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Branding 101: Nurturing Your Online Presence

By Tanya Roth, Esq. | Last updated on

Never underestimate the power of your brand. Your brand tells people where you stand, what type of clientele your firm takes and what your goals are.

A brand helps attract clients-- the right type of client. It also helps you gain recognition within your industry.

And since usually people look for a lawyer online these days, your law firm's online branding matters.

 So how does a law firm define its online presence?

Your online presence is your "storefront" these days. Clients will look for your website to get more information on you and what your firm offers. Peers will flock to your LinkedIn profile to get an idea of your credentials.

Here are five tips to using your online presence in establishing your brand.

  1. Plan your website colors strategically. You need to design your law firm website with your image in mind. What image are you trying to convey? Do you want people to see you as a gentle confidante (perhaps in a family law firm or an estate planning firm) or would you rather convey a message that you're a tough litigator/negotiator?
  2. Draft your website content. In order to get your law firm website online, you need to optimize it for search engines. This can be done through writing content effectively. Draft informative content that explains what your firm does and gives an idea of your practice. Pay attention to the use of keywords to allow the content to be found in searches.
  3. Create a LinkedIn profile. This is your online resume and people will search for you. It gives an idea of your experience and credentials, so pay as much attention to your LinkedIn profile as you would to your resume. LinkedIn also allows former clients, colleagues and supervisors to provide testimonials so be sure to ask for these recommendations.
  4. Blog. Create a blog and get market your practice. Blogs can generate followers. At the same time, a blog can identify your niche practice area to potential clients. If you don't have time to blog, you can find services that will create law firm marketing blogs for you.
  5. Respond to Online Boards. FindLaw Answers has a great online message board where potential customers post legal questions. You want to be careful when answering questions, as you don't want to create an attorney-client relationship. But feel free to give a taste of what your firm has to offer.

If you'd rather leave the branding of your online presence to the professionals, FindLaw offers several services to help get your online presence off the ground. Working with our special consultants, you can design your law firm website and set the tone of your brand. Have a look at the links below.

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