To say that we’ve looked at the websites for a lot of law firms would be to understate exactly how many legal clients we’ve had over the years - and how much competitor research this requires.
I’d like to say that over the years I’ve heard a wide range of answers from new legal clients when we ask the question “Why should a prospective client choose you over one of your competitors?” I’d like to, but I can’t - because pretty much every law firm gives the same answer when you ask them to provide their USP (unique selling points). They say that they:
- Provide a personal service
- Are experts in their field
- Make sure to keep the client informed at every stage along the way
- Treat their clients as individuals
- Explain things in plain English
Reading the value propositions and USPs on solicitors’ websites reminds me a bit of one of those online generators where you provide your name, your location and your specialisms and then a computer mixes and matches a series of phrases. That’s when it’s not actually worse than this.
Think I’m exaggerating? A quick survey of the top 20 sites for a very generic legal search brings up the following:
Level best? I’d rather like my solicitor to do a bit more than that.
This sounds great when you first read it, but it’s actually just a definition of what a law firm does - provide legal advice to clients.
OK, a ‘tailored and personal service’.
Or maybe a ‘tailored approach’.
Or you can have ‘accessible tailored advice’ (does anyone sense a theme developing?).
Caring for You
If a ‘tailored’ service doesn’t appeal, there’s also the solicitors offering a softer approach
They care about their clients.
And is the personal touch from this firm different from the personal service the one above offers?
After a while, all of these humanizing sales pitches begin to sound the same.
What Clients Really Want
Now imagine you’re a client and you need someone to help you make a will, or buy a home, or someone to take you through a divorce or help your family after a grievous clinical error - how do you differentiate between the law firms all telling you they are the right choice for you for the same reasons as their competitors?
Now go away and think - ‘If a prospective client phoned me and said “why should I choose you over your competitors,”’ what would you answer? Be specific:
- Do you have a good rating by reviewers?
- Have you won a significant amount of compensation for clients over the years?
- Is there a type of case that you are known for handling more successfully than anybody else?
- Do you have special or significant ties to your community?
- Is there an emotive story you can tell about why your firm exists in the first place that will create an affinity with your audience?
You have this one chance to really sell yourself to your visitors before they decide who they want to instruct - use it to really drive home what makes your business special.
I-COM and Your USPs
If you want to do more in positioning your law firm online, to make sure it really stands out from your competitors, then get in touch. Our branding experts will help you dig in to discover your unique selling points, ones that will truly appeal to your prospective clients.