Credentials Are Powerful
As of 2019, 84 percent of people trust online reviews and referrals as much as they would trust a referral from a close friend or family member. This number is staggering and did not change even through the COVID-19 pandemic. People are more risk-averse than ever, which means that you should give them every reason to hire you.
In law firm marketing, you can become more credible in a specific niche because of law firm credentials. However, it does take some attention and work to achieve these awards. Consistency and planning will help you obtain accolades and stand out amongst the competition with awards and credentials earned by you and your firm.
Credentialing Sources
There are several ways that small law firms and attorneys can obtain credentials. From attorney ranking sites to speaking and presentations, lawyers should put themselves out there. Remember, if people do not know that you are interested in nominations, they will not know to ask you or give you credit.
Follow my tips below for credentialing resources:
Attorney Ranking Sites
Attorney ranking sites are just one of many opportunities available to attorneys who want more credentials. These sources may also help you gain greater local visibility to potential clients.
Credentialing sources that you will want to consider include:
- Martindale-Hubbell
- Avvo ratings
- Super Lawyers
- Best Lawyers in America
- Chambers USA
- Local, national, and specialty bars
- Civic leadership organizations
- Non-profit organizations
- Other niche credentialing sites
These accolades provide the social proof and legitimacy that they need to move forward with your services. Get recognized more often and stand out from the crowd by pursuing these types of credentials and awards.
It is also worth mentioning that attorney ranking and vetting sites tend to occupy the top 3 spots in search results. You should list yourself on these sites for this reason as well. Plus, it will help you obtain a large number of backlinks from highly ranked sites.
Publishing Opportunities
Aside from website badges and on-page listings, you can also obtain credentials through writing opportunities. After all, lawyers are excellent candidates for writing well-thought-out articles that provide value to readers regarding a specific law area. However, it is essential to remember that publication writing is different from legal writing.
Types of publications that you should consider include:
- Bar associations
- Legal groups
- Newspapers
- Blogs
- Your website
- Magazines
Read the full article at the National Law Review.
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