The message a law firm promotes on it's website should reflect what it's core competencies are, as well as an understanding of what really drives consumer actions i.e. the emerging disciplines of decision-science, cognitive psychology and behavourial economics.
SEE YOU, SEO? DISRUPTING PERCEPTIONS IN FIRMS’ ONLINE PRESENCE.
Most law firm websites are dreadful, designed by digital marketers with a woeful ignorance of what is important to potential clients, and full of stale expressions that are little more than "advertising puffery".
It does not have to be this way.
This article was published in the August 2021 edition of Solicitors Journal, the world's longest running legal journal.
A LIFE OF CRIME...
Keeping clear lines of communication open between you and your client is vital. That sounds obvious.
Making eye-contact is crucial.
That's less obvious, but there's a good reason for it.
This article appeared in the December 2021 edition of Solicitors Journal.
YOU PROBABLY DON'T HAVE A BRAND...
Nike, Apple, Google and Microsoft all have "brands".
You -very likely- do not.
-this article was published in the March 2022 edition of The Solicitor's Journal.
LEARNING FROM STEVE JOBS AND APPLE
Marketing has less to do with who you profess to be, and a lot more to do with what the public decide that you are.
The principles honed and applied by the late Steve Jobs at Apple contain valuable lessons for all marketers.
-this article was published in the June 2022 edition of The Solicitor's Journal.