. As part of this step, you’ll need to dig deep to analyze the benefits you offer to customers.

A feature is what your product is or does. A benefit is how your service makes your customer’s life easier or better. Ask yourself three key questions for each of the pain points and goals you’ve collected:

  • How can we help? Capture that in one clear sentence and add it to your persona template.
  • What are your audience’s main purchasing barriers? How can you help overcome them?
  • Where are your followers at in their buying journey? Are they researching or ready to buy?

7. Create your buyer persona

Once you’ve gathered all of the required information, think of a name for your persona. This can help you come up with more personalized content and establish more effective communication.

Next, include every collected information, such as pain points and goals, age, education, home situation etc. These details will help you to create a more realistic image of your buyer persona. As a result, your messages will resonate better with them and attract them to you.

Afterwards, give your ideal customer avatar a face. Browse through stock images and see if you can find a picture to associate with him. Create a short “life story” for your customer avatar. Don’t forget to describe both who each persona is now and who they want to be. This allows you to start thinking about how your services can help them get to that place of ambition.

Use your ideal customer avatar to connect with your target market. Think about your buyer personas every time you create content, ad copy or marketing material. Master the art of feeling and thinking exactly as your ideal customer does. That way you will be able to create marketing campaigns that resonate with him.


Building customer persona can help you understand your target audience better and enable you to provide rich experience to them. When you provide valuable services to your target audience, it will be a win-win situation for everyone.

Creating a buyer persona for law firm is an excellent way to boost your marketing and sales strategy. Besides improving your customer service, it drives higher engagement.

Make sure to include your team members in the process as every individual provides different information and perspectives. Once you have major key points in place, you can create your ideal buyer persona for law firm.

Your buyer persona is a crucial part for your business success.

If you require expert assistance with your marketing strategy, contact us today.

Fill in the application form below and schedule a consultation with us!

Read complete guide to brand strategy for law firms.

How to create a brand strategy for law firms

Read complete guide to brand strategy for law firms.


A branding strategy is the long-term plan for the development of a successful brand to achieve specific goals. A well-defined and executed brand strategy for law firms affects all aspects of a business. Furthermore, it is directly connected to consumer needs, emotions and competitive environments.

A successful branding strategy embraces the brand’s mission, its promises to their customers and how these are communicated. Furthermore, it is directly connected to consumer needs, emotions and competitive environments.

The main goal of a successful branding strategy is to let the world know what is your law brand’s purpose. However, a branding strategy often requires being revisited over time based on its progress. 

To develop a brand strategy, begin by setting your business goals. Use those long-term objectives as a basis for all of your strategic branding efforts.

We believe the best approach is to follow 7 step process:

1. Define Your Purpose

The first step to crafting a successful brand strategy is to understand the purpose of your law firm. Know why your brand exists, what purpose it has in the world and what it stands for.

Furthermore, include your mission, vision and company values in this step. What you discover should support your strategy and become central to your company’s culture. Moreover, it will become crucial to building a recognizable law brand.

When defining your business purpose, ask yourself these questions:

Who are you trying to sell to? What do they need or want? How are their needs not being met? What problem does my brand solve? Who is my ideal customer? Who is my competition? What is the story behind why my brand was created? If my brand was a person, what would their personality be like?

Once you answer these questions, proceed to the next step.

2. Research Competition

Before executing your marketing strategy, you need to research your competition. Competitive analysis is important for understanding what specifically differentiates you from the competition. Furthermore, it is something you’ll want to focus on in your marketing message.

Take the competition as a challenge to improve your own strategy and create greater value in your overall brand. For a start, answer these questions: Who will you be competing with for attention? How might they outshine you? What differentiate your law company from others?

There are a number of ways in which you can approach this step. One common way to understand market position is by conducting a competitor analysis. Other popular tools include perceptual maps of industry position and analysis of the 5 competitive industry forces.

Conduct a thorough research when developing a brand strategy for law firms.

3. Target market research

Researching your market and understanding your audience is a big part of executing your brand strategy. To build a brand strategy that genuinely connects you with people, you need to know exactly who you’re selling to. By knowing your audience’s needs, you will easily determine how to serve them and communicate with them. 

Start by defining your ideal client or a customer persona. A customer persona is a detailed description of the ideal buyer who will buy your service. This persona helps you understand what type of person you are targeting with your marketing. When creating your customer persona, ask yourself the following questions:

What is their demographic profile such as age, gender, education level? Furthermore, what is their job and what does their typical day look like? How do they gather new information and what was their most recent purchase? Conduct a thorough research in order to understand their consumer journey properly. Understanding the consumer journey will help you come up with a roadmap to move consumers along to the ultimate goal.

Final step within your market research is knowing where your audience is, both physically and in the digital world. Knowing where they will most likely connect with you will help maintain cost efficiency in your marketing efforts.

4. Articulate Your Messaging

Next you need to discover your Brand Essence (your company’s expressions) and your Brand Messaging (your company’s messaging). When extracting and documenting these elements effectively, you ensure your brand will communicate honestly, authentically and consistently at every touchpoint. 

Brand Essence consists of your personality, voice and tone. Personality is a reflection of your purpose, unique values, mission and vision. Moreover, they are influenced by your beliefs and demonstrated in your behavior.

After discovering your personality, infuse it into every aspect of your brand. From your customer service process to your product descriptions. That way you can differentiate your law company from the competition and cultivate relationships.

