Whether your law firm has been around for decades or only a few years, brand development is a constant element of your legal Internet marketing plan that we at SLS Consulting help facilitate and foster. Playing a role in your law firm's success off-line by helping you get more clients, a brand is developed on the Web through images, language, and interactions reflecting who you are, what you do, and how you can help.
Translating Your Company's Message
At SLS, we ask our clients to think of their law firm brand as a translation. You have to think about your services and your law firm from the perspective of the client. What is obvious to you may not be obvious to them. So in a sense, you are speaking another language and you must translate your message to fit the "language" of your clients. You just might learn something!
It's important to focus on what your clients need, want, and deserve in relation to the questions they have and the answers they need; the problems that they're facing and the solutions that you can provide. Ultimately, your translation of all of these points is your brand.
Let the Personality of Your Law Firm Shine
The attorney Internet marketing team at SLS also asks clients to think of their brand as their law firm's personality. Why should someone hire you? What makes you different than the law firm around the corner? Our job is to help you answer these questions and highlight them in an engaging, effective, and informative way on your website, blog, social media profiles, and through your site design, site optimization, search results, and content (web pages, biographies, etc.).
Your brand has to speak for itself and building a brand relies on several pieces of a large puzzle that, let's face it, rests on what can seem like a battlefield among competitors – the Internet. There may also come a time when you need to defend your brand through reputation management when faced with negative reviews or comments. If you've been effectively branding your company, any damage control should be much easier to implement.
What's in a Brand?
Your legal website design must be customized to the philosophy and mission of your law practice - no one else's. Photos, images, slogans, layout, color schemes, and navigation must all be specific to your law firm, what makes you unique, and how you help people by providing quality, incomparable services.
Visitors to your website reading the words on the page are seeking pertinent information about the law and your legal field and are hoping to determine if they can trust you or if your services seem reliable and efficient. Branding is what communicates this, hence the "translation" we discussed earlier. Content on your website, blog, and social media profiles must do several things at once: inform, engage, interest, educate, inspire, and entertain; but above all else, your content must appeal to your target audience and reflect the message of your brand.
Search engine optimization (SEO) affects your brand by ensuring that people find you in search results. SEO relates to the links on and to all of your Web properties as well as other strategies for properly coding and organizing your sites.
Social media platforms are another way for your brand to establish itself through the use of video and interacting with followers (on Twitter), those who "Like" you (on Facebook), and others on different social networking sites. If your brand is properly represented and interesting, more and more people will be drawn to what your law firm has to offer.
Make Your Mark
Brand development is a high priority at SLS Consulting as it sets the foundation for everything we do for our clients to help them reach the top of search results and stay there. To learn more about the many aspects of brand development and the difference it can make for your law firm on- and off-line, please call us for a free growth assessment at (323) 254-1510 or (877) 248-3529.
- How Can You Change Your Company’s Online Branding?
- Are You Sending the Wrong Message About Your Brand Online?