Would you want to talk to you at a cocktail party?
I often ask our law firm clients this question when discussing their brand messaging strategy. However, the question seems even more pertinent when addressing their lawyers’ bios. With most traffic on law firm websites going to lawyers’ bios, it’s the perfect place to add that “human touch” that engages and connects with clients—making them someone clients want to work with rather than have to work with. You know, the kind of thing that makes people want to talk to you at a party. And yet, so many lawyer bios have all the warmth and interest of a slab of concrete. Why?
Would you build a white picket fence around your beautiful new home without knowing the dimensions? Let me answer the question for you – “most likely, no”. You would never cut corners building a home. Having a sound structure that is functional and keeps your family safe is essential, right?
You just bought a parcel of land and are planning to build a brand new home, your dream home. Would you start building this home without an architecture or floor plan? I would hope not. And the same goes for building a website.
Blueprints are to a house, like sitemaps and wireframes are to a website. Information architecture requires a significant amount of hours of research and discovery long before the designer touches the canvas with their interactive tools.
So I guess you figured out by now, that no one really has the magic bullet. But there are a few things that you, the marketing professional, can do this year to help make your firm successful. And seriously, if there were such a formula that produced marketing results, then that would probably negate any need for our strategic services. Don't you think?
Besides going to the gym and trying not be such an agressive driver, here are 5 new year's resolutions we can all shoot for this year.