More and more law firms are profiling themselves more often and capitalising on the available channels – on social media, email marketing, campaigns, podcasts. That’s good.
But these efforts need to be purposeful and impactful. Most times we see firms broadcasting – posting content and hoping for the best. What would really get clients’ attention is how your firm contributed and made a difference. This is about winning work. And the problem isn’t your visibility; it’s your process.
This is where most firms fail. They have a megaphone but no system. The “secret weapon” is a Reputation Funnel.
Here is the 4-stage framework to turn your firm’s authority into your most powerful client-winning weapon.
1. AWARENESS (The Authority): “This lawyer is the expert.”
This is your “air cover.” It’s your thought leadership, your rankings, and your big announcements. The goal is to be the definitive, credible voice everyone sees first.
- Leaky Bucket: Just “broadcasting” facts.
- “Honored to be ranked in Chambers.” (Stops there).
- “We won a major case.” (No context).
- “What the New Regulation Says.” (A dry summary).
- Secret Weapon: You strategically frame every announcement to assert your value. This is the difference between a simple update and true authority.
- Award/Ranking: Don’t just post the award. Explain why it matters to a client.
- Thought Leadership: Don’t just report news. Writing a sharp, opinionated analysis that speaks directly to a client’s business pain and frames the conversation.
- Case Win: The initial announcement is a powerful signal.
- Action: Frame every post (win, ranking, or article) around the client problem you solve or the pain points that you can foresee, not just the news itself. Try below formula:
- For a Ranking/Award: “Grateful for this [Ranking] which reflects our commitment to solving [Client Problem X] and protecting [Client’s Business Interest].” / “Our team is grateful to be recognised again by [Ranking Body] for [Practice Area]. It’s a validation of our strategic approach to solving [Client Problem X] in a volatile market.
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- For a Regulation Update: “The new [Regulation Name] is live. While many are focused on [Common/Obvious Point], the real risk for [Client Industry/Type] is [Specific Pain Point/Foreseeable Problem]. Here’s the strategic issue we’re advising on…”
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- For a Recent Win: “We congratulate our client X on achieving [Matter Y] But the real story isn’t just the victory – it’s the validation of our strategy for solving [Client Problem Z] in a volatile market.” / “A significant win today for our client in the [Industry] sector, protecting [Business Asset] against [The Challenge].”
They aren’t just reporting news; they are shaping the strategy.
2. CONSIDERATION (The Relevance): “This lawyer solves my kind of problems.”
This is your “Recent Win” announcement, and what you need to presence as a case study when you pitch to a specific projects. The goal is to build trust and show direct relevance.
- Leaky Bucket:
- Deal announcement: “We are pleased to announce a victory for our client…” (This is about you).
- Credential in a pitch and proposal: “Advised [Client A] on [Matter B]” (Why does it matter to your client?)
- Secret Weapon: Frame the win from the client’s perspective.
“Our client faced a bet-the-company challenge with [X]… We designed a strategy to [Y], protecting their business interests and achieving [Z].”
- Action: Tell a (confidential) story about the problem, the strategy, and the business outcome. A potential client should read it and see their own challenge in your story.
3. DECISION (The Conversion): “I’m calling them first.”
This is where authority turns into a consultation. The goal is to make your firm the only logical choice.
- Leaky Bucket: Waiting for an inbound DM, email, call or a connection invite on social media platforms.
- Secret Weapon: Using your authority to create the conversation.
- Action: Don’t just “post and pray.” Proactively send your article or case study to a specific prospect, using it as the reason for a high-level, strategic conversation. Your outreach is no longer a “sales pitch” – it’s an essential advisory update.
4. ADVOCACY (The Multiplier): “You have to use my lawyer.”
You won the client. The funnel isn’t over. This is how you fuel the top of the funnel for your next client.
- Leaky Bucket: Sending a “thank you” note and a holiday card.
- Secret Weapon: Establishing a systematic feedback and referral loop. Explore Elevare Edge’s Weekly Tip on client debriefs and our latest article, “Client Listening: Staying Relevant to Your Clients.”
- Action: After a successful engagement, implement a “client listening” process. Use the positive feedback to ask the ultimate question: “Who else in your network is facing this same challenge?” This peer-to-peer referral bypasses the entire funnel.
Stop just “broadcasting” your expertise. Start building a funnel that converts it, not just attracts. Turn your thought leadership from something people “like” into the very reason they hire you.
