In the new business landscape it is vital that attorneys use the internet to establish a reputation as “the” expert in a highly focused niche. However, building a reputation online doesn’t happen overnight. In fact, if you see any results within the first year, you’re lucky. Once you are successful though, the benefits are big.
If you’ve been consistent about generating thought-leadership content in a narrow niche of the law, the process will become self-perpetuating. You will be asked to speak at conferences and participate in panel discussions. Journals will reach out to you to write articles. The press will interview you and quote you.
What will all of this mean for your business? Here are a few things you can expect:
- You will receive more new-business inquires. Once you distinguish yourself from the ocean of look-alike providers, people will seek out your specialized expertise.
- You will start landing more lucrative client engagements. Clients will be willing to pay more for your highly specialized services.
- You will have to spend less time developing business. Your reputation will precede you, and the difference between you and a generalist will be immediately apparent.
For many people, there is a bonus: a less stressful work life. This stems from charging more, pitching less and taking only business for which you can offer tremendous value. Sounds nice, eh?