Lawyers learn the art of competition at a very early stage in their careers. You vied mercilessly for grades in law school and teed off against one another for the best jobs. And now you are contending for clientele. And what is the first step toward winning that match? You need to know against whom you are batting.
One of the questions we ask our clients during our branding process is who they think their competitors are. The list is commonly comprised of firms and lawyers you frequently hear about, or ones with multiple advertisements and billboards. Perhaps it is a firm from which you frequently receive clients. Maybe it is the firm across the hall.
Meanwhile, we also compile a list of competitors by doing searches related to the practice areas that our attorneys practice in, then looking for competition that shows up organically and locally. At GNGF, we consider law firms that show up on the first page to be your local competition. And rarely do our lists of competitors align with those of our lawyers.
If these lists aren’t the same, against whom are you really competing? This brings us to another aspect of our branding process: what are your goals? If your goal is to be highly ranked in a certain location and practice area, your competitors should reflect that goal.
And the way to get a step above the rest and ultimately best the competition? Raising the bar on your web presence.
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