Law Firm Brand Development
for Attorneys & Lawyers
Be seen as the right choice.
Your Firm’s Brand is More Than a Logo
Your firm’s brand encompasses its value proposition – the promises made to clients regarding the services to be provided and the needs to be fulfilled.
In addition to collateral, your firm’s brand is conveyed on its website through:
- Key Messages
- Imagery
- Website Layout
- Content
- Blog Postings
- Video
- Other Website Elements.
Your Firm’s Brand is More Than a Logo
All of these aspects should work together to create cohesive messages to clients, potential clients, and the public about your firm and its services. Too often, however, law firm branding consists only of a logo, which results in websites that while they may look good, fail to provide cohesive messages. Instead, such websites typically function as a collection of attorney profiles and practice area descriptions, without answering meaningful client questions, like “Exactly how will your firm help me with my legal matter?”
What Does Your Firm’s Brand Say About Your Firm?
What Does Your Firm’s Brand Say About Your Firm?
While each law firm is unique, the default perception in the public is that law firms offering similar legal services are indistinguishable. How can a person needing representation for a personal injury choose one firm over another when each firm promises to “deliver justice,” and when all law firm websites and their logos all look the same?
While lawyers in the legal community may understand exactly how one firm differs from another, the public does not have this same information.
Effective Branding Results in New Business and Clients
More Business. Use branding to explain why your firm is right for client needs so that they have a solid reason for choosing your firm.
Less Competition Around Legal Fees. Clients are willing to pay more for your firm’s services if you are perceived to be the leaders and best attorneys for their needs.
Increased Client Loyalty. By reinforcing that a firm is the leading legal counsel for legal needs, clients will be less inclined to want to use other attorneys for their matters.
Jeff is the ultimate in integrity and expertise. In designing my firm site, Jeff was involved and advised me every step of the way. As an attorney and law practice tech consultant, I have learned a lot about how I will conduct myself in the future by working with Jeff and his team. The design is great, and the end result is fantastic.
Alan Klevan
Law Offices of Alan J. Klevan
Excellent services – always professional.
John Singer
Professional Development Strategies
Great experience on their website and AdWords management. Very responsive.
Derrick Wilson
Mattox & Wilson, LLP
I have been impressed with the work of Kelly and Jeff from the first call about setting up my online presence to now. They not only designed a great website that I continually receive compliments on but they have notified me of timely updates to improve my website and keep it safe. I recommend them without hesitation.
Joseph Gagen
Jeff Lantz has been designing and hosting my website for ten years. I am very happy with the appearance and the content of my site. I would recommend Esquire Interactive to all my colleagues and other attorneys.
Marc Matheny
Marc Matheny Law Office
How We Create Leading Law Firm Brands
We undertake interviews with firm attorneys to carefully understand not only the areas in which the firm practices, but also the unique attributes of the firm and its attorneys. We also want to understand that the clients that they firm seeks to attract, and how the firm may wish to evolve with respect to the practice areas and services that are offered.
Once this information has been prepared, we create a Branding & Identity Memorandum, which sets forth our ideas on positioning the firm, and the key messages to be conveyed, in part, through the website and in the branding collateral. Upon approval we prepare multiple logo and collateral concepts, in addition to the website design and development (if we have been retained for these services).
Translating Your Brand into an Effective Law Firm Website and Business Collateral
Once your brand is developed, business collateral is created, including a logo, business cards and stationery. The branding – consisting of messages, images, and other aspects – is then conveyed into your firm’s one source of continuous marketing – its website.
- The website must clearly convey the brand to prospective clients.
- The website must be centered around CLIENTS, not your firm.
- Your website should address the primary question that all clients have – what are you going to do for me?
We can work with your law firm and provide the insight required to create an effective brand for your firm. Call us today to learn more and get started!
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