What’s in a Law Firm Tagline? (Part 1 of 2)

Taglines are a common feature for many businesses and they're definitely not industry-specific. Everyone from plumbers to fast-food chains use taglines to help make their advertising memorable and give customers another way to identify with their business besides just the name.

What is a Law Firm Tagline?

Even in the world of legal marketing, you can have a tagline. A law firm tagline can serve to tell your clients two parts of your legal marketing message: who you are and what you'll do for them.

A law firm tagline in general is an extension of your legal marketing. While your various forms of legal marketing each serve a different purpose to helping attract, inform, and sell your clients on your legal services, a law firm tagline can be a helpful addition to those methods.

Now, the truth is that a fancy tagline is unlikely to completely revolutionize your marketing. However, it can be a useful way for you to "center" you marketing on a particular statement. Plus, potential clients often like short, memorable, repetitive things like a law firm tagline when it comes to helping them remember and identify with you as an attorney. Just as everyone knows McDonalds through its "I'm Lovin' It" slogan, your potential clients can remember your law office by its "Divorce for women - it's what we do," law firm tagline (and yes, that's a real tagline from one of my fellow Virginia lawyers).

What Can You Get from Having a Tagline?

The old saying goes, "It's not what you say but how you say it." While this is true for most legal marketing, it's not so good for your law firm tagline. What your law firm tagline says about your practice is the most important part of its existence. You need to use words that are strong and fulfilling, and make sure the message you send is the one you want your clients to receive.

First, think about your niche. If you're selling yourself as the "Massachusetts Motorcycle Man" who specializes in motorcycle accidents, your law firm tagline would need to reflect that. Or if your claim to legal fame is that you're a former insurance adjuster who knows the ins-and-outs of personal injury claims from the other side of the paperwork, your law firm tagline should sell that specialty.

Read Part 2 of 2 About Law Firm Taglines

While a tagline may be easy to create and put to use, one of the best things you can do for your marketing is build a strong foundation. You can download a free 10-step report on attorney marketing from Great Legal Marketing to help you create that foundation.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.