Read here how to discover your brand tone and voice.

Afterwards, create your brand messaging by defining your Unique value proposition and identifying messaging pillars.

Your messaging pillars are the key stories you want to tell about your brand. In other words – what makes you unique and different. Every piece of content you create should reinforce these core messages across all touchpoints. 

Read here everything you need to know about Unique value proposition.

5. Design Your Visual Identity

Once you understand your brand and your audience, think about how you will deliver your message. Decide your logo design, colors you choose to represent your brand, general tone of your advertisements etc.

These elements are very important for creating a long-term recognizable brand. Once people have connected to your brand, they’re no longer considering your values because they know them. Now they are just recognizing your brand’s colors and logo and font and instantly adding you to their basket. Therefore, ensure that these elements are chosen carefully and that they truly relate to your message.

In short, the logo, colors, typography, imagery and photography act as the “face” of your brand. A strong visual identity is meant to be purposeful, first and foremost. Thus, a good visual identity is:

  • Flexible: It should be able to grow with your brand.
  • Comprehensive: It should provide brand designers and content creators needed tools.
  • Intuitive: It should be intuitively designed and well constructed.

Depending on your brand, you may need to expand your visual identity over time. Therefore, consider adding guidelines for additional visual elements. 

Include brand guidelines when creating brand strategy for law firms.

6. Create Your Brand Guidelines

Your brand guidelines are a document for how to use your brand, specifically in the content and communication you create. Thus, include enough direction to empower any creator to produce work that strengthens the brand instead of weakens it.

To ensure your brand guidelines are comprehensive, include direction for both your visual and verbal identity. Once you’ve completed your guidelines, make sure they are accessible to your team and updated regularly.

Read here how to craft brand guidelines for your law firm.

7. Test, Refine and Develop

Finally, it is important to remember that a brand strategy for law firms should never be stationary. If your brand strategy stopped being relevant and effective in the competitive landscape, it’s time to develop new strategy.

To do this, you’ll need to identify which tactics are not useful anymore and explore the reasons for this. When exploring the reasons, gather information from your customers, employees, decision makers and competitors. The next step is to find alternatives, asses the merits of each and finally decide on changes to your strategy.


A successful brand strategy for law firms must be well-designed and executed across all business functions. Furthermore, it should have the capacity to improve consumer experience, competitive advantage and financial performance.

A specific, achievable brand strategy is an essential component of any business, because it affects every area of your business. Understanding your purpose and using your values to guide your decisions in the future is essential for your business success.

Unique Value Proposition is your secret formula that differentiate your brand from the others.

In order to properly define and develop it, contact us today.

Fill in the application form below and schedule a consultation with us!

Read about the importance of brand style guide for law firms.

Brand style guide for law firms

Read about the importance of brand style guide for law firms.


A brand style guide is a rulebook containing specifications on everything that plays a role in the look and feel of your company’s branding. It is the documentation of your brand identity, presented in a format that makes it easy to apply it to any content you create. Using a brand book ensures that your law brand looks and feels the same. Even when you have different people working on different positions in your law firm.

Besides that, a style guide is important because it helps your business communicate in a consistent way across all channels. From your logo to brand voice, graphic designers to marketers, it’s a toolkit to help you present a consistent brand.

Your style guide should be:

  • Comprehensive: Including as much relevant information as possible.
  • Practical: Providing clear direction with simple language and helpful examples.
  • Accessible: Everyone on your team should know where to find your style guide.

Most importantly, your style guide should be customized for your law brand’s unique needs.

Before you create a style guide, you need to know your brand.
Define its key components: mission, vision, target audience, brand personality and core values. As a result, they will establish your brand identity by communicating what your law company stand for. Other parts of your brand style guide promote those key components to the world through design.

When crafting your law brand style guide, start with:

1. Choosing your format

Depending on your needs, you can design your style guide for multiple mediums. You can create printed guidelines or digital guidelines, accessible from anywhere. Moreover, you can try interactive style guides, which are easy to navigate and more dynamic. 

2. Defining brand guide elements

There are six essential elements that need to be included in every brand style guide. 

Some of them may already be created, like your logo or color palette. However, for others you’ll want to go back to your inspiration boards. A designer will help you take those moods, feelings and images and turn them into tangible brand elements.

Read about the importance of a brand story in brand style guide for law firms.

Brand story

Every great brand is driven by a compelling brand story. A brand story describes the things that a company cares about most. In other words, it is used to communicate company’s values to the public. Moreover, it can also help guide major decision-making within your law company.

Your brand’s story should always come first in a brand style guide. It sets the stage for the brand experience and should inform the rest of the style guide.

Logo guidelines

Brand story aside, your logo is the most important part of your brand. It’s the one thing that everyone should immediately recognize as belonging to your law company.

Ensure your logo is used in the way you intended and prevent mistakes that could send the wrong message.

Include all approved versions of your logo and describe when to use each one. Moreover, explain how not to use it and show visual examples to make it really clear.

Color palette

In your brand style guide, clearly define your law brand’s color palette. Defining a brand palette will go a long way towards creating a consistent look and feel.

For example, in your style guide, show swatches of your brand colors. Make sure to include the information needed to reproduce those color accurately, wherever your brand message goes. Your color palette can guide your logo, your website design, printed advertisings and event collateral.

Here are some handy online tools to help you choose a color match or convert digital color into other values.

Read about the importance of typography in brand style guide for law firms.

