(disclaimer: this post does not create a consultant-client relationship with any reader. For legal marketing advice you can contact a legal marketing consultant in YOUR area – OR (if you are based in Australia or Singapore/South East Asia) you can engage me in a professional relationship
OR you can just enjoy reading how other law firms are building business and developing relationships through their Legal Marketing. ENJOY! )
Here is an example a US firm that really seems to have found its marketing strength and point of difference – offering house calls to clients.
Probably other law firms can also make house calls – but this firm really “advertises” and emphasises its point of difference.
It’s very name is House Call Attorneys. It’s actually a small group of NJ attorneys.
In previous posts, I’ve written about writing about how firms should “lead with” what will be of the greatest interest to their potential clients – not necessarily your credentials (at first anyway) – but how you can help your clients.
When you work in a crowded area of the law – what “extra” can you offer that will make a client prefer you to a firm down the street.
I know to many of my Australian legal colleagues – such techniques may sound a bit cheap and undignified.
I argue if you are in a crowded marketplace of similar legal services you have to work to differentiate your offering.
I was very impressed with the website wording written with an audience focus.
Are you house-bound,
without transportation or childcare,
or would you just enjoy the luxury of a professional coming to your home or office for a consultation or to conduct business?
Imagine how an offering like this could appeal to your clients – especially if you practice in areas with many house-bound clients – clients who need help with legal matters such as:
- wills and estates
- family law
- personal injuries – where the plaintiff finds it hard to move
Maybe you can learn something from this New Jersey firm.
Here’s a link to the site.
This is the About Us page rather than the Home page.
Personally, I’d put some of this text prominently on the home page.
The name makes the point of differentiation very clear.
I like the ” copy” so much – I’d put it on the home page too with a link to more on the ABOUT US page.
The copy is written in plain everyday language and really taps in to the needs and frustrations of potential clients.
This is also from the About Us Page:
Tired of cooling your heels in New Jersey lawyers’ waiting rooms? Isn’t your time just as valuable as the professional you are waiting to see?
An old technique in creating marketing material and writing for websites – is to start with questions and comments that will get a reader’s head nodding in agreement. In my opinion, this copy does this very well!
Other advantages to potential clients are spelled out too.
You save on traveling time and waiting time, and you also save on legal fees because you are not contributing to the huge overhead that fancy law offices entail.
As a professional corporate writer – I see how well this is written –
1. client-focussed (YOU) with
2. the momentum of several reasons. and
3. the repetition of the words SAVE!
I’d just tweak it a little:
You save on traveling time, you save on waiting time, and you also save on legal fees because you are not contributing to the huge overhead that fancy law offices entail.
As I mentioned, many other lawyers probably also can offer house calls – but this firm advertises and emphasises its offering very well.
Imagine you are a house-bound client. What would appeal to you the most – details of the proud history of the firm OR that these lawyers will come to YOU and you can save time and money?
(disclaimer: this post does not create a consultant-client relationship with any reader. For legal marketing advice you can contact a legal marketing consultant in YOUR area – OR (if you are based in Australia or Singapore/South East Asia) you can engage me in a professional relationship )
Tony Biancotti helps lawyers communicate more effectively with everyday people. Tony is a former lawyer turned journalist, communication consultant, and legal marketing maverick.
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