Toronto Law Firm - What Makes Us Different?

Toronto Law Firm - What Makes Us Different?

Like many people I have had business and personal dealings with a Toronto law firm.

As a business copywriter, I interviewed many lawyers for full page ads that appeared in regional markets of nationally recognized U.S. magazines.

It was difficult to distinguish one law firm from another. I questioned the lawyers about what they did, questioned them again, until out of desperation, I asked them point blank how they were different from other full service or large firms. Their answers surprised me.

They told me fantastic stories but they would not allow their stories to appear in print. They were skeptical of drawing too much attention to a somber, staid profession.

(One lawyer said that his firm's environmental expertise made them the best dirt lawyers in the south western state).

Maybe I was able to get interesting nuggets from the firms because the interviews were done via the telephone providing some necessary anonymity.

Can you select a Toronto law firmwithout a personal interview?

One international, 140-year-old database is Martindale-Hubbell. There are other databases, too, that lawyers use to promote their practices.

Prospective clients can compare firms grouped by industry and practice, diversity profiles, peer review and client review ratings, making it easier to search for a firm in a particular field.

Diversity profiles are the firms' initiatives to recruit, retain and promote minorities. Peer review ratings are compiled from evaluations by other lawyers. Another online directory bases its rankings on client feedback.

The client feedback site rates lawyers on five criteria: knowledge, communication, tenacity, work quality and value. It uses a one to five scale along with a written client review. The site warns clients to be truthful.

Clients need caution when perusing databases because both lawyer reviews and client reviews are not a perfect science and susceptible to positive and negative influence. Some lawyers found that the ratings offered little marketing value.

Perspective clients need to be aware that lawyers and firms pay to advertise on the websites and a rating by anonymous or someone's initials are not trustworthy recommendations. Perhaps the best online review is by a named legal colleague or recognizable client.

With the wealth of information available on the internet, firms know that their own websites provide more up-to-date and relevant information to prospective clients.

When I needed personal legal advice from a Toronto law firm I got a referral from people I trusted. My advice: Do the research, consult online directories, but meet with a representative from the firm in person. Ask the firm what makes them different.

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