Typography and font guidelines

Typography is another visual element of your law brand style guide. No matter how complex your typography scheme is, make sure to give clear instructions for use.

Typographic guidelines can support your blog design, copy on your website and a tagline to go with your company logo.

To enhance your brand experience, use a brand style guide to ensure you’re applying typography consistently across your collateral. In addition, outline what fonts are used for what purposes (in print and on the web).

Image guidelines

Everything about your imagery, including style, color and content, contributes to the perception of your law brand. Whether you work with photos or illustrations, provide lots of examples and thorough descriptions. 

If your branding features infographics or data visualizations, provide some stylistic guidelines for them as well. Specify when and where to use infographics and data visualizations and include style preferences and technical conventions.

Guidelines such as these are easy to overlook, but when used properly ensure a cohesive brand presence. 

Brand voice

The importance of having a consistent brand voice in your messaging should not be underestimated. Brand voice strongly affects how your audience feels about your law company.

Spend some time finding the style that resonates with your audience and aligns with the personality of your brand. Afterwards, ensure that it’s replicated across all channels by spelling it out in your brand style guide.

3. Making a list of additional brand collateral

Besides including the six essential elements in a brand style guide, maybe your law firm will need to go deeper.

For example, if your brand is primarily digital, you will probably need to codify how you layout images on your website. In social media marketing, you might want to include guidelines on the types of imagery you use in your posts.

A brand style guide should fit the organization it belongs to. Start by making a list of any additional elements that you will need to cover in your guide.

4. Making an outline for your guide

Next, determine the structure of your guide by making an outline. Take your 6 essential elements, mix them with your business-specific needs and wants and build an outline.

Once you have your outline, decide if you want your guide to live as a digital PDF, be available online, be printed, etc. Furthermore, make this information clear and visible to everyone.

5. Keeping your brand guidelines updated

Your brand is always growing and changing, so your brand guidelines should reflect that. After crafting your brand guidelines, revisit them periodically. Select the time to review and refresh your style guide. You can do this one month, a quarter or a year after finalizing the guidelines.

Work with your team to schedule regular content reviews and make sure the guidelines are being appropriately applied. Most importantly, have regular conversations about what is or isn’t working. Brainstorm with your team the ideas that will make using brand guidelines easier. 


Your brand guidelines are the summation of your brand strategy. Therefore, they should include everything anyone might need to know about your brand.

Include your law company history, milestones or any other relevant information about its background. Moreover, explain who you are, what your law company does do and why it matters. 

Follow the previous steps to create comprehensive, practical and accessible brand style guide. Furthermore, allow everyone representing your brand to produce collateral quickly, efficiently and with confidence.

Brand style guide is an important part of your brand strategy.

If you require help with your branding strategy, contact us today.

Fill in the application form below and schedule a consultation with us!

Learn about everything you need to know about Unique value proposition.

Everything you need to know about Unique Value Proposition

Learn about everything you need to know about Unique value proposition.


A value proposition is a promise of value to be delivered. Also known as unique value proposition (UVP), it represents a clear statement that describes the benefits your offer customers. Furthermore, it explains how your services will address their needs and solve their problems. Finally, it communicates what distinguishes your law firm from the competition.

UVP is a form of brand messaging that gives your potential customers a reason to choose you over your competitors. Moreover, the less known your law company is, the better your value proposition needs to be.

Strong UVP should offer:

  • Relevancy: Demonstrate how your services solve customers’ problems or improve their situation
  • Quantified value: Describe how your company will deliver specific benefits
  • Differentiation: Give your ideal customer a reason to choose your company

Your unique value proposition should appear on your landing page and in every marketing campaign. It should tell your potential customers everything you offer in a short form, while you have their attention.

Crafting effective value propositions can be challenging because they need to be distinct, concise and interesting. They also need to be user-centric, which means focusing on what users need as opposed to what you offer.

How to discover your UVP

A unique value proposition is a great way to stand out from your competition. Furthermore, it should aim to attract high-quality customers who truly identify with your business and brand. However, creating UVP takes research and a clear understanding of your brand and what you can provide to your audience. 

In its most basic form, a value proposition is a summary of how your product or service benefits your customers. Typically, it answers the question: “What does your company do?”

Your unique value proposition is also a display of your law firm and what you stand as a company. Furthermore, it should be an explanation of what you offer, who do you serve and what makes you different from your competitors.


To begin with, make a list of all the features of the services you offer and create a specific explanation. Keep the focus on your audience benefits by demonstrating how your services will benefit them.

Make sure your value proposition addresses their needs as closely as possible. Take into account what your customers are looking for and how they phrase their needs and incorporate this phrasing into your proposition.

Think about the presentation of your services from the customer point of view. Note the key attributes that are important to your customers. Find out why they would buy products and services from you and not from other competitors.

Read how to discover your Unique Value Proposition.


Before you start writing your value proposition you should define your target audience. Do your research to understand who they are and what they look for in services like yours:

  • Who is your audience?
  • What are their interests?
  • Which values do they nurture?
  • What are their needs or pain points?
  • What motivated them to search for what you offer?
  • How can you help them?

After gathering data, use this information to develop an ideal customer persona that you can tailor your value proposition to. Afterwards, review each company feature from your ideal client’s point of view.

Identify and meet the unsatisfied needs that your target market has. Once you have recognized their pain points, define how your services can help solve them. Furthermore, develop your value proposition around them. Your unique value proposition should help you connect with your target market.


