If your message is the same as everyone else’s, then it doesn’t matter that you have the coolest graphics and most appealing colors on your website. When everyone is yelling the same message, the client may as well be throwing darts at a dartboard.
How many times have you seen the personal injury firm’s ad whose big, bold headline is “Free Initial Consult” or “Home and Hospital Visits Available?”
Or how about the criminal law firm that advertises an “Aggressive Litigation Team?” If I’ve been charged with a DUI, how do I know whether I even want an Aggressive Litigation Team? And if I do, how do I know which of the twelve Aggressive Litigation Teams I see on Google is the best?
If you want to stand out from the crowd, you have to do something a little differently. And no, we’re not talking about buying a bigger ad or anything like that. You have to convince the potential client that you are the go-to guy (or gal) in that area. This means holding yourself out as the expert in the area. The big secret that the marketing vultures don’t want you to know is this: there is no way to do that in an 8 ½ x 11-inch ad. Not even in a search ad that appears on the first page of Google.
When people shop for a lawyer, they’re buying the invisible. Your potential clients need to be taught how to shop for an attorney. You’ve got to teach clients what questions to ask potential lawyers because most people who are looking for a lawyer have never been in this position before. And your education has to be ethical, dignified, and helpful.
So your print ads or your website should have one purpose and one purpose only – to drive people back to you for more information. To invite them to e-mail or call to request more information about how to select their lawyer. If you’re trying to convert the potential client into a client with only the website, you’re making a big mistake.