As an attorney, first impressions are critical. No matter the interaction, a first impression speaks volumes about the value each attorney can provide. In a day where everyone is searching for the next best thing, attorneys are often perceived by clients as providing a commoditized service. Unfortunately, when clients formulate this opinion, the likelihood of repeat business, referrals, and even client loyalty decreases drastically.
So how can attorneys avoid being viewed as a commodity? What are the critical components of a first impression that will highlight attorney value? The key to a memorable first impression, and subsequently, a loyal and respective client, is to make an impression that reinforces your unique abilities.
Don’t Copy Existing Advertising
Just about anyone who listens to the radio, watches television, or browses the internet has heard or seen some sort of legal advertising. While this is no doubt an effective way to market a firm, redundancy is an easy trap to fall into. Tell potential clients something they haven’t heard before. Present skills and experience in an interesting and intriguing manner, and potential clients are much more likely to tune in to what you have to say.
When advertising online, make sure to create unique and interesting content for your audience. If you want your content to rank high in search engines, it cannot be the same as everyone else’s. Not only will a lack of originality push you back to the furthest recesses of the web, if potential clients ever actually find you, redundancy will more than likely cause them to click right past you.
Talk About Clients More Than Yourself
Stroking your own ego won’t do you any favors when it comes to client acquisition and retention. Both potential and existing clients want to know that you have their best interests at heart, not your own. When potential clients click on your website, what do they see? If you have a bunch of fluff and not much solid information or testimonials to back it up, potential clients will see right through even the most well-designed web page.
A website doesn’t have to be elaborate to convey a message. Talk about your accomplishments, but make sure to include information to back up your assertions. Of course, standing out from the competition is essential, but let potential clients come to their own conclusions rather than trying to impress them with fancy design and proclamations.
Communicate Your Message
Every firm should have a manifesto – a kind of statement of belief and ability. This should always be included in your marketing, allowing you to stand out in a sea of similar practices. Tell potential clients what you stand for, who you represent and why you are the obvious choice among your competitors. This gives potential clients a sense of confidence in your abilities, while positioning you in front of those who are best suited for your services.
When it comes to first impressions, you have just seconds to stand out in your viewers’ minds. Don’t forego the opportunity to acquire ideal clients simply because of failed first impressions. Authenticity and uniqueness go a long way when it comes to advertising in a saturated market. Don’t settle for replicable; go the extra mile and strive for memorable.
Not sure how to make the best impression on your website? Contact the legal marketing experts at Market My Market for a free consultation.