Messaging is the foundation of your firm’s brand, conveying who you are, what you stand for, and why clients, the media, fellow attorneys, and the bench should trust you. But even the most carefully crafted message needs a refresh now and then. Whether you’re expanding your practice, taking on new leadership, or simply trying to stay current in a fast-moving legal world, refreshing is key.
The challenge? Updating your messaging without sounding like someone you’re not, and doing away with what has made you successful thus far.
Here’s how to strike that balance:
If It Ain’t Broke, Don’t Fix It
Before tossing out old language, assess which parts of your messaging still ring true. Maybe it’s your commitment to client service, your expertise in a specific practice area, or your reputation for being trial-ready. Don’t discard the language or ideas that built your firm’s credibility, instead, just refine them.
For example, if your firm has long leaned on the line, “We’re prepared to take every case to trial,” and that’s still a core part of your approach, don’t feel the need to reword it just to sound new. Instead, you might build around it: emphasize your litigation wins, highlight your willingness to go the distance for clients, or draw a contrast with firms that settle early. The core message stays the same, but the framing evolves to fit today’s competitive landscape.
A successful refresh isn’t about rewriting your identity. It’s about making sure the language you’re using still reflects your strengths and resonates with the clients you want to reach now.
Identify What’s Changed
Are you taking on new types of cases? Targeting a different client base? Hired a new attorney who excels in a specific type of litigation? Opened a second office? Has your firm’s tone evolved, from scrappy underdog to established leader? Pinpoint the shifts. They’ll guide which parts of your message need updating and which just need amplifying.
A firm that focused on local car accident cases might now be handling complex product liability litigation nationwide. Messaging that once emphasized “personal, hometown service” could be updated to highlight “national reach, with the same personal touch.” The core values stay intact, but the positioning evolves to reflect broader capabilities.
Use Language That’s Built for The People You Want to Represent
Legal jargon might be accurate but rarely connects. Strong messaging is clear, confident, and conversational – think layman’s terms. The same way you communicate your case to a jury so they can understand it should apply to your messaging. If it sounds like it belongs on a billboard or in a conversation with a potential client, you’re on the right track.
Legal research has shown, time and time again, that clients opt for attorneys that are down to Earth. People they can trust, people they can relate to. If your messaging reads like complex legal theory, despite the expertise, it’s apt to drive away business, not attract it.
Align Messaging Across Platforms
Your messaging should work everywhere, from your website to your social media and to the way your attorneys introduce the firm at conferences or to other lawyers. Consistency builds recognition. If your brand voice is clear and cohesive, your audience will remember it.
If your website says you’re “relentless advocates for the injured,” but your LinkedIn headline reads, “Experienced and Trusted Legal Professionals,” there’s a disconnect. Choose one strong, authentic message and use it everywhere to build familiarity and trust.
Pressure Test It
Run your updated messaging by people you trust, inside and outside the firm. Does it sound like you? Does it differentiate you? Does it feel fresh but familiar? Messaging that sticks is messaging that feels right to your team and your audience.
Investing in a seasoned communications consultant can also make a real difference here. A team that understands the plaintiff’s bar, its values, its voice, and its unique challenges, can offer sharp, strategic feedback and help translate your story into messaging that resonates. You don’t have to navigate the refresh alone, and the right guidance can mean the difference between a slight polish and a true transformation.
At RebuttalPR, we help plaintiff law firms evolve their public message without losing their distinct identity. Whether you’re looking to break into new markets, new practice areas, or simply sharpen your narrative, a thoughtful refresh can go a long way.
