Before you can decide whether your law firm tagline says what you want it to say about you, you must identify what you want it to say about you.
You want your law firm tagline to accomplish the same goal as your overall law firm marketing strategy. Specifically, you want it to say who you are and what you can do for a client.
How Can You Do This in a One-Line Tagline?
You have only one sentence to help prospective clients remember you and encourage them to call you. Overall, it is important to think about your message and craft your tagline accordingly. Be interesting and avoid being too general. Don't just string together keywords or buzzwords. You don't need to include all of your practice areas in one single sentence. Instead, you want people to remember you and, more importantly, remember to call you if they have a legal problem.
How To Develop a Good Tagline
You can use the same strategies that you use to develop other parts of your attorney marketing campaign to develop a good tagline. Brainstorm with your staff or mastermind group to figure out the message you want to send. Then you, your staff, your mastermind group, your family and your friends can play with the words to find the unique tagline that works for your firm.
Remember, a tagline is different than a slogan. While you want your tagline to be memorable, you also want it to work with your overall legal marketing strategy.