Tuesday, April 15, 2008

Best Practices in Law Firm Positioning: Stand Apart from the Competition

As we research business development opportunities for attorney and expert clients, our work takes us to dozens of law firm web sites on a regular basis. We will start to share with you some of the best practices in law firm marketing that we discover.

Today we are impressed by the registered tag line of Andrews Kurth: "Straight Talk is Good Business.®" Visit their site at www.andrewskurth.com/ to see how they carry out this theme visually and also weave it into their law firm marketing operations. For example, attorney presentations are listed on the web site as "Straight Talk Appearances."

The firm speaks directly to current and prospective law firm clients when they promise not to "hide behind the legalese." The implication is that they are a business partner with a roll-up the sleeves approach to evaluating options, measuring risk, and making informed decisions.

Navigation on the site is also excellent. I particularly like the search feature on the left side of the page.

Too many law firms today focus on what they do, rather than approach marketing from the client's perspective. Andrews Kurth offers a good example of straight marketing.

No comments: