SUTIN, THAYER & BROWN: UNCONVENTIONAL HIGHLIGHTS

Sutin, Thayer & Browne—with locations in Santa Fe and Albuquerque, New Mexico—has 48 attorneys, 22 practice areas, and a few unconventional aspects to the website. The attorneys’ attitude leads the home page: “I believe if opportunity doesn’t knock, build a door.” Changing artwork on the site gives a different flavor from traditional books or a judiciously placed pen. A sensitive “In Memoriam” section offers photos and stories of five attorneys.

Established in 1946, the firm promotes the diversity of its attorneys, mentioning some of the occupations/interests the lawyers claim: musician, rancher, state attorney general, foster parent, auto mechanic, mountain climber, farmer, poet, baseball player, beauty queen, pilot….

How do you highlight the uniqueness of the attorneys within your firm?

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HICKEY LAW FIRM: AGGRESSIVE MARKETING

The Hickey Law Firm, located in Miami, takes an aggressive marketing stance on its website. On the homepage, Breaking Legal News scrolls across the top of the screen and an interactive Video Website holds the center location. Testimonials and Results are two of the 11 tabs.

Thumbnail photos and word choices direct the visitor. The left side offers Cruise Ship Assault, Incorrectly Filled Prescriptions, and five other choices. Along the right, look for Car Accidents, Wrongful Death, and five other choices. Affiliations show association logos, including the Million Dollar Advocates Forum. Prospects also may follow the firm online through Twitter, Facebook, LinkedIn, YouTube, or the firm’s blog.

Hickey uses many marketing arrows to target prospects. What does your marketing quiver hold?

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ELEVATOR SPEECH: TONY PANTERA

Last week I presented an interactive workshop titled Marketing Essentials for Associate Attorneys for the Idaho Chapter of the Association of Legal Administrators and was impressed with the elevator speech of one of the attendees.

“I’m Tony Pantera and work at Marcus, Christian, Hardee & Davies. I deal primarily with failed relationships and financial woes, meaning Family Law and Bankruptcy.”

An elevator speech is generally 25 words or less, as is Tony’s. What is your elevator speech? Do you—like Tony—address the potential client’s need or reality? Depending on your listeners and the venue, a sense of humor adds memorable impact to your description.

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KIRSH & KIRSH: ADOPTION ATTORNEYS

Located in Indianapolis, Indiana, Kirsh & Kirsh has focused its practice on adoption for 30 years. The website offers avenues to encourage potential parents and prospective mothers. With not-so-subliminal soft blue and pink colors as background, the site features photos and stories of families waiting to adopt, calls to action with separate phone numbers for prospective mothers and adoptive parents, a blog, videos, an online brochure, questions/answers about the adoption process, and the opportunity for a free consultation.

The website for Kirsh & Kirsh is from the prospects’ point of view. How do you reassure your potential prospects and clients? While your practice area may not be as emotionally charged as adoption, the need to encourage your clients is as significant.

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