I’m often asked by the owners of legal or other professional practices “Should I describe myself as a general practice or should I say I’m a specialist?“
Many professionals have heard that it’s easier to get clients if you’re a specialist.
But they’re worried that if they say they’re a specialist in one type of service, they’ll lose out on getting clients who need another service that they could provide.
So, should you say you’re a specialist or ‘hedge your bets’ and describe yourself as more of a generalist?
If you want to be seen as a specialist in a particular area, you should describe yourself as such to attract those clients who are looking for a specialist. You’ll actually find it much easier to attract those clients to you.
If you do provide other services, you can say so on your website and clients will see that and they’ll know that you can help them. But if you don’t tell them that you are a specialist, they’ll never know that, and they’ll never be able to make that choice if they really would like to work with a specialist lawyer.
If you market yourself as a general practice, you risk not appealing to anybody. We all know the expression “jack of all trades, master of none…”
If you need help working out whether you should be more specialist, and how you can attract more clients to your practice, here’s 2 ways I can help you:
- Come to my next workshop ‘Profitable Practice Secrets’ where we’ll work together to analyse your firm or practice and also work on tools to convert more enquiries into paying clients and maximise the profits you generate from existing clients.
- Work with me privately to attract more of your ideal clients, increase your fee income and profits, and reduce your working hours. Contact me quoting “Private” in the subject line, tell me a little about your firm or practice and your growth goals for the next 6-12 months, and I’ll be in touch directly.