You could make the argument that authenticity is pound-for-pound one of the most important traits that a law firm can possess. If prospects spot a lack of sincerity or phoniness, it’s obviously not going to bode well from a new client acquisition or repeat business standpoint. And trust me, most people can spot a fraud from a mile away. So how can you make sure that your law firm comes across as being an authentic legal brand? You need to exhibit the following five characteristics.
It usually starts with simply doing what you say you’re going to do and consistently following through with things. For instance, if your contact page says that you’ll get back to potential clients seeking legal consultation within 48 hours, you ALWAYS follow through 100 percent of the time. Trust is big across most industries, but it’s incredibly important for lawyers. If you can’t be trusted with the little things, why would anyone want to trust you with handling their case?
It’s not all that hard to damage your reputation in this day and age. With it being so easy for disgruntled clients or prospective clients to vent their frustration on places like social media and review sites, you can quickly end up with a serious conundrum on your hands. This is why it’s so important to be honest in all your interactions and to be up front about your policies. As long as you stay on the straight and narrow, your brand equity should continue to grow.
The devil is most definitely in the details. But an authentic legal brand will always make it a point to be transparent about things. They mean what they say and don’t make clients read between the lines. You’ll also notice that successful brands are rarely pretentious. They avoid using a lot of complex legal jargon that’s only going to drive a wedge between them and their audience and strive to be real instead.
There’s a lot of digital information out there these days in the form of blog posts, videos, slideshows, etc. You’ll usually notice that the brands that truly stand out and come across as being authentic have a sense of originality to them. Maybe they have a unique voice with the content they write or have an opinion that differs with most of their competitors. Whatever the case may be, being original is huge for establishing authenticity.
5) Having a Solid Connection With an Audience
Finally, an authentic legal brand will usually have a tight knit community where there’s plenty of rapport between them and their audience. So how can you create this type of connection? Some ways include:
- Promptly responding to comments (within 24 hours) whether they’re good or bad
- Directly asking for readers’ input
- Encouraging readers to chime in with their comments
- Creating interactive content (e.g. quizzes and infographics)
It should be every law firm’s goal to be perceived as an authentic legal brand. Achieving this status is key to both building brand equity and sustaining it for the long run.
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