Legal Marketing Minute: Most People Don’t Know You Exist

You’ve won awards. You’ve been recognized for your contributions to the legal community. You’ve pioneered landmark cases and built a reputation on trust and effectiveness.

And you’re not getting nearly as many calls as you’d like.

While you may be considered a powerhouse in your community, in your field, in your domain of expertise, John Doe probably doesn’t know who you are, or why you’re different from the myriad others that show up in some obscure search engine query.

Don’t believe me?

62% of legal searches are non-branded (i.e., generic: “Phoenix divorce attorney,” etc.).  (FindLaw U.S. Consumer Legal Needs Survey 2014 )

Additionally, the Big G itself released information that substantiates these findings.

96% of people seeking legal advice use a search engine.  (Google Consumer Survey, Nov 2013)

What does that mean for you?

In short, it comes down to your brand. As an attorney. As a law firm. As a steward of the community. There are still a great many people who will call the first 5 law firms that show up and give their business to the first person with whom they speak.

But that number is dwindling, and is certainly practice area-conscious. Family law, for example, is often a more emotionally-sensitive field than, say, business law or consumer protection. No one is better than another, but there are differences.

Differences in consumer behavior. Differences in consumer demographics. Differences is consumer expectations.

Different isn’t better. But your value proposition must be.

Your awards, your recognition, your press and your laurels…they all work to substantiate your brand, but they do not define it. If you’re not getting the clients you want or the business you need, then get a professional diagnosis.

Stop wondering. Start closing.

Schedule a free, no-obligation review of your legal brand.


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