Big law firms can coast on boring slogans. They’ve got the clout, the infrastructure, and the impressive list of past clients to do the talking. But if you’re a smaller firm and your website sounds like everyone else’s, you are disappearing into the beige background of legal marketing noise.
“Leading law firm.” “Trusted advisors.” “Your reliable partner.” “First-class services.” “Innovative solutions.” Throw in a corporate stock photo of a handshake or a skyline and you’ve got the full set.
When did law firms in the region get together and agree to say exactly the same thing?
Of course, there are exceptions. Every now and then, there is a law firm that stands out with its concise, sharp messaging:
- “We are problem solvers” – first thing you see on the homepage of Isikal Law Office
- “From legal complexity to business clarity” – to-the-point messaging of AMB Legal Group
- “Tell us your target” – Pekin & Pekin’s challenge to its website visitors
The Sea of Sameness: Saying Much Without Saying Anything
It’s easy to see where the copycat syndrome comes from. Firms look at the messaging of their competitors or well-established firms in the region in general and try to “fit the mold.”
After all, if you don’t say that you are a “leading firm”, how will anyone know that you offer high-quality services? If your legal solutions are not “next-generation”, how could anyone possibly trust you?
Here is the thing, this cookie-cutter approach is boring. It creates a sea of sameness. There is no personality behind a brand, no differentiator.
Boutique Businesses vs. Large All-Service Firms
Large firms can get away with generic messages. They've got the name, the history, the army of lawyers and support staff, and offices in multiple locations. Their shelves are buckling under the weight of awards, their partners regularly keynote at conferences, and their client list is full of household names.
When you've been around forever, your reputation does all the heavy lifting.
Small law firms – boutique businesses and niche advisors – often do not have the same luxury.
Sure, they can claim to have the same capabilities and resources as the larger firms, but nobody is buying that. A team of 20 lawyers simply can’t deliver the same volume or breadth of services offered by a large all-service firm with 200+ legal experts.
What boutique legal firms have, however, is a deep focus on niche areas of law and tailored client solutions. They can compete on the depth of subject matter expertise. They can offer direct access to senior experts. They tend to move faster in developing situations.
These are the types of differentiation foundations that boutique firms can compete on, which is why they shouldn’t try to mirror the messaging of large brands. Playing it safe with generic messaging is a strategic misstep.
So why not skip the buzzwords and say something real.
The firms that stand out aren’t necessarily the biggest. They’re the ones that know who they are, what they’re good at, and who they’re here to help – and are able to neatly and purposefully distill it into their messaging.
By Saida Ayupova, Founder, Five-o-eight
