Those who offer everything convince no one. Alexander Börsig explains why this is usually not a marketing problem – but a sales problem.
Many law firms don't have a marketing problem. They have a positioning problem. The difference is crucial – because the wrong diagnosis leads to the wrong solution. More Google Ads and better rankings help a law firm that's positioned too broadly only to a limited extent. Clients are looking for specialists – not generalists.
Why Breadth Signals Weakness
"We advise on employment law, family law, tenancy law, and criminal law" – this phrase, found on countless law firm websites, sounds like a comprehensive offering. To potential clients with a specific problem, it sounds like something else: a general practitioner.
A client who has lost their employment contract and is looking for a specialist employment lawyer would rather place their trust in a lawyer who identifies precisely this area as a core competency – not as the third item on a long list.
What Alexander Börsig Has Learned in Hundreds of Law Firm Conversations
Alexander Börsig, in his work as an executive coach and go-to-market expert, has conducted hundreds of conversations with law firm owners. His finding: Most law firms that complain about too few inquiries position themselves for everyone. And those who position themselves for everyone become no one's first choice.
Successful law firms answer three questions clearly: Which client is really right for us? What are we the first choice for? How does the right client get from searching to our inquiry? These questions are not marketing questions. They are strategic business decisions.
Sharpening Positioning: A Process, Not a Rebranding
Law firm positioning doesn't mean designing a new logo or revamping the website. It means communicating more clearly in the market what a law firm is the first choice for. This can mean highlighting a practice area, naming an industry as a target group (e.g., technology startups, mid-market companies, freelancers), or defining a combination of practice area and region as core positioning.
This clarity has direct effects on marketing: SEO content becomes sharper, ads more targeted, website structure clearer. OMmatic combines the strategic positioning work that Alexander Börsig brings with digital implementation in law firm marketing.
Conclusion: Positioning Is a Growth Prerequisite
Those who are not clearly positioned cannot use their marketing budget efficiently. Every improved positioning increases the ROI of every marketing measure – because content, ads, and website copy are more sharply aligned with the right target audience. OMmatic and Alexander Börsig always begin collaboration with every new law firm with the positioning question.