Start by conducting competitor research- check out their sites and exame their marketing campaigns. This way you can understand how customers think of your business vs. your competitors. Besides that, you can learn from the strengths and weakness of your competitors and use it to your advantage.

It’s essential that your value proposition includes a unique selling point or feature that sets your company apart. This is important step in order to convince your potential customer you are better option for them.

How to define your UVP

Once you have clearly identified the benefits you want to use, start writing your unique value proposition. Write down what your business is all about and point out the features and benefits. Write several variants until you find a suitable formula.

Have in mind that you have less than 10 seconds to capture the visitors’ attention span. If they can’t immediately find out how you can help them, they will leave your website. The value proposition is usually a block of text (a headline, sub-headline and one paragraph of text) with a visual (photo, hero image, graphics).

Headline should consist of the benefit you’re offering in one short sentence. It can mention your service or customer review but make sure to make it an attention grabber. Sub-headline is a 2–3 sentence paragraph. A specific explanation of what you do/offer, for whom and why it’s useful. Next, list the key benefits or features through 3 bullet points. Finally, show the product image, the hero shot or an image reinforcing your main message.


  • Aim for simplicity
  • Make it memorable
  • Focus on value
  • Use the proper language
  • Try to capture readers’ attention
  • Eliminate generalities, repetitive words
  • Exclude ambiguous, unclear sentences
  • Focus only on the promises you can keep
  • Formulate uniquely to avoid plagiarism
  • Finally, review everything you’ve written and write the final form of the proposal
Read how to define your Unique Value Proposition.

Evaluate your current value proposition by checking whether it answers the questions below:

  • Which services is your company selling?
  • What is the end-benefit of using it?
  • Who is your target customer for this service?
  • What makes your offering unique and different?

Use the headline/ paragraph/ bullets/ visual formula to structure the answers.

Furthermore, ask yourself the following questions:

  • What are your competitors lacking?
  • What do you do better?
  • Why do these differences matter to your customers?

Once you have clear answers to these questions, you can begin to write a more effective value proposition. Summarize what your company does in one sentence in order to make it clear and instantly recognisable.

A strong unique value proposition comes with specificity. It needs to be as specific as possible about the benefits your services provide to your customers. It needs to be clear on what problem or need you are addressing and demonstrate how you solve this problem. Furthermore, it should explain why customers choose you over your competitors.

How to communicate your UVP

Once you’ve got a compelling unique value proposition, include it in all your advertising. Consider your UVP as a core around which to build your entire business plans and success. Place it on your website’s homepage to make it clear how you can improve your customer’s situation.

A strong UVP can ease your marketing activity because it gives you a dominant position in a target market niche. Therefore, the key to success is to offer as many benefits as possible to counter the competitors’ offer. 

Benefits refer first of all to how the product brings more significant value in the eyes of the target customer. Moreover, they communicate the features refer to the characteristics of the service.

For example, they can include factors such as a more extensive product range, customer service, high quality, best prices etc. In other words, you should make your business special in the eyes of your customers.

Offering small advantages can distinguish your company from the competition:

  • Free bonus with a purchase
  • No long-term contract, cancel any time
  • Money-back guarantee
  • A discounted price

Finally, make sure these values are visible with the rest of the value proposition.

Read about the importance of testing your unique value proposition.

How to test your UVP

After you have completed the previous steps, don’t forget to test your UVP. Make sure it meets a few basic criteria:

  • It should clearly state what your service is 
  • Your UVP should define who can benefit from using it
  • It should set you apart from the competition


When you test out your value proposition, include unbiased readers. Besides people who are already familiar with your business, it’s important to include the ones who are not. The first ones have likely already formulated their opinions on your brand, which makes them biased readers.

Instead of relying on people who are already aware of your business, ask people who are unfamiliar with your brand. Ask them if they are clear on what your service is and what the benefits are to the ideal customer.


A/B testing is another way to test out the effectiveness of your value proposition. Ideally, it is a way of comparing two web pages to see which one performs better.

The advantage of running these tests is that it allows you to make changes to your web pages while gathering data on how they perform.

In the case of value propositions, run tests on your homepage or landing page so you can see which version generates the most engagement and conversions.


Your UVP has enormous potential to help your business attract customers and give you a huge advantage over your competitors, when written effectively. As a part of your brand messaging, it represents a value that makes buyers connect to your brand by motivating them, persuading them and ultimately making them want to purchase your service.

An effective value proposition clearly articulates why a prospective customer should buy from your company instead of a competitor. In other words, it provides your company with a unique differentiation. 

Therefore, keep your language concise, target your ideal customer and make it clear what sets you apart from the competition. Finally, make sure your unique value proposition fits the image you’ve created for your brand.

Unique Value Proposition is your secret formula that differentiate your brand from the others.

In order to properly define and develop it, contact us today.

Fill in the application form below and schedule a consultation with us!

Read this detailed guide for digital marketing for lawyers.

Digital marketing for lawyers – A detailed guide

Read this detailed guide for digital marketing for lawyers.


Digital marketing is a powerful tool in building a trusted online presence and lead generation for potential clients. It helps lawyers raise awareness of their firm and generate new business opportunities. According to the recent studies, 97% of people go online to learn more about local businesses. 

Effective digital marketing for lawyers requires a powerful website, well-maintained social media profiles and proper advertising. The following steps include successful digital strategies to help your law practice reach new clients and grow your business.

