Content continued to be a dominant theme in the communications sessions at this year’s LMA annual conference, and the discussion of how to marry strategy with content and a firm’s brand provided helpful insights. Melissa Croteau, principal, M Croteau Consulting, and Michelle Woodyear, client advisor, LexisNexis, offered a variety of ways to incorporate the latest technologies to showcase content across a number of platforms and further strengthen a law firm’s brand. Here are some of the key takeaways from the session.

Identify Your Value Proposition

A value proposition combines the features plus the benefits of a product, service or company. It should clearly define what you are selling, what your services are and why consumers should buy from you. To understand your own value proposition, answer the following questions: What advantages do we offer over our competitors? Why are we a better choice than the competition? What problem are we solving for our client base? Once you craft these messages, incorporate them throughout your website.

Develop a Unique Voice

Your voice helps you stand out and reinforces your law firm’s brand. It must be consistent across all content. Questions to ask yourself regarding your brand’s voice include: Who is your audience? What voice will resonate with them? Is your voice clear?
Consider these examples that illustrate how voice should make an impact:

  • Seyfarth Shaw uses an interesting voice in their blog, California Peculiarities Employment Law Blog. As you can see, it suggests a perspective not usually found on other corporate law firm blogs. 
  • Axiom, which provides tech-enabled legal services, experiences “a nerdy excitement from improving the way legal, compliance and contracts work is done.” Their logo, tagline of “law redefined” and choice of phrasing convey their unique approach in an attention-grabbing way.
  • The “Big 4” dominating accounting firms, such as Ernst & Young, are performing legal services – not in the U.S., but by acquiring law firms globally, forming alliances and conducting legal operations worldwide at an explosive rate. Croteau said to keep an eye on them, not only as competitors but also for their content; it’s much better than what most firms are doing in the U.S.

Personalize Your Content

Personalizing content for website visitors isn’t new, but law firms can do better on this front. Think of how Amazon personalizes your online experience to show you what items are similar to what other people ordered related to your purchase. How can you personalize your firm’s content to be tailored to your audience? Multiple service offerings can integrate with a law firm’s CRM that can help in this effort, such as HubSpot.

Concentrate on Your Bios and Profiles

How engaging and readable are your attorney bios? Keep in mind that 80 percent of legal website traffic is to biographies, with 30 to 90 seconds spent viewing each on average. Create compelling bios that show personality. Update them regularly, and include thought leadership generated by that attorney.

Woodyear acknowledged that most general counsel (67 percent) vet lawyers online and on LinkedIn before reaching out. How are your attorneys using LinkedIn? Review your firm’s strategy for LinkedIn and go beyond sharing content on the company page or thinking of LinkedIn profiles as a second biography.

Content strategy remains a strong component of a law firm’s branding success. What strategies do you find to be particularly effective for your firm’s brand? Leave a comment or contact me, Vivian Hood, President, Public Relations, at or 904.220.1915.