. . . stories don’t mean anything
When you’ve got no one to tell them to.
~ Brandi Carlile 

You’ll notice that there aren’t many images on our website. That’s because we did it ourselves and we’re not web designers. We write content. That’s all we do. For law firms. Big, small, solo, and everything in between.

We’ve been to law school, we’ve written briefs and motions and articles, and a host of other . . . ah, ‘lawyerly,’ writings. Which are great for judges, impresses peers, wows federal law clerks but does nothing to attract new clients – unless judges, lawyers, and law clerks are your target clients. If that’s the case, good luck.  

Clients don’t choose lawyers like they do surgeons or other professionals where success rates and technical prowess is what matters most. They choose a lawyer because someone they trust made a recommendation or they Googled. Probably both. Odds are spectacularly high that the trusted friend referred them to an attorney who doesn’t do what they need handled. Then it’s, maybe, that referral referring it out to the ‘right kind of lawyer.’ Nowhere in this referral circle of life is there a way for the potential client to know much about what they’re about to get. If you’ve read as many law firm web sites and blogs as we have, you’ll realize why.

When someone searches for a lawyer they’re really searching for clues they can talk to that lawyer. That only happens when your web content, social media, blogs, newsletters, etc. reflect who you are as a real human being and not some monolithic spouter of legalese. It doesn’t matter – really – to someone who just survived an auto crash, or got screwed over by their business partner, or were served divorce papers ‘out of nowhere,’ or who just got home from a day in lockup, or was illegally fired from the Washington Commanders what the statutes or rules of procedure are.

What matters is that they have someone to talk to who can do something.

On the flip side, to be effective lawyers need all the facts. Lawyers can’t administer tests to find out what the issue is, they have to listen. A lot. That requires the client to talk. A lot. The only way that happens is if potential client is comfortable enough to tell the lawyer . . . everything. When they’re not . . . well, it can get ugly.

Free advice: if you have an associate or service writing your blog or website and you have to correct ‘the law’ you have a piece of writing no real person is ever going to read.

Hence, original content about the things that count. If there’s a movie, TV/Streaming series, or hot news item that relates to your practice – use it. Instead of an in-depth analysis of a statute describe – viscerally – the effects of that staute on real people.

We use every platform to reflect personalities, amplify voices, give the world a glimpse of lawyers as humans. All while portraying abilities and knowledge across practice areas but in a way that appeals to prospective clients.

We make lawyers human, one post at at time.

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