Plan your marketing framework

For an effective digital marketing, start with planning a detailed strategy. Research which platforms are best for your business model and which strategies will give your firm the greatest competitive advantage. 

Think in terms of growth frameworks and long-term business objectives. Prepare a well-structured marketing plan that determines the direction of your firm’s campaigns, goals and growth. Afterwards, follow it in order to achieve your desired goals. Review it occasionally and update it, if needed.

Focus on your audience

Consider your past, current and prospective clients to be the key factor for your law firm success. Therefore, your first step should be to discover their interests and their online content interactions.

Research their biggest problems and offer them a solution in order to successfully achieve client engagement with your online marketing. Furthermore, create your ideal buyer persona and align all factors of your firm’s online marketing strategy with it.

Build a professional website

Your law firm needs to have a powerful website in order to compete in the legal market. Furthermore, your website should serve as the foundation of your online marketing efforts. Use it to provide basic information about your services, special offers and post high-quality content for your audience.

Your website will probably be the first place your potential clients will visit to collect information about your legal practice. Therefore, it should be an accurate reflection of your law firm, its practices and values.

Develop your website around your target audience in order to deliver the best return on investment. Besides high-quality content, provide satisfying user experience and don’t forget to make your website mobile-friendly.

Include SEO in digital marketing for lawyers.

Utilize SEO effectively

SEO or Search engine optimization is an essential part of any effective online marketing strategy for lawyers. SEO is the process of growing the quality and quantity of traffic to your website. This process is done by improving your website rankings on search engines.

It generates traffic to your website by allowing visitors to find your firm easily when searching online. The better your website’s SEO, the higher your website will appear in search results. This step is one of the best ways to draw in new website visitors and turn them into clients.

SEO strategy is primarily based on keyword research. It is a process of identifying what terms your target audience is using to search for law firms like yours. There are multiple tools for uncovering those terms, based on the number of generated searches per month and their competitiveness.

Afterwards, using these keywords strategically throughout your site will increase your chances of ranking in the search engines. Furthermore, it will increase your visibility and the chance you’ll attract clients.

The other effective SEO strategy is categorizing your website to make it easier for search. This is essential for legal practices that offer different services so that clients can easily navigate to desired topic.

Moreover, optimizing your individual pages can make it easier for search engines to read. This includes optimizing images, text, video, HTML tags and more.

Include social media marketing

The biggest social media advantage is your connection with a potential client before they step into your office. Furthermore, it can be used to build your law firm’s brand, drive website traffic and increase leads. That involves publishing quality content, engaging with your audience and analyzing your results.

Social media marketing for lawyers involves creating company profiles on top social media networks including LinkedIn, Facebook, Twitter and Instagram. Once you’ve established your law firm’s online presence, you need to consistently post engaging content and interact with your audience. Only that way you will build trust, grow your social media following and attract more potential clients.

Practice content marketing

Publishing relevant, high-quality information is an excellent way to show your expertise and position your firm as an authority. This is essential if you want people to trust you with their legal issues. Quality content function as a communication channel and will ultimately strengthen your relationship with your clients leading to more business.

Content marketing includes blog articles, e-books, webinars, guides, quizzes, videos, podcasts etc. Whatever you choose, focus on creating detailed and educational content customized for your audience. You can use a variety of mediums to help your audience learn more about how can you help them.

Engage in email marketing

Email marketing is another effective internet marketing tactics to promote your law business. You can reach out to your users by asking them to subscribe on your website. You can ask for their email address in exchange for relevant content such as helpful guide.

Email is still useful way for your law firm to communicate business or maintain your law firm’s online presence. For example, a weekly or monthly newsletter is a great way to stay in touch with your audience. Furthermore, create your content to be in form of personalized emails with lots of useful information.

Consider emailing in digital marketing for lawyers.

Try search engine marketing

SEM also referred to as online advertising, pay-per-click (PPC) or paid search. SEM is an effective method of delivering quality traffic and leads to your law firms’ website. It involves paid advertisements to increase your law firm’s visibility and attract new clients. Every time a user clicks on your ad, you pay a certain fee amount.

Unlike SEO, that can take several months to pay off, PPC starts generating leads right away. In the other hand, PPC is more expensive but provides faster results and lots of insightful data in the process. When used correctly, paid search can multiply the results of your online marketing campaigns. 

Google and LinkedIn are the best channels for lawyer advertising. Lastly, consider paid ads to improve your digital marketing efforts. Paid ads help you target specific audiences and allow you to quickly gather client insights.

Organize live Webinars

80% of law firms are using webinars as a part of their online marketing strategy. They are the ideal tool for establishing your law firm as a leader in your field of practice. Webinars give you the opportunity to speak directly with your potential clients but require detailed preparations.

When planning a webinar, focus on your firm’s practice areas and expertise. Moreover, have in mind your business goals and core strengths. Prepare lots of valuable information to share with your audience while presenting your expertise.

To get started, determine your target audience and your webinar topic. Create a landing page and promote it through email, social media, website and other online marketing channels. Consider inviting a guest speaker to enhance referrals.  

Use a webinar platform such as GoToMeetingAdobe Connect, or Zoom for hosting the webinar. Generate leads by preparing a lead generation funnel and a lead nurturing strategy for your attendees.

Analyze & Improve

Digital marketing for lawyers includes one final step.
In a constantly and rapidly changing business landscape, it’s important to measure online marketing success as efficiently as possible.

