Your law firm is a brand. What do you want that brand to be?
When faced with a legal issue they can’t solve on their own, many legal clients find searching for an attorney to be an intimidating and daunting job. After all, researching law firms isn’t something most people want or have time to do. That means you and your firm need to make it as easy as possible for potential clients to not only find and connect with your firm, but also understand why your firm is their best option.
Looking for an effective way to reach, communicate with, and win over prospective clients? The solution lies in using an integrated digital marketing approach to quickly, clearly, and succinctly let your brand attributes take center stage.
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Does your law firm need a brand?
How to build your law firm's brand
What is law firm branding?
Law firm branding is the process of creating a unique identity and image for your law firm that differentiates it from competitors. It involves defining your firm’s values, mission, and qualities through various marketing channels. Branding elements range from a clear and consistent brand message to a distinguishable logo design, all of which boost your brand recognition. A professional headshot and other photography can also enhance the impression of your practice. Overall, your brand identity should attract your ideal target audience and foster trust among clients, which is crucial for any law firm to thrive in a competitive market.
Does your law firm need a brand?
Recent FindLaw research found that some attorneys assume the word "brand" is heavily associated with marketing speech and not necessarily relevant to their profession or needs. However, a law firm’s brand is much more than just a marketing term — it is the essence of what your firm or solo practice represents and how it is perceived by clients.
A strong brand conveys your firm’s expertise, reliability, and commitment to client success. Without a clear brand, potential clients may overlook your firm in favor of competitors who have successfully communicated their unique value proposition. Therefore, investing in your law firm’s brand strategy is not just beneficial for current endeavors, but essential for long-term success.
Digital marketing strategies for law firms: Unlocking the power of your brand to attract clients
Leveraging your law firm’s brand through digital marketing strategies is essential for targeting and attracting your ideal client base.
How to build your law firm’s brand
Here are three components of law firm branding that can help you meet prospective clients where they’re at and quickly capture their attention.
1. Ask clients for online reviews
In FindLaw’s 2024 U.S. Consumer Legal Needs Survey, 82% of respondents who contacted an attorney and learned about them online used online reviews, and 40% said reviews were their primary source of information when deciding which attorney to contact. Legal clients want to know what it’s like to work with you and your law firm, and online reviews have become a go-to resource for people who are trying to evaluate whether to contact your firm or a competitor down the street. This is where having a trove of positive online reviews can really set your firm apart.
Take steps to help your firm get more and better online reviews by asking for reviews as part of your client communications process. When you email clients about their matter — especially as their case is wrapping up — invite them to provide feedback about their experience working with your firm and to leave a review. Do your part to make this process as easy as possible by providing links to your firm’s Google My Business and Facebook pages.
2. Forge connections through social media
Your law firm’s social media channels are one of the best opportunities to really let your brand voice shine. Be authentic on your social channels and use content and images that potential clients will find informative and useful. For example, appeal to potential clients by posting assessment tools, simple FAQs on relevant legal topics, interactive polls and quizzes, helpful downloads, and videos.
You can also use your social media channels to paint a clearer picture of your firm’s brand by posting photos and content about news events in your local community, local causes your firm is involved with and supports, quotes your firm loves, and awards or special accreditations attorneys at your firm receive. Collectively, these types of posts speak volumes about your firm and can help foster feelings of connection and trust with prospective clients.
3. Create videos to build your brand
What better way to express who you are as an attorney and what your firm is about than to actually show it? Video provides an avenue to fully bring your firm’s brand to life — and lots of people, including legal clients, are hungry for this medium. In fact, FindLaw’s survey found that one in six respondents who sought online information searched for online videos, with YouTube as the primary source searched (79%), followed closely by social media sites (69%) and law firm/attorney websites (58%). Statistics also show that 500 million people are watching Facebook videos every day. So how can your firm use video to your advantage?
Grab short attention spans with this visual medium by creating easy-to-digest videos on specific legal topics. For example, videos with titles like, “4 things to do after a traffic accident” or “3 things to say to kids during divorce,” appeal to potential clients because the topics covered are helpful in nature and relevant to the intended target audience’s needs.
With video, it’s important to keep in mind that it’s not just about what you say, but also how you say it. Be mindful that your tone, expressions, and body language align with your brand and are expressing the messages you want to convey.
Let your brand work for your law firm
Ready to quickly express your brand and win over future clients? Discover how FindLaw’s Brand Advocate can help your law firm forge strong connections today.
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Legal branding requires taking time to define your firm’s attributes, including what makes your firm stand out from competitors in your area and helping consumers learn what it’s like to work with you.
