On the CWS Content team, we employ a methodology to help us identify a client firm’s intrinsic value and to create messaging around it.
Creating a value proposition
Here’s our process. We:
- Describe the demographic target for the site
- Describe the end-user problem – why does he or she need a lawyer?
- Describe the solutions the law firm offers
- Name the firm’s distinct advantages – the qualities that differentiate the firm from its competition and the benefits clients receive from hiring this particular firm
Applying the information
Then we apply this information into a kind of “mad libs” format:
For <end-user description>, <this firm> provides <solution(s)> for <user problem> by <distinct advantage>.
An example:
For families and individuals at the emotional and financial crossroads, the Law Offices of X,Y & Z provides free initial consultation and creative, compassionate legal guidance.
We used this for the Law Office of Eric L. Fredrickson, P.C.
