Posted by David Zimbalist on 5/24/10

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When you're a small law firm your competitive
differentiation is not simply your expertise, but also your
trustworthiness, personality, and manner. Look at your
website and three others from similar firms. Can someone
really tell that you are any different from the others?

Here are a few things to keep in mind so that you don't
fall into the Bad Attorney Web Marketing trap.

1. Bad Web Marketing assumes that your potential client
will be so interested in what your website says that
they'll read through it, and does nothing to grab their
attention.

2. Bad Web Marketing uses the same terms and claims as your
competitors. "We care," "we work hard," "our dedicated
staff will fight for you..." You get the idea.

3. Bad Web Marketing says "we're the best," but doesn't
show it with stories and examples.

4. Bad Web Marketing is an advertisement rather than an
authentic interaction.

5. Bad Web Marketing tries to be everything to everyone and
leaves potential clients unsure of what you do really well.

If your web marketing -- on your own website and others --
does not quickly convey the "who you are" behind the "what
you do" then you are losing business and missing a huge
opportunity.

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How To Create Bad Attorney Web Marketing, 5/24/10, by David Zimbalist.

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