White Paper: Don’t Marginalize Your Most Valuable Asset
Hear the word “brand,” and you might think of that apple with an oval bite taken out of it, or Target’s famous red bull’s-eye. In other words, you might think that branding doesn’t have much to do with running a law firm.
If that describes your outlook on branding, you’re missing out on one of the best tools for building business.
Whether you embrace it or not, your law firm has a brand. And it’s more than a logo and a slogan. It’s also your website, your advertising, your online presence. It’s even the manner in which you and your staff answer the phone. All of these are aspects of a brand and they’re all featured in a new white paper from FindLaw, “Marginalizing Your Most Valuable Asset: What Attorneys Don’t Understand About Brands.”
Why is it important to understand the power of your firm’s brand? Because understanding your brand allows you to leverage one of the valuable ways that potential clients look for legal assistance: “branded search.” Simply stated, a branded search means that the consumer uses specific firm names when looking online for products or services. (E.g., “Helland Law Firm” vs. “Dog Bite Lawyer Memphis”)
To get a taste of a brand’s power, consider this statistic: Visits to a law firm’s website via branded search convert to clients at an average rate of 10 to 15 percent. Visitors to a site via “generic” search results convert at about half that rate.
All the more reason to make sure your brand is strong enough to attract potential clients’ attention. Among the ways to do this that the white paper explores:
- Using concise and clear statements of what you stand for to help you stand out.
- Encouraging reviews and comments – and responding promptly to them, whether positive or negative – to drive search results to your firm.
- Making sure your firm’s “identity assets – website, brochures, ads, and so on – have a consistent look that reinforces your brand in consumers’ minds.
In truth, everything you do as an attorney can be considered a part of branding. To find out how you can build your brand and thus build your practice, download FindLaw’s new white paper here.