Law Firm Marketing and How One Law Firm Changed – Law Firm Marketing News –
December 31, 2012

Hermann, Cahn & Schneider LLP has learned a valuable lesson in advertising. For many years, the downtown Cleveland law firm relied only on word-of-mouth advertising, while competitors were putting effort into a variety of marketing tactics, Hugh Berkson, a litigator at the firm, told The Plain Dealer.

“My biggest mistake was relying too long on the traditional business model of doing good work and believing that more work would find you as a result,” Berkson said. “We had a hard time coming to grips with the way the legal profession markets.”

After coming back from law association meetings with competitors, the firm’s leaders were disappointed in how the business’ standings compared to its competitors.

While Hermann, Cahn & Schneider viewed advertising in the legal field as “unprofessional,” Berkson said they had to start marketing themselves to remain competitive.

Over the course of five years, the firm gradually engaged in more marketing endeavors, beginning with the creation of a website for its practice. Soon after, the firm began blogging and boosting its SEO. It also began placing ads in The Plain Dealer.

The firm has made significant progress and is gaining new clients, Berkson stated.

“Now we’re convinced that lawyers can market in a professional and dignified way,” he said.

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