Crafting standout practice group descriptions
The knock against most law firm websites is that you could switch the banners and logos of two randomly selected firms and hardly anyone would notice the difference. I’ve found this is especially the case with practice and industry group descriptions, which tend heavily towards the bland or generic. That’s a shame, because I think most firms could say something special or noteworthy about these groups if they gave it some thought and allowed themselves a little creativity.
I’ve been spending some time lately helping law firms with their website practice group descriptions, and I’ve come up with a few suggestions you might find helpful.
1. Tell a story that matters. Hook your readers at the start with a narrative that details the key industry trends or legislative activities that are changing the landscape in this field. Then speak to the impact of these developments on their lives and businesses, placing those matters in the larger context of business and industry evolution. Engage them by telling a story they’ll recognize about what matters to them; save the bumpf about the services you deliver for later, after you’ve rewarded their initial attention with some information and insight.
2. Focus on what sets you apart. Ninety percent of law firms that practise in a given area provide 90% of the same types of services; this is boilerplate information, and while it needs to be included, you shouldn’t be leading with it. Take a close look at your practice or industry group and ask: What sets us apart? What do we do better or more effectively than our competition? This could include everything from having partners who used to hold senior industry positions to building a specialty in a small but growing niche to winning a landmark case in an appellate court to providing services in multiple jurisdictions and languages. You’re more interesting than you think.
3. Focus and prioritize your offerings. Many law firm practice group descriptions are overstuffed, listing everything that every lawyer in the group does, for fear of overlooking an opportunity or offending a heavy hitter. This leads to publishing sins like grey-text overload and grammatical malfeasance (I came across one practice description that contained 14 commas.) Prioritize: figure out what you really want to be known for, or what you really want clients to engage you to do, and give that focus and prominence. Roll calls of subject matter expertise prove the truth of the adage: if you provide everything, then you’ve actually provided nothing.
4. Resist the temptation to oversell. In addition to being over-comprehensive in their listings, many firms also overreach when describing their expertise or experience. No law firm is the greatest in the world at everything, the very best lawyers offering top-flight services, but some practice group descriptions would have you believe otherwise. Be honest about those areas where you really do have sterling offerings or standout experience and proudly proclaim it; but otherwise, dial back on the superlatives. (And read this enlightening article about the power of a simple “good.”)
Here’s a great way to prepare yourself for writing a practice group description: find the descriptions of ten other firms that practise in the area and read them from start to finish. In the unlikely event you can actually get through all ten, you’ll find it impossible thereafter to describe yourself as yet another firm with “excellent lawyers” offering “outstanding service” to “leading clients.” Different is good.