Differentiate & Dominate
Ever wonder why some law firms seem to get all the best clients while others struggle to keep the lights on?
The difference often isn't talent or experience. It's strategic intelligence.
You'll discover how to turn competitor research into your law firm's advantage. This isn't just about keeping up—it's about finding the gaps your competitors don't see and use them.
Think of this as your legal discovery process, but for marketing.
When you understand what others offer—and where they fall short—you can create a unique strategy that makes your firm the obvious choice. This isn’t about copying; it’s about standing apart.
By researching your competitors, you learn:
- What they’re doing right: Which strategies earn them clients.
- Where they’re missing the mark: The gaps that you can fill.
- Opportunities to innovate: New ways to connect with potential clients.
Why Most Lawyers Get Competitor Research Wrong
Most lawyers make two critical mistakes when looking at competition:
- They only look at the obvious competitors (missing hidden threats and opportunities)
- They copy what others are doing (ensuring they never stand out)
Neither approach builds a thriving practice. Here's what will.
The L.E.G.A.L. Framework
L - Locate Your True Competition
Not all competitors are created equal. You need to identify:
- Direct Competitors: These are the firms that directly compete with you for the same clients in the same practice areas and locations.
- Indirect Competitors: These firms may offer overlapping services or target similar clients, but they might operate in slightly different niches or geographic areas.
- Aspirational Competitors: These are the market leaders or firms you aspire to emulate. They set the standard for excellence in your industry, and studying them can provide valuable insights and benchmarks.
Action Step: Create your competitor matrix with 3-5 firms in each category. Use the Competitor Matrix Template.
E - Evaluate Their Digital Assets
Your competitors leave digital footprints that reveal their strategies:
- Website Analysis: Structure, practice area focus, calls-to-action
- Content Strategy: Topics, frequency, depth, formats (video, text, etc.)
- Social Media Presence: Platforms they are active on, content strategy, engagement
- Advertising Campaigns: Platforms, messaging, offers.
- Online Reviews: Volume, sentiment, response strategy
- Social Proof: Case results, testimonials, credentials emphasized
Tools to use: SEMrush, Ahrefs, SpyFu, BrightLocal
Action Step: Complete the Digital Asset Analysis Worksheet for your top 3 direct competitors.
G - Gap Analysis for Opportunity Identification
Find what's missing in your market:
- Service Gaps: Underserved niches or client segments
- Content Gaps: Questions your ideal clients ask that no one answers well
- Experience Gaps: Friction points in the client journey competitors ignore
- Messaging Gaps: Emotional needs not being addressed
Action Step: Identify at least 3 gaps you can use.
A - Articulate Your Difference
Now that you know what others offer, define how you'll be different:
- Service Differentiation: Unique offers
- Experience Differentiation: How clients feel working with you
- Expertise Differentiation: Specialized knowledge only you provide
- Results Differentiation: Outcomes you achieve that others don't
Action Step: We’ll create your Unique Value Proposition in the next video lesson.
L - Leverage Their Weaknesses
Turn competitor weaknesses into your strengths:
- Response Time Issues: If they're slow, be fast
- Communication Gaps: If they're formal, be approachable
- Technology Adoption: If they're old-school, be innovative
- Narrow Focus: If they only serve high-end clients, serve the middle market
Action Step: Identify 3 competitor weaknesses you'll use.
Key Takeaways
- The more you know about your competition, the better you can position your firm.
- Learn from the best, but always add your unique twist.
- Use a structured framework and digital tools to gather and act on competitive intelligence.
- Focus on areas where you can truly stand out—your niche, your client experience, and your community leadership.
Researching your competition isn’t just a one-time task—it’s an ongoing strategy. When you know your competitors inside out, you can confidently market your unique value and dominate your niche.
Remember, differentiation isn’t about being different for the sake of it—it’s about being better where it counts. Use these insights to build a digital marketing strategy that not only attracts high-quality leads but also builds lasting trust and authority.
Action Steps:
- Create your competitor matrix with 3-5 firms in each category. Use the Competitor Matrix Template.
- Complete the Digital Asset Analysis Worksheet for your top 3 direct competitors
Read more:
7-Step Digital Marketing Strategy for Law Firms
Step 1: Set Business & Marketing Goals
Step 2: Define Your Target Audience
Step 3: Audit Your Existing Digital Presence
Step 4: Research Your Competition
Step 5: Define Your Value Proposition and Your Offer
Step 6: Create a Digital Marketing Strategy & Set KPIs
Step 7: Implement, Track, and Iterate
If you want more actionable advice, join the Law Firm Growth Marketing Community