By tracking and measuring your online marketing metrics, you will gain deeper insights in effectiveness of your online activity. Furthermore, you will know when i how to change and optimize your strategies in order to continue progressing.


In today’s digitally connected world, if you want your law firm to remain competitive, you have to be present online. By following these steps, you can easily improve your digital marketing strategies and generate more leads for your law firm.

Start with SEO, PPC, social media and content marketing to support all of your future marketing efforts. In addition, access key data and use them to optimize your online marketing campaigns. Use all the benefits of the digital world that can improve your law business in order to grow your practice.

Digital marketing is an important part of your business strategy.

Start planning your marketing strategy and contact us today.

Fill in the application form below and schedule a consultation with us!

Read these useful tips for branding your law office.

Useful tips for branding your law office

Read these useful tips for branding your law office.


Office branding is the art of shaping everyday workspace into unique space that reflects your law company. Therefore, your office space should communicate the same message as your branding.

If you are conducting client meetings on-site, the need for a well-branded office is necessary. However, branding is important even if your clients never visit your workspace. Firstly, it encourages a sense of community amongst your staff encouraging them to believe in your company. Besides, working in a unique, dynamic space boosts your overall productivity. Moreover, it enhances your law company image to the potential clients and customers.

Your law brand should be evident from the moment someone enters your office space. Furthermore, it should communicate potential clients that you’re trustworthy, efficient and that you match their needs.

Here are some useful tips for branding your law office:

Check if you’re in need for rebranding

Before you make changes to your office, check if your existing branding is on point. Answer these questions in order to discover is it time for rebranding:

  • Does your logo accurately represents your law company and chosen color palette fits your business?
  • Does your mission statement and values align with your company’s vision?
  • Are your employees aware of your brand and do they follow your brand guidelines?

Address your concerns in this phase, if there are any. It’s much easier to make changes before completely changing your workspace.

Tell Your Brand’s Story

Storytelling is becoming increasingly important within business. Grabbing people’s attention, it’s represents a great way for you to tell your brand’s story.

When people walk into your office, the entryway configuration should provide some hints as to the mission of the business. Therefore, incorporate the story of your brand into your workspace.

There are two ways for displaying your brand’s story:

  • Using inspirational quotes
  • Utilising powerful imagery

One way of displaying your brand’s story is to use carefully chosen quotes. For instance, frame your values or paint them directly onto the wall. Add text at eye-level to help attract your visitors’ attention. Alternatively, write key statistics in strategic places around the office. Whatever you choose, make sure to point out your philosophy.

To display your story through images, try decorating your office with artistic pictures of your products. For example, show your products at different stages of development or tell your brand’s story from initial idea to its realization. 

Furthermore, pictures of happy customers can help build trust amongst potential clients and provide a sense of unity among your team members. This is especially effective if the images are filled with your customer’s reviews.

Color palette matters when branding your law office.

Your color palette matters

The color is important part of your branding and considered to be one of the easiest ways to brand your workplace. Therefore, incorporate your brand’s color palette into the office to complete your brand’s visual representation. Redecorate your office by adding artworks or painting your office walls.

Furthermore, integrate color into the furniture panels or the upholstery in common areas. Consider blending neutral colors with the muted colors of your brand to create the perfect law office color scheme. Have in mind to emphasize your company’s unique vision through color branding your law office.

Style your office with furniture

The style of your office furniture says a lot about your brand. The possibilities are endless. Furthermore, texture, as well as style are both important element in choosing your office furniture. As a result, the choices you make will impact on the atmosphere of your office space.

Start by discovering how different styles of furniture make you feel. In order to choose the right kind of furniture for your brand, think about your values and the service you provide. Use the way you see your business as an inspiration during this phase or ask close friends or employees to help you with deciding.

Apart from being a functional place of business, your physical workspace should demonstrate a strong brand identity. Although your furniture should be above all practical and comfortable, well-chosen furniture can communicate trust and reliability. Therefore, have in mind that your furniture selection can be a great way to promote your expertise.

Consider adding Accessories

If your budget is limited or you don’t want to make complete changes at this point, add details into your office space. Accessories like plants, clocks and even light-fittings can quickly change the room atmosphere.

When choosing accessories, think about what reflects your businesses personality best. Look for unique bargains in flea markets and community selling sites. In addition, add unique elements to your decor by customizing items to match your color scheme.

Adding accessories can gain visible decor change when branding your law office.

Utilize Your Office Layout

The layout of your office can make a big impact when branding your work environment. Think about how your office layout can be used as an integral part of your brand. Furthermore, conduct detailed research before making any changes. Explore the latest office design trend to collect ideas on the best office layout that fits your management style.

For example, lots of closed doors and private working spaces match a brand that places emphasis on a discreet service. In other hand, collaborative approach to business includes an element of open-plan working.

Nowadays, mobility is a key element in office layout, since it gives employees the opportunity to choose their own work station and network with co-workers. A company that knows how to create productive working environment can inspire innovative thinking and position itself as a leader.


Branding is one of the most important aspects of any successful law business. Whether you’re a large multinational, or a small company, your brand is the first thing potential clients see. In other words, branding reflects your law firm’s personality crafting that first, memorable impression.

Furthermore, brand reveals people your values and what to expect from your services. Through a combination of modern design and specific language, your unique brand will instantly be recognizable on the market.

