Have you read about the firm that differentiates itself by hiring the most beautiful employees? If you haven’t, don’t worry, neither had we! Check out the post in question on Above the Law here.

Dressing like a pro is nice, but…

Every law firm knows that they need something to differentiate their practice and stand out from the crowd. Loosely speaking, we suppose level of attractiveness is one way to do so, but I have to say that I have yet to have a consumer (or small business) tell me that they selected their legal representation based upon looks. Just my two cents.

That said, having quality, professional pictures of yourself and your practice IS important. The end-user doesn’t really care what you look like, but they do care that you look professional and inspire confidence that you can represent them competently. This has been a well covered topic. Read Precedent Magazine’s take here and the Remsen Group’s here and here.

… you need to differentiate for success!

There are many ways to differentiate your practice. Here are a few of our favourites:

  • Jack of all trades or master of one? Build your practice around a niche. Continue to stay up to date on all the latest and greatest in this niche with continuing education.
  • Tell us how you are different Do you speak multiple languages, have additional certifications, or have experience working with specific communities? Make sure this information is clearly communicated and searchable.
  • Convey expertise Demonstrate your expertise and thought leadership by writing articles, publications, and/or white papers. If you have the time, actively blog to build online cred (if you don’t, consider contributing a guest post to a site like Kabuk)!
  • Get personal Connect with clients by adding a personal touch to help them identify with you. People really fear the legal process. Take away some of this fear by making yourself more approachable (i.e. tell me about your hobbies: Are you an avid hiker, or an animal rights activist? Do you spend your free time coaching hockey? All else equal, people want to work with people they can form a rapport with.

Communicate your angle to all!

Once you’ve decided how to differentiate yourself, you need to communicate your angle to prospects. Make sure this comes out on your website, social media presence, and Kabuk profile bio. Consistency in your message is key, both offline and online.

For those of you who don’t already have your Kabuk profile set up, Kabuk is a great way to increase your online exposure and grow your practice. Using Kabuk, you can spread the word about your practice, and highlight how you stand out with a comprehensive profile targeted at your specific audience, complete with pictures of yourself and your audience. Learn more here.

Kabuk connects consumers with the legal providers they need, when they need them, and enables them to request desired appointments online. Our platform is designed to streamline the legal discovery process, putting needed information right at the fingertips of consumers, and helping them to make more informed decisions. For legal providers, we help increase your online presence and improve your customer acquisition efforts. Check us out atkabuklaw.com and follow us at @KabukLaw.