Here’s a fun game to play. Whenever you encounter a law firm slogan or tagline, say, “Prove it.”
Most taglines crumble in the face of this command. Decades of being subjected to commercial messaging have made us wary. Whether we know it or not, at some level, when we encounter marketing, we all say, “Prove it.” Websites that can’t respond to this constant challenge will not connect with visitors.
Too many taglines are like drive-by shootings. A quick rhetorical hit before the website speeds away on other business.
Fortunately, law firms can deliver on their tagline’s promise in a number of ways. By fleshing out the tagline’s meaning in content on “About” or “Mission” pages. By using the tagline as inspiration for blog posts. As a unifying theme for a series of case studies. Through copywriting that tells stories that make the tagline meaningful and real to prospective clients. Through visual imagery or through profiles that give the firm’s attorneys opportunity to deliver on the tagline’s promise. Or simply through the design of the website. Let me show you what I mean.