Anatomy of a Law Firm Positioning Statement

Five years ago I wrote a post on this blog about the emptiness of law firm positioning statements, taglines and value propositions. Clearly my critique has not had the desired corrective effect over the intervening years.

How many buzz words are crammed into your firm's positioning statement?

How many buzz words are crammed into your firm’s positioning statement?

Law firm websites are now a bit less visually clunky — just a bit — but the dull, empty prose meant to animate them remains standard.

For example, law firm Taft Stettinius & Hollister LLP. — Taft, to its friends —  anchors its homepage with the grand-sounding but hollow “Innovation and Leadership Since 1885.” I say hollow because no evidence is provided to back up the brag. Wait, that’s not entirely true. While it feels empty, it’s actually filled with zero-calorie buzz words strung together in insubstantial assertions:

We work as one team, driven and committed to helping you succeed. Our attorneys understand that innovative, value-creating solutions help our clients reach their goals. Our collaborative approach, advanced technological resources and depth of services can transform what you expect from your legal team.

The mind reels.

A Law Firm Positioning Statement That Works

By contrast, my friends over at Klein Moynihan Turco LLP have crafted a positioning statement that connects its business practices and priorities with those of its clients.

Internet Lawyers Working on Internet Time

Our clients work in the Internet, mobile and new media worlds, where time is always of the essence. Whether our clients are working on mobile, telemarketing or e-mail marketing campaigns, hosting fantasy sports websites or conducting promotional sweepstakes, we ensure that they are compliant with all applicable laws, rules and regulations and are first to market.

Nailed it.

Three Rules of Thumb

If you’re considering updating your law firm’s positioning statement or crafting a new one, these simple guidelines will help you add depth and context.

Identify and articulate:

  • How your firm differs from/is better than your competitors.
  • Why current and potential clients should care about those differences.
  • What unique expertise your firm possesses.

Give it a shot. Let me know what you come up with.