When we’re trying to sell a service, it’s only natural that we start off by describing the service. That’s what most law firm websites do.
The Typical Service-Oriented Law Firm Description
Here’s the description of one firm. It’s the first big block of text on the page (following the name of the firm in large type and a logo, of course).
“We provide value by combining professional skill, technology, and a thorough understanding of our clients’ needs to deliver high quality, cost-effective, and responsive services.” It goes on to describe the specific practice areas the firm services.
So the firm is selling:
- Professional skill
- Technology
- Thorough understanding of client needs
- High quality
- Cost effective
- Responsiveness
It sounds great. In fact, it sounds like mostly the same stuff I read about every other firm. Unfortunately, it’s also mostly meaningless. How does it benefit me if I’m the prospective client?
A More Effective Law Firm Description Focuses on Results
Let’s shift gears. Let’s come up with some benefits for the client. How about these benefits:
- Resolution: Getting questions answered by someone who has been there and done that (professional skill)
- Speed: Averting disaster faster than you thought possible (technology)
- Relief: Knowing it’s behind you (client needs)
- Victory: Winning the case (high quality)
- Under budget: Saving you money (cost effective)
- Anxiety averted: Responding when you communicate (responsiveness)
With some thought, I suspect you could do even better than my quick effort to come up with something that matters to the client. The point is to describe the benefits of the service rather than the features. We’re reminding prospective clients of the things they want, and we’re promising that we’re able to deliver.
Keep in mind that prospective clients don’t want your service. They want the results they get from using your service. It’s those benefits that they derive from employing you that matter to them. Keep your focus on the benefits.
Which firm will attract the client: the firm describing its features, or the firm describing the benefits obtained by hiring the firm? Personally, I’m hiring the benefits when I need a lawyer.
