Gavel scales books

Awful law firm websites: The ‘Small-Firm Trifecta.’


Awful law firm websites: The “Small-Firm Trifecta.”  Nothing says “Small, mediocre law firm” like a website home page full of obvious stock photos and free clip art. And in my opinion, the worst of the worst are those that combine multiple clichés in a single photo.  The most popular of these photos for law firms is Read more >>


“How will prospects know I’m awesome if I don’t tell them?”


“How will prospects know I’m awesome if I don’t tell them?” Hi. It’s Ross. Let me tell you a few things about myself: I’m excellent. I have integrity. I’m responsive. I’m experienced. I’m technically knowledgeable. I’m legally effective. I’m a partner who understands your business. So? Did I persuade you? Do you want to hire me? Read more >>

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Eight Law Firm Branding/Website Makeovers: 8 Before-and-Afters


Eight Law Firm Branding/Website Makeovers: 8 Before-and-Afters For most new law firm websites, I think the most-interesting question is how big an improvement is it over the previous one(s).  Is it just a polished-up 2016 version of the previous site?  Or is it a significant strategic overhaul as well? Did the website developer help facilitate a massive upgrade Read more >>

Free stock Pixaby GAVEL law-1063249_960_720

The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 2.)


The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 2.) Part 1 is available here. 11.  [The Image:] Scales of justice (Similar scales are also used by drug dealers) [What it means:]  “Still just lawyers.” 12.  Dart boards (often showing three darts in the bullseye) “We’re on target.” (Or spent your youth in British Read more >>

Free stock Pixaby Gavel Scales hammer-802296_960_720

The Top 25 Law Firm Website Clichés to Avoid. (PART 1)


The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 1) As a group, lawyers are quite literal, often too literal for good marketing. As a result, more than half of law firms simply illustrate their website home pages with the obvious icons that represent the general concept of “Law,” like columns, jury boxes, striped books, Read more >>

City Slickers Jack Palance One Thing

“City Slickers” and Law Firm Differentiation.


“City Slickers” and Law Firm Differentiation. In the 1991 comedy City Slickers (“Yesterday They Were Businessmen. Today They’re Cowboys. Tomorrow They’ll Be Walking Funny.”), Curly, played by Jack Palance, a wise and wizened cowboy, offers some old-time western wisdom to Mitch Robbins (Billy Crystal), during his cattle-driving vacation: Jack Palance: “Do you know what the Read more >>

Cooper Erving Fishman Marketing TURTLE logo

The Single MOST-Important Business Card Tip.


Here’s how to easily fix one of the worst networking mistakes.  Take 200 business cards out of your desk drawer, bring them home, and scatter them around your life. Distribute them everywhere you may later find you need them.  More detail on this is below. But first some background: I speak at 25+ legal or marketing Read more >>

woman-pretty-beautiful-happy-39547-large PEXELS FREE

Smiling Lawyers on Your Home Page


The “Smiling Lawyers” Website Home Page Trap Smiling lawyers – the latest boring website cliché. For 25 years, I’ve been railing against the obvious, literal visual “Law” clichés — the gavels, globes, columns, skylines, buildings, handshakes, blurry lawyers running, silhouettes by windows, and many others (watch the painful video here). The most prevalent home page Read more >>

Vanity Directories - selling ego to lawyers

How to Decline ‘Who’s Who’ and Vanity Directories


How to Decline “Who’s Who” and Other Vanity Directories [At the bottom is a template memo you may circulate within your firm to explain to your lawyers why you will not be buying an ad in a vanity directory.]  Introduction I’ve written extensively about “Vanity Directories” like Who’s Who and other debatable, spurious, or pay-to-play “honors” that resemble Read more >>

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Branding FIVE Litigation Firms: 5 Law Firm Case Studies


We recently launched five Litigation websites. On the surface, the five law firms seemed relatively similar — dynamic boutiques led by tough, trial-oriented killers who routinely give opposing counsel the fight of their lives.  But they were each much more than that.  Each firm’s brand needed to showcase its unique style, approach, personality, and differentiation. More than just Read more >>

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