Legal Marketing

19. Personal Branding Good For You, Good For The Firm.

personal branding for lawyers

The Power of Personal Branding for Attorneys

In the fast-paced world, we live in today, personal branding has become a crucial aspect of professional success. Whether you’re a solopreneur or part of a larger organization, building your personal brand can profoundly impact your career. This is especially true for attorneys, who rely on establishing trust and credibility with their clients. This article explores the importance of personal branding for attorneys and how it can help you stand out in a competitive industry.

The Search for Chris: A Personal Branding Lessonpersonal branding

To illustrate the significance of personal branding, let’s dive into a real-life scenario. Imagine you had a positive experience with an attorney named Chris a few years ago. However, when you needed his services again, you struggled to remember his full name and the law firm’s name. You turned to Google, searching various combinations of his name, but couldn’t find him. Eventually, after some back and forth, you discovered that Chris had changed firms multiple times.

Let’s imagine an alternative scenario where Chris had a personal branding page. This page would have made your search for him quick and effortless. You could have visited his personal branding page, found his contact information, and quickly identified him by his picture. Additionally, the page would have included links to his social media profiles and current law firm, making it convenient for potential clients to connect with him. Personal branding pages serve as a central hub where people can find and engage with you, regardless of any changes in your professional journey.

5 Powerful Reasons Why Attorneys Should Invest in Personal Branding”

When it comes to establishing a successful legal practice, personal branding has become a pivotal strategy. The process of creating a recognizable professional identity, personal branding provides attorneys with a unique platform to convey their expertise, values, and specialties. This article lists five ways that personal branding is beneficial for attorneys, highlighting a crucial, often overlooked, aspect – the importance of backlinks and Search Engine Optimization (SEO) for your law firm.

Cultivate Trust and Credibility:

Personal branding helps lawyers to establish trust and credibility. It allows potential clients to understand who you are, what you do, and, more importantly, what you stand for. When attorneys showcase their unique skills, experiences, and values, they connect with clients on a personal level, fostering trust and credibility.  One of the omnipresent goals of any digital marketing strategy for attorneys by Local Legal Marketing is to have potential clients contact you, predisposed to know, like and trust you before they ever meet you.

Differentiate From the Competition:

In the saturated market of legal services, a strong personal brand sets an attorney apart from their peers. It helps define what makes you unique and why clients should choose you over others. With a personal brand, attorneys can highlight their specific areas of expertise, unique approach, or any other distinguishing features that set them apart.

Attract Your Ideal Clientele:

A well-crafted personal brand helps attorneys attract their ideal clients. By presenting a clear image of your professional values and specialties, you will resonate more effectively with the individuals and businesses that need your specific services. This alignment not only increases client satisfaction but also leads to more fulfilling work.

Enhancing Digital Footprint and SEO through Backlinks:

To fully appreciate this fourth point, it is important to understand the concept of ‘backlinks’ and the role they play in SEO. A backlink is a link from one website to another. In the context of personal branding, when an attorney’s branding page links back to their law firm’s website, it creates a backlink. These backlinks are like recommendations in the digital world – they tell search engines like Google that your website is reliable and valuable.

The more high-quality backlinks a website has, the higher its search ranking. Thus, personal branding pages of attorneys, linking back to the law firm’s site, improve its visibility online. As more and more people find the firm’s website through search engines, there are increased chances of gaining new clients. In essence, these branding pages indirectly contribute to smart digital marketing efforts.

Career Advancement and Networking Opportunities:

Personal branding is not only about gaining clients; it’s also a powerful tool for career development and networking. A strong personal brand can catch the attention of industry leaders, resulting in invitations to speaking engagements, legal panels, or writing opportunities. These can significantly increase your industry presence and open up new career paths.

By investing in personal branding, attorneys can leverage these benefits to grow their practice and enhance their reputation in the legal industry. Whether it’s cultivating credibility, differentiating from competitors, attracting ideal clients, boosting digital visibility, or advancing their careers, the impact of personal branding is substantial and multi-faceted.

Creating Your Personal Branding Page

Now that we understand the significance of personal branding for attorneys let’s explore how to create your own personal branding page. Here are a few essential steps to get started:

1. Choose a domain name: Select a domain name that reflects your name or professional identity, making it easy for people to find you.  Let’s not get fancy here! is an ideal personal branding page domain name, if your name happens to be Jeff Folkersen (the president of Local Legal Marketing)

2. Design your page: Create a visually appealing and professional-looking page that showcases your photo, background information, and contact details. Consider using a relevant background image that aligns with your practice area.  Remember this is NOT a full website brochure, it is simply, “this is me” “this is how to find me” “this is some of the most important things to know about me”.   This is PERSONAL BRANDING, not law firm marketing.

3. Include social media links: Provide links to your social media profiles such as LinkedIn, Twitter, or Instagram. This allows potential clients to explore your professional network and engage with your content.

4. Highlight your achievements: Feature your accomplishments, notable cases, or awards to demonstrate your expertise and build credibility.

5. Keep it updated: Regularly review and update your personal branding page to reflect any changes in your career, contact information, or social media presence. Remember, personal branding is an ongoing process. Building and maintaining a solid professional identity requires consistency and active engagement.personal branding


Investing time and effort in personal branding is a wise decision for attorneys looking to differentiate themselves in a competitive legal landscape. A personal branding page can enhance your visibility, establish credibility, and attract new clients. In an industry where trust and reputation are paramount, personal branding empowers you to leave a lasting impression on potential clients and stand out as a rainmaker.

So, take control of your online presence and start building your personal brand today!

Additional Resources:

If you’re interested in learning more about personal branding and its impact on professional success, check out the following resources:

1. Forbes – “The Complete Guide to Building Your Personal Brand”

2. Catherine Kaputa on Personal Branding –

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