Being known as an authority on important legal challenges and trends gives tremendous advantages when it comes to winning work. These include strong credibility, better recognition, more referrals and greater memorability. You can charge more too!
But many of the traditional signs of authority for law firms have been superseded.
Having a great offering, lots of credentials, smart offices, well-designed marketing materials and a professional website are not nearly enough to open the door with most senior-decision makers.