Over the course of my 13-year marketing career I have often seen law firms who nail their messaging and branding. And, of course, I’ve seen firms that knock it out of the park with their marketing and SEO.
I rarely see law firms that get both right.
At Juris Digital, we have been at the forefront of law firm SEO for the past decade. And now, we’re Storybrand certified.
Storybrand is a framework that solves the problem of confusing, uninspiring messaging and branding. We believe that when law firms apply the Storybrand framework to their website and marketing materials, and combine that with strategic SEO, the results are potent.
Here I’ll breakdown the following:
- What is Storybrand?
- What does it look like when deployed for law firms?
- How does it elevate already effective SEO and digital marketing campaigns?
What is Storybrand?
Most law firms are terrible at clearly communicating their value, which means wasted marketing dollars. Storybrand takes the guesswork out of the words you use to talk about your business.
I want you to look at the photo below. This is a billboard that is plastered all around my city, Chicago.
I can’t fathom a better example of marketing that is cute rather than clear, and I can only imagine that this dude has wasted millions of dollars in ad spend because of it.
As you can see, in small type at the top of the billboard are the words: “Medical malpractice? Car accident? Get top dollar!”
Ok. That could be worse (assuming anyone can read it).
Then, in huge letters is “CALL TOPDOG”.
Which begs several questions that are of course without answers:
- What the hell is top dog?
- Why would I call it?
- How would I call it?
Then we have the only actionable information – the instagram handle — in small print — in the bottom right.
How much more money would this guy be making if his billboard looked like this?
So, do me a favor: Think back to the last time you hired someone to redesign your website (or create any marketing collateral for you, for that matter).
Think about the copy on the homepage. All the words that they came up with to talk about your law firm – where did those words come from?
Why did they use the words they did? What questions did they ask you about your business before writing them? Was there rhyme or reason to any of it? Or did it just seem…random?
Most legal marketing agencies (SEO companies in particular) write website copy using some combination of copying your competitors and recycling what you’ve used in the past. The result, generally, is incohesive, confusing messaging and design that costs firm’s dearly.
Enter Storybrand.
Storybrand is a framework based on the principles of storytelling that helps clarify what you do, and convey that message – through words and design – on your website and other marketing materials. It helps you convert more potential clients into actual clients by inviting them into a story in which they are the hero, and you are the guide who helps them achieve their mission.
The framework has 7 parts. Each part is identifiable in just about any story you can think of:
- A Character: Your client.
- With a Problem: The issue they’re facing.
- Meets a Guide: Your firm.
- Who Gives a Plan: Your services.
- And Calls Them to Action: Contacting you.
- So They Succeed: Achieving their goal.
- And Avoid Failure: Preventing negative outcomes.
Crucially, the Storybrand framework invites your potential clients into a story in which they can clearly envision how their own identity will be transformed after they engage your services.
What does Storybrand look like when deployed for law firms?
At Juris Digital we’ve created a simple process for Storybranding of your law firm’s messaging. That process starts with asking you – the person who knows your firm the best – several key questions:
- What are the external problems that your potential clients face?
- What internal feelings are associated with your client’s problems?
- What is the philosophical nature of their problem?
- What expertise or authority does your firm have to help the customer?
- How does your law firm show empathy towards the customer’s situation?
- What are the potential risks or negative outcomes if the customer does not engage your law firm?
- What are the potential rewards or positive outcomes if the customer engages with your law firm?
- How will the customer’s life improve after hiring your law firm?
We take your responses and use them to produce several key pieces of messaging collateral like the Storybrand One-Liner, the Brandscript, and the website wireframe and design.
Here are examples of each of these from a Storybrand project we just completed for Vantage Group Legal Services:
Learn More: StoryBrand in Action: Transforming the Identity of Vantage Group Legal Services
As you can see, by using the Storybrand framework we eliminate the guesswork that is so commonly seen in law firm marketing, and instead clarify and elevate your message in a way that we know will resonate with your potential clients.
How Does StoryBrand Elevate Already Effective SEO and Digital Marketing Campaigns?
SEO and digital marketing campaigns are designed to bring traffic to your website, but generating traffic is only half the battle. What happens when visitors land on your site? Even the best SEO won’t lead to conversions if your messaging is confusing or uninspiring. That’s where StoryBrand transforms your results.
Think of StoryBrand as a powerful CRO enhancement. It doesn’t just attract traffic—it ensures that every visitor who comes to your site understands exactly how you can help them, why they should trust you, and what they need to do next. When applied to your website, StoryBrand improves the experience for every single visitor by providing:
- Clarity: Visitors instantly understand how you solve their problem and what makes your firm different.
- Engagement: Story-driven messaging captures attention and keeps users on the page longer.
- Actionability: Clear calls to action guide potential clients to take the next step, whether it’s calling your firm or filling out a contact form.
StoryBrand bridges the gap between getting visitors to your site and converting them into paying clients. It aligns perfectly with SEO by making sure the traffic you’ve worked hard to generate doesn’t go to waste. Whether someone visits your homepage, a blog post, or a practice area page, StoryBrand ensures they encounter messaging that is clear, persuasive, and actionable.
By positioning your client as the hero and your firm as their guide, StoryBrand creates a sense of trust and urgency, which are essential for driving conversions. This approach elevates your entire digital marketing campaign, helping you turn more visitors into leads and ultimately into high-value clients.
Ready to Clarify Your Message and Fuel Your Growth?
StoryBrand isn’t just another marketing buzzword—it’s a proven framework that, when combined with SEO, transforms your website into a powerful tool for attracting and converting high-value clients. By clarifying your messaging, engaging your audience, and guiding them to action, you can turn your website into a growth engine for your law firm.
At Juris Digital, we specialize in integrating StoryBrand with advanced SEO strategies to deliver measurable results. Ready to see how this approach can elevate your marketing?
Contact us today to schedule a free consultation and take the first step toward growing your firm!