Your office design represents your company’s brand. Moreover, it communicates your company’s story, creating a unique space for your employees and clients. For properly branding your law office, pay close attention to your branding and values.  Think carefully about all the factors that can make any difference to your business.

Bear in mind that your brand should empower you and your staff and inspire your clients to put their trust in something they can relate to. Similar to how your brand affects both employees and clients, so can your office achieve the same effect.

Office branding is an important part of your business strategy.

If you need assistance with branding your office, contact us today.

Fill in the application form below and schedule a consultation with us!

Read how to market your lar firm during COVID 19 pandemic.

Law firm marketing during COVID-19

Read how to market your lar firm during COVID 19 pandemic.


Few lawyers and even fewer law firms haven’t been impacted by the COVID-19 pandemic. The pandemic has inevitably created a deep sense of uncertainty for many law businesses and their clients.

As the result, many firms have had to adjust to different working conditions, including digital marketing in their business strategies. Therefore, finding new ways to market your law firm during COVID-19 is vital if you want to reach new clients.

Marketing can be beneficial for many reasons including brand recognition and community leadership. Besides that, thoughtful marketing strategies can actually help consumers feel more connected to their lawyer during times of crisis. Your law firm has a unique opportunity to reach new clients if it approaches digital marketing strategically. 

So, what strategies can your firm implement in the middle of a pandemic that will produce results? Here are the most effective approaches for law firm marketing during COVID-19:

Update Google My Business Page

Most online searches for legal services are “local searches”. That means a potential client wants to find an attorney near his location. Therefore, make sure your customers are aware of how and when they can reach you in the local area. Consider updating the following information in order to increase your law firm’s visibility.

For a start, change your firm’s operating hours during COVID-19. Besides that, update your availability for virtual consultations. Engage with your clients and answer their reviews. Furthermore, monitor your reports and build your reputation across the Web. Finally, don’t forget to post regular updates so your clients know your law firm is still active.

Optimizing your website is one way to successfully market your law firm during COVID 19 pandemic.

Optimize your law firm’s website

With the market conditions change, the first thing to do is update your law firm’s website. Let your clients know how your law firm is addressing COVID-19. For example, do you offer virtual consultations and other client updates. Besides that, update your working hours and state your additional services, if offered. Finally, make this information visible on your website’s home page. 

More people use Google to find lawyers than any other channel. Optimizing your website for local search will bring more traffic to you. In other words, your website will be ranked higher when someone searches for the services you provide.

Every law firm should audit its own digital presence periodically, especially during periods of transition. Consider consulting professionals, as they can alert you to the issues that your firm may not be aware of.

Upgrade Your Content Marketing Strategy

Focus your content marketing topics on things that are impacting people right now. For example, many essential workers are dealing with stressful family law issues. Make your content relevant and share the latest advices, tips and tricks in your practice area.

Use your expert knowledge to provide the answers to the questions your clients are searching for. Serve relevant information in order for them to recognise your law firm as a worthwhile practice.

Follow the best SEO practices to ensure that content performs well in organic search. Distribute your content through blogs, newsletter, e-mails or paid promotion in order to increase your audience. Explore different combinations as there are endless possibilities for providing the right content for your potential clients.

Improving your social media strategy is one way to successfully market your law firm during COVI 19 pandemic.

Focus on Social Media Marketing

For law firms, social media presence is increasingly important as it means connecting with existing clients and finding new ones. Therefore, digital marketing should include a strong social media strategy. If you’re looking for free and intuitive channels to connect with potential clients, try Facebook, Twitter, Instagram and LinkedIn. 

Nevertheless the number of platforms your firm maintains its presence on, it’s important to ensure a consistent brand presence. Achieve consistency by covering trending topics in your area of expertise. Answer your potential client’s questions and provide them with the solution to their problems. Find trending topics on Answer the public, Quora or Google Trends.

Consider collaborations

Occasionally promote other businesses and companies in order to deliver your audience a certain value. Furthermore, consider collaborating with other firms to provide interdisciplinary resources. Besides providing your audience with a certain value, it will also develop new skills between the participants. 

Collaborations are a great way to draw attention to your law firm’s company. Consider podcasts, webinar guesting or similar projects. Furthermore, deepen the collaboration with backlinks from your partner’s websites. That way you will increase your brand’s awareness and gain more clients.


Regardless the COVID-19 pandemic impact on the global economy and our society, the fundamentals of marketing remain the same. Aligning your messaging and services with your client’s needs and challenges should remain the foundation of your business strategy.

Responding appropriately and positively to the current situation will establish your law firm as a trusted leader. The way you market your legal services should progress in order to reflect current conditions and your audience’s needs. As the result, you will be able to properly plan your law firm marketing during COVID-19.

Carmine Cloak specialized in helping companies define and execute effective marketing strategies.

If you require expert assistance with marketing your firm, contact us today.

Fill in the application form below and schedule a consultation with us!

Read to find out how to market your law firm.

How to successfully market your law firm

Read to find out how to market your law firm.


Law firm marketing is the practice of attracting new potential clients to your law firm. Depending on your marketing goals, you should choose the most effective methods to market your law firm. They might include a mix of digital marketing, SEO, blogging, billboard ads etc.

With the right approach, you can easily develop and execute successful law firm marketing plan. Besides that, you can achieve any goal, whether it’s to create a sustainable solo practice or rapidly grow your firm.

