Tag lines are trickier than you might expect. Is your firm “Committed to Mediocrity ™”? (First of 3 posts) Tag lines are hard – a small handful of strategically selected words that encapsulate everything you stand for and want your…
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The Top 10 Rules for Client Endorsements. Here’s my latest “Marketing Matters” column in the ALA’s Legal Management magazine, “The Top 10 Rules for Client Endorsements.” Click this link for the pdf: ALA Ross Fishman article – The Top 10…
Great Website Design Isn’t Pretty. It’s Effective. What’s nice about eye-track testing is that it shows precisely what grabs your viewers’ attention, what they see, in what order, and how long they linger at each point. That’s incredibly powerful data….
“Holy sh*t. The Family Guy writers think you’re hilarious, Ross.” .– Danny Smith, Executive Producer, Family Guy* I’ll bet some of you suddenly think I’m pretty darn funny. Why? Because testimonials from credible sources are extremely persuasive. As such they should…
Above the Law, one of our favorite legal publications recently wrote: “There Are A Whole Lot Of Terrible Law Firm Websites. “Some of the worst (and best) law firm websites.” “A lot of the stock imagery we employ here at Above…
Go ahead. I dare you to read this. Below is the first paragraph of the biography of a well-known banking attorney at a national law firm. Please read it carefully. Point to the exact word if you find yourself skimming this:…
Let’s make our attorneys’ headshots look their best. Website updates are the ideal time to evaluate whether the firm’s current headshots still convey the firm’s message appropriately. (First a few paragraphs of theory and branding strategy, then I’ve pasted a…
How do you market an insurance-litigation firm? Galloway, Johnson, Tompkins, Burr & Smith is a 110-lawyer, 11-office New Orleans-based insurance-litigation firm. They’re one of the Gulf Coast’s leading insurance firms ― tough, skilled, service-oriented lawyers with great trial skills. They…
Why your law firm’s blog probably stinks. Can we get real here for a minute? Most law firm blogs stink. They really, really suck. And yours is likely to stink too. Here’s why. I responded to a question on an…
There are four critical steps to overhauling your website: Strategy and messaging Design Coding Maintenance That is, first conceive the brand message. That’s the winning strategy, the competitive advantage that can lead to increased revenue and profitability. That’s what turns a new website…
