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How Potentials Rank Attorneys (On Avvo, FindLaw, etc.)
You have to stand out as the obvious choice.
with no clear way to tell the difference, each attorney appears to have nearly equal clout. Even if you have a lot more experience, they can’t see that.
As you’re probably aware, potentials don’t just use Avvo and Google to compare you with every other attorney in your metro/practice area.
At least for a certain type of client with certain needs.
When you’ve nailed this positioning, potentials will have no problem distinguishing you from other attorneys in your metro/practice area. They’ll easily be able to rank you appropriately and understand why you are the only rational option for their needs — and their money.
To help you do this, I put together a simple
worksheet a while back for increasing your perceived status online. It outlines seven changes you can make to your website and online profiles that subtly shift your positioning. That way, potentials see you as the respected authority in your metro/practice area rather than just “an option.”
If you’re okay scrapping it out with almost every other attorney in your metro/practice area — and competing on price when a potential thinks they can get a better deal — then fair enough.
Instead, they rank you.
Not by your experience, but by your perceived authority.
Among affluent clients who are willing and able to spend more, this ranking process is more pronounced because they only want the best.
Follow the link below to request a complimentary copy of this worksheet:
However, if you want to climb the ladder and attract more affluent clients (with cases that are both more rewarding and more stimulating), then your online profiles and website must position you as the respected authority in your metro/practice area. Not just “an” authority, but “the” authority.
This presents a problem for attorneys with legitimate authority.
Because most attorneys — as judged by their profiles and websites — are virtually indistinguishable in the eyes of potentials. From their perspective,
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