Just recently, the issue about shorter law firm names came up in a listserv discussion hosted by the Legal Marketing Association. The interesting thing is that this issue has been coming up for years. In fact, I wrote an article in The Legal Intelligencer on March 12, 2003, addressing this very issue.
What I think most legal marketing experts have found who have been around the watercoolers for a stint is that firms should shorten their names — but should do so strategically. Legal marketers know the countless marketing and PR reasons why — and those reasons have been expanded exponentially with SEO (search engine optimization), SEM (search engine marketing) and social media engagement. However, it’s important for marketers to provide solid reasons and solutions to law firms so that shortening a firm name makes sense.
