The UK legal market is crowded, meaning if you want to stand out, you need to make a noise. One way to differentiate your law firm is to create a brochure. Whether it’s online-only or available in both digital and print, a brochure is a fantastic way to build awareness of your law firm, create interest around your services and help to persuade your prospective clients to take the next step.
To demonstrate just how effective they can be, here are three UK law firm brochures to help inspire your marketing in 2022.
There are thousands of law firms in the UK, so choosing the right one can be difficult. Thankfully, you can help make this decision a lot easier by providing them with all the information they need to make an informed and rationalised decision in one engaging and highly informative document (otherwise known as a brochure).
To ensure their clients are confident they have made the right decision, Ashfords have created a brochure – fittingly titled “The Ashfords Difference” – which tells (and shows) why their law firm is the best choice and helps to differentiate their legal services from the rest.
As a lawyer, you will understand the importance of providing evidence to support your claims. And that’s precisely what Ashfords does. From customer testimonials and employee quotes to key achievements and awards, Ashfords provides all the proof a client needs to progress to the next stage. All, of course, in an engaging, on-brand manner.
To further differentiate their firm, they choose to focus on their purpose and values rather than services and sectors. There are thousands of law firms in the UK offering similar services for roughly the same price, meaning if you want to be remembered, you need to find your USP and shout about it. And if that’s being a purpose-driven organisation, don’t just list off your values. Tell your clients why you care and show them what you are doing to achieve your goals – and ensure you link everything back to them!
Not every brochure needs to be a novel. In fact, some of the most effective ones are those which can tell a story within just a couple of pages – ones like that of KPMG.
They say a picture is worth a thousand words, and when it comes to brochures for UK law firms, that’s certainly the case. KPMG have used a series of on-brand images to illustrate their key selling points and help to evoke more of an emotional response from their readers. They split their brochure into four sections that follow the logical order of a client lifecycle, summarising each to avoid information overload.
One of the purposes of a brochure is to help build brand awareness. With that in mind, it makes sense to put your brand at the centre of your content and embed it throughout everything you do. One UK law firm that’s done exactly that is Myerson with their 2021 firm brochure. Again, they use minimal text and instead focus on telling their story and making an impact through the use of colour, imagery and well thought out headlines. From the front cover to the back page, every aspect of the brochure has been brought to life with Myerson’s colourful branding and playful tone.
Now that we’ve reviewed some of the best law firm brochures in the UK, let’s look at some of the key takeaways to help inspire your marketing in 2022. When it comes to creating your brochure, you will want to keep the following in mind:
- Branding: including appropriate use of imagery, iconography, colour, typeface and tone of voice.
- Social proof: highlight relevant accreditations, awards, testimonials and results.
- Content: will you create one brochure to provide a complete overview of your law firm and services? Are you planning on breaking things down?
- Data capture: why not make a downloadable brochure? This can be a great way to capture data from prospective clients.
Are you looking for help creating an eye-catching brochure to help your law firm stand out in the UK legal market? Get in touch to organise your free consultation and discover how we can help take your marketing to the next level.