. . . 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’ writing. All of which are great for judges, impresses peers, wows federal law clerks but won’t draw 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.
It’s different for lawyers. Lawyers can’t administer tests to find out what the issue is, they have to listen. A lot. That requires the potential client to talk. A lot. The only way that happens is if potential client is comfortable enough to tell the lawyer . . . everything.
When someone searches for a lawyer they’re really searching for clues they can talk to that lawyer. Web content, social media, blogs, newsletters should reflect who you are as a real human being not some monolithic spouter of legalese.
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.