What’s in a Law Firm Tagline? (Part B)

Don't Waste Your Law Firm Tagline

Probably one of the worst things you can do with a law firm tagline is make it bland and generic, full of buzzwords and not much else. I recently came across a list of 100 law firm taglines and these were a few that caught my attention:

  • Trust. Commitment. Integrity.
  • When it counts.
  • Results matter.
  • A source of strength. and
  • Michigan's Law Firm.


They caught my attention because they left me scratching my head. That's for sure! What in the world are any of these law firm taglines saying (besides the firm probably spent hundreds of their legal marketing dollars to hire someone to come up with these travesties)?

Our first example is nothing but a few buzzwords strung together. The next 3 are vacant statements that have nothing to really do with legal council. The last one is one of my favorite abominations. Are you saying the State of Michigan hires your firm for their legal needs? Or is it all Michigan citizens? Either way, I know that's not true.

Creating an Effective Law Firm Tagline

Remember that your law firm tagline is not a slogan - it can be catchy, but it needs to emphasize more on informing your client rather than reminding them. Pretty much anyone can recognize a law firm name by its format "White, Johnson & Smith, PA" or "John Brown, Esq." or even obvious ones like "The Jackson Law Group."

Unless your law firm has a more practice-area specific name like "The Fairfax Accident Attorneys" you're going to want to employ a law firm tagline to give an extra hint to your clients about what you do. Remember that your law firm tagline needs to do 2 things: tell your clients who you are and what you'll do for them.

So you start with your name, or your firm's name, and you follow it with something descriptive that sets you apart from other attorneys and gives your client reason to investigate you further.

Ben Glass, P.C.

The Marathon Running Personal Injury Lawyer

So maybe marathon running has nothing to do with law practice, but it catches your attention and tells you a little about who I am. Then I got my practice area in there to let clients know I'll handle their personal injury case. I could make a joke about "I'll run the extra mile for you!" but let's not get into witty slogans here. The bottom line is, don't waste your legal marketing efforts on empty, buzzword jumbles; just say who you are and what you do.

Getting Started on the Path to Great Legal Marketing

At Great Legal Marketing, we focus on saying NO to ineffective traditional lawyer marketing. We seek out new strategies to market to our ideal clients in ways they'll actually respond to. So how do you get started? Get a FREE report and CD from legal marketing guru, Ben Glass.

Ben Glass will teach you how to: stop marketing like every other lawyer on the block; grow the kind of practice you can be proud of; and still get home in time for dinner. Contact us today - (703) 591-9829.




Virginia Attorney Ben Glass is America's Number 1 Authority on Marketing and Building Your Solo or Small Law Firm.

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