In her recent article for Texas Lawyer, Steph Maher makes a case that should give every managing partner pause: the way most firms talk about themselves is quietly costing them clients.
From honorifics and formal salutations to attorney bios that read like CVs and website copy that takes a second pass to decode, the small conventions firms have inherited from a more deferential era are creating friction with the very buyers they're trying to reach.
The good news is that none of this requires a rebrand or a strategic overhaul—just an honest look at how the firm sounds today, and a few deliberate shifts in language that can build trust and alignment well before a prospect ever picks up the phone.
Read the full article here.