How to Build Law Firm Brand Awareness

Date: October 9, 2024

Having the expertise and skills of a seasoned attorney will only push your firm ahead of the crowd if clients know who your firm is—its values, its goals, and its history. If your “About Us” page just isn’t enough anymore, how does your team make the firm name recognizable and attractive to potential clients? Through brand awareness strategies like media placements and search engine optimization, your firm can not only get your name in front of audiences, but make them remember it.  

Why Does Brand Awareness Matter?

Brand awareness goes far beyond just its name—this marketing strategy allows your firm to control how its work and identity is presented to online audiences. Through the use of a brand voice, expert attorney-driven content, and search engine optimization, your firm will create a recognizable and trusted identity that online audiences and potential clients can feel comfortable turning to in their times of need. 

This will not only build better relationships with your current clients, but also bring in more leads. Keeping your brand voice and values consistent within your online persona and content instills confidence with potential clients and attracts “right fit” leads that align with the service your firm provides. While you are building trust between your firm and clients, you are also positioning yourself as a leader in the industry through expert insight and opinions. 

What Brand Awareness Means for Law Firms

  • In time of need, clients will want a top choice firm with expertise and consideration that they can trust
  • Positions yourself as a leader among your local competitors
  • Makes clients comfortable even before a consultation

How to Build Brand Awareness for your Firm

The first step of building brand awareness is knowing your brand. What are your firm’s values and goals? What sort of voice do you want to exude online—authoritative and formal or more informative and conversational? What sort of picture do you want to paint for future clients?

Once you have identified these items, your team can incorporate them into every piece of written and spoken content the firm puts out. This is especially important when it comes to the driving forces for brand awareness: thought leadership opportunities, guest blogs, social media, and search engine optimization (SEO). 

Thought Leadership

From op-eds to providing expert insight for industry articles, the primary goal of thought leadership efforts is to cement your firm and its attorneys as educated industry leaders. Work with legal journalists to share your thoughts and highlight knowledge and expertise on trending or evergreen topics. This can also be an opportunity to showcase your brand values to discuss how certain advancements or changes in the industry can affect clients.        

Guest Blogs

Utilize guest blogs to get your firm in front of new, untapped audiences. Working together with respected legal outlets and publications allows you to accelerate the bond building between your firm and potential clients; if their favorite news source trusts your insight, they’ll be inclined to feel the same. Articles that expand on frequently asked legal questions or top practice areas and are written by your attorneys will connect your firm and its team with potential clients.

Social Media

If it aligns with your brand voice, content creation can be an excellent way to build awareness of your firm. Providing content that is both entertaining and educational not only flexes your industry muscles, but can leave a memorable impression on your audience. Are all of them currently looking for an attorney? Maybe not—but with the right work, your firm’s name will stand out from the competition if and when the time comes. If you’re looking to utilize social media but want quick-action clients, you may be a better fit for social advertising. Marketed directly to those searching for your services, you can benefit from the large audiences on social sites, while reaching best-fit potential customers. 

SEO

Despite all of these strategies, how can you ensure that your firm will show up for clients during their Google searches? The answer is SEO, or search engine optimization. Through the inclusion of SEO best-practices, your firm’s web pages can soar to the top of Google’s search engine results pages for key legal search phrases and words and make certain your brand awareness initiatives weren’t for naught. Understanding search engine preferences, keyword insights, and keeping a consistent flow of content are just a small part of optimizing your website for search engines, but they can result in big benefits.    

Making Brand Awareness Work for You  

Through all of these initiatives, it’s crucial to stay consistent with your firm’s branding—colors, voice, and imagery. This will make you easily recognizable across any platform, and allow potential clients to have an accurate depiction of your firm in their own head.

If your team is struggling to combine these elements into an effective strategy, reach out to us today to learn how our team of SEO and PR professionals can alleviate the stress and boost your online brand awareness.