Years ago I sat in on a CLE on legal marketing and use of the web, and one of the presenters showed a number of firm websites, both good and bad. Near the end the speaker homed in on several niche firms with very narrow focuses. I don’t remember all the details, but I do remember a number of firms with very short or colorful names, and websites with images that jumped out at you—alligators, fires, bugs…you get the point. One of them had an illustration of a large bug—I believe the firm handled litigation surrounding the use of pesticides.

At the time I thought some of the stuff kind of garish and a bit cheesy. But the presenter praised the firms, stressing that the approaches were very narrowly tailored, and the way they were marketing themselves, it would be impossible to not associate the firms with those kinds of work.

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