BBB Endorsements: Should You Seek One?
Many attorneys ask if it is worth the time and effort to seek a Better Business Bureau endorsement. The short answer is, yes. A BBB endorsement can enhance your attorney marketing by promoting your law firm as trustworthy.
For many Americans, a BBB endorsement is synonymous with trustworthiness. In fact, consumer groups advise the public to check for BBB accreditation before doing business online.
When a law firm has been accredited by the BBB, it means that the firm meets the BBB standards for trust. While the general public may not be familiar with the standards and may not know the criteria for accreditation, they do realize that not all businesses qualify. People believe that a BBB accreditation sets a law firm apart from other firms and makes it more trustworthy. Because the BBB is a symbol of trustworthiness, it is worthwhile to display a BBB seal on your legal website.
You can apply for BBB accreditation with the Better Business Bureau in the city where your business is located. If the local BBB determines that you meet accreditation standards, you will be permitted to sign a license agreement with BBB. The license will allow you to identify your law firm as a BBB Accredited Business and to use the BBB seal on your website, business cards, print ads, and other forms of law firm marketing.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.
We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.