About Clayton Dodds

Clayton Dodds is the Director of Marketing at the Law Offices of Peter N. Brewer, a boutique real estate law firm in Palo Alto, California. He is an active member of the Legal Marketing Association, serving as a panelist, committee member, and 2016 co-chair of the communications committee. You can connect with him about Law Firm Marketing on LinkedIn, Twitter, or e-mail.

Matching Online Authority with Law Firm Capabilities

Matching Online Authority - Lawyer.comLaw firms use a number of different techniques to differentiate themselves from others. Some attorneys boast case victories or superior law school credentials, while others use testimonials or awards as external validation. Understanding attorney competition is rather complex – firms compete across many different geographies, demographics, and practice areas.

The most concrete venue in which law firms compete is practice area. A firm that focuses on a specific practice area will devote attention towards mastering the law, the business, and the courts – just to handle matters in that area. Once the capabilities are established, the attorney or firm then must compete for clients with those particular matters. Using online marketing is a great first step in ensuring that the firm’s online authority matches the law firm’s capabilities. Read more