Bottom line is – successful legal marketing helps you stand out from the competition and helps clients find you. Read how to properly market your law firm and check out the best tools to use in the process. Keep these practices in mind as you move forward with your marketing efforts.

Create a marketing budget

For a start, make sure you’re investing your money and time wisely. Only that way you can focus on running your law firm and conduct proper strategies. Therefore, a well-organized marketing budget is a key component of any law firm business plan.

In order to figure the cost of investment in your law firm marketing initiatives, you’ll need to identify your goals. Finally, once you’ve made your law firm marketing budget, it’s important to stay within its limits.

Build a well-designed law firm website

In the digital age, your law firm’s website is a potential client’s first impression of you. Furthermore, it’s your chance of making a great first impression to visitors who are looking to hire a lawyer. 

State the services you provide and practice areas you cover, highlight your awards, professional experiences and check if your contact information is prominently displayed. When representing your firm online, make sure your website is fast, responsive, well-designed and secure.

Optimizing your website is one way to successfully market your law firm.

Ensure your website is search engine optimized

In order to get the most out of your law firm website, ensure your website follows SEO best practices. SEO is one of the most effective strategies you can use to rank higher in Google and generate more organic traffic. 

By optimizing your law firm website, you increase your visibility in Google search and drive more users to your website.

Increase your presence in the legal directories

Including your firm in the main directories is a simple and affordable way to market your law firm.

Besides your website, there are plenty of opportunities to promote your law firm online. Take a look at online platforms such as Avvo, Superlawyers, FindLaw and Alllaw. 

Furthermore, check out Google My Business and Bing Places that allow you to generate organic traffic. Submit your business information in order to boost your traffic and drive more users to your website.

Claim your social media presence

Consider social media advertising in order to attract new clients. With thoughtful investment, social media advertising can have a significant impact on your law firm’s growth.

Start with discovering which social media platforms work the best for your law firm and practice area. According to the recent researches, Twitter, Facebook and LinkedIn are the most used platforms for lawyer advertising.

For a start, set up an effective law firm LinkedIn page. Moreover, follow legal leaders on Twitter and engage in thoughtful conversation. Create a Facebook advertising campaign to position yourself as an authority in your space and attract new clients.

Take advantage of these massive platforms and engage with your audience in order to learn more about them. Focus on sharing relevant content and answering their questions in order to establish your brand’s awareness.

Claiming your presence on social media is an effective way to successfully market your law firm.

Manage your law firm’s online reviews

Once you’ve set up your law firm’s profiles, eventually you will start getting reviews. Practice to ask your clients for an online review at the close of every case, especially if they are visibly satisfied.

Use surveys and questionnaires to ask previous clients or social media followers for their feedback. Their answers will help you adjust your content to their needs and interests. Furthermore, they will help you run campaigns that speak directly to the issues your potential clients are facing.

Try content marketing

Content marketing is a great way to build your brand and its authority. For example, you can use content to present your expertise in a given area. 

If you can provide helpful answers to your potential client’s questions, you’ll build trust with them. Furthermore, that will make it more likely that they’ll eventually hire you.

Blogging is one way to conduct your content marketing. Begin your content strategy with keyword research to identify the key terms your audience is using to find law firms. Then, make sure your content has a clear focus and includes high quality information. 

Provide valuable resources to your audience in order to help them navigate the legal process. Next, create a content schedule that includes publishing consistently and don’t forget to optimize your blog content.

Consider traditional marketing

Depending on your location and practice area, offline marketing may be a successful way to market your law firm. Consider trying billboard, catalogue, flyer or magazine marketing.

However, have in mind your potential clients are likely going to conduct research online before they contact you. Therefore, maintain a relevant and professional website and present your positive clients reviews in the visible spot.

Tracking progress is a crucial step in marketing your law firm.

Measure your law firm marketing efforts

Besides the stated, it’s equally important to measure the return on investment of your marketing efforts. Only that way you will get insights in which campaigns are bringing in new business. Logically, you’ll want to stop investing in the ones that aren’t performing well.

The one way to measure your marketing efforts is by asking your clients how they heard about you. However, the best way to track your law firm digital marketing efforts is by implementing website tracking.

Try free version of Google Analytics – a tool that will help you get insights into traffic to your site. Consider all metrics that are relevant to the marketing campaigns you’ve launched. Because measuring the success of your law firm marketing efforts is key to your law firm growth.

Take a client-centered approach to marketing

In short- always put your clients first in your marketing efforts. Law firms are a business like any other, and nowadays clients expect the highest quality customer experience with their lawyers. 

Therefore, only competitive firms that take a client-centric approach in their operations and marketing will be positioned as successful. For instance, consider your client’s pain points when crafting your website messaging. 

Besides highlighting your services, focus on showing empathy and addressing their pain points. Let your potential clients know you can offer a solution to their problems.


When it comes to marketing a law practice, the best approach is to plan a detailed strategy and get started. By keeping your goals in mind and taking a pragmatic approach, you’ll be positioned to make the best decisions for your business.

Whatever marketing methods you choose, remember to put your current and potential clients first. Law firms that provide high quality customer experience will challenge themselves to operate their practices more efficiently.

Depending on your goals and marketing budget, you might consider hiring a marketing consultant. A web designer, SEO specialist or other type of marketing service could help you market your law firm properly.

Carmine Cloak specialized in helping companies define and execute effective marketing strategies.

If you require help with marketing your firm, contact us today.

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