The 3 Most Overused Legal Marketing Terms

Law360, Los Angeles (November 9, 2015, 6:42 PM EST) -- Law firms like to trumpet as many strengths and achievements as possible on their websites and in marketing materials, but analysts say that the use of grandiose or overly broad terms can dilute a firm's core message.

Here, experts discuss the three most overused terms in legal marketing and how firms can better highlight their most sterling qualities.

'Full-service'

For smaller law firms that specialize in one or two practice areas and have only a couple dozen attorneys, claiming to be a "full-service" firm may come off as disingenuous, according to experts.

"How can someone be that versed in so many...

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