Read your firm's About page. Now read every other firm's About page. Notice anything? 'We are dedicated to providing exceptional legal services.' 'Our attorneys bring decades of combined experience.' 'We pride ourselves on our client-centered approach.' It's the same page, everywhere, written by nobody in particular.

Clients aren't fooled. They read these pages looking for a signal — something that tells them this firm is different, that these people understand their specific problem. What they get instead is boilerplate that could describe a dentist's office with minor edits.

The positioning problem

Most firms describe what they do. Very few describe who they are. The difference matters. A client choosing between three employment law firms doesn't need to know that all three 'handle employment matters.' They need to know which one has actually been in the room when a termination goes sideways, and can talk about it like a human being.