Lawyers are hit up by sales reps on a regular basis from companies disguising themselves as legal award organizations. They approach the lawyer stating he or she has won an award and ask if they would like to receive a marketing packet to spread the news. That all sounds fantastic, and then the lawyer finds out they must pay to receive the award, plaque, and downloadable logo for their website. Another ploy is to inform the lawyer they have won an award and if they pay, they can have their name and firm name published in the organization’s online list of outstanding lawyers.
This all seems a bit seedy, and after working so hard to become an attorney and to establish a thriving practice it also seems sort of corny. So, should you care about lawyer awards and how can you determine if a particular award is worth its salt?
The fact is legal consumers have a very difficult time distinguishing one firm from another and they are looking for clues as to who is a great lawyer and one that will meet their needs. Lawyer awards provide a way to show you are an authority in your field, and potentially (depending upon the award) that your peers agree. Providing that proof can increase your website and social media conversion rates.
The benefits go beyond peer recognition and website conversion. In the past year Google has demonstrated that they, too, value these awards and are rewarding firms that display awards on their websites with improved SEO performance.
Lawyer awards and designations are important for marketing a law firm for several reasons, which are outlined below:
- Credibility and Trust: Awards and recognitions from respected legal organizations or publications can establish credibility. Potential clients often look for external validation when selecting a lawyer, and a well-known designation (such as “Super Lawyer” or “Best Lawyers”) signals that your firm is reputable and highly regarded.
- Differentiation: The legal market is highly competitive, and awards can help your firm stand out. In a crowded field, designations will give you an edge by showcasing your accomplishments and areas of expertise, setting you apart from your competitors.
- Social Proof: Awards and accolades serve as a form of social proof. Clients may feel more confident in choosing a lawyer who has been recognized by peers or independent third parties for their skills and achievements. In a world where online reviews are looked at before making a purchase or deciding on a service provider, the endorsement of others matters.
- Marketing Leverage: Awards provide valuable content for marketing materials, websites, and social media. You can leverage these recognitions in your branding, advertisements, and communications, further reinforcing your reputation and attracting new clients.
- Reputation Enhancement: Earning prestigious recognitions can improve the overall reputation of a law firm. Positive public perceptions, fueled by awards, can lead to increased referrals and business opportunities.
- Specialization Highlighting: Many lawyer awards and rankings are broken down by practice area, meaning lawyers can highlight their specific areas of expertise (e.g., “Top Family Law Attorney” or “Best Personal Injury Lawyer”). This helps target clients looking for specialized legal services.
Now that you know the benefits of receiving legal awards, you might be asking yourself which awards are worthwhile and how to go about being nominated. We have done the research for you and would love to share what we have uncovered. If you would like to receive our free Strategic Alliance Marketing Group’s Guide to Legal Awards, please contact us here.
