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Something I look for when I’m assessing a website is the site’s conversion elements. Generally speaking, conversion elements are slogans, quotes, images and metaphors used to convey a message. They urge visitors to act – either to click on a link, submit a form or download a PDF.
One of the first impressions a firm makes is with their primary slogan or tagline. Traditionally associated with television and radio commercials, these are the catchy sayings that run along with a lawyer’s or firm’s name…
What are the merits of using a slogan? A quick Google search turns up a few articles on the matter:
I particularly enjoyed the “How to Build Your Law Firm’s Brand Using the Internet” discussion by Jerry Lawson, Brenda Howard, Dennis Kennedy. In it, they specifically address lawyer slogans:
Taglines or slogans are frequent components of a branding campaign. Web usability consultants recommend them… but in general I tend to be skeptical about taglines for law firms. What do you think?
(DK): …Events can turn your slogan into an ironic comment. Iâ€™m not sure that Iâ€™m as skeptical in general as Jerry is, but I am very skeptical of slogans and taglines written by lawyers or, worse, committees of lawyers.
(BH): …I LOVE tag lines. Itâ€™s akin to a mission statement that a client can understand. When you have a tag line for your law firm â€“ you have a mission that a client can understand. More precisely, your law firm has a mission that it can understand. Jerry, your own tag line on your web site is wonderful, â€œInternet Tools for Lawyers.â€ Your visitor knows immediately where your focus is and you can keep that focus because you have identified a â€œone sentence mission statementâ€…
If we side with those who think attorney slogans are effective, let’s also consider whether an website slogan should be different than one delivered through traditional media. I would say they are very similar in their goal of converting viewers to clients, but I think the online slogan has other requirements. Namely, an online legal tagline would ideally reference the firm’s practice areas and would necessarily appear in real text somewhere on the site. Online marketing is all about reinforcement of a short, direct message or association. By creating a slogan that is somehow inclusive of words focused on their area of practice and then by creating it so it can be easily spidered by the search engines, the firm can best create a slogan that’s effective and relevant. Tie relevancy to rankings and you can see how an online slogan does have special considerations above and beyond offline applications.
Which brings me to a stopping point: I’m led to wonder what the best and WORST law firm slogans are that are out there. Which ones have caught my eye for the right or wrong reason?
I’d like to compile a few more. Anyone with an opinion?
[tags]law firm slogans, slogans, legal marketing